How has GA4 changed attribution for paid digital marketing channels?
When GA4 was launched, there was a lot of excitement about the ability to change the default attribution model for the platform and finally move away from a last-click world. In reality, this is not how the platform works - there are actually several different attribution models used across the platform, and data using your ‘default model’ is unlikely to be what you’re looking at.
For many years, Universal Analytics has been an important source of truth for marketers - a standard deduplicated way to view performance from several different platforms. With the move to GA4, for many retailers we are seeing big shifts in the way our data looks.
This means that the data we previously trusted is being interrogated in ways that it never has been before, and activity which has been run successfully for many years is being perceived to have stopped working or be working much more effectively entirely due to changes in the way the data is presented. In this blog, we attempt to explain what some of these changes mean.
Sections 🎬
0:00 What is "default" in GA4?
0:30 Why does your data look different to UA?
1:04 How are conversion atttributed?
1:34 How to see a Data Driven Attribution model (DDA)
2:00 Conclusion
🔗 Links
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