Just announced: Google is updating its measurement models starting in May 2023.
In the April 6 announcement, Google said four attribution models would disappear in both Google Ads and Google Analytics.
- First click
- Linear
- Temporal decay
- Location-based
The decision behind the change
Dedicated Google Ads contact Ginny Marvin provided a series of tweets to further explain the sudden change in the award offer.
Today we announced that we are moving away from non-last-click rule-based attribution models, which include first-click, linear, position-based, and time-decay, in Google Ads and GA4.
Data-driven attribution (DDA) is recommended and last click will remain available.
Learn more about why and timing:
— AdsLiaison (@adsliaison) April 6, 2023
For what:
The use of rule-based attribution models decreased significantly with the introduction of DDA 3 years ago.
Less than 3% of conversion actions in Google Ads now use them. DDA has the widest adoption and is available to all businesses, with no data requirements.— AdsLiaison (@adsliaison) April 6, 2023
According to Google, the data-driven attribution model is the most used model for conversions for automated bidding.
Additionally, the four outdated models account for less than 3% of combined Google web conversions. From their perspective, removing less-used attribution models is a way to consolidate and simplify measurement.
Advertisers react to the news
The sudden announcement drew mixed reactions from advertisers on social media.
Some told Marvin that the change made sense.
Using DDA on all my google Ads customer conversions for about a year now. Surprised people find this “new”
— Joe May (@JoeMayLI) April 7, 2023
Others on Twitter expressed their displeasure with the news.
David Kyle argues that removing attribution models robs marketers of necessary and valuable information that helps make more informed decisions:
This is a terrible decision! While DD should be used for optimization, viewing data with these other models can provide useful information.
—David Kyle | davidkyle.x (@DavidKyle) April 7, 2023
In other online publications, advertisers are hesitant to switch entirely to a data-driven approach attribution model where it may be likely to give more credits to Google Ads campaigns in a conversion compared to other channels. If it’s harder to measure or justify the performance of other paid media channels, more marketing dollars could be invested in Google Ads.
What advertisers need to know
Accounts using any of the four sunsetting attribution models should be ready to act immediately.
End of Google Attribution Models Timeline
- May 2023: For Google Analytics 4 properties, time-decline, linear, first-click-based, and position-based models will not be available for new conversion actions.
- June 2023: For Google Ads accounts, time, linear, first-click, and position-based decline models will not be available for new conversion actions.
- September 2023: Google will remove the four attribution models in Google Ads and Google Analytics 4.
Once models are deactivated, they will also be removed from the Model Comparison report in the Attribution tab, as well as from the Overview page in Google Ads.
So what happens to conversion actions that already use these templates?
Google has confirmed that any conversion action using the nearly deprecated models will automatically convert to the data-driven attribution model.
Advertisers can choose the existing “last click” attribution model, but will need to make this change manually for each conversion action.
Start (or continue) the attribution conversation internally
Measuring conversions is an essential conversation for every marketer.
Understanding how changing attribution models affect campaign performance is imperative before changing.
This is especially true for top-of-funnel campaigns, where a first-click model was likely appropriate.
Start using the pattern comparison tool to identify fundamental measurement shifts that can help guide strategy changes.
Staying ahead of the deadline allows marketers to better explain the change to customers or internally to other departments.
Feature image: Andrii Yalanskyi/Shutterstock
