Google announced that the first click attribution, linear, time-decay and position-based attribution models in Google Ads will disappear in mid-July.
Google states in an update to a previous ad:
“Following our announcement that the first-click, linear, decay, and position-based attribution models are going away, we’ll be removing the ability to select these models for all conversions in Google Ads starting mid-July” .
Google initially planned to phase out these attribution models in June, citing their lack of flexibility to keep up with today’s complex customer journeys.
The previous one announcement to read:
“Rules-based attribution models assign value to each advertising touchpoint based on predefined rules. These models do not provide the necessary flexibility to adapt to evolving consumer journeys.”
Google’s data-driven attribution model, which uses artificial intelligence to determine the impact each ad interaction has on a conversion, has become the most popular model for automated bidding.
“Today, less than 3% of Google Ads web conversions are attributed using first-click, linear, time-decay, or position-based models,” Google reported.
Google will switch existing conversions using these models to data-driven attribution in September 2023.
Position-based, first-click, linear, time-decrease, and position-based models will be removed from all Google Ads reporting at this time.
Advertisers will have the option to switch to the last-click model if they prefer.
Benefits of data-driven attribution
Google’s data-driven attribution model has several advantages over older rules-based models:
precision: AI analyzes all interactions and touchpoints that lead to a conversion and determines how much each interaction contributed. This provides a more accurate view of ad impact compared to a single model like first-click attribution.
adaptability: Because the model is data-driven, it updates automatically as conversion paths evolve. Models based on static rules cannot be adapted in this way.
automation: By understanding the real impact of each interaction, the model can drive automatic bidding to spend more on ads that drive the highest value. This results in improved performance over time.
Cross compatibility: AI examines the entire journey across devices and channels to properly credit interactions across mobile, desktop, screen, search, social, referral traffic and more.
Getting started with data-driven attribution
Here are the steps to get started with data-driven attribution in Google Ads:
Make sure you have conversion tracking set up. Go to the Attribution tab in the Tools menu. Enable data-driven attribution on the Attribution tab. Apply data-driven attribution to your conversion actions. In the “Templates” section, click “Apply or edit templates”. Turn on “Data-driven attribution” for any conversions you want to use this model for. Leave the others as “Last Click Attribution” or “First Click Attribution.”
Now, let the AI create your model.
It takes at least seven days of data to build an initial model and four weeks to optimize it for automatic bidding.
Additional steps
Regularly check your statistics in the Attribution tab and adjust your ads, keywords and budgets to improve performance.
You’ll see customer conversion paths and the impact of each channel and device.
You can use an automated bidding strategy like Target CPA bidding or Maximize Conversions to get the full benefits of data-driven attribution.
Automatic bidding will use your data-driven attribution model to optimize ad spend and maximize conversion value.
To sum up
Starting in mid-July 2023, Google will only support its data-driven attribution model, which uses AI for more accurate and adaptive analysis of ad impacts.
This move is estimated to affect less than 3% of web conversions currently using the old models.
Advertisers transitioning to this AI-based model must ensure proper conversion tracking, enable data-driven attribution in Google Ads settings, and consider automated bidding strategies to maximize profits.
Featured image: rafastockbr/Shutterstock
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