The end of some attribution models

[samiaseo75]

4 attribution models in Google Ads and Google Analytics are getting a stop. What does this mean for website owners?
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 who car owner data 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 can no longer be tracked as easily. 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.