Google Merchant Center to sunset first-click, linear, time-decay, and position-based attribution models

Google has announced that it will be sunsetting first-click, linear, time-decay, and position-based attribution models in Merchant Center conversion tracking.

Advertisers will no longer be able to select these attribution models when setting up their conversion sources in Merchant Center. Instead, they will have the option to use either data-driven attribution or last-click attribution.

Data-driven attribution is a more sophisticated attribution model that uses machine learning to determine which touchpoints had the most impact on a conversion. Last-click attribution, on the other hand, only credits the last touchpoint before a conversion with the sale.