How conversion modelling helps you measure what matters

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Barbara Piermont: Are you trying to figure out the best way to analyse ad performance while maintaining a high standard of privacy? Conversion modelling can help get that done.

Marketers used to be able to understand every step of the customer journey, from click to purchase. But measurement isn’t as straightforward anymore, due to shifts in people’s expectations for privacy, global regulations, and tech platform standards. That said, you don’t have to settle for gaps in your data.

Conversion modelling helps you make sense of the data you have to solve for unknowns in the customer journey and maintain the accuracy of your measurement.

So let’s dig in on how conversion modelling can help. Simply put, conversion modelling helps you gain a more accurate and complete picture of your ad performance.

Eighty-five percent of digital media professionals say that the loss of accurate measurement is one of their top three challenges. And that’s because observable data that makes your ads more relevant is limited. It could be due to, for example, people moving across devices or using different browsers.

This is where conversion modelling can help. It uses machine learning to analyse various trends and signals, including your first-party data, to predict outcomes that would have otherwise gone unmeasured.

Thanks to the insights you gain from conversion modelling, you can also optimise your campaigns more effectively. These insights act as signals for tools like Smart Bidding, enabling you to learn who your most valuable customers are so you can reach more relevant audiences and drive better results.

Conversion modelling ensures that your measurement remains privacy safe. It works by filling in gaps that come from people’s varying consent choices with machine learning insights. This way, you can continue to respect people’s privacy while still gathering the insights you need to grow.

Eighty percent of advertisers are using or considering using machine learning to help with measurement in a privacy safe world. It gives marketers like you the opportunity to meet people’s privacy expectations and drive growth.

So to review: Conversion modelling helps you gain a more accurate picture of your ad performance. It helps you optimise your campaign more effectively, and it helps you maintain privacy-safe measurement. The great news is that conversion modelling is already built into many measurement solutions.

By adding these tools to your toolkit today, you’ll be working with the most accurate data, so you stay ready for whatever’s coming tomorrow.

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