#76 The end of rules-based attribution is nigh!

Daniel Perry-Reed•14 April 2023•43 min listen

This week Dan and Dara are back solo this week to talk about the recent news from Google that they are removing most of the rules-based attribution models from Google Analytics 4 and Google Ads. Dara keeps asking if anyone cares or is affected by the change, and Dan gets it, but it not super happy to be without linear attribution!

Enrolment is now open for June's cohort of the GA4 Immersion 6-week cohort training with early bird pricing for 25% off!

We have an open call to our listeners - if anybody out there is working with Google Ads and is seeing repercussions of this news/update, then let us know and come on the podcast to talk about the marketing aspect!

The announcement from GA4 can be found here, and the one for Google Ads here.

In other news, Dan plays more games and Dara gets some sun!

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Intro music composed by Confidential - check out their lo-fi beats on Spotify.

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Quote of the episode from Dan:

"...they're forcing us to use a model that upweights the Google Stack marketing or the Google marketing platform products, which I understand, I'm not bitter about it, I get it. If I was Google, I'd be doing the same thing."

Quote of the episode from Dan:

"...if you don't trust Google, then you won't be using Google Analytics anyway. So I think everyone, whether you like it or not, has an inherent trust placed in Google to track all your data and do all this modelling and sync it to Google Ads..."

Quote of the episode from Dara:

"In a way it's amazing how long we got away with being able to look at a cleaner picture of attribution within GA, because one of the benefits, you've probably done this too, you would push somebody to use GA data rather than Google Ads data because of the fact that GA included all the other channels and treated them equally with the exception of direct, obviously."

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