Question: What should a marketer do when a subset of conversions can’t be tied to ad interactions?
- Don't buy impressions on browsers or device types where their ability to measure is declining.
- Make daily changes to the Smart Bidding campaigns so they're not waiting long for the algorithm to learn and adjust.
- Turn to partners who may be able to fill the gaps via fingerprinting and alternative ID solutions.
- Use conversion modeling to provide a more complete picture of their advertising performance.
Explanation
Conversion modeling estimates conversions that cannot be directly observed due to privacy restrictions, technical limitations, or consent choices. It uses available, privacy-safe signals to fill measurement gaps without identifying individual users. This gives advertisers a more complete view of performance when some conversion paths are not visible. The modeled data can also support better optimization in Google Ads.
Why the other options are incorrect
Avoiding certain impressions is incorrect because reducing media coverage does not solve incomplete measurement.
Fingerprinting and alternative IDs is incorrect because these methods conflict with privacy-safe measurement principles.
Daily Smart Bidding changes is incorrect because frequent manual changes can disrupt automated bidding learning and do not restore missing attribution signals.
Source for verification
https://support.google.com/google-ads/answer/12443859
https://support.google.com/google-ads/answer/10286125
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 "Privacy for Agencies and Partners Certification" page.