11 April 2023
As of April 6th, Google have made an announcement on impending updates to attribution models available in Google Ads and Google Analytics.
The changes will start from May 2023, but we felt it was worth breaking down the updates for you, because it could change the way you analyse campaign performance and/or website engagement.
As of May 2023, Google is removing the following attribution models available in Google Ads and Google Analytics:
Existing conversion actions using these removed models will automatically convert to the data-driven attribution model, or advertisers (like us!) can manually change to the 'last click' model.
Will this change mean we lose valuable insights?
Will it create potential biases towards Google Ads?
There have been mixed reactions in the industry to date, and ultimately time will tell, but of the changes Google have said:
“Why: Use of rules-based attribution models has dropped significantly with the introduction of DDA 3 years ago. Fewer than 3% of conversion actions in Google Ads use them now. DDA has the broadest adoption & is available to all businesses, with no data requirements.”
According to Google, the data-driven attribution (DDA) model is the most used model for conversions for automated bidding anyway. ‘From their viewpoint, removing less commonly used attribution models is a way to consolidate and simplify measurement.’ (Search Engine Journal)
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