Google will begin retiring four rules-based attribution models in Ads and Analytics starting in mid-July:
First click linear Decay of time Based on position.
Marketers still using these attribution models will be able to continue doing so until September, when they will be removed entirely.
Why we care: This update will affect the Google Ads accounts of all marketers still using these attribution models. From now on, any model other than last click will be harder to control, as each marketer has different data-driven attribution formulas.
“In the past, you could use linear and give each tap equal credit. You won’t be able to do that anymore. There won’t be any impact on the last tap because it’s still available. But finding some of the information from the first tap will much more obscured because there will no longer be a way to see the formulas that calculate the attribution scores.”
How will sellers be affected? If your account has conversions with these models, you can continue to use them until September, but after this deadline, the models will be deleted and data may be lost. If you’re working on conversions without using these models, you won’t have the option to switch after mid-July. Additionally, newly created conversions will no longer have the option to choose these four models.
why now Google has made the decision to retire the four attribution models due to “dwindling adoption rates, with less than 3% of conversions in Google Ads using these models,” according to a Google spokesperson.
“For these reasons, the first-click, linear, time-decay, and position-based attribution models in Google Ads and Google Analytics 4 will be gone. Data-driven attribution, last click, and external attribution will not be affected.”
You deeper: Data-driven attribution: how to think about Google’s default attribution model
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About the author
Nicola Agius is Search Engine Land’s paid media editor after joining in 2023. She covers paid search, paid social, retail networks and more. Prior to that, she was Director of SEO at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for various websites. He has more than 15 years of experience in journalism and previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). He also previously partnered with SEO agency Blue Array to co-author the Amazon best-selling book “Mastering In-House SEO.”
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