First click, linear, time decay and position-based attribution models scheduled for removal

Google announced that four rules-based attribution models would be removed from Google Ads and GA4. New conversion actions would lose the options starting June 2023 and existing conversions using them would switch to data-driven attribution in September 2023 (later revised).

• Google said fewer than 3% of Google Ads web conversions used these models.
• Last click remained available.