The end of some attribution models

[samiaseo222]

Google has decided to retire 4 rules-based attribution models in its Google Ads and Google Analytics services at the end of 2023 - the first-click attribution model, the linear attribution model, the time-based model, and the position-based model.

Why is this important?
The change affects all users and advertisers india mobile number data who used the first-click, linear, time-incremental, and position-based attribution models . Now, only the last-click model can be used to track the customer journey. Anything that is not the last click is no longer easily tracked. It is no longer possible to give equal credit to all steps, as was the case with the linear model.

The changes are effective in Google Ads and Google Analytics accounts starting September 2023.

Why is Google making the change?
Google has decided to end support for these attribution models because they account for less than 3% of conversions in Google Ads . The move to the last-click attribution model is said to lead to a 6% increase in conversions, which is beneficial for advertisers.

Data-driven attribution doesn't include any specific percentages or formulas for calculating clicks as conversions. Instead, it's adjusted based on historical account data. Data-driven attribution is now the only way advertisers can attribute value to individual clicks. This model is unique to each advertiser and uses conversion information from the account to identify the most influential touches.