Last month Google sent an email, informing advertisers that their ad accounts would be switched to data-driven attribution. The email gave advertisers until late August to cancel the auto-switch, as data-driven attribution will become the default mode come September.
What is Data-Driven Attribution?
Data-driven attribution uses machine learning that reads multiple signals to more accurately understand how each marketing technique has contributed to a conversion. It’s important to note that advertisers will still have access to the five other attribution models. If your preference is one of the rule-based models, they will still be available to you.
To switch off data-driven attribution, follow the instructions provided by Google here.
Why We Care
This is a bit of a nuisance, to be honest. There are certain areas where data-driven attribution is certainly an advantage (looking at you P-Max!), and if Google wants to recommend its favourite new feature, fine. But as always, verify that what Google tells you is good for you, is actually good for you. Up until very recently data-driven attribution was only available on high-volume accounts with a plethora of both click and conversion data. We are seeing recommendations to apply data-driven attribution, even in low volume accounts.
When data-driven attribution is the best option for our clients, we are more than happy to use it. But the continued push towards automation, regardless of the data inputs, showcase’s an arrogance that can only come from a company that has cornered the digital advertising marketplace.
We recommend you review your affected accounts and examine if data-driven attribution makes sense using attribution modelling tools in both Google Ads and Google Analytics. If you are not getting better information from data-driven attribution, switch back to the model that works best for your goals.