One or more conversion actions use an attribution model that Google will not support soon! Kasim shares the potential impact of the changes on your Google Ads strategies. He provides valuable insights into safeguarding your campaigns and discusses why it's crucial to leverage third-party attribution tools now.

Google just announced that four Google Ads attribution models would be removed and upgraded to data-driven attribution on or after 6/7/2023.

Here's Google's official statement posted by Sheba Rasson, Product Manager, Attribution, last April 6, 2023:

"Starting in June 2023, we'll remove the ability to select first click, linear, time decay, and position-based attribution models for conversion actions in Google Ads that do not already use one of these models. Then, starting in September 2023, we'll switch any conversion actions still using these models to data-driven attribution. If you don't want your conversions to use data-driven attribution, you'll be able to use the last click model. At this point, these rules-based models will also be removed from reporting throughout the rest of Google Ads, including the Overview page and the Model comparison report within the Attribution tab."

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This is so frustrating.

You probably just got this email from Google.

Hello person I'm about to take advantage of.

We're contacting you because one or more of your conversion actions, you're

using an attribution model at Google, not be supporting in the near future.

First click linear time decay and position based attribution models in Google Ads,

including the Google Ads API will be going away starting in September, unless you

take further action will be we'll upgrade your model to data-driven attribution.

Data-driven attribution has improved customer performance

and resulted in significant decline in the uses of certain.

Yeah, of course.

Certain attribution models because we force people to use them.

Hence, the decline.

Today, less than 3% of web conversions in Google ads are

attributed using first click, linear time decay, position based models.

This is a logical fallacy.

It's because you can't attribute them because your attribution is dying, and

so you're taking away our ability to control the way that we look at data.

Here's the thing.

Here's the thing.

Can I tell you the thing I.

Believe in data-driven attribution.

As a matter of fact, it's a rule.

We use data-driven attribution, but there are so many use cases.

I'll give you all of smart shopping.

All of the smart shopping campaigns that we ran before it segued into

Performance Max, we would use First Click because smart shopping was a

customer acquisition mechanism, and then the remarketing happened elsewhere.

So you'd wanna use first click for any campaign type that

you feel is acquisition heavy.

Right.

Linear.

I don't know that I ever really used linear, used it.

Well, if you did hit me up in the comments.

Time decay is another really good example.

I think of any business and or industry where the value of your

customer atrophies over time.

Pregnant women, for example, not to say the value of pregnant women atrophy,

just say they're getting closer to making all the decisions that you,

want to assist with helping them make.

And so if you're selling stuff to pregnant women, You might wanna

use something like time decay.

Position based Position based is an interesting.

It's an interesting fix to the messy middle problem.

It's like, look, just tell me what's first.

Tell me what's last, and we'll sprinkle credit across all of those, which I like.

I like knowing that, especially if I've got a really linear

sales pipeline and process.

I don't have a lot of products.

I don't have a lot of services.

I sell what I'm a business broker, position based.

Great.

Even if it's not, even if everything I said is wrong, even if I'm in anything,

why shouldn't I have control over the way my data is being viewed and interpreted?

it's so violently frustrating that Google would do this to us.

I mean, we've got use cases, specific use cases where using modified attribution

models improves either the performance of the campaign or the performance

of the, decision making that I can make in relation to that campaign.

I'm pissed.

You should be pissed.

We should all be pissed.

There's nothing you can do about it.

There's nothing you can do about it except start using third party tools.

Start, and I'm not, I'm not pushing North Beam specific.

I know, you know, I'm an investor in North Beam.

I'm a big fan.

I think it's the best of all the bad options.

So go use North Beam, but use, use something.

Use Wicked Reports.

Use what's the other one?

Semetrics conversions.com.

I've never used that.

Don't use Hiro but go use third party attribution tools so that you

can still get a sense as to what's working and you have more control

over your data, but you can't capture data that you're not measuring.

So start now today, capturing this data and third party attribution tool.

Or you're not gonna have it, period.

Full stop.

I hate that they do this pisses me off.

I'd love to know how you feel.

Drop it in the comments.

Thank for watching.