Google to sunset 4 attribution models in Ads and Analytic

Google to sunset 4 attribution models in Ads and Analytic

Starting in May 2023, Google will discontinue using the initial click, linear, time decay, and position-based attribution models in Google Ads and Google Analytics.

Starting in May 2023, Google will discontinue using the initial click, linear, time decay, and position-based attribution models in Google Ads and Google Analytics.

Less than 3% of Google web conversions are made up by the four outdated types altogether. According to them, eliminating less often used attribution models is a technique to streamline measurement.

Google’s Attribution Models Sunset Timeline

May 2023: For Google Analytics 4 properties, time decay, linear, first click, and position-based models will be unavailable for any new conversion actions.

Google’s Attribution Models Sunset Timeline

June 2023: For Google Ads accounts, time decay, linear, first click, and position-based models will be unavailable for any new conversion actions.

Google’s Attribution Models Sunset Timeline

September 2023: Google will sunset the four attribution models in both Google Ads and Google Analytics 4.

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