Data-based attribution in Google Analytics 4 is up and running



The source – support.google.com

Data-driven attribution is now available in Google Analytics 4. 

It can be selected in the attribution reports "Conversion Paths" and "Model Comparison".

In addition, the model can be selected based on rules in the selector at the resource level under "Administrator" → "Attribution Settings".

This attribution model will be applied to the "Conversions", "Total Revenue", "Advertising Revenue", "Shopping Revenue" metrics in any report where you can use event-level traffic parameters:

  1. Conversions Report. In GA4 you need to go through "Reports" → "Interactions" → "Conversions" and select the conversion.
  2. Research. You will need to create a study, select the parameter related to the event and the relevant indicators.
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