Google is emailing some Google Ads advertisers that they will automatically switch some of their conversion actions to data-driven attribution. Google announced data-driven mapping back in September 2021 when it first said it would move away from last-click.
With data-driven attribution, conversions are credited based on how people engage with your various ads and decide to become your customers. It uses data from your account to determine which keywords, ads, and campaigns have the greatest impact on your business goals. Data-driven attribution looks at website, store visits and Google Analytics conversions from search (including Shopping), YouTube and display ads.
Google sent the following email to several advertisers I know stating, “We are contacting you because one or more of your conversion actions is a strong candidate for data-backed attribution. Unless you take further action by 8/24. In 2022 we will change your model.”
Google then goes through the reasons why a switch makes sense, which Google talked about when it first announced it in 2021. Here is a screenshot of this email from PPCGreg to Twitter:
Google has more details on this automatic switch in this help document.
Some advertisers are not happy about this. David Melamed written on LinkedIn “It IS NOT OK if they change your conversion action or attribution model as an opt-out action.” “Data-driven attribution doesn’t understand your cash flow needs. She doesn’t understand the human side of your account,” he added to the auction house,” he also said.
Here is PPCReg’s setting:
IMU – accounts with no significant number conversions – won’t see any real difference, so not much of an advantage. For accounts with a lot of data, DDA can provide a better picture of a customer’s journey. More attribution to TOFU and MOFU compared to Last Click model, giving it mainly BOFU/Brand
— Greg (@PPCGreg) July 26, 2022
What’s more important is that you’re aware of these changes, that you check your email to see if anything is automatically toggled for you, and then keep an eye out if you decide to switch to data-driven attribution.