Google Ads to use Data-Driven Attribution
We all know about Google Ads and how they have transformed over the years. Google is making new transformations in the realm of ad conversions.
On Monday, Google announced that marketers need a different way of measuring criteria in a changing privacy landscape. Vidhya Srinivasan, VP/GM Buying, Analytics and Measurement, Google Ads providing further insight into how changes will be applied to Google Ads attribution tracking.
"One critical tool is machine learning, which can be used to fill the gaps in observed data and unlock new insights into consumer behavior. For example, conversion modeling powered by machine learning allows you to preserve measurement even when cookies or other identifiers aren’t present. Data-driven attribution in Google Ads takes this a step further. It uses advanced machine learning to more accurately understand how each marketing touchpoint contributed to a conversion, all while respecting user privacy."
