Google removed four of its Google Ads attribution models: Position-Based, Time-Decay, Data-Driven, and Linear, leaving First-Click, Last-Click, and Google Ads Attribution as the ongoing options. Advertisers who relied on the retired models still need to pick one of the three remaining models to keep measuring campaign ROI accurately.
What Are Attribution Models?
Before we dive into the changes, let’s first define what attribution models are. Attribution models are essentially a way for advertisers to assign credit to various touchpoints or interactions a customer has with their brand. These touchpoints could include things like clicking on an ad, watching a video, or visiting a website. Attribution models help advertisers understand which touchpoints are driving the most conversions and ultimately, which channels are the most effective at driving revenue.
The Four Attribution Models Being Removed:
Now, let’s take a closer look at the four attribution models Google is removing:
Position-Based Attribution
Time-Decay Attribution
Data-Driven Attribution
Linear Attribution
These four models were among the seven attribution models previously available in Google Ads. The remaining three models that will still be available are: First-Click Attribution, Last-Click Attribution, and Google Ads Attribution.
Why Is Google Removing These Models?
So, why is Google removing these four attribution models? According to the company, these models were not widely used by advertisers and were often seen as complex and confusing. By removing them, Google hopes to simplify its attribution offerings and make it easier for advertisers to choose an attribution model that works for them.
What This Means for Advertisers:
If you’re an advertiser who has been using one of the four attribution models being removed, you’ll need to choose a new model to use. Google recommends using one of the remaining three models, depending on your business goals and the type of campaigns you’re running.
For advertisers who were not using these models, the changes may not have a significant impact on their digital marketing strategies. However, it’s always a good idea to keep up with changes in the digital marketing landscape and make adjustments as necessary.
Google’s decision to remove these four attribution models is part of the company’s ongoing effort to simplify its product offerings and make it easier for advertisers to measure their ROI. While this change may not have a significant impact on all advertisers, it’s important to stay informed about changes in the digital marketing landscape and make adjustments as needed to ensure the success of your campaigns.
