Google has announced that it will completely phase out the 'first click', linear, time decay, and position-based attribution models in Google Ads and Google Analytics 4 in September. Only the 'last click' and 'data-driven' attribution models will remain available. This change applies not only to bidding but also affects reporting and comparison features.
This adjustment makes data-driven attribution (DDA) the default model in Google Ads, requiring advertisers to recalibrate their strategies. While DDA may seem ideal, the removal of "old" attribution models from the reporting section raises questions about performance. The change could impact how companies understand their conversions, customer journeys, and ad optimization. The real issue lies at a strategic level, as the lack of visibility into customer journeys can pose a challenge.
Nevertheless, there are some solutions being proposed.
Next-level tagging plan: Develop a robust data program to identify customer journey interactions and rely on DDA or last-click attribution models with micro-conversions.
Integration of CRM data: Tracking the complete customer journey and feeding it back to advertising platforms to better understand customer journeys and the right media mix.
Other attribution methods: Experimenting with incrementality or customer surveys to capture additional information.