Google Ads: Data-driven attribution is now the default model

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Google Ads will make data-based attribution, rather than last-click attribution, the default model for all new action-conversions. The changes will begin in October. By early 2022, data-driven attribution will become the default attribution model in all Google Ads accounts. Even those with fewer than 3,000 ad interactions and fewer than 300 completed actions-conversions within 30 days. The service will remove the requirement for the amount of available data. Advertisers will still have the option to manually switch to one of 5 rule-based attribution models.

Google Ads will also add support for more types of conversions, particularly in-app and offline conversions. 

In addition to Google Ads, data-driven attribution data will be available in Google Analytics 4.


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