A Major Shift in Google's Attribution!
As we approach the full data processing migration from Google Analytics 3 (UA) to Google Analytics 4, we are continuing to see Google make significant changes in the way that attribute their campaigns. Here's another example (gBraid & wBraid). This is example has the most significant impacts for any advertiser running Google Ads for Apps on Apple's App Store. Even though it's limited to app campaigns, this gives reminiscence to how ios14 demolished Meta's attribution a few years ago, and could be a sign of more changes to come.
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