le announces the retirement of 4 attribution models //

Google will retire four rules-based models of attribution in Ads and Analyses starting mid-July.

• First-click.
• Linear.
• Time decay.
• Position-based.

Marketers who are still using these models of attribution will be able continue to do so until September when they will be completely removed.

Why this update is important:This change will affect the Google Ads account of all marketers who are still using these models. As the years go by, any model other than last-click is going to be more difficult to track as each marketer uses different data-driven formulas for attribution.

• In the past you could use linear, and each touch would get the same credit. This will not be possible anymore. Last touch will not be affected, since it is still available. Finding some first-touch data will be more difficult because the formulas used to calculate the attribution scores will no longer be visible.

What will happen to marketers? You can use these conversion models until September. After that date, they will be removed, and the data could be lost. After mid-July, if you’re working on conversions that don’t use these models, there will be no option to switch. Conversions that are being created will not have the option to choose these models.

Why Now? Google’s decision to retire four attribution models is due to “increasingly lower adoption rates” with less than 3% conversions on Google Ads using the models, according to a Google representative.

• Data-driven attribution, last click, and external attribution will not be affected. The external attribution , data-driven attribution and last click will not be affected.”

Digging deeper Data driven attribution: What is Google’s default model of attribution

The Google update when 4 attribution model will be retired first appeared on Search Engine Land.