In Display & Video 360, you can enhance attribution accuracy through conversion modeling, which compensates for unobservable conversions.
- You can use view-through conversions (VTCs) to give twice as much attribution credit to viewable impressions.
- You can only enable viewable view-through conversions (VTCs) on a last interaction attribution model.
- You can’t enable conversion modeling and viewable view-through conversions (VTCs) on the same attribution model.
- You can use conversion modeling to help fill the gap when some conversions can’t be observed and attributed directly.
The correct answer is: You can use conversion modeling to help fill the gap when some conversions can’t be observed and attributed directly
Explanation: Conversion modeling in Display & Video 360 aims to bridge the gap between conversions that can be directly observed and those that cannot, by leveraging observable conversion data along with campaign information. This approach enables a more comprehensive measurement of campaign performance. Google’s models identify patterns in observed conversions to estimate the attribution of unobserved ones, thereby refining the overall conversion count. This method not only ensures a holistic view of campaign effectiveness but also aids in optimizing future campaign strategies based on a combination of modeled and directly observed conversions.
Chapter 23: Create Attribution Models
Read more here: https://support.google.com/displayvideo/answer/11905523