News

Google Ads Switches to Data-Driven Attribution Model as Default

In classic lemonade-from-lemons style, Google is adapting to the loss of cookies by switching Google Ads’ default conversion reporting away from click-based methods to machine learning-based attribution models.  The company swears its technique drives lower cost-per-acquisition, and it probably does.  But it also requires you to trust that they’ll honestly report results since there’s no way to check their work.