Google announced that it will be removing four attribution models from Google Ads and Google Analytics starting June 2023. These models are:
- First click
- Linear
- Time decay
- Position-based
Google is removing these models because they are no longer considered to be accurate representations of how customers interact with brands. The company is encouraging advertisers to use data-driven attribution models instead.
Data-driven attribution models use historical data to assign credit to different touchpoints in the customer journey. This data can be used to create a more accurate picture of how customers interact with brands and to make better decisions about where to allocate marketing spend.
If you are using one of the four attribution models that are being removed, you will need to switch to a different model by June 2023. You can find more information about data-driven attribution models in the Google Ads Help Center.
Here are some of the benefits of using data-driven attribution models:
- They are more accurate than traditional attribution models.
- They can help you to identify the most effective marketing channels.
- They can help you to improve your return on investment (ROI).
If you are not sure which data-driven attribution model is right for you, you can contact Google Ads support for help.
What does this mean for advertisers?
The removal of these four attribution models will have a significant impact on advertisers. Advertisers who are currently using these models will need to switch to a different model or risk losing valuable insights into their marketing performance.
Data-driven attribution models can be more complex to set up and use than traditional attribution models. However, they can provide advertisers with a more accurate picture of how customers interact with their brands and help them to make better decisions about where to allocate marketing spend.
What can advertisers do to prepare for this change?
Advertisers who are currently using one of the four attribution models that are being removed should start planning for the change now. Here are a few things that advertisers can do to prepare:
- Learn more about data-driven attribution models.
- Evaluate their current attribution setup and identify any potential areas for improvement.
- Start collecting the data that they will need to use data-driven attribution models.
- Contact Google Ads support for help if needed.
The removal of these four attribution models is a significant change for advertisers. However, by planning ahead and using data-driven attribution models, advertisers can continue to get the most out of their marketing campaigns.
