In Display & Video 360, when direct observation and attribution of conversions are not possible, conversion modeling serves as a solution to bridge this gap.
- Viewable view-through conversions (VTCs) give twice as much attribution credit to viewable impressions.
- Enabling viewable view-through conversions (VTCs) is only possible on a last interaction attribution model.
- Conversion modeling and viewable view-through conversions (VTCs) can’t be enabled on the same attribution model.
- When some conversions can’t be observed and attributed directly, conversion modeling can help fill the gap.
The correct answer is: When some conversions can’t be observed and attributed directly, conversion modeling can help fill the gap
Explanation: Conversion modeling within Display & Video 360 is designed to address the challenge of unobservable conversions by leveraging data from observable conversions in conjunction with campaign-specific information. This method enables a comprehensive assessment of campaign impact by estimating the attribution for conversions that are not directly observable. By identifying patterns between observed and unobserved conversions, Google’s machine learning models make predictions on overall attribution. This dual approach of using both modeled and directly observed conversions offers a more complete view of campaign performance and provides valuable insights for future campaign optimization.
Chapter 23: Create Attribution Models
Read more here: https://support.google.com/displayvideo/answer/11905523