As browser restrictions, regulatory updates and customer privacy expectations force the industry to move away from third-party cookies on the web and device IDs in apps, it can be harder to clearly link an ad interaction to a conversion. To overcome this, Google uses conversion modelling.
Conversion modelling refers to the use of Google AI to quantify the impact of marketing efforts when a subset of conversions can’t be tied to ad interactions.
This guide describes how conversion modelling works and how best you can help models to continue giving you the most accurate results
Learn:
- How conversion modelling works
- Where Google uses conversion modelling
- Benefits of conversion modelling
- How to improve your modelling
