Google's attribution model changes: what this means for advertisers

July 31, 2023

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Reading Time 2 minutes

By Guido Sombroek

Google has announced that in September it will completely phase out the 'first click,' linear, time decay and position-based attribution models in Google Ads and Google Analytics 4. Only the 'last click' and 'data-driven' attribution models will remain available. This change not only applies to bids, but also affects reporting and comparison functions.

This change makes data-driven attribution (DDA) the default model in Google Ads, requiring advertisers to adjust their strategies. While DDA may seem perfect, removing "old" attribution models from the reporting section may raise questions about performance. The change may affect how companies understand their conversions, customer journeys and ad optimization. The real problem lies at the strategic level, as the lack of visibility over customer journeys can be challenging.

Still, there are some solutions being offered.

• 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.
• CRM data integration: Track the entire customer journey and feed it back to advertising platforms to better understand customer journeys and the right media mix.
• Other attribution methods: Experiment with incrementality or customer surveys to capture additional information.

While there is no perfect attribution model, the article offers three practical solutions to help advertisers adapt to the upcoming changes in Google's attribution models. It provides reliable and guiding input for strategic business decisions.

source: Google