Your national pet-care retail customer wants to attach their consumers' behavior with their annual business goal of 20% revenue increase. What should they set up within Display & Video 360 to get that information?
They should set up instant reporting.
They should set up conversion tracking.
They should set up attribution modeling.
They should set up custom bidding.
Explanation
Analysis of Correct Answer(s)
- Attribution modeling is the correct choice because it is the framework used to analyze and assign conversion credit to different marketing touchpoints along the customer journey. The retailer's goal is to connect consumer behavior (interactions with ads) to a business outcome (revenue). An attribution model, especially a data-driven attribution model, provides the specific insights needed to understand which ads and channels are most effective at driving sales, directly linking campaign activities to the revenue goal.
Analysis of Incorrect Options
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Conversion tracking is a prerequisite, not the final solution. It simply records that a conversion (like a sale) has occurred after an ad interaction. It answers "if" a conversion happened but doesn't explain the value of each step in the path leading to that conversion.
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Custom bidding is an optimization feature. It uses algorithms to adjust bids based on the likelihood of a user converting. While it leverages data to improve performance, it doesn't provide the analytical report needed to understand the connection between consumer behavior and business goals. It's a tool for action, not insight.
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Instant reporting relates to the speed of data access, not the type of analysis performed. It allows for faster reporting on metrics but doesn't offer the specific analytical framework of attribution needed to assign value across the customer journey.