Google Ads Moves From Last Click To Data Driven Attribution (DDA) For Conversion Actions

Sep 28, 2021 - 7:11 am 1 by
Filed Under Google Ads

Google Ads Last Click Dda

Google announced yesterday that Google Ads is moving away from last-click. Instead the data-driven attribution (DDA) will soon be the default attribution model for all new Google Ads conversion actions, Google said. In addition, Google is removing the data requirements & adding support for all conversion action types to be able to use DDA.

The two big changes here are:

1) Data Driven Attribution (DDA) will be the default attribution model

2) Data Driven Attribution (DDA) conversion minimums will no longer be required

Here is how Ginny Marvin of Google summed it up:

I asked some PPC experts for some translation help and Kirk Williams was first to reply with why this is important:

The data-driven attribution change as the default model is starting in October and Google plans to have it in all Google Ads accounts by early next year. Google said "you'll still have the option to manually switch to one of the five rule-based attribution models. With these upgrades, data-driven attribution can help every advertiser clearly understand the full value of their Google Ads campaigns."

Forum discussion at Twitter.

 

Popular Categories

The Pulse of the search community

Follow

Search Video Recaps

 
Video Details More Videos Subscribe to Videos

Most Recent Articles

Search Forum Recap

Daily Search Forum Recap: June 13, 2024

Jun 13, 2024 - 10:00 am
Web Analytics

Google Fixes GA4 Attribution Models To Better Associate Conversions To Paid Search

Jun 13, 2024 - 7:51 am
Google

Google Tests Larger Fonts For Main Snippet Title Link & Smaller Font For Sitelinks

Jun 13, 2024 - 7:41 am
Google Search Engine Optimization

Google: Disallow Crawling Of Action URLs (Buy Now, Sign Up, etc)

Jun 13, 2024 - 7:31 am
Bing Search

Bing Tests Black Review Stars In Search Results

Jun 13, 2024 - 7:21 am
Google Maps

Google Local Pack Photos With Labels

Jun 13, 2024 - 7:11 am
Previous Story: Google Bike Analytics Chart On Physical Wall