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Google is making it easy to switch to data-driven attribution for Google Ads campaigns and letting advertisers see how it will impact campaigns before switching.
Data-driven attribution is the most-used and default attribution for Google Ads campaigns. However, advertisers may be hesitant to change their preferred attribution model due to uncertainty about how it will affect performance.
In a blog post, Google advocates for switching to data-driven attribution, saying advertisers typically experience an increase in conversions compared to their current attribution model:
“Advertisers who switch to data-driven attribution from another attribution model typically see a 6% average increase in conversions. With data-driven attribution, machine learning algorithms assign fractional credit to customer touch points which may have previously been undervalued. Smart Bidding can then react to these opportunities, resulting in performance gains.”
To help more advertisers see similar performance gains, Google is bringing more transparency to how data-driven attribution will impact accounts.
Google is introducing a new tool that will give advertisers a clearer understanding of the effects of data-driven attribution before switching to it. The tool is designed to help advertisers feel more confident about switching...
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