Data-driven Attribution Will Soon Be The Default Attribution Model For All New Google Ads Conversion Actions

Google claims their Data-driven attribution uses advanced machine learning to more accurately understand how each marketing touchpoint contributed to a conversion, all while respecting user privacy. With more and more privacy focuss4ed changes happening in the ecosystem they feel that last-click attribution will increasingly fall short of advertisers’ needs.

They are also making data-driven attribution the default attribution model for all new conversion actions in Google Ads. Today, data-driven attribution supports Search, Shopping, Display and YouTube ads and they plan on adding support for more conversion types, including in-app and offline conversions. They are also removing the data requirements for campaigns so that you can use data-driven attribution for every conversion action.

We’ll roll out data-driven attribution as the default model for all new conversion actions starting in October and plan to have it in all Google Ads accounts by early next year.