Good Bye to 4 attribution models in Ads and Analytics

Google announced on April 06th 2023  that the 4 attribution models  (non last click rules-based attribution model) will be depreciated from Google Analytics and Google Ads;

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

Since these attribution models don’t provide the flexibility needed to adapt to evolving consumer journeys, the data-driven attribution model is set as default model in Google Analytics and Google Ads and its highly recommended by Google. Now a days the data-driven attribution model is the most used model for conversions for automated bidding.

Highlights of the update:

• From May 2023 onwards time decay, linear, first click, and position-based models will be unavailable for any new conversion actions on Google Analytics properties.
• From June 2023 time decay, linear, first click, and position-based models will be unavailable for any new conversion actions on Google Ads Accounts.
• Starting in September 2023, conversion actions still using these models will be switched to data-driven attribution.

Check the recent update from Google for further insights.