Question: What is conversion modeling?
- Conversion modeling refers to observed conversions and uses cookies to connect between ad interactions and conversions.
- Conversion modeling refers to the import of observable conversions into Google Ads that model only the best quality conversions.
- Conversion modeling refers to measuring marketing using machine learning when a subset of conversions can't connect to ad interactions.
- Conversion modeling refers to the process of creating custom columns in Google Ads to model your conversion data and performance.
Explanation
Conversion modeling uses machine learning to estimate conversions that cannot be directly observed or linked to ad interactions. It helps fill measurement gaps caused by privacy choices, browser restrictions, or cross-device behavior. The modeled results are based on observable conversion data and aggregated patterns. This supports more complete reporting and stronger optimization without relying on user-level tracking for every conversion.
Why the other options are incorrect
Observed conversions and cookies describes directly measured conversions, not modeled conversions.
Import of observable conversions describes conversion import, not conversion modeling.
Custom columns are reporting tools and do not create modeled conversion estimates.
Source for verification
https://support.google.com/google-ads/answer/10710261
https://support.google.com/google-ads/answer/12443859
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Google Ads - Measurement Certification" page.