Google Ads Makes It Easy To Change To Data-Driven Attribution

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Google is making it simple to change to data-driven attribution for Google Ads campaigns and letting marketers see how it will affect campaigns before changing.

Data-driven attribution is the most-used and default attribution for Google Advertising campaigns. However, marketers might be hesitant to change their favored attribution design due to uncertainty about how it will affect performance.

In an article, Google supporters for changing to data-driven attribution, stating advertisers generally experience a boost in conversions compared to their current attribution design:

“Advertisers who switch to data-driven attribution from another attribution design generally see a 6% average boost in conversions. With data-driven attribution, machine learning algorithms appoint fractional credit to customer touch points which might have previously been underestimated. Smart Bidding can then respond to these opportunities, leading to performance gains.”

To assist more advertisers see similar performance gains, Google is bringing more openness to how data-driven attribution will impact accounts.

Google is presenting a new tool that will provide marketers a clearer understanding of the results of data-driven attribution prior to switching to it. The tool is designed to help advertisers feel more positive about switching attribution designs.

Data-Driven Attribution Simulation Tool

Google is introducing a brand-new tool to mimic how automated bidding would have responded to data-driven attribution over the past 7 days.

Marketers can utilize this tool to see how data-driven attribution will impact their accounts before quiting their existing attribution design.

Google’s blog post continues:

“Similar to any account change, knowing what to expect is crucial. That’s why we will quickly be launching a simulation tool to qualified advertisers that will enable you to see how automated bidding would have reacted to data-driven attribution over the last 7 days. This will assist you comprehend the impacts of data-driven attribution on your account before making the switch.”

Data-Driven Attribution For More Ad Types

Google is expanding data-driven attribution to more types of advertisements, starting with app conversions and later including support to Discovery ads:

“Last but not least, we’re continuing to bring data-driven attribution to more advertisers and more advertisement types. Historically, data-driven attribution has supported Browse, Shopping, Display and Buy YouTube Subscribers ads. We are expanding our assistance to app conversions and will start supporting Discovery formats (including those in Performance Max) next year.

We are dedicated to assisting you more precisely measure your project goals, and to give you the tools you require to be successful. With continued advancements in artificial intelligence and automation, you can feel more confident utilizing data-driven attribution to deliver positive marketing results.”

Featured Image: Lemonsoup14/Best SMM Panel