Attribution

Google Merchant Center will remove the ability to select four rules-based attribution models when setting up the conversion source in 2024. The models being removed are: First-click. Linear. Time decay. Position-based. Starting in April 2024, any conversion sources still using these models will be switched to data-driven attribution. Marketers not wanting conversions that use data-driven attribution will be able to use the…

Google will start to retire four rules-based attribution models in Ads and Analytics from mid-July: First-click. Linear. Time decay. Position-based. Marketers still using these attribution models will be able to continue doing so until September, when they will be removed completely. Why we care: This update will affect the Google Ads accounts of all marketers still using these attribution models. Moving forward, any model that isn’t last-click will prove more…

Microsoft Advertising will soon roll out a new Cross-Device attribution model. What Microsoft is saying. The news about the conversion attribution update was announced in Microsoft’s June roundup of product updates: “The new Cross-Device attribution model allows us to better track and connect your customers’ conversion journeys across different devices and sessions. For example, if a user clicks on an ad using their laptop but converts on their phone, we’ll now credit that…

Google will soon retire four rules-based attribution models in Google Ads and Google Analytics: First-click. Linear. Time decay. Position-based. Why we care. This will impact anyone who still uses these models in Google Ads. Anything that isn’t last-click will be much harder to track because the data-driven attribution formula is different for each advertiser – and not visible. “In the past, you could use linear and give each touch the same credit. You will no longer be able to do so. There will be…

Every marketer measures the impact of their activity but do they truly know the effectiveness of their activity and advertising spend? For the majority of marketers, the overwhelming answer is no. On average, marketers estimate they waste over one quarter of their budget (26%) on ineffective channels and strategies, according to a study by Rakuten. Though marketing attribution may seem like a difficult task, in a world where ROI is king, accurate marketing attribution needs to…

Photo: Tasos Katopodis-Pool (Getty Images)Havana syndrome, the bizarre malaise that has impacted over a thousand U.S. foreign service members all over the world, is still a total mystery. Indeed, even as the government has attempted to explain away some of the weirdness, it’s pretty obvious we still have no fucking idea what this thing is.On Wednesday, the intelligence community apparently concluded that, no, Havana syndrome is not the result of some sort of sonic weapon wielded by a foreign power. Well, sorta. A popular…

Equipping marketing leaders with the skills, tools and data they need to prove ROI is like setting out to sea on a fishing expedition. Rather than distributing equal bait to each rod of a marketing campaign despite not knowing which will produce the most bites, marketing attribution teaches marketers to assemble the best combination of bait before casting its line into a sea of prospects. Register today for “Build a Winning Marketing Attribution Framework,” presented by…

Google has just announced two new data-driven attribution features intended to introduce more transparency and make it easier for advertisers to switch. Why we care. Google has already made it clear that they prefer advertisers use data-driven attribution as their preferred model. Advertisers who are unclear about the effects of this model should use the new simulation tool to estimate the effects of switching. What’s new. Soon, Google will be launching a simulation tool for…

Do generative models rely on their sources the same way as humans?When the discussion about large pre-trained generative models hits the question of "what about all this work of artists, programmers and writers that is used in commercial products/models without their knowledge or consent?", one of the arguments for why this is ok is the comparison of such models to latent search engines. It goes something like this:As a human, you can and do search for inspiration in other people's writing, code snippets and art. A…

Attribution has been the holy grail for advertisers since the beginning of time, especially for media platforms that typically sit further away from the conversion and play a role in branding (i.e., billboards, banner ads and videos). In September 2021, Google Ads announced its plans to move away from last-click attribution to a data-driven attribution (DDA) model. This change is intended to better allocate credit that search keywords play in a consumer’s purchase decision. …