Google will start to retire four rules-based attribution models in Ads and Analytics from mid-July:
Marketers still using these attribution models will be able to continue doing so until September, when they will be removed completely.
Why we care: This update will affect the Google Ads accounts of all marketers still using these attribution models. Moving forward, any model that isn’t last-click will prove more difficult to monitor as every marketer has different data-driven attribution formulas.
How will marketers be impacted? If your account has conversions using these models, you can continue to use 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. In addition, newly created conversions will no longer have the option of even choosing these four models.
Why now? Google has taken the decision to retire the four attribution models because of “increasingly low adoption rates, with fewer than 3% of conversions in Google Ads using these models” according to a Google spokesperson.
The post Google updates when 4 attribution models will be retired appeared first on Search Engine Land.
from Search Engine Land https://searchengineland.com/google-when-retire-attribution-models-ads-analytics-428541
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