First click, linear, time decay and position-based attribution models are going away
04/06/23 - Granular
Granular analysis and first look
Google is discontinuing the use of all other attribution models in Google Ads and Google Analytics 4, necessitating the transition to Data-Driven attribution, which better harnesses Google’s AI to assign more value at the various stages of the customer journey. It is now the default model due to its flexibility and improved performance outcomes.
Why this matters?
- Improved Performance: Data-Driven attribution combined with auto bidding enhances campaign performance by accurately assessing the contribution of each touchpoint.
- Adaptability: Unlike rules-based models, Data-Driven attribution adapts to evolving consumer journeys, which is especially important with cookies becoming increasingly devalued.
- Industry Shift: The transition reflects the industry trend towards utilizing AI in all facets of marketing.
Next Steps/Action Items
- Review Your Performance: Your campaigns are now fully utilizing Data-Driven attribution, review how this change has impacted your campaigns and compare performance year-over-year, noting any major fluctuations.
- Monitor Reporting Changes: Stay informed about the removal of rules-based models from Google Ads reporting and adjust your analysis methods accordingly.
Helpful links for this Google update
Learn more about past Google updates
- Sep 2023 - Maximize views for your budget with Video View Campaigns on YouTube, now globally available
- Aug 2023 - Multiply your holiday performance with new ads and insights features
- Jun 2023 - Timing update: First click, linear, time decay, and position-based attribution models are going away
- Feb 2023 - The Ads Privacy Hub helps you measure performance more effectively
- Feb 2023 - What’s new in Performance Max campaigns
- Feb 2023 - Unlock the power of your Search ads with new tools
- Aug 2023 - Our new policy to help guide advertisers and build trust with users
- Aug 2023 - Vehicle ads will be upgraded to Performance Max with vehicle feeds
- Aug 2023 - Get ready to upgrade your Discovery ads to Demand Gen
- Jun 2023 - Store sales reporting and bidding are now available across Performance Max Campaigns
- Aug 2023 - New Google Analytics 4 features for better App campaign performance
- Sep 2023 - Multiply your creativity with AI-powered tools for Search ads
- Sep 2023 - More information on Google Ads move to real-time bidding for apps
- May 2023 - Google Marketing Live 2023: Multiply your results with Search and Performance Max campaigns
- May 2023 - Google Marketing Live 2023: Increase sales with innovations designed specifically for retailers
- May 2023 - Google Marketing Live 2023: Enhance YouTube campaigns with Google AI and suitability solutions
- May 2023 - Google I/O: Making AI helpful for everyone
- Mar 2023 - New features to help you grow demand with Discovery ads
- Apr 2023 - First click, linear, time decay and position-based attribution models are going away
- May 2023 - Google Marketing Live 2023: Activate new features in Display & Video 360
- Dec 2023 - Information on Google Ads buying behavior on apps
- Dec 2023 - YouTube builds a better streaming experience with fewer ad breaks and expansion of Shorts