Display & Video 360 offers conversion modeling as an option for customizing attribution models to address the challenge of unobserved conversions.
- Conversion modeling and viewable view-through conversions (VTCs) can’t be enabled on the same attribution model.
- Viewable view-through conversions (VTCs) can only be enabled on a last interaction attribution model.
- Viewable view-through conversions (VTCs) give twice as much attribution credit to impressions that are viewable.
- Conversion modeling helps fill the gap when some conversions can’t be observed and attributed directly.
The correct answer is: Conversion modeling helps fill the gap when some conversions can’t be observed and attributed directly
Explanation: Conversion modeling in Display & Video 360 utilizes data from observed conversions and integrates it with campaign information to estimate the attribution of conversions that are not directly observable. This method enhances the overall measurement of campaign effectiveness and provides insights that are crucial for optimizing future campaigns. By analyzing patterns between observed and unobserved conversions, Google’s machine learning models are able to make predictions about overall attribution, ensuring that reported conversions reflect both modeled and directly observed conversions. This approach aims to offer a more comprehensive understanding of a campaign’s impact.
Chapter 23: Create Attribution Models
Read more here: https://support.google.com/displayvideo/answer/11905523