Starting from July 2023, Google will begin phasing out rules-based attribution models, and you can expect them to disappear altogether by September. These include first click, linear, time decay, and position-based attribution models, and they will be replaced by data-driven attribution models. Last click and external attribution models will not be affected.

Google’s data-driven attribution model will be powered by proprietary AI technology to understand the impact of each touchpoint on a conversion. When combined with auto-bidding, Google argues, data-driven attribution will improve performance.

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