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Advertisers who switch to data-driven attribution from another attribution model typically see a 6% average increase in conversions. With data-driven attribution, machine learning algorithms assign fractional credit to customer touch points which may have previously been undervalued. Smart Bidding can then react to these opportunities, resulting in performance gains.<\/p>\n
Last year, for example, Mercedes-Benz Germany drove growth by implementing Smart Bidding with data-driven attribution. Originally, the company ran conversions using a last-click attribution model. With the help of their agency TeamX and Google\u2019s best practices, Mercedes-Benz Germany, set up an experiment across multiple campaigns to test which bidding strategy, Maximize conversions or Maximize clicks, would perform better with data-driven attribution.<\/p>\n
After running the experiment for six weeks, the campaigns using data-driven attribution with Maximize conversions saw a 37% increase in conversions.<\/p>\n
“The performance results speak for themselves. We have proven that the combination of conversion based bidding and data-driven attribution increases performance significantly. The attribution model also helps us to distinguish better between the impact of brand and generic campaigns. This experiment is a milestone for Mercedes.<\/i> “
\u2014 Katrin Thorant, Deputy Director Activation SEA, TeamX<\/b><\/p>\n
Mercedes-Benz Germany has since upgraded all of its conversions to data-driven attribution and scaled out the use of Smart Bidding across all campaigns. The company has also scaled Smart Bidding and data-driven attribution across other business units within Germany and are now utilizing other Smart Bidding strategies such as Target CPA. Data-driven attribution continues to be an important part of the company\u2019s marketing strategy.<\/p>\n<\/div>\n