Starting from April 2024, any conversion sources still utilizing these attribution models will be automatically switched to data-driven attribution.

 

If marketers prefer not to use data-driven attribution, they will have the option to switch to the last-click model instead. 

This modification will have an impact on how marketers evaluate and assign conversions, which is vital for recognizing successful channels, touchpoints, and strategies, thereby facilitating well-informed decision-making and allocation of resources.

Google’s decision to retire these attribution models across all properties in Google Ads and Google Analytics reflects the declining adoption rates of these models. With fewer than 3% of conversions in Google Ads utilizing these models, it is clear that they are no longer widely used or considered effective by advertisers. In contrast, switching to data-driven attribution has shown to result in a 6% increase in conversions for advertisers.

Google provides documentation on Select Attribution Settings, which offers guidance on selecting the reporting attribution model and conversion window that aligns with your objectives.