Google’s attribution model shake-up: 3 solutions for advertisers – Search Engine Land
You’ve probably heard the news: Google Ads and Google Analytics 4 will completely retire first-click, linear, time decay, and position-based attribution models in September.
Last-click and data-driven attribution models will remain available, along with external attribution.
What some PPC marketers don’t realize is that Google won’t just discontinue these attribution models from a bidding standpoint. They will also be removed from the reporting and comparison features.
This means you can no longer analyze your customer journeys within Google Ads and Google Analytics using attribution models. You need alternatives.
A look at attribution models
Attribution models help connect a conversion (i.e., a sale or a lead) to an ad click or impression. It’s a way to determine which ads, audiences or networks perform best.
Historically, we’ve used several attribution models with different rules to make that connection.
Using football analogy, here’s what each model represents:
- Last click: The…
The post Google’s attribution model shake-up: 3 solutions for advertisers – Search Engine Land first appeared on SEO, Marketing and Social News | OneSEOCompany.com.
source: https://news.oneseocompany.com/2023/07/28/googles-attribution-model-shake-up-3-solutions-for-advertisers-search-engine-land_2023072848231.html
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