In an update to a previous announcement, Google has revealed that various attribution models in Google Ads – namely first click, linear, time decay, and position-based – will be phased out by mid-July.
The tech giant’s data-driven attribution model, which leverages AI to measure each ad interaction’s conversion impact, has increasingly become the go-to model for automated bidding. This change comes amid findings that “less than 3% of Google Ads web conversions are attributed using first click, linear, time decay, or position-based models,” as stated by Google.
Google is set to transition any existing conversions from these models to the data-driven attribution model come September 2023. From then on, the aforementioned models will no longer be available in any Google Ads reporting. It’s worth noting, however, that advertisers who wish to do so will still have the option to switch to the last-click model.
Benefits Of Data-Driven Attribution
The choice to prioritize data-driven attribution comes with several advantages over the outgoing, rules-based models.
The AI-driven model offers improved accuracy by analyzing all interactions and touchpoints leading to a conversion and calculating their individual contributions. This results in a more nuanced understanding of ad impact compared to uniform models like first-click attribution.
Moreover, the data-driven model is innately adaptable, updating automatically as conversion paths evolve. In contrast, static rules-based models lack this adaptability.
In terms of automation, understanding each interaction’s true impact allows the model to streamline automated bidding, focusing more on high-value ads and improving performance over time.
Finally, the AI-driven model takes a comprehensive approach, evaluating the full cross-device, cross-channel journey. This ensures interactions across mobile, desktop, display, search, social, referral traffic, and more are appropriately credited, offering a panoramic view of the customer’s journey.
