By Susana Galeano
LATAM Content Coordinator
LA new change has arrived at Google Ads: the internet giant announced that it will update its attribution model and the last click, which until now was its default option, will give way to data-driven attribution.
Google dismisses last click as default attribution model
Last-click attribution is based on attributing the entire value of the conversion to the last point of contact with the consumer before making a purchase. Under the data-driven framework, Google will use the full force of its machine learning to assess the entire buyer's journey : from how conversions are measured to how to improve automated bids in the ad buying process, moving away from relying solely on the last interaction of consumers. Machine learning will thus become essential to assess data throughout the conversion process.
The data-driven attribution model is not new, however it was not available to all marketers due to minimal data requirements and some other limitations that made it not work well for small budgets, but bahrain business email database according to the company, that has now been fixed and all Google Ads users will have this model selected by default in Google Ads. The change will begin to roll out starting in October and will be enabled for all users in 2022.
Attribution models today: from classic to data-driven… and beyond
“In the face of a changing privacy landscape, marketers need new measurement approaches that meet their goals and put users first. That’s why we’ve invested in new tools to help them future-proof their metrics,” said Vidhya Srinivasan , Google’s vice president of metrics and analytics, in a statement.
«Machine learning can be used to fill gaps in observed data and uncover new insights into consumer behavior, for example by continuing to measure even when cookies or other identifiers are not present . »