Ecommerce brands that have been resisting Google’s gentle nudges toward data-driven attribution can no longer drag their feet.
The tech titan has eliminated all but two attribution models: last-click and data-driven. This decision has major ramifications for brands and retailers. Companies that have been using non-last-click rules-based attribution models (namely first-click, linear, time decay and position-based) need to understand what options are now available and how this choice reflects a broader shift in marketing attribution.
Here’s why Google is deprecating these models, how the move affects ecommerce companies and what brands and retailers should do to respond.
