Attribution models have played a major role for marketers.
Recently, Google announced that they are rolling out data-driven attribution as the default model for all new conversion actions, which will activate in October. It will still leave you with a choice of switching to one of the five rule-based attribution models.
What’s in store for marketers with these changes?
The data-driven attribution model promises to give more accurate results by analyzing all relevant data about the touchpoints that led up to a conversion. It considers multiple signals, even the ad format, and the time between an ad interaction and the conversion. The models turn out more accurate with the holdback experiments that are made, and they will tweak them to better reflect the true incremental value of the ads, all while respecting user privacy.
Google promises to make every marketing dollar count even though the industry continues to shift.
Data-driven attribution makes room for more campaigns and advertisers by supporting Search, Shopping, Display, and Youtube ads.
Now, what happens to the accounts with less data? Will they be able to cope with the upcoming wave of changes that will go down in a digital world? However, Google isn’t abandoning us all for sure; they are removing the data requirements for campaigns; this can help with using data-driven attribution for every conversion action.