Changes to Google Analytics attribution models in Merchant Center key event 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 key event source in Merchant Center.

Then, starting in April 2024, we’ll switch any key event sources still using these models to data-driven attribution. If you don’t want your key events 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.