Google has removed attribution models in GA4

Google Analytics today officially removed first click, linear, time decay, and position-based attribution models. In a followup to their April announcement, Google Ads yesterday announced:“We will be removing selectability of these models for all conversions in Google Ads beginning in mid-July. Google has taken the decision to retire the four attribution models because of “increasingly low adoption rates, with fewer than 3% of conversions in Google Ads using these models” according to a Google spokesperson. “For these reasons, first click, linear, time decay, and position-based attribution models across Google Ads and Google Analytics 4 will be going away. Data-driven attribution, last click, and external attribution won’t be impacted.”Dig deeper: Data-driven attribution: How to think about Google’s default attribution model