4 Attribution Models For Advertisers Are Being Removed By Google.

 

Starting in May 2023, Google Ads and Analytics' attribution modelling will undergo significant modifications.

The Change's Determination

Ginny Marvin, a dedicated Google Ads liaison, explained the abrupt attribution offering change in a series of tweets.

More on why & timing:

— AdsLiaison (@adsliaison) April 6, 2023

 Google claims that the data-driven attribution strategy is the one that is most frequently utilised for automated bidding conversions.

Additionally, less than 3% of Google web conversions are made up of the four obsolete models combined. According to them, eliminating less often used attribution models is a technique to streamline measurement.

1.Marketers Respond to the News

Advertisers on social media had a range of reactions to the surprise announcement.

Some individuals told Marvin that the modification made sense.

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.

— AdsLiaison (@adsliaison) April 6, 2023

Others expressed their anger with the news on Twitter. According to David Kyle, the elimination of attribution models eliminates crucial and priceless data for marketers that aid in the making of more educated decisions:

 

 

Today we announced we’ll be deprecating non-last-click rules-based attribution models, which includes first-click, linear, positioned based & time decay, in Google Ads & GA4.

Data-driven attribution (DDA) is recommended & last-click will remain available.

More on why & timing:

— AdsLiaison (@adsliaison) April 6, 2023

 Advertisers have expressed caution in other online discussions about switching completely to a data-driven attribution methodology where it could be more appropriate to give Google Ads campaigns more credit for a conversion than other channels. More marketing funds could be allocated to Google Ads if it becomes more difficult to gauge or defend the effectiveness of other paid media channels.

What Advertisers Must Understand

Users of any of the four attribution models that are being sunsetted should be prepared to take action right away.

Sunset Date for Google's Attribution Models

1.Time decay, linear, initial click, and position-based models won't be available for any new conversion actions for Google Analytics 4 properties starting in May 2023.

2.Time decay, linear, initial click, and position-based models won't be accessible for any new conversion actions for Google Ads accounts starting in June 2023.

3.Google will discontinue the four attribution methods in Google Ads and Google Analytics 4 in September 2023.

Both the Overview page in Google Ads and the Model Comparison Report in the Attribution tab will no longer contain the models once they have been sunset.

What occurs afterwards to conversion actions that are currently utilising these models?

According to Google, every conversion action made using the nearly out-of-date models will switch over immediately to the data-driven attribution model.

Advertisers have the option of selecting the current "last click" attribution model, but they will need to manually adjust it for each conversion action.

Start (or continue) the internal discussion on attribution

Every marketer should have the dialogue about measuring conversions.

Prior to switching, it is essential to comprehend how the change in attribution models impacts campaign performance.

This is particularly true for efforts at the top of the funnel, when a first-click strategy was probably suitable.

Start by identifying core measurement changes that can assist in driving any strategy shifts using the Model Comparison tool.

Marketing professionals can better explain the change to clients or internal departments by staying ahead of the deadline.