Attribution Modeling to all DFA; And Schedule Interface Edit to all DoubleClick Search Users Now Available!; DFA Reporting API 1.1 Released

Attribution Modeling Tool, accessible from within Multi-Channel Funnels in DoubleClick For Advertisers (DFA), let you explore different attribution models with the data in your DFA campaigns.You'll learn how to quickly build, customize, and compare models and derive new insights on the customer journey to conversion from the different touch points of your campaign. "No additional […]

Attribution Modeling Tool, accessible from within Multi-Channel Funnels in DoubleClick For Advertisers (DFA), let you explore different attribution models with the data in your DFA campaigns.

You'll learn how to quickly build, customize, and compare models and derive new insights on the customer journey to conversion from the different touch points of your campaign. "No additional setup is necessary to get started, since the modeling data is pulled from your advertising campaigns running in DFA," informs Google.

The Attribution Modeling Tool includes six standard models plus the ability to create custom models:

  1. "Floodlight, is based on a last-click wins model which gives 100% of credit to the last click, or to the last impression if no click is present in the path. It's useful as a baseline for comparison with other models.
  2. Last Interaction gives the last touch point 100% of the credit for the conversion.
  3. First Interaction gives the first touch point 100% of the credit for the conversion. It can help you understand which campaigns create initial awareness for your brand or product.
  4. Linear gives each touch point in the conversion path equal credit for the conversion. An advertiser might use this model if campaigns are designed to maintain contact and awareness with the customer throughout the entire sales cycle.
  5. Time Decay gives most of the credit to touch points that were closest in time to the sale or conversion. It can be useful for campaigns with short sales cycles, such as promotions.
  6. With Position Based, 40% credit is assigned to the first interaction, 20% credit is assigned to the middle interactions, and 40% credit is assigned to the last interaction. It can be used to adjust credit for different parts of the customer journey, such as early interactions that create awareness and late interactions that close sales," the DFA team explains.

To learn more about what you can do with attribution in DFA, reference these articles in the DFA Help Center (sign-in required).

Attribution Modeling comes to DoubleClick for Advertisers (DFA)

Google also made available some of the Schedule interface edit features to all DoubleClick Search (DS) users. "If you prefer to use the user interface to make changes to your campaigns, you can use this functionality to set up a schedule for bulk edits of keywords (all possible edits) or ads (state changes only for now) in DS," the DS team posted.

With this you can now: "You can schedule one-off events, such as activating ads or keywords at midnight to coincide with the launch of a promotion; and It's also good for recurring events, such as temporarily lowering bids on keywords overnight or during weekends."

In additon, this release also includes "scheduling for sync," that allows you to import the changes from a search engine account into the account it's mapped to in DS. "With Scheduled sync, you now have the option of scheduling a sync to run at the same time every day."

Also, as part of yet another scheduling enhancement, "you can now select multiple days when scheduling a report: When you set up a schedule for a downloaded report, you can now specify delivery on multiple days in a week (e.g., Tuesdays and Thursdays) or month (e.g., 7th, 14th, and 21st days of the month). Selection of multiple days is also available when you set up a recurring schedule for UI edits," the DS team explains.

For information on other features in this release, including the ability to easily access other DoubleClick advertiser products from DS, read the Help Center release notes.