What is Data-driven attribution?

There are more moments throughout the day for businesses to connect with consumers than ever before. It’s critical for marketers to know which moments matter, and which ones don’t.

The search process doesn’t start and end with “buy the exact product I already know I want.” People have a tendency to click on multiple ads before converting. This makes it challenging to assign the proper credit where it’s due. Last-click attribution, the default choice in AdWords, ignores everything except for the final, “buy the exact product I already know I want” ad click. But was it really that ad that made them decide to choose your business?

The idea of Data-driven attribution is to give credit for conversions based on how people search for your business and when they decide to be your customers. It uses account data to find out which ads, keywords, and campaigns have the biggest impact on your business goals. Data-driven attribution applies to website and Google Analytics conversions from Search Network campaigns.

Data-driven attribution is different from the other attribution models, in that it uses your conversion data to calculate the actual contribution of each keyword across the conversion path. Each data-driven model is specific to each advertiser.

With the Data-Driven Attribution AdWords allows you to: learn which ads, keywords, ad groups, and campaigns are playing the biggest role in building your business goals and optimize your bidding based on real data for your account. It looks at all the clicks on your Google Search ads and compares the click paths of customers who convert to the paths of customers who don’t, then the model identifies patterns among those clicks that lead to conversions. There may be certain steps along the way that have a higher probability of leading a customer to complete a conversion. The model then gives more credit to those valuable clicks on the customer’s path.

To create a precise model for how your conversions should be attributed Data-driven attribution requires a certain amount of data.  Because of this, not everybody has an option for data-driven attribution. As a general guideline, for this model to be available, an account must have at least 15,000 clicks and a conversion action must have at least 600 conversions within 30 days. Google can start preparing Data-driven attribution from the moment the necessary minimum of attribution is reached but once it drops below 10,000 clicks for the account or 400 conversions for the conversion action within 30 days it will stop. You’ll receive an alert before this happens, and, after 30 days of continued low data, your conversion action will be switched to a linear attribution model.

DDA was introduced to AdWords back in May 2016, and since then, Google is studying how it affects performance. A recent analysis of hundreds of advertisers using DDA revealed that performance improved when compared to last-click attribution:

When compared to last-click attribution, DDA typically delivers more conversions at a similar cost-per-conversion

For Search, data-driven is now the recommended model for all eligible advertisers. It is a better way to measure and optimize performance.

What is Data-driven attribution?

There are more moments throughout the day for businesses to connect with consumers than ever before. It’s critical for marketers to know which moments matter, and which ones don’t.

The search process doesn’t start and end with “buy the exact product I already know I want.” People have a tendency to click on multiple ads before converting. This makes it challenging to assign the proper credit where it’s due. Last-click attribution, the default choice in AdWords, ignores everything except for the final, “buy the exact product I already know I want” ad click. But was it really that ad that made them decide to choose your business?

The idea of Data-driven attribution is to give credit for conversions based on how people search for your business and when they decide to be your customers. It uses account data to find out which ads, keywords, and campaigns have the biggest impact on your business goals. Data-driven attribution applies to website and Google Analytics conversions from Search Network campaigns.

Data-driven attribution is different from the other attribution models, in that it uses your conversion data to calculate the actual contribution of each keyword across the conversion path. Each data-driven model is specific to each advertiser.

With the Data-Driven Attribution AdWords allows you to: learn which ads, keywords, ad groups, and campaigns are playing the biggest role in building your business goals and optimize your bidding based on real data for your account. It looks at all the clicks on your Google Search ads and compares the click paths of customers who convert to the paths of customers who don’t, then the model identifies patterns among those clicks that lead to conversions. There may be certain steps along the way that have a higher probability of leading a customer to complete a conversion. The model then gives more credit to those valuable clicks on the customer’s path.

To create a precise model for how your conversions should be attributed Data-driven attribution requires a certain amount of data.  Because of this, not everybody has an option for data-driven attribution. As a general guideline, for this model to be available, an account must have at least 15,000 clicks and a conversion action must have at least 600 conversions within 30 days. Google can start preparing Data-driven attribution from the moment the necessary minimum of attribution is reached but once it drops below 10,000 clicks for the account or 400 conversions for the conversion action within 30 days it will stop. You’ll receive an alert before this happens, and, after 30 days of continued low data, your conversion action will be switched to a linear attribution model.

DDA was introduced to AdWords back in May 2016, and since then, Google is studying how it affects performance. A recent analysis of hundreds of advertisers using DDA revealed that performance improved when compared to last-click attribution:

When compared to last-click attribution, DDA typically delivers more conversions at a similar cost-per-conversion

For Search, data-driven is now the recommended model for all eligible advertisers. It is a better way to measure and optimize performance.

2017-10-12T08:29:55+00:00