What statement accurately summarizes the options you have for customizing your attribution models in Display & Video 360?
Viewable view-through conversions (VTCs) give twice as much attribution credit to impressions that are viewable.
Conversion modeling and viewable view-through conversions (VTCs) can't be enabled on the same attribution model.
Viewable view-through conversions (VTCs) can only be enabled on a last interaction attribution model.
Conversion modeling helps fill the gap when some conversions can't be observed and attributed directly.
Explanation
Analysis of Correct Answer(s)
- The statement is correct because conversion modeling is designed to address measurement gaps caused by factors like browser privacy settings (e.g., cookie restrictions) or cross-device user journeys. It uses Google's machine learning to estimate conversions that cannot be directly observed, providing a more comprehensive view of campaign performance. This helps advertisers optimize campaigns more effectively, even with incomplete data.
Analysis of Incorrect Options
- Viewable view-through conversions (VTCs) are not limited to the last interaction model. This setting, which ensures only viewable impressions receive credit for conversions, can be applied to various attribution models, including data-driven and rules-based models.
- VTCs do not assign "twice as much" credit. This feature simply makes non-viewable impressions ineligible for receiving conversion credit. The actual credit given to a viewable impression is determined by the specific attribution model in use (e.g., last interaction, time decay).
- Conversion modeling and VTCs can be enabled together. They are complementary features, not mutually exclusive. Conversion modeling estimates unobserved conversions, while VTCs improve the quality of observed impression data. Using both provides a more accurate and robust attribution analysis.