Changes to Google Analytics attribution models in Merchant Center conversion tracking

Google Analytics will be sunsetting first-click, linear, time-decay, and position-based attribution models.  With this change, in early 2024, Merchant Center will remove the ability to select first-click, linear, time-decay, and position-based attribution models when setting up the conversion source in Merchant Center. 

Then, starting in April 2024, we’ll switch any conversion sources still using these models to data-driven attribution. If you don’t want your conversions to use data-driven attribution, you’ll be able to use the last click model. Learn more about changing your attribution model in Google Analytics 4