Insights

Introduction

In mid-October 2023, Google will retire four rules-based attribution models for all properties in Google Ads and Google Analytics. This decision has significant implications for advertisers, as tracking anything other than the last click will become more challenging. In this article, we will explore the details of these changes and what they mean for businesses.

Table of Contents

1. What's Changing
2. Impact on Advertisers
3. Alternative Attribution Models
4. Reasons Behind the Change
5. Conclusion

What's Changing

Google has confirmed that the following attribution models will be sunsetted:

• First-click
• Linear
• Time decay
• Position-based

These models will be removed from both the Analytics user interface and Admin API.

Impact on Advertisers

For advertisers currently using these models in Google Ads, the changes will have a direct impact. Tracking conversions and assigning credit to touchpoints other than the last click will become more challenging. This is because the data-driven attribution formula differs for each advertiser and is not visible.

Greg Finn, Director of Marketing for Cypress North, highlighted the impact of these changes, stating that finding first-touch information will be much muddier without access to the formulas that compute the attribution scores.

Alternative Attribution Models

Advertisers whose existing properties are impacted by the sunsetted models will automatically default to paid and organic data-driven attribution. Additionally, paid and organic last-click and Google paid channels last-click models will still be available.

Reasons Behind the Change

Google's decision to retire these attribution models stems from their increasingly low adoption rates. According to a Google spokesperson, less than 3% of conversions in Google Ads use these models. Switching to the data-driven attribution model typically results in a 6% increase in conversions for advertisers.

Conclusion

The retirement of these attribution models by Google poses challenges for advertisers, but it also presents an opportunity to adopt data-driven attribution. Adapting to evolving consumer journeys and leveraging advanced AI can lead to better understanding the impact of each touchpoint on conversions. Businesses should consider transitioning to alternative attribution models and staying updated with the latest changes in Google Ads and Google Analytics.

If you need assistance with navigating these changes or optimizing your attribution strategy, feel free to reach out to Anthony Herrera at anthony@fullstackmarketing.digital.

Conclusion

The retirement of these attribution models by Google presents both challenges and opportunities for advertisers. By transitioning to data-driven attribution and leveraging advanced AI, businesses can gain a better understanding of the impact of each touchpoint on conversions. It is crucial to stay updated with the latest changes in Google Ads and Google Analytics to ensure optimal performance. If you need assistance with navigating these changes or optimizing your attribution strategy, don't hesitate to reach out to Anthony Herrera at anthony@fullstackmarketing.digital.