Google is removing 4 attribution models from ads and analytics

Google is removing 4 attribution models from ads and analytics

Google has announced that it will be making major changes to its attribution models for advertisers starting in May 2023.

Four attribution models, namely

1. First click.

2. Linear.

3. Time decay

4. Position-based.

will be removed from Google Ads and Google Analytics.

Less than 3% of conversion actions on Google Ads, says Google, use outdated models, while automated bidding conversions are most frequently attributed to the data-driven attribution model. Removing less widely used attribution models will lead to consolidation and measurement clarity.

People who use one of the four attribution models which have been discontinued should be prepared to take action instantly.

Time decay, linear, initial click, and position-based models for Google Analytics 4 attributes will no longer be available for any fresh conversion actions beginning in May 2023.

For Google Ads accounts, the same models will be unavailable starting June 2023. Google will sunset the four attribution models in both Google Ads and Google Analytics 4 by September 2023.

Marketers have the option of choosing the current version of the “last click” attribution model, however, they have Ie to manually adjust it for each conversion action. Existing conversion activities that employ these models will automatically switch to the data-driven attribution (DDA) model.

As a marketer, it’s essential to start or continue the attribution conversation internally to better understand how the change in attribution models affects campaign performance before switching. The Model Comparison tool can be used to detect fundamental measurement changes that can be utilized to encourage modifications in strategy.

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This post was originally published on The Digi Learners.

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