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This help center shows articles applicable to Merchant Center Next. Learn more about the upgrade and get answers to frequently asked questions.

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

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