Google will soon retire four rules-based attribution models in Google Ads and Google Analytics:
Why we care. This will impact anyone who still uses these models in Google Ads. Anything that isn’t last-click will be much harder to track because the data-driven attribution formula is different for each advertiser – and not visible.
Why the change. These attribution models will be sunset due to “increasingly low adoption rates, with fewer than 3% of conversions in Google Ads using these models” according to a Google spokesperson.
Sunset timeline. The first-click, linear, time decay and position-based models will all sunset in Google Ads and Google Analytics beginning in September. Before that, for newly created conversion actions, these attribution models will no longer be available in:
Data-driven attribution as the default attribution model. Google announced its shift to data-driven attribution in September 2021. For advertisers who didn’t want to use data-driven attribution, Google Ads made five rule-based attributions available – last click, first click, linear, time decay and position-based.
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from Search Engine Land https://searchengineland.com/google-sunsets-attribution-models-395297
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