Google Ads to use Data-Driven Attribution
We all know about Google Ads and how they have transformed over the years. Google is making new transformations in the realm of ad conversions.
On Monday, Google announced that marketers need a different way of measuring criteria in a changing privacy landscape. Vidhya Srinivasan, VP/GM Buying, Analytics and Measurement, Google Ads providing further insight into how changes will be applied to Google Ads attribution tracking.
"One critical tool is machine learning, which can be used to fill the gaps in observed data and unlock new insights into consumer behavior. For example, conversion modeling powered by machine learning allows you to preserve measurement even when cookies or other identifiers aren’t present. Data-driven attribution in Google Ads takes this a step further. It uses advanced machine learning to more accurately understand how each marketing touchpoint contributed to a conversion, all while respecting user privacy."
Basically, what Google is doing here is changing the model to have more associative touchpoints in Google Ads campaigns, versus generally looking at the last-click conversion metrics. The changes to data-driven are now enabling more insight into in-app and offline conversions, that, previously, were more difficult to associate an ROI around due to conversions typically being tracked and calculated based on the last-click metric. Multi-touch attribution modeling isn't necessarily new, but it has historically been more in-line with using a Customer Data Platform in order to identify how users are linking through campaigns to conversions.
One thing to note, this change isn't on by default for advertisers running campaigns prior to October. Advertisers will have the option to enable the attribution modeling by following the steps in this support article.
Srinivasan promotes that:
"Advertisers around the world have seen better results by switching to data-driven attribution. When combined with automated bidding strategies, data-driven attribution can drive additional conversions at the same cost-per-acquisition. This is because our systems can better predict the incremental impact a specific ad will have on driving a conversion, and adjust bids accordingly to maximize your ROI."
This change could definitely help to provide a broader understanding of how campaigns are performing on a more granular basis....something that all marketers seem to be on the lookout for.
Mark E. Chiles is the Founder of Overwrite Media and has an extensive two-decade career in progressive technology and digital media. He's been a speaker at several conferences related to digital marketing, media, and customer data. Connect with him on Twitter @markechiles or on LinkedIn.