Google announced the update of its attribution models starting June 2023. Its four attribution models would disappear in both Google Ads and Google Analytics, the company said in a statement.
“Starting in June 2023, we’ll remove the ability to select first click, linear, time decay, and position-based attribution models for conversion actions in Google Ads that do not already use one of these models. Then, starting in September 2023, we’ll switch any conversion actions still using these models to data-driven attribution. If you don’t want your conversions to use data-driven attribution, you’ll be able to use the last click model. At this point, these rules-based models will also be removed from reporting throughout the rest of Google Ads, including the Overview page and the Model comparison report within the Attribution tab,” the statement reads.
Google explained that less than 3% of Google Ads web conversions are attributed using first click, linear, time decay, or position-based models. However, rules-based attribution models don’t provide the flexibility needed to adapt to evolving consumer journeys.
