Google to Retire Four Attribution Models in Ads and Analytics in Mid-July
Google has announced that it will be retiring four rules-based attribution models in Ads and Analytics starting mid-July. These models include first-click, linear, time decay, and position-based attribution. Marketers who are currently using these models will have until September to continue using them before they are completely removed.
This update will have an impact on the Google Ads accounts of marketers who are still using these attribution models. Moving forward, it will be more difficult to monitor any model that isn’t last-click, as different marketers have different data-driven attribution formulas.
“In the past, you could use linear and give each touch the same credit. You will no longer be able to do so. There will be no impact on last touch, as that is still available. But finding some of the first-touch information will be much muddier because there will no longer be a way to see the formulas that compute the attribution scores.”
Here’s what marketers need to know about the impact of this change:
- If your account has conversions using these models, you can continue using them until September, but after that deadline, the models will be removed and data may be lost.
- If you are working on conversions not using these models, you will not have the option to switch over after mid-July.
- Newly created conversions will no longer have the option of choosing these four models.
Google has made this decision due to the low adoption rates of these attribution models, with fewer than 3% of conversions in Google Ads using them. However, data-driven attribution, last click, and external attribution will not be impacted.
For more information on data-driven attribution, you can read this article.
Source: Search Engine Land
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