Date posted

05 Jan 2022

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Flexible attribution modelling has arrived in Google Analytics 4

What is it?

For the first time, you can now change the default attribution model to something other than last touch in Google Analytics.

Google Analytics 4 properties now have data-driven, first & last click, linear, position-based, and time decay models as options that can be applied to all of your key reports.

Data-driven attribution will become the default attribution model in Google Analytics 4, following a similar move in Google Ads last year.

Importantly, changing your default attribution model won’t permanently alter your data. You now have the flexibility to change the model as many times as you like.

Why is it important?

Get the most out of your data by changing to the attribution model that fits your company’s needs without permanent data implications. 

This allows you to flexibly change your attribution model for all reports in Google Analytics 4, without having to refer back to the multi-channel reports.

This change applies to both historical and future data. Therefore the sooner you get your Google Analytics 4 property configured, the better. 

Create detailed exploration reports in Google Analytics 4 with your selected model. This allows for easy analysis and helps to optimise cross-channel marketing activity effectively. 

What to do next?

  • Set-up Google Analytics 4 to run in parallel with your current configuration.
  • Capture all site conversion goals as events – e.g. sales, leads, call to action buttons.
  • Try out different attribution models in Google Analytics 4 to see what works best for your company without permanently changing data.
  • Speak to us if you need help configuring a new Google Analytics 4 property that enables flexible attribution modelling.