By Jalaja Ramanunni
Google Ads is planning to drop four attribution models from Google Ads and Analytics – first click attribution, time decay attribution, linear attribution and position-based attribution.
“These models don’t provide the flexibility needed to adapt to evolving consumer journeys. That’s why we made data-driven attribution (DDA) the default attribution model in Google Ads and Google Analytics 4,” Google announced.
According to the announcement, less than 3 per cent of Google Ads’ web conversions are currently attributed using first click, linear, time decay or position-based models. Since the DDA model examines user data to evaluate the value of each i
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