Google Merchant Center is removing 4 attribution models from conversion tracking

Google Merchant Center will remove the ability to select four rules-based attribution models when setting up the conversion source from early 2024:

• First-click.
• Linear.
• Time decay.
• Position-based.

Starting in April 2024, any conversion sources still using these models will be switched to data-driven attribution.

Marketers not wanting conversions that use data-driven attribution will be able to use the last click model instead.

Why we care. This change will affect how marketers analyze and attribute conversions, crucial for identifying effective channels, touchpoints, and strategies, enabling informed decision-making and resource allocation.

Why now? Google announced this change after confirming it was retiring these attribution models for all properties in Google Ads and Google Analytics in October 2023. A spokesperson explained that adoption rates were “increasingly low” with “fewer than 3% of conversions in Google Ads using these models.” They added:

• “Switching to the data-driven attribution model typically results in a 6% increase in conversions for advertisers.”

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Deep dive. Read Google’s Select Attribution Settings documentation for more information on how to choose the reporting attribution model and conversion window for your property.

source https://searchengineland.com/google-merchant-center-is-removing-4-attribution-models-from-conversion-tracking-435279