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Google Ads Data Driven Attribution Updates

Published on: December 7 2022 by Paid Media Pros

Google Ads Data Driven Attribution Updates

Google Ads Data Driven Attribution Updates

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00:00:00 00:00:05 over the last few weeks we've covered a
00:00:02 00:00:07 number of different news style topics
00:00:05 00:00:09 which is a little bit of a departure
00:00:07 00:00:10 from what we normally do on this channel
00:00:09 00:00:11 but we think that they're really
00:00:10 00:00:13 important
00:00:11 00:00:15 the earliest one that we did was toking
00:00:13 00:00:18 about how google is going to kind of
00:00:15 00:00:20 combine phrase and broad match modifier
00:00:18 00:00:22 keywords and how that impacts your match
00:00:20 00:00:24 type strategy so if you're interested in
00:00:22 00:00:24 that you can check out this video right
00:00:24 00:00:26 here
00:00:24 00:00:29 and the most recent one that we did was
00:00:26 00:00:32 around google sun setting expanded text
00:00:29 00:00:34 ads in the summer of 2022 and what you
00:00:32 00:00:36 need to do to prep and get ready
00:00:34 00:00:38 again if you want to watch a video about
00:00:36 00:00:39 that you can check out this one right
00:00:38 00:00:40 here
00:00:39 00:00:43 today we're going to tok about a change
00:00:40 00:00:46 that might be a little less impactful on
00:00:43 00:00:48 your day-to-day account management but
00:00:46 00:00:50 it's still going to be important and
00:00:48 00:00:52 that is that data-driven attribution is
00:00:50 00:00:54 going to be the default for any new
00:00:52 00:00:57 conversion action moving forward and
00:00:54 00:00:59 your existing conversion actions are
00:00:57 00:01:01 likely going to be opted into data
00:00:59 00:01:03 driven attribution in the next six
00:01:01 00:01:04 months so in this video what i want to
00:01:03 00:01:08 do is give you a rundown of what data
00:01:04 00:01:09 driven attribution has been up until now
00:01:08 00:01:11 tok about what's changing what's
00:01:09 00:01:13 staying the same and then give you the
00:01:11 00:01:14 timeline for your accounts
00:01:13 00:01:17 i want to start by giving a quick
00:01:14 00:01:19 rundown of what data driven attribution
00:01:17 00:01:22 is and some of the issues that we've had
00:01:19 00:01:24 with it up until now the data-driven
00:01:22 00:01:26 attribution model is one of six
00:01:24 00:01:28 different models within google ads and
00:01:26 00:01:30 the way it works is that it shares
00:01:28 00:01:32 credit based on past data for the
00:01:30 00:01:34 specific conversion action so it uses
00:01:32 00:01:36 your account data to calculate the
00:01:34 00:01:39 actual contribution of each interaction
00:01:36 00:01:42 in this image here you can see the other
00:01:39 00:01:44 five attribution models first click time
00:01:42 00:01:46 decay linear position based and last
00:01:44 00:01:48 click last click is currently the
00:01:46 00:01:52 default and has been the default pretty
00:01:48 00:01:54 much since day one of the google ads or
00:01:52 00:01:55 at the time adwords platform i'm not
00:01:54 00:01:57 going to spend time in this video
00:01:55 00:01:59 discussing each of the different
00:01:57 00:02:00 attribution models if you're interested
00:01:59 00:02:02 in the difference between those we
00:02:00 00:02:04 recently did another video on these it's
00:02:02 00:02:06 pretty good timely video there so you
00:02:04 00:02:07 can check that out at the top of your
00:02:06 00:02:10 screen right now but effectively the
00:02:07 00:02:13 data driven attribution model is the
00:02:10 00:02:15 machine learning version of the
00:02:13 00:02:17 attribution models where google takes
00:02:15 00:02:20 data from your specific conversion
00:02:17 00:02:21 action and then attributes each touch
00:02:20 00:02:23 point the amount of credit that it
00:02:21 00:02:25 believes it deserves based on that
00:02:23 00:02:27 machine learning algorithm because it's
00:02:25 00:02:30 data driven and it has actual data
00:02:27 00:02:32 behind it that means that there were
00:02:30 00:02:34 some data limitations you had to have
