Your guide to conversion modeling

Introduction

 

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 modeling

Conversion modeling refers to the use of machine learning to quantify the impact of marketing efforts when a subset of conversions can’t be tied to ad interactions.

This guide describes how conversion modeling works and how best you can help models to continue giving you the most accurate results

Learn:

This diagram shows the process of recording and modeling conversions for an advertisement.

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