Google Ads Data Driven Attribution Updates
Published on: December 7 2022 by Paid Media Pros
Google Ads Data Driven Attribution Updates
Table of Contents
Google Ads Data Driven Attribution Updates
| startTime | durationTime | text |
| 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 |
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