Google Analytics will be phasing out various attribution models, including first-click, linear, time-decay, and position-based models. These models will be removed from attribution reports, property-level reporting-model setting, and Admin API. Starting from May, newly created properties will no longer be able to use these models, and from September, these models will be phased out for all other properties. However, cross-channel data-driven attribution, cross-channel last click, and Ads preferred last click will remain available.
Rules-based attribution models assign a specific value to each touchpoint of an advertising campaign based on predetermined rules. However, they lack the flexibility required to adapt to the constantly evolving consumer journey. In contrast, data-driven attribution utilizes advanced artificial intelligence techniques to determine the impact of each touchpoint on a conversion. This is why data-driven attribution has been set as the default attribution model for both Google Analytics 4 and Google Ads. Consequently, first-click, linear, time decay, and position-based attribution models across Google Analytics 4 will be phased out.
Read more here about attribution in Google Analytics 4
Looking to start using GA4?