Mikael Friis

Google Analytics 4 (GA4) includes several attribution models that can be used to attribute conversions and revenue to different touchpoints in the customer journey.  The following are the attribution models available in GA4: Last Interaction : This model attributes 100% of the conversion or revenue to the last touchpoint before the conversion. First Interaction : This model attributes 100% of the conversion or revenue to the first touchpoint in the customer journey. Linear : This model distributes the conversion or revenue evenly across all touchpoints in the customer journey. Time Decay : This model gives more credit to touchpoints that occurred closer in time to the conversion. The touchpoints closer to the conversion will have more weight and the touchpoints farther away will have less weight. Position-based : This model gives 40% of the credit to the first and last touchpoints in the customer journey, and distributes the remaining 20% evenly across the middle touchpoints. Data-...