An advertiser is questioning whether they should adopt enhanced conversions since they heard it includes conversion modeling. Which three of the following features are benefits you could share regarding conversion modeling? Select three.

Analysis of Correct Answer(s)

Conversion modeling is a crucial component of modern measurement, especially with privacy changes. It uses machine learning to estimate conversions that cannot be directly observed. This provides several key benefits:

• A more representative view of overall performance: When cookies or device IDs are unavailable, you lose visibility into some conversions. Conversion modeling fills these measurement gaps by using aggregated and anonymized data, providing a more complete and accurate picture of your campaign's true impact.
• More efficient campaign optimization and bidding: Automated bidding strategies, such as Target CPA and Target ROAS, rely on comprehensive conversion data. By providing more data points, modeling allows these systems to make smarter, more effective decisions, leading to better optimization and improved return on investment.
• Remove all gaps in the consumer journey: This statement refers to how modeling helps complete the picture of the path to conversion. It accounts for user interactions across different browsers and devices that might otherwise go unrecorded, ensuring you get credit for conversions that were influenced by your ads but couldn't be directly tied back.

Analysis of Incorrect Options

• Additional view into metrics like impressions: This is incorrect because conversion modeling is specifically designed to estimate conversions (the actions users take), not top-of-funnel metrics like impressions (how many times an ad is shown). Impressions are directly measured and do not require this type of modeling.