00:02:32 00:02:37 had at least 3 000 ad interactions in
00:02:34 00:02:39 supported networks and that conversion
00:02:37 00:02:41 action had to have had at least 300
00:02:39 00:02:43 conversions within the last 30 days so
00:02:41 00:02:45 depending on the size of your account
00:02:43 00:02:48 and how often the conversions that you
00:02:45 00:02:50 have were actually being triggered data
00:02:48 00:02:52 driven was really hard to opt into and
00:02:50 00:02:54 typically google would just alert you
00:02:52 00:02:56 with a pop-up that said that your
00:02:54 00:02:58 conversion action was eligible for data
00:02:56 00:02:59 driven attribution otherwise you
00:02:58 00:03:00 wouldn't have been able to select that
00:02:59 00:03:03 model and you would have had to go with
00:03:00 00:03:05 one of the other five attribution models
00:03:03 00:03:07 in google ads so now let's get into
00:03:05 00:03:09 what's changing because some of what i
00:03:07 00:03:11 just toked about is going to be updated
00:03:09 00:03:13 first the data-driven attribution models
00:03:11 00:03:15 will no longer have data minimums for
00:03:13 00:03:18 usage all of that stuff that i just said
00:03:15 00:03:20 about 3000 ad interactions 300
00:03:18 00:03:22 conversions for each conversion action
00:03:20 00:03:25 is going to go away google claims that
00:03:22 00:03:27 their conversion modeling practikes are
00:03:25 00:03:29 getting so much better that they no
00:03:27 00:03:32 longer need the data minimums to make
00:03:29 00:03:34 data driven attribution work for every
00:03:32 00:03:36 conversion action in every account no
00:03:34 00:03:38 matter what the volume is this is very
00:03:36 00:03:41 similar to a change that they made a few
00:03:38 00:03:44 years ago where the bidding strategy for
00:03:41 00:03:46 target cost per conversion no longer
00:03:44 00:03:49 needed to have certain data minimums in
00:03:46 00:03:51 any campaign in any account with any
00:03:49 00:03:54 amount of conversion volume you can run
00:03:51 00:03:56 a target cost per conversion bidding
00:03:54 00:03:59 strategy in your account but just like
00:03:56 00:04:01 any other decision that is based on data
00:03:59 00:04:03 the more data you have the better keep
00:04:01 00:04:05 in mind that although you'll be able to
00:04:03 00:04:07 utilize data driven attribution models
00:04:05 00:04:09 without any sort of data minimums it
00:04:07 00:04:12 still will probably perform better if
00:04:09 00:04:14 you have more data dda or the way that
00:04:12 00:04:16 for typing purposes i'm going to shorten
00:04:14 00:04:19 data driven attribution we'll also
00:04:16 00:04:21 operate on more conversion types in the
00:04:19 00:04:23 past it only operated on a handful of
00:04:21 00:04:26 conversion types but now that's going to
00:04:23 00:04:29 include in-app and offline conversions
00:04:26 00:04:31 next not only will you be able to
00:04:29 00:04:33 utilize data driven attribution without
00:04:31 00:04:36 any minimums it is now going to be the
00:04:33 00:04:39 default attribution model for all new
00:04:36 00:04:42 conversion actions within your account
00:04:39 00:04:44 no longer will it have last click as the
00:04:42 00:04:46 default data driven will actually be
00:04:44 00:04:49 that default model in addition to that
00:04:46 00:04:52 google will start to opt in your
00:04:49 00:04:54 existing conversion actions into the
00:04:52 00:04:56 data driven model but it'll give you a
00:04:54 00:04:58 heads up beforehand with a number of
00:04:56 00:04:59 alerts to tell you that your conversion
00:04:58 00:05:02 actions are going to be updated to the
00:04:59 00:05:04 data driven model so moving forward all
00:05:02 00:05:07 new conversion actions and your existing
00:05:04 00:05:09 ones will be adjusted to be data driven
00:05:07 00:05:12 and away from last click the last thing
00:05:09 00:05:14 that's changing here is the way that
00:05:12 00:05:16 data driven attribution works when you
00:05:14 00:05:19 don't have lots of data so one of the
00:05:16 00:05:21 questions from our friend brad was that
00:05:19 00:05:24 if you have little amounts of conversion
00:05:21 00:05:26 data is data driven attribution still
