Attribution Modelling | The Latest Google Updates

As of April 6^th, Google have made an announcement on impending updates to attribution models available in Google Ads and Google Analytics.

The changes will start from May 2023, but we felt it was worth breaking down the updates for you, because it could change the way you analyse campaign performance and/or website engagement.

 

// The Latest Google Updates

As of May 2023, Google is removing the following attribution models available in Google Ads and Google Analytics:

1. First Click
2. Linear
3. Time Decay
4. Position-based

Existing conversion actions using these removed models will automatically convert to the data-driven attribution model, or advertisers (like us!) can manually change to the 'last click' model.

 

// What this means for you

Will this change mean we lose valuable insights?

Will it create potential biases towards Google Ads?

There have been mixed reactions in the industry to date, and ultimately time will tell, but of the changes Google have said:

“Why: Use of rules-based attribution models has dropped significantly with the introduction of DDA 3 years ago. Fewer than 3% of conversion actions in Google Ads use them now. DDA has the broadest adoption & is available to all businesses, with no data requirements.”

According to Google, the data-driven attribution (DDA) model is the most used model for conversions for automated bidding anyway. ‘From their viewpoint, removing less commonly used attribution models is a way to consolidate and simplify measurement.’ (Search Engine Journal)

 

// Google’s Attribution Models Sunset Timeline

• May 2023:For Google Analytics 4 properties, time decay, linear, first click, and position-based models will be unavailable for any new conversion actions.
• June 2023: For Google Ads accounts, time decay, linear, first click, and position-based models will be unavailable for any new conversion actions.
• September 2023: Google will sunset the four attribution models in both Google Ads and Google Analytics 4.
• Once the models are sunset, they will also be removed from the Model Comparison Report in the Attribution tab, as well as the Overview page in Google Ads.

 

Loud Mouth Media are an award-winning Digital Performance Marketing Agency, and long-time experts in PPC advertising. As Google Premier Partners we have access to the latest news, tools and insights on all things Google – for more information on all things PPC, get in touch with our expert team!