Google is making it easy to switch to data-driven attribution for Google Ads campaigns and let advertisers know how this will affect campaigns before switching.
Data-driven attribution is the most used and most default attribution for Google Ads campaigns. However, advertisers may be reluctant to change their preferred referral model due to uncertainty about how it will affect performance.
In a blog post, Google advocates switching to data-driven attribution, saying that advertisers typically experience an increase in conversions compared to the current referral model:
“Typically, advertisers who switch to data-driven referral from another referral model see an average of 6% increase in conversions. With data-driven attribution, machine learning algorithms assign partial credit to customer touchpoints that may have been previously undervalued. Smart Bidding then reacts to these opportunities, resulting in performance gains.”
To help more advertisers see similar performance gains, Google is offering more transparency about how data-driven attribution affects accounts.
Google is introducing a new tool that will give advertisers a clearer understanding of the effects of data-driven referral before they switch to it. The tool is designed to help advertisers feel more confident about switching referral models.
Data-driven referral simulation tool
Google is releasing a new tool to simulate how automatic bids interact with data-driven attribution over the past seven days.
Advertisers can use this tool to see how a data-driven referral will affect their account before abandoning their existing referral model.
The Google blog post continues:
As with any account change, knowing what to expect is key. That’s why we’ll soon be launching a simulation tool for qualified advertisers that will let you see how automatic bids have reacted to data-driven attribution over the past seven days. This will help you understand Data-driven referral effects on your account before you make the switch.”
Data-driven attribution for more ad types
Google is expanding data-driven attribution to more types of ads, starting with app conversions and later adding support to Discovery ads:
Finally, we are continuing to bring data-driven attribution to more advertisers and more ad types. In the past, data-driven attribution has supported search, shopping, display, and YouTube ads. We are expanding our support for app conversions and will begin to support Discovery formats (including That’s the one in Performance Max) next year.
We’re committed to helping you measure your campaign goals more accurately, and giving you the tools you need to succeed. With continued advances in machine learning and automation, you can feel more confident using data-driven attribution to drive positive marketing results.”
Featured image: Lemonsoup14/Shutterstock
