Disappearance of 4 attribution models GA4 and Google Ads: what to do?
The GA4 saga continues...
*** drum roll***
The latest twist to date, and it concerns ALL of you: Google is soon abandoning 4 of the attribution models that are currently offered to you under Google Analytics and Google Ads.
Who is concerned?
- The first click
- The linear
- The time decay
- The position-based
Google justifies this evolution with low adoption and the promise of a 6% increase in conversions.
So the following will remain:
—> The last click (laughs from the room in “Friends” and 90s mode)
—> The model based on data (passion black box)
Traffic managers be like:
In other words: a big problem for advertisers, especially as the rollout is fast since it will be rolled out on GA4 in May and on Google Ads the following month.
If we summarize what is emerging, you will have to switch to the model based on data (given the uselessness of the last click...), in other words an opaque model over which you will have no control.
What solution to manage the attribution and management of the ROI of your campaigns?
Use an external attribution solution connected to your data sources and your Google Analytics installation, like Marketing Studio.