00:05:24 00:05:27 going to work like the linear model
00:05:26 00:05:29 because that's the way it used to work
00:05:27 00:05:32 in the past the response to that from
00:05:29 00:05:34 jenny marvin google's ads liaison is
00:05:32 00:05:37 that the data-driven attribution models
00:05:34 00:05:39 with lower volume are going to resemble
00:05:37 00:05:41 a last click attribution model so if
00:05:39 00:05:43 you're savvy enough to notike the
00:05:41 00:05:45 difference in your conversion actions
00:05:43 00:05:47 when you don't have lots of conversion
00:05:45 00:05:50 volume rather than operating like a
00:05:47 00:05:52 linear model it will sort of default to
00:05:50 00:05:55 last click so the big takeaway here for
00:05:52 00:05:58 me is that although your models will say
00:05:55 00:06:01 that they are data driven attribution on
00:05:58 00:06:03 any new or updated to on an existing
00:06:01 00:06:05 conversion action if there's not enough
00:06:03 00:06:07 conversion volume it will default to
00:06:05 00:06:09 behave like last click which would
00:06:07 00:06:10 effectively be no change from where
00:06:09 00:06:12 things are now so if you're worried
00:06:10 00:06:14 about opting in to data driven
00:06:12 00:06:16 attribution because you don't have a lot
00:06:14 00:06:18 of volume just remember that it will
00:06:16 00:06:20 resemble last click which is what you
00:06:18 00:06:22 were going to use in the first place so
00:06:20 00:06:24 this shouldn't be a
00:06:22 00:06:26 threat or any sort of worrying piece
00:06:24 00:06:28 because it will operate like last click
00:06:26 00:06:31 in the meantime so now let's tok about
00:06:28 00:06:34 what's not changing and this is going to
00:06:31 00:06:36 be very short because i only really have
00:06:34 00:06:38 one thing that's not changing and that's
00:06:36 00:06:40 that you'll still be able to manually
00:06:38 00:06:42 opt into any of the attribution models
00:06:40 00:06:45 of your choice the language that they're
00:06:42 00:06:47 using here is that the new conversion
00:06:45 00:06:49 actions will have the default of the
00:06:47 00:06:51 data driven attribution model like i
00:06:49 00:06:54 mentioned earlier you will also have
00:06:51 00:06:57 your existing conversion actions updated
00:06:54 00:06:59 to data driven if you choose not to
00:06:57 00:07:02 change it back for now the promise is
00:06:59 00:07:04 that you will still be able to adjust
00:07:02 00:07:06 your conversion action to any of the six
00:07:04 00:07:09 different models that you choose but
00:07:06 00:07:11 your default will simply be changed now
00:07:09 00:07:13 the big question here might be
00:07:11 00:07:16 why is this happening if data driven
00:07:13 00:07:18 attribution will resemble last click
00:07:16 00:07:20 when it doesn't have enough volume but
00:07:18 00:07:22 then when it gets volume it'll operate
00:07:20 00:07:24 as data driven but you can still change
00:07:22 00:07:26 it why are they making this change in
00:07:24 00:07:28 the first place simply stated we're
00:07:26 00:07:30 having a lot of changes in the digital
00:07:28 00:07:32 advertising space around privacy and how
00:07:30 00:07:34 we're able to attribute performance to
00:07:32 00:07:36 our campaigns google is making this
00:07:34 00:07:39 change because they believe that their
00:07:36 00:07:42 data-driven model will help capture more
00:07:39 00:07:45 of the conversion path for any
00:07:42 00:07:47 individual user across a data driven
00:07:45 00:07:50 model rather than last click because
00:07:47 00:07:52 last click will be losing some efficacy
00:07:50 00:07:54 because of online privacy rules and
00:07:52 00:07:56 regulations so without getting too far
00:07:54 00:07:59 into the weeds this is why this is
00:07:56 00:08:01 happening google is trying as much as
00:07:59 00:08:04 they can to help you attribute
00:08:01 00:08:05 performance to your google ads campaigns
00:08:04 00:08:07 because otherwise with these different
00:08:05 00:08:09 privacy rules that is going to be going
00:08:07 00:08:11 away so this is one step they're taking
00:08:09 00:08:14 to help you track the efficacy of your
00:08:11 00:08:17 campaigns in the platform so lastly when
