When a customer interacts with search, ads, and email, the model determines how those touchpoints receive credit. Data-driven attribution estimates credit from observed data; a last-click approach credits the last eligible interaction under its rules.
First-click, linear, time-decay, and position-based models have not been available in GA4 since November 2023. Check the product’s official documentation and actual property settings for current models and eligible channels.
When comparing GA4 with an advertising platform, align event definitions, attribution windows, time zones, channel scope, modeling, and counting rules. Low assigned credit does not establish that a channel played no role in the customer journey.