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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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Data-driven and last-click models allocate credit differently. GA4 currently offers data-driven, paid and organic last click, and Google paid channels last click models; check which reporting contexts each applies to.

First-click, linear, time-decay, and position-based models are no longer GA4 options. It is incorrect to say that all rule-based models disappeared or that every model universally requires 300 conversions to operate.

Reporting attribution settings affect metrics and dimensions differently from user- and session-scoped attribution. Before comparing a setting change, check the official scope rules and record the settings used for each report.

References

Frequently asked questions

Does changing the model affect every report in the same way?

No. The effect depends on the scope of the dimensions and metrics and the report. Distinguish user- and session-scoped attribution from event-scoped attribution.