Within Google Ads, Google lets you choose which attribution model to use for each conversion action. Historically, they’ve allowed users to choose from a wide range of models, but they’re getting rid of first click, linear, time decay, and position-based attribution models later in 2024. By the end of 2024, users will choose from data-driven and last-click attribution models. Their data-driven attribution uses machine learning to assign credit to customer touchpoints based on their contribution to conversions.
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What is the AI-driven attribution model?
An AI-driven attribution model uses artificial intelligence to dynamically analyze and assign credit to various marketing touchpoints.
What type of model is machine learning?
ML is used in various applications including predictive analytics and complex decision-making but it is not a model.
What is the current common solution to the advertising attribution problem?
The current common solution involves using attribution models, like multi-touch attribution.
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