Google to sunset 4 attribution models in Ads and Analytics

Google will soon retire four rules-based attribution models in Google Ads and Google Analytics:First-click. These attribution models will be sunset due to “increasingly low adoption rates, with fewer than 3% of conversions in Google Ads using these models” according to a Google spokesperson. The first-click, linear, time decay and position-based models will all sunset in Google Ads and Google Analytics beginning in September. Data-driven attribution as the default attribution model. Data-driven attribution: How to think about Google’s default attribution model