Are you ready for the attribution changes coming to Google AdWords?

There is an old saying: the only constant in life is change! Word on the street and from Google is they’ll stop supporting last click attribution sometime this year. This means advertisers will have to opt into one of several other attribution models available in Google.

In this article, I’ll provide some general commentary on attribution as well as an overview of the different models available in Google AdWords.

[Read the full article on Search Engine Land.]