Data-driven attribution becomes standard - Google Ads & GA4
Since June 2023, the following attribution models can no longer be selected and since September (Google Ads) and October (GA4) they have been completely abolished.
❌ First click
❌ Linear
❌ Over time
❌ Position-based
✔️ Data-driven attribution is now standard.
With this attribution, the user engagements that resulted in a conversion are assigned. The actual contribution of each ad interaction in the conversion path is calculated on the basis of the conversion data.
The conversion actions are automatically moved from Google to the data-driven model. An alternative is the use of the “last click”, which is still retained.
New features in the attribution models for Google Ads and GA4:
The following attribution models no longer exist:
- First click
- Linear
- Time-based
- Position-based
The new standard is data-driven attribution. With this attribution, the user engagements that resulted in a conversion are assigned.
The actual contribution of each ad interaction in the conversion path is calculated on the basis of the conversion data.
The conversion actions are automatically moved from Google to the data-driven model.
What does this change mean?
Depending on the conversion settings, marketers are affected to varying degrees by the change in attribution models. The new attribution makes it easier to optimize the bidding strategy for campaigns.
