Advertising/Attribution
Attribution Model ↗
An attribution model is a rule or algorithm that assigns credit to touchpoints associated with a key event or conversion. Different models can assign different channel credit to the same underlying data.
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Digital marketing glossary
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7 terms
Advertising/Attribution
Data-driven Attribution ↗
Data-driven attribution (DDA) uses observed paths and interactions to assign key-event or conversion credit to touchpoints. It should not be interpreted as a perfect measurement of causal contribution.
Advertising/Attribution
Last Click ↗
Last-click attribution assigns credit to the final eligible interaction under a defined rule. GA4 paid and organic last click excludes Direct unless the path consists entirely of direct visits.
Advertising/Attribution
Assisted Conversion ↗
Assisted conversion describes the role of touchpoints before the final interaction. Legacy Universal Analytics assisted-conversion metrics are not identical to current GA4 attribution reports.
Advertising/Attribution
View-through Conversion ↗
View-through conversions count conversions after an ad impression without interaction, under platform-specific rules. Google Ads excludes conversions by users who also interacted with other ads.
Advertising/Attribution
Conversion Window ↗
A conversion window sets how long after an ad interaction a conversion can be counted. Distinguish Google Ads click-through, engaged-view and view-through settings from GA4 key-event lookback settings.
Advertising/Attribution
Lookback Window ↗
A lookback window determines how far back touchpoints may receive credit for a key event. Its scope depends on the product and event type; 90 days is not a universal GA4 default.