When a subset of conversions can’t be tied to ad interactions, a marketer should use conversion modeling to provide a more complete picture of their advertising performance.

• Turn to partners who may be able to fill the gaps via fingerprinting and alternative ID solutions.
• Make daily changes to the Smart Bidding campaigns so they’re not waiting long for the algorithm to learn and adjust.
• Don’t buy impressions on browsers or device types where their ability to measure is declining.
• Use conversion modeling to provide a more complete picture of their advertising performance.

The correct answer is: Use conversion modeling to provide a more complete picture of their advertising performance

Explanation: When a subset of conversions cannot be linked to ad interactions, conversion modeling employs machine learning to estimate the missing data, thus offering a fuller picture of advertising effectiveness. This approach compensates for data loss due to privacy measures, such as the decline of third-party cookies. By using conversion modeling, marketers can continue to measure performance accurately and optimize their campaigns effectively.

Reference article: Harness the Power of Machine Learning