{"id":6701,"date":"2023-05-17T11:50:16","date_gmt":"2023-05-17T09:50:16","guid":{"rendered":"https:\/\/wearekemb.com\/?p=6701"},"modified":"2025-02-06T21:20:59","modified_gmt":"2025-02-06T20:20:59","slug":"rules-based-attribution-models-are-leaving-google-ads","status":"publish","type":"post","link":"https:\/\/wearekemb.com\/en\/rules-based-attribution-models-are-leaving-google-ads\/","title":{"rendered":"Rules-based Attribution Models are leaving Google Ads"},"content":{"rendered":"

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The majority of Rules-based Attribution Models are leaving Google Ads starting in July 2023. Find out why this change is happening, how this change will impact your performance and what this change means for your Conversion Tracking. <\/p>\n

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What are Rules-Based Attribution?<\/h2>\n

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First things first: Attribution Models decide which Marketing Measure or Sources Conversions are attributed to. Rule-Based Attribution Models attribute Conversion \u2013 just like the name describes \u2013 according to Rules. Google\u2019s Attribution Models include the First-Click, Last-Click, Linear, Time Decay, and Position-based Models. For example, Following the First-Click Model a Conversion will always be attributed to a User\u2019s first touchpoint with your business, may that be Ads or an organic Google Search.<\/p>\n

According to Google<\/a>, Rules-Based Attribution models \u201cdon\u2019t provide the flexibility needed to adapt to evolving consumer journeys\u201d. Furthermore they have become obsolete as Google continues to move further toward automation. Instead, Google has previously made their Data-Driven Attribution Model the default choice for new Users.<\/p>\n

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What is Data-Driven Attribution?<\/h2>\n

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When using the Data-Driven Attribution Model, Google will take all touchpoints into consideration \u2013 just like it does when using Rule-Based Models such as Linear or Time Decay Attribution. However, instead of assigning value based on static rules, e.g. the last touchpoints being the most valuable, Google uses AI to evaluable the impact of each touchpoint. Thanks to being the default choice for quite some time, Data-Driven Attribution is the most used Attribution Model all around. But what happens if you are still using Rules-Based Attribution?<\/p>\n

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    What is Happening to Rules-Based Attribution?<\/h2>\n

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    With one exception, Rules-Based Attribution Models will be discontinued in July 2023. Users will no longer be able to select these Models and Conversion Actions still using them will be switch to Data-Driven Attribution in September of the same year. However, you will still be able to use the Last-Click Model, the same Attribution also used by Google Analytics. <\/p>\n