We believe this new change demonstrates Google's commitment to offering more focused and specialised solutions to assist marketers in making better data-driven decisions.
The prime reason is the DDA (data-driven attribution) model’s potentiality to provide better insights by analysing how each touchpoint contributes to conversion while respecting users' privacy.
As it is solely generating results based on historic data, it eliminates guesswork from attribution modelling for marketers and allows them to make data-driven decisions based on actual customer behaviour and conversion data.
As a result, marketers can better understand how their customers interact with their business and can optimize marketing campaigns accordingly to reap a better ROI. It, in turn, can improve the overall effectiveness of marketing campaigns.
Besides, it also helps marketers optimize their budgets appropriately by filtering out approaches—be it keywords, ad types, etc.—that are unlikely to result in customer conversions.
However, it is undeniable that it will be harder for users, who still use those four rule-based attribution models, to adapt to the transition as the data-driven attribution formula is different for each user.
Yet, it is important for marketers to prepare for the changes. Here are the steps marketers can follow to ensure a smooth transition: