What is a GA4 attribution model?
It is a rule or algorithm used to determine how conversion credit should be distributed to various marketing touchpoints on a conversion path.
What is an alternative name for ‘conversions’ in GA4?
Key events.
What is a touchpoint in the context of GA4?
It is any point at which a person comes into contact with your brand before, during, or after completing a key event.
A _____ is the sequence of touchpoints with digital marketing channels that lead to key events over a period of 1 to 90 days.
Conversion Path
What are two other names for a ‘Conversion Path’?
Key event path or Attribution path.
Name one example of a touchpoint that can occur before a key event.
Email newsletters, search engine results, or display ads.
Name one example of a touchpoint that can occur during a key event.
Live chat support, the checkout process, or customer reviews on product pages.
Name one example of a touchpoint that can occur after a key event.
Feedback surveys, customer loyalty programs, or post-purchase thank-you messages.
Where in a GA4 property can you find attribution models?
Under ‘Advertising’ in the left menu, within the Attribution Paths report or Attribution Models report.
What is the general rule for how all GA4 attribution models treat direct visits?
They exclude direct visits from receiving conversion credit, unless the entire conversion path consists of direct visits.
How does the Data-driven attribution (DDA) model assign conversion credit?
It assigns credit to touchpoints based on how they influence conversions, using the advertiser’s unique data.
The DDA model analyzes both converting and _____ user paths to learn how different touchpoints affect outcomes.
non-converting
Which GA4 attribution model uses an advertiser’s unique data to determine the actual contribution of each click interaction?
The Data-driven attribution (DDA) model.
What is another name for the ‘Paid and organic last click’ attribution model?
The Last non-direct click model.
How does the ‘Paid and organic last click’ model assign conversion credit?
It gives 100% of the credit to the last touchpoint on a conversion path, ignoring direct visits.
In the ‘Paid and organic last click’ model, which channel gets credit for the path: Organic Search > Display > Social > Paid Search?
Paid Search receives 100% of the credit.
In the ‘Paid and organic last click’ model, which channel gets credit for the path: Email > Affiliate > Organic Search > Direct?
Organic Search receives 100% of the credit.
What is the former name of the ‘Google paid channels last click’ attribution model?
The Ads-preferred Last Click model.
How does the ‘Google paid channels last click’ model assign conversion credit?
It gives 100% credit to the last Google Ads click; if none exists, credit goes to the last non-direct touchpoint.
In the ‘Google paid channels last click’ model, which channel gets credit for the path: Direct > Organic Search > Paid Search?
Paid Search receives 100% of the credit.
In the ‘Google paid channels last click’ model, which channel gets credit for the path: Email > Social > Organic Search > Direct?
Organic Search receives 100% of the credit, as there is no Google Ads click.
Which attribution model is used by default when conversions are imported from GA4 into Google Ads?
The Data-Driven attribution (DDA) model is used by default.
What attribution model might Google Ads use as a fallback if there is insufficient data for the Data-Driven model?
It may fall back to the ‘Paid and organic last click’ attribution model.
Which four attribution models were deprecated by Google in November 2023 and are no longer available in GA4?
First click, linear, time decay, and position-based attribution models.
