First Click, Linear Click & Time Decay & Position-Based Attribution Models Are Going Away

Rules-based attribution models assign predetermined value to each advertising touchpoint but lack the flexibility to adapt to evolving consumer journeys. To address this issue, Google Ads and Google Analytics 4 made data-driven attribution the default model, leveraging Google AI to understand each touchpoint's impact on conversion.

When combined with auto-bidding, data-driven attribution improves performance, resulting in it being the most used attribution model for automated bidding in Google Ads. This has led to a decrease in the overall use of rules-based models, with less than 3% of Google Ads web conversions attributed to using first click, linear, time decay, or position-based models.

For these reasons, these attribution models are going away during the summer of 2023.

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