In a bold move, Google has sent an email letting advertisers know that their ad accounts would be switched to data-driven attribution. In the email, the advertiser is informed of the account(s) that are eligible for the move and is given until August 24 to opt out.
Google stated in September that the five other rule-based models will still be available to advertisers even if data-driven attribution would now be the standard. Advanced machine learning algorithms are used in data-driven attribution to more precisely determine how each marketing touchpoint influenced a conversion.
Data-driven attribution, according to Google, considers a number of factors, such as the ad type and the interval between the ad and the engagement or transaction.
Read More: Google will automatically switch some advertisers’ attribution models
