Loading...The 4 Redundant Models
Starting May 2023, these four attribution models will no longer be available either for Google Analytics or Google Ads:
- First click
- Linear
- Time decay
- Position-based
The announcement was made on Google Ads Help and discussed via a series of tweets on Twitter by the Google Ads liaison:
Today we announced we’ll be deprecating non-last-click rules-based attribution models, which includes first-click, linear, positioned based & time decay, in Google Ads & GA4.
Data-driven attribution (DDA) is recommended & last-click will remain available.
More on why & timing:
— AdsLiaison (@adsliaison) April 6, 2023
Why Make the Change?
Some advertisers were shocked and displeased by Google’s decision, but many agreed that this move makes sense.
Apparently, the data-driven attribution (DDA) model is the most popular model for automated bidding conversions. The four models that are going to be removed soon make up for less than 3% of Google web conversions combined.
So it seems that removing the almost-never-used models is the right thing to do. However, some advertisers pointed out that without them they will lose valuable sources of insights that help them make better decisions.
Google has for some time now strongly favored, and even enforced, the use of a data-driven attribution model. While the very essence of this model is definitely right, its operation is not so intuitive and easy to understand. This is what the less complicated attribution models have helped us with. Its removal will undoubtedly make insightful analyses more difficult, although the standard Analytics users probably won’t see the difference.
Others raise concerns that the DDA model is going to favor Google Ads by giving it more credit than other advertising channels. In return, Google will get an even bigger piece of the advertising cake.
The Timeline
Don’t worry, you’re not going to lose access to the 4 attribution models across all channels right away. Google announced a specific timeline.
First, the 4 attribution models will be unavailable for any new conversions:
- May 2023 – Google Analytics 4
- June 2023 – Google Ads
The complete sunset of time decay, linear, first click, and position-based models:
- September 2023 – Google Analytics 4 & Google Ads
After September 2023, any conversion actions using one of these 4 models will be automatically changed into the data-driven attribution model. It will also be possible to manually change it to the “last click” model.
Do you need help with tracking your Google Ads conversion? Contact us! We will make sure everything runs smoothly.
