Google Ads Will Remove Various Attribution Channels In Favor Of AI-Driven Attribution Models

Key Points:

• Google Ads has decided to remove various attribution channels in favor of AI-driven attribution models in mid-July 2023.
• This includes removing various attribution models like click-based, linear-based, and position-based.
• Google Ads recommends marketers switch to AI-based data-driven attribution models.

With the use of AI integrating various digital marketing tasks, Google has taken another step towards this. Recently, Google announced that it’s doing away with various older attribution models in favor of AI-based data-driven attribution models. This change will be made effective sometime in mid-July 2023 (TBA).

A few weeks ago, Google shared this statement:

Rules-based attribution models assign value to each advertising touchpoint based on predefined rules. These models don’t provide the flexibility needed to adapt to evolving consumer journeys. Less than 3% of Google Ads web conversions are attributed using first click, linear, time decay, or position-based models.

Now, they have recently made a new announcement, stating this:

As a follow-up to our announcement that first click, linear, time decay, and position-based attribution models will be going away, we will be removing the selectability of these models for all conversions in Google Ads beginning in mid-July.

Gone are the days of using linear-based, click-based, time decay-based, and position-based attribution models in Google Ads. While these options still remain, they will be removed as the default option. You can still use them going forward, which Google advises against.

Regarding Google’s new data-driven attribution models, AI will be used to determine the impact of each ad interaction on conversion rates. It’s expected that this will become the most popular automated bidding model.

Here’s what you need to do to use AI to your advantage in Google Ads:

1. First, ensure that conversion tracking is set up and running.
2. If this is done, then proceed to navigate to the Tools menu and click on the Attribution tab.
3. Now, click on Data-Driven Attribution.
4. Next, under Models, click “Apply or Edit models” and toggle “Data-Driven attribution” on.

More Resources:

• What You Need To Know About Google Ads
• How To Beat Competitors By Optimizing Ads Using The Facebook Ad Library
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