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How to Replace the Sunsetting Attribution Models

Replacing the sunsetting attribution models is important for optimum marketing results. It helps marketers step up their marketing efforts and adapt to the changing conditions.

In this blog, we discuss ways to replace the sunsetting attribution models for optimum marketing performance.

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Raghav Tayal

Head Of Operations - Digital Web Solutions

July 19, 2023

How to Replace the Sunsetting Attribution Models

Internet success requires adaptation of the latest trends and technologies.
It’s critical for marketers to keep ahead of the curve as we say goodbye to conventional attribution methods, such as data-driven attribution. Innovations in technology and evolving consumer behavior necessitate a new attribution model.

This blog discusses how marketers can replace the sunsetting attribution models with more robust and relevant techniques.

The Shift in Google’s Attribution Models

The attribution models utilized by Google are one aspect that has undergone a vast change. These models are essential to understanding how successful a marketing campaign is. And over the past years, they have changed dramatically.

What Did Google Do?
  • Google has revolutionized the way marketers assess the success of their campaigns. With Google always improving its algorithms and analytics, marketers need to rethink how they handle attribution.
  • On the industry norm, the classic last-click attribution mechanism has been replaced by more advanced techniques. Google has brought a fundamental change with the introduction of data-driven attribution.

In order to assign credit across touchpoints and provide a more comprehensive picture of the customer’s journey to conversion, this model makes use of machine learning.

Why Did Google Decide To Sunset These Attribution Models?

Google made the decision to discontinue several attribution models due to two reasons: optimization and evolution.

1. The Changing Digital Spectrum
First of all, the field of digital marketing is always changing. Technology, human interaction with internet formation, and consumer behavior have all changed dramatically. It’s possible that the attribution that once worked well to capture the nuances of user journeys is no longer able to offer the complex insights needed in the fast-paced world of 2023.

2. Google’s Motivation
A motivating factor is Google’s dedication to providing marketers with the most precise and useful data. Older model sunsetting indicates a commitment to optimization.

a. Google is pushing for more sophisticated approaches by retiring models that do not accurately represent the multi-touch, cross-channel nature of contemporary user journeys.
b. The use of machine learning in models such as Data-Driven Attribution, for example, allows for a more accurate distribution of credit among touchpoints.
c. Google has made a calculated decision to discontinue support for some attribution models in order to give marketers resources that are compatible with the modern digital environment.
d. It shows a dedication to remaining at the forefront of data-driven marketing and supporting advertisers in making wise judgments in the rapidly evolving online space.

Attribution Models Sunset Timeline

Depending on the model, different attribution models have different sunset dates.

1. Data-Driven Attribution
For example, Google’s once-essential last-click attribution has progressively transformed in recent years. The more advanced model known as data-driven attribution has become the standard.

2. Prior Alerts
Usually, Google notifies advertisers well in advance of these changes, giving them time to adjust and modify their plans. To guarantee a smooth transition in their attribution procedures, marketers must stay current with Google’s official messaging and transition guides.

In the ever-changing digital market, this stepwise strategy guarantees advertisers a seamless transition, enabling them to utilize the most effective models for their campaigns.

What Does This Mean For Marketers?

Markets need to be flexible and have a forward-thinking attitude, as some attribution models are coming to an end.

It entails acknowledging that changes in consumer behavior and online interactions call for the use of increasingly complex techniques in order to understand and optimize campaigns.

1. Better Insights
Using more recent models, such as data-driven attribution, gives marketers a better understanding of the customer journey, which eventually results in more successful marketing campaigns and increased return on investment.

2. Cutting-Edge Solution
Marketers have the chance to improve their strategy and take cutting-edge attribution approaches to achieve better results. This change also emphasizes how crucial it is to keep up with Google’s upgrades and industry changes in order to stay competitive in the always-changing field of digital marketing.

What You Can Do Now?

There are a few proactive actions you can take to make sure your marketing initiatives continue to work in the light of changing attribution landscapes.

1. Stay Up To Date
Become acquainted with the latest attribution models. Learn how advanced models such as Data-Driven Attribution operate and how they may provide a more complex picture of customer journeys.

2. Review Performance
Review the performance of your current campaigns using the preceding attribution models. You can use this information to pinpoint places where the new models could improve accuracy and clarity.

3. A/B Testing
To determine how the new attribution model affects your campaigns, consider running A/B tests with them. This experimental approach can offer insightful information about how various models distribute credit and which one best fits your goals.

4. Google’s Database
Make use of Google’s extensive documentation and resource base. Follow their official announcements and transitional materials to stay informed. Google frequently provides thorough analysis and suggestions on how to handle these changes successfully.

5. Efficient Collaboration
Work together with your agency or marketing team to make sure that everyone is on board with the change in attribution models. By working together, we can make the shift go more smoothly and guarantee that everyone is prepared to make data-driven decisions.

6. Keep Observing KPIs
Keep a careful eye on your key performance indicators (KPIs). To gauge how the new attribution is affecting your campaigns, monitor key performance indicators (KPIs) such as conversation rates, cost per acquisition, and return on ad spend (ROAS).


Replacing the sunsetting attributions will allow you to be-in-sync with the new models. This is important for achieving the desired SEO results. In this blog, we discussed sunsetting and upcoming attribution models in detail.

Hopefully, this was helpful.

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