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 2021 - Matching the Most Relevant Keyword to Every Search
- Oct 2021 - Link Your Zapier Account in the Google Ads UI
- Sep 2021 - Unlock Performance Insights with Enhanced Conversions
- Nov 2021 - Drive conversions across Google’s ad channels with Performance Max campaigns
- Nov 2021 - Customer Match is now widely available and easier to use
- Nov 2021 - Plan Across Your Entire Account with Performance Planner
- Nov 2022 - Building More Durable and Effective Audience Strategies in Google’s Ads Platforms
- Oct 2022 - Deliver More Helpful Search Ads by Adding Your Business Information
- Sep 2022 - Making it Easier to Manage Automatically Applied Recommendations
- Jul 2022 - Upgrade your Smart Shopping campaigns to Performance Max
- Mar 2022 - Reminder: Support for Expanded Text Ads Ends on June 30, 2022
- Feb 2022 - The New Privacy Sandbox Proposal: Topics for Interest-Based Advertising
- Feb 2022 - Google Partners: Evolving our partnership to serve you better
- May 2022 - Recap of Product Announcements from Google Marketing Live 2022
- 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
- Sep 2023 - Maximize views for your budget with Video View Campaigns on YouTube, now globally available
- 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
- 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 I/O: Making AI helpful for everyone