Last-click and data-driven attribution models will remain available, along with external attribution. What some PPC marketers don’t realize is that Google won’t just discontinue these attribution models from a bidding standpoint. This means you can no longer analyze your customer journeys within Google Ads and Google Analytics using attribution models. Historically, we’ve used several attribution models with different rules to make that connection. The issue with Google’s preferred attribution modelThis shift leaves data-driven attribution (DDA) as the default attribution model in Google Ads.