Unlock the Power of Customer Journey Attribution: A Complete Guide to Google Analytics 4 Attribution Models



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-driven: This model uses machine learning algorithms to determine the relative importance of different touchpoints based on historical data.

Custom: This model allows you to create your own attribution rules and assign custom weights to different touchpoints.

None: If you choose this model, Google Analytics will not attribute any conversion or revenue to any touchpoints, and will only show you the total number of conversions and revenue.

It is important to note that the choice of attribution model depends on the business case and could be different for each specific use case.

What is Google Analytics 4?

Google Analytics 4 (GA4) is the latest version of Google Analytics, it was released in October 2020, and it is the successor to the previous version, Universal Analytics. It is called GA4 to distinguish it from the previous version and to reflect the major changes and new features that were added to the platform. Some of the main differences between GA4 and the previous version include:

GA4 is built on a new data model that allows for more accurate tracking and measurement of user interactions across different devices and platforms.
GA4 includes more advanced machine learning capabilities, such as automatic event tracking and data-driven attribution models.
GA4 provides better support for cross-device and cross-platform tracking, making it easier to track user interactions across web, mobile, and apps.
GA4 offers new features such as Automated insights, which uses machine learning to identify important trends and insights in your data.
That's why it is called GA4 and to reflect the major changes and new features that were added to the platform.

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