Google has announced that data-driven attribution will become the default Google Ads conversion attribution model.
Currently, Google Ads uses last-click attribution as the default model and offers data-driven attribution as an option for advertisers that meet minimum data requirements.
In their recent announcement, Google has said that they are planning to:
Data-driven attribution (or DDA) analyses how people engage with ads and eventually (hopefully!) become customers, giving credit for conversions based on that analysis.
The model uses account data from Search, Shopping, YouTube, and Display ads, alongside data from the website, shop visits, and Google Analytics, to determine which keywords, ads, and campaigns have the greatest impact on business goals.
There are a few key benefits to a data-driven approach to attribution:
Your current attribution model for conversions will not change but should you decide to move to data-driven attribution, or when you set up a new conversion action with data-driven attribution as the default, what should you expect?
Google is planning to roll out data-driven attribution as the default model for all new conversion actions starting in October 2021 this year, with plans to have it in all Google Ads accounts by early 2022.