w Google data-driven attribution features //

Google just announced two data-driven attribution options that will increase transparency and make it easier to switch advertisers.

Why we care. Google has made it clear that data-driven attribution is their preferred model for advertisers. The new simulation tool can be used by advertisers who are unsure about the impact of this model to calculate the effects.

What’s new. Google is soon to launch a simulation tool that allows you to see how automated bids would react to data-driven attribute over the past seven days. This tool will help you understand how data-driven attribution affects your account before you make the switch.

Google is also working with advertisers to offer data-driven attribution to more types of ads. Data-driven attribution supports Search, Shopping, Display, and YouTube ads. Google will support app conversions by expanding its support and will start supporting Discovery formats (including Performance Max) in the next year.

Google’s statement. Advertisers who move to data-driven advertising from another model usually see an average of 6% increase in conversions.

Dig deeper. Google has published the announcement here.

The post 2 Google data-driven attributes features was first published on Search Engine Land.