Article summary:
Google Ads announced that first click, linear, time decay, and position-based attribution models in Google Ads are going away in mid-July. Google is replacing these models with its data-driven attribution model, which uses AI to determine how much impact each ad interaction has on a conversion. This provides a more accurate view of the impact of ads compared to a one-size-fits-all model like first-click attribution. Advertisers will have the option to change to the last-click model if they prefer. To get started with data-driven attribution, advertisers should ensure proper conversion tracking, enable data-driven attribution in their Google Ads settings, and consider automated bidding strategies to maximize the benefits.
Key points:
Overview:
- Google Ads is postponing the switch to its data-driven attribution model to mid-July.
- The data-driven attribution model uses AI to determine how much impact each ad interaction has on a conversion.
- Advertisers will have the option to change to the last-click model if they prefer.
- Accuracy: The AI analyzes all the interactions and touchpoints that lead to a conversion and determines how much each interaction contributed.
- Adaptability: The model is data-driven and updates automatically as the conversion paths evolve.
- Automation: The model can power automated bidding to spend more on the ads that drive the highest value.
- Cross-compatibility: The AI examines the full cross-device, cross-channel journey to appropriately credit interactions.
- Make sure you have conversion tracking set up.
- Go to the Attribution tab under the Tools menu.
- Enable data-driven attribution on the Attribution tab.
- Apply data-driven attribution to your conversion actions.
- Let the AI build your model.
- Check-in regularly on your insights in the Attribution tab.
- Use an automated bidding strategy like Target CPA bidding or Maximize Conversions.
Topics:
Data-Driven AttributionGoogle AdsConversion TrackingAutomated Bidding