When it comes to PPC, there is no one person who knows all the intricacies of every platform like the back of their hand. I’ll admit, as a seasoned Google Ads vet, attribution models has been my weak point in terms of expertise—up until recently.
Google has yet again stirred the pot by releasing changes to default attribution models across accounts. This was the push I needed to take my knowledge in attribution modeling beyond surface level. So I did the dirty work of investigating Google’s latest change to answer all your questions, like: