Google Analytics 4 has started rolling out an update to its attribution model that will give more credit to Google Ads. The rollout should be finished within the next few weeks.
This change is expected to shift some of the credit for conversions from organic search to paid search.
Advertisers should be aware that this adjustment may lead to increased spending on Google Ads campaigns if budget caps are not set. It’s essential to review and possibly adjust your budget settings to prevent unexpected overspending.
This news was spotted by Josh Silverbauer.
Read the official announcement here: Updates to attribution models in GA4.
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