00:08:14 00:08:19 do we need to be on the lookout for this
00:08:17 00:08:21 data driven attribution model changeover
00:08:19 00:08:23 like most other changes this will be
00:08:21 00:08:25 rolling out to accounts across the
00:08:23 00:08:27 entire google ads environment over a
00:08:25 00:08:30 number of months this will start in
00:08:27 00:08:32 october of 2021 so it's already
00:08:30 00:08:34 beginning where new conversion actions
00:08:32 00:08:36 will be automatikally opted into the
00:08:34 00:08:38 data driven attribution model and their
00:08:36 00:08:41 goal is to have all accounts opted in by
00:08:38 00:08:44 early 2022 as you can see here again
00:08:41 00:08:46 from the ads liaison is that they will
00:08:44 00:08:48 be migrating existing conversion actions
00:08:46 00:08:50 to dda for many advertisers and they
00:08:48 00:08:52 promise to give plenty of notike and
00:08:50 00:08:54 you'll still be able to opt out if you
00:08:52 00:08:56 don't want to do that all of the other
00:08:54 00:08:57 attribution models will still be
00:08:56 00:08:59 eligible so you can choose whichever you
00:08:57 00:09:01 want so just keep an eye out in your
00:08:59 00:09:03 account to make sure that you see the
00:09:01 00:09:04 notifications that let you know that
00:09:03 00:09:07 your conversion actions are about to be
00:09:04 00:09:09 adjusted so as a quick recap here
00:09:07 00:09:12 data driven attribution will be the
00:09:09 00:09:14 default option for new conversion
00:09:12 00:09:16 actions and your existing conversion
00:09:14 00:09:19 actions will be updated into the data
00:09:16 00:09:21 driven model if you don't adjust them
00:09:19 00:09:23 otherwise the minimums and restrictions
00:09:21 00:09:25 for the data driven attribution model
00:09:23 00:09:27 are going to be going away because
00:09:25 00:09:29 google's algorithm it believes has
00:09:27 00:09:31 gotten smart enough to where it can
00:09:29 00:09:33 attribute performance better and help
00:09:31 00:09:35 you track the efficacy of your digital
00:09:33 00:09:37 advertising campaigns during this time
00:09:35 00:09:39 where we're going through lots of
00:09:37 00:09:42 different changes for privacy rules and
00:09:39 00:09:44 regulations lastly for the time being
00:09:42 00:09:46 google promises to let you be able to
00:09:44 00:09:48 change the attribution model for any of
00:09:46 00:09:50 your conversion actions so that if you
00:09:48 00:09:52 want to start with data driven but maybe
00:09:50 00:09:53 you decide that position based or linear
00:09:52 00:09:55 is a better fit for you you'll still be
00:09:53 00:09:57 able to make that change compared to the
00:09:55 00:09:59 other announcements that google has made
00:09:57 00:10:00 over the past few months this is
00:09:59 00:10:03 probably the one that will have the
00:10:00 00:10:05 smallest amount of impact on your
00:10:03 00:10:07 day-to-day google ads campaign
00:10:05 00:10:09 management but it will play an important
00:10:07 00:10:11 factor moving forward to help you
00:10:09 00:10:13 attribute performance make sure that
00:10:11 00:10:15 you're tracking your conversions and
00:10:13 00:10:18 giving credit to the full customer
00:10:15 00:10:20 touchpoint flow as opposed to just last
00:10:18 00:10:22 click but it'll also help us according
00:10:20 00:10:25 to google make sure that we are tracking
00:10:22 00:10:27 performance for those campaigns based on
00:10:25 00:10:30 those different privacy regulations this
00:10:27 00:10:32 is still a relatively new story and i
00:10:30 00:10:34 tried to cover it as well as i could but
00:10:32 00:10:36 if there's something else that develops
00:10:34 00:10:38 we will absolutely come back to you and
00:10:36 00:10:39 if i've missed anything please follow up
00:10:38 00:10:41 with any questions that you have for us
00:10:39 00:10:42 in the comments below thanks for
00:10:41 00:10:44 watching our video if you thought it was
00:10:42 00:10:46 useful give us a thumbs up below we
00:10:44 00:10:47 release a new video at least once a week
00:10:46 00:10:49 so if you want to get notified of when a
00:10:47 00:10:53 new one comes out be sure to subscribe
00:10:49 00:10:53 to the paid media pros channel