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Google Analytics is making changes to its attribution models in October 2023
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Four rules-based models (first-click, linear, time decay, and position-based) will be removed
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The reason for the removal is that these models do not provide the flexibility needed for evolving consumer journeys
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Google suggests switching to the data-driven attribution model, which uses advanced AI to understand the impact of each touchpoint on conversion
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The data-driven attribution model can optimize bids and budgets, provide deeper insights, create personalized ads, and improve return on ad spend
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However, the data-driven attribution model has drawbacks, including lack of transparency, consistency, and customization
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Alternatives to the data-driven model include last-click or Google paid channels last-click models, calculated metrics, and third-party tools or platforms
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To prepare for the changes, users should audit their reports, compare results with different models, test scenarios, and communicate the changes to their team
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Google's goal is to provide more flexibility and tailored metrics for specific business use cases
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Advertisers who switch to the data-driven attribution model typically see a 6% increase in conversions
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