What is conversion modeling?
Conversion modeling is a framework designed to estimate the likelihood of user conversions when direct tracking is not possible. It aims to fill in data gaps caused by the limitations of individual identifiers like cookies when there’s a loss of conversion data for unconsented users.
How it works
- Uses machine learning to evaluate the incremental impact of each website visit based on visitor behavior data.
- Analyzes observed conversions i.e. observable data and historical trends from consented users to predict unobserved conversions.
- Estimates user behavior patterns and engagement on website user paths.
Consent mode modeling
When users don’t consent to cookies, Consent Mode adjusts Google tags to avoid using cookies, creating gaps in ad measurement. Conversion modeling uses Google AI to estimate conversions by analyzing observable data and historical trends, helping to bridge the gap between ad interactions and conversions.
If you aren’t using Consent Mode yet, implement a Google-certified CMP and leverage conversion modeling.