Timing update: First click, linear, time decay, and position-based attribution models are going away

Jun 21, 2023

Impact Rating

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.

Learn more about past Google updates