Is this truly the end of last-click attribution?
Google will no longer use last-click attribution as the default conversion model in Google Ads, its buy-side ad network, the company announced in a blog post on Monday.
The change will mean that, going forward, the default conversion method for any attribution touchpoint – a new product purchase page, app install campaign, display ad landing page – will fall into what Google calls “data-driven attribution,” its algorithmic…
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