Google is Reducing Their Choice of Attribution Models.
Paid Search, Data Solutions
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Pros and Cons for data driven attribution.
The most obvious positive to come out this change is that historically, choosing a relevant attribution models for your campaigns has often been difficult. It's difficult to choose which rule-based model, if any, are best to reflect the journey of your customers. DDA seemingly eliminates that choice and for those retailers who have an absolute abundance of traffic, conversion and data in general, would seem the most sensible route to take.
However, for scaling or medium sized brands, having to potentially rely on a last-click models only for periods of time is not useful.
Also with the removing of 3rd party cookies across browsers, the iOS14 update and and increasing knowledge around privacy, the amount of data that any brands are able to accurately collect and keep is dwindling. Without a robust 1st party data collection solution, brands will struggle.
Revenue Growth Agency would recommend continuing to use Analytics to report on certain metrics but would highly suggest implementing 1st party server side tracking and then researching separate attribution platforms which can give you an incredibly accurate view of how all of your channels are working together.
What does this mean for marketers?
The most important thing for marketers to do right away is dive into which models you are currently using for campaigns within Google Ads and within Analytics; in particular your GA4 set up.
Then the choice is yours as to whether you wish to transition all across to DDA or mix and match with the last-click model. There is no right or wrong answer and for some brands who do not meet the DDA requirements, last-click may be your only option for certain conversion goals for now.
It's important to remember that DDA is not gospel. It's using data modelling, probabilities and AI to estimate which interactions are having the greatest impact on your conversion goals. So whilst its no doubt a lot more helpful (and in someways truer) than models such as Linear and Position Based, be careful not to bet all your winnings on it.
Alternatives to Google for attribution.
If you've decided that it might be the time to begin looking for an alternative to Google Analytics, there are various options for you to choose from. Depending on your needs, take a look through the below list and see which one might work for you.