Google’s Move to Sunset Four Attribution Models in Ads & Analytics
Google Ads & Analytics users have recently received an update: four of the Attribution models available in Ads & Analytics are set to be sunsetted. To fully understand these new changes, it’s important to first understand what Attribution models are and how they are used.
What are Attribution Models?
Attribution models are algorithms and data models used to measure the effectiveness of marketing campaigns. They allow marketers to understand the true value of the exposures their campaigns are receiving by attributing credit across different channels and tactics. By understanding the value of each channel and the effectiveness of their campaigns, marketers can effectively allocate resources and adjust their campaigns to maximize ROI.
The Four Attribution Models Being Sunsetted
Google has announced that it will be sunsetting four of its Attribution models:
• Last Interaction Model
• Last AdWords Click Model
• Linear Model
• Time Decay Model
The Last Interaction model is a rule-based attribution model that only gives credit to the last touchpoint before the customer’s purchase. The Last AdWords Click model gives credit to the last AdWords click that a customer took before making a purchase. The Linear model gives equal credit to every touchpoint in the conversion path. The Time Decay model gives more credit to touchpoints closer to the purchase.
Why is Google Sunsetting These Models?
Google has announced that it will be sunsetting these four models due to their limited effectiveness. Google states that these models are “limited in their ability to accurately measure the value of each interaction in the conversion path” and “in many cases, they [models] are unable to measure the true impact that each touchpoint has on the customer’s journey”.
What Replaces The Sunset Models?
Google is replacing the four models with new models that are more effective in measuring the value of each touchpoint. The new models are:
• Data-driven attribution (DDA)
• Position-based attribution
• Time Lag attribution
Data-driven attribution is a model that uses machine learning to measure the value of each touchpoint in the conversion path. Position-based attribution gives more credit to touchpoints at the start and end of the path. Time Lag attribution measures the impact of each touchpoint on future conversions.
Benefits of the New Models
Google’s new models bring a number of benefits to marketers. Here are a few of the most notable benefits.
• Accurate credit: The new models are more accurate in assigning credit to each touchpoint in the conversion path. This allows marketers to understand the true value of each exposure and effectively allocate resources.
• Improved insights: The new models provide more accurate insights into customer behavior and allow marketers to adjust their campaigns accordingly.
• More control: The new models give marketers more control over their campaigns, as they can customize their attribution models to better reflect their goals.
Conclusion
The sun setting of these four models marks a new era for Google Ads & Analytics. The new models are more accurate and provide marketers with more control over their campaigns. With the new models, marketers can better understand the value of their campaigns and allocate resources accordingly.
