Google Ads is moving away from last-click to data-driven attributes for conversions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 28, 2021, 5:51 PM UTC

The search engine giant is removing the data requirements and adding support for all conversion action types that are needed for using data-driven attribution.

Google recently announced that Google Ads would no longer be using the last-click model. Instead, the search engine giant would use data-driven attribution (DDA) as the default attribution model for all new Google Ads conversion actions. Additionally, Google is also removing the data requirements and adding support to let users use DDA effectively.

Google would be migrating existing conversion actions to DDA for many advertisers over the coming months. The DDA change as the default model would start in October and implement it in all Google Ads account by early next year.

According to Google, advertisers would still have the option to manually switch to one of the five-rule based attribution models. Google further added, “With these upgrades, data-driven attribution can help every advertiser clearly understand the full value of their Google Ads campaigns

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