Welcome to the world of digital advertising, where businesses strive to stay on track with the ever-changing world of Google ads in order to maximize their profits. But amidst the quest to stay up to date, the conversation often turns to the complexities of tracking and attributing conversions accurately. In this blog post, we’ll delve into the changes Google is rolling out in its attribution model, shedding light on how these changes can impact your Google ads performance.
Understanding Conversion Attribution
Conversion attribution is far from simple in today’s world. Customer journeys are often fragmented, involving multiple touch-points before a conversion takes place. Consider a scenario where a potential customer interacts with various ads—Performance Max campaigns, display campaigns, and search campaigns—before finally converting. Google needs to attribute the value of that conversion across these touch-points. Historically, Google offered different attribution models for advertisers to select, but now all of that is about to change…
Phasing out of Previous Attribution Models
Google is bidding farewell to several attribution models, replacing them with something called Data-driven Attribution. The models being phased out include first click, linear, time decay, and position-based attribution. Previously, these models would give different levels of importance to the touch-points along the customer journey. But now, two more advanced methods are replacing them: Data-driven Attribution and, temporarily, last click attribution.
Remaining Attribution Models
Data-driven Attribution, the model that Google is actively promoting, utilizes machine learning and artificial intelligence to analyze customer journeys in real-time and assign value to various touch-points. This model is not as transparent since Google determines the weights internally, without explicit visibility to advertisers. However, many advertisers have already embraced this model and have seen positive outcomes. On the other hand, the other remaining model is last click attribution, where the entire value is attributed to the last click before a conversion occurs.
Impact on Google Ads Performance and Conversion Attribution
For those already using data-driven attribution, these changes will have no impact. However, if you rely on the phased-out attribution models, you may experience shifts in how conversions are attributed. Some campaigns might see more conversions appearing earlier in the conversion process, while others might witness changes in performance. The specific effects will depend on how data-driven attribution adapts to your account.
Conclusion
While Google’s attribution model changes might sound daunting, there’s no need to panic. The transition to data-driven attribution is a positive step, leveraging Google’s powerful machine learning capabilities to improve conversion attribution. By embracing this change, advertisers can navigate the complexities of fragmented customer journeys and enjoy more accurate attribution. Rest assured, unless you’ve been relying on extreme models like first click, the impact on performance should be manageable.
Help is Here
If you have any questions regarding conversions, conversion tracking, attribution modeling, or any other aspect of dominating Google ads, our team at StubGroup is here to help. Visit stubgroup.com to learn more about how we’ve helped businesses generate significant profits through Google ads and to claim your own free Google ads profit plan tailored to your business. You can also subscribe to our YouTube channel for more insightful videos on how to drive your business growth with Google ads.
Remember, the world of digital advertising is ever-evolving, and adapting to these changes can give you a competitive edge. Embrace the new attribution model and unlock the full potential of your Google ads campaigns.