{"id":18158,"date":"2023-06-22T23:05:57","date_gmt":"2023-06-22T23:05:57","guid":{"rendered":"https:\/\/www.searchenginejournal.com\/google-ads-postpones-data-driven-attribution-switch-to-mid-july\/489860\/"},"modified":"2023-06-22T23:05:57","modified_gmt":"2023-06-22T23:05:57","slug":"google-ads-postpones-data-driven-attribution-switch-to-mid-july-via-sejournal-mattgsouthern","status":"publish","type":"post","link":"https:\/\/marketingnewsbox.com\/?p=18158","title":{"rendered":"Google Ads Postpones Data-Driven Attribution Switch To Mid-July via @sejournal, @MattGSouthern"},"content":{"rendered":"
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Google announced that first click, linear, time decay, and position-based attribution models in Google Ads are going away in mid-July.<\/p>\n

Google states<\/a> in an update to a previous announcement:<\/p>\n

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\u201cAs a follow-up to our announcement that first click, linear, time decay, and position-based attribution models will be going away, we will be removing selectability of these models for all conversions in Google Ads beginning in mid-July.\u201d<\/p>\n<\/blockquote>\n

Google originally planned to remove these attribution models in June, citing their lack of flexibility to keep up with today\u2019s complex customer journeys.<\/p>\n

The previous announcement<\/a> read:<\/p>\n

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\u201cRules-based attribution models assign value to each advertising touchpoint based on predefined rules. These models don\u2019t provide the flexibility needed to adapt to evolving consumer journeys.\u201d<\/p>\n<\/blockquote>\n

Google\u2019s data-driven attribution model, which uses AI to determine how much impact each ad interaction has on a conversion, has become the most popular model for automated bidding.<\/p>\n

\u201cToday, less than 3% of Google Ads web conversions are attributed using first click, linear, time decay, or position-based models,\u201d Google reported.<\/p>\n

Google will switch any existing conversions using these models to data-driven attribution in September 2023.<\/p>\n

At that point, first click, linear, time decay and position-based models will be removed from all Google Ads reporting.<\/p>\n

Advertisers will have the option to change to the last-click model if they prefer.<\/p>\n

Benefits Of Data-Driven Attribution<\/h2>\n

Google\u2019s data-driven attribution model has several benefits over the older rules-based models:<\/p>\n