Goodbye, Last-Click Attribution: Google Ads Changes Default To Data Modeling

Google will no longer use last-click attribution as the default conversion model in Google Ads, its buy-side ad network, the company announced in a blog post on Monday.

The change will mean that, going forward, the default attribution method for any conversion touchpoint – a new product purchase page, app install campaign, display ad landing page – will fall into what Google calls “Data-driven attribution,” its algorithmic solution that assigns credit to different impressions over time.

Google wants more and more advertisers to use data-driven attribution because the quality of Google’s data modeling is tied to the quantity of impressions and conversions it sees.


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