Timing update: First click, linear, time decay, and position-based attribution models are going away
06/21/23 - Granular
Granular analysis and first look
Google is phasing out first click, linear, time decay, and position-based attribution models. Starting mid-July, these models will no longer be selectable for new conversions in Google Ads, and existing conversions will be unable to switch to these models. Complete removal will occur in September.
Why this matters?
- Simplified Attribution: Phasing out these models streamlines the attribution options, focusing on more effective models like data-driven attribution.
- Transition Planning: Advertisers need to prepare for the transition by reviewing and adjusting their attribution strategies.
- Performance Measurement: Ensuring the use of relevant attribution models helps maintain accurate performance measurement and optimization.
Next Steps/Action Items
- Review Attribution Models: Assess current conversions using phased-out models and plan a transition to available models.
- Switch Models: Move to alternative attribution models, such as data-driven attribution, before the September deadline.
- Monitor Impact: Track performance metrics to ensure a smooth transition and adjust campaigns as necessary.
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