[GA4] Attribution Attribution is the act of assigning credit to different ads, clicks, and factors along a user's path to completing a meaningful action on your website or mobile app. Learn more about attribution settings in Google Analytics

Changing the reporting attribution model applies to historical and future data. Learn more Get started with attribution. Changing the reporting attribution model is reflected in all key event reports and explorations that use event-scoped traffic dimensions, for example, Source, Medium, Campaign, and Default channel group. In Explore, you can ...

Attribution models let you choose how much credit each ad interaction gets for your conversions. Attribution models can give you a better understanding of how your ads perform and can help you optimize across conversion journeys. This article describes the various attribution models and how to use them in Google Ads.

An attribution model can be a rule, a set of rules, or a data-driven algorithm that determines how credit for conversions is assigned to touchpoints on conversion paths. There are two types of attribution models available in Attribution: rules-based models and a data-driven model. Attribution models available in Attribution

Use the Attribution models report (formerly called "Model comparison") to compare how different attribution models impact the valuation of your marketing channels. Take your results to the next level Help drive sales, leads, or website traffic with insights from Google Analytics, and by getting your business in front of the right customers ...

Modèles d'attribution dans les colonnes de vos rapports. Lorsque vous modifiez le paramètre "Modèle d'attribution" d'une action de conversion, le changement ne concerne que la façon dont vos conversions seront désormais comptabilisées …

Attribution uses machine learning algorithms to evaluate both converting and non-converting paths. The resulting Data-driven model learns how different touchpoints impact key event outcomes. The model incorporates factors such as time from key event, device type, number of ad interactions, the order of ad exposure, and the type of creative assets.

An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touch points (impressions and clicks) in conversion paths. For example, the Last Interaction model assigns 100% credit to the final touch points that immediately precede sales or conversions.

Go to Attribution > Attribution paths. Select date range and key events. Start by selecting a date range from the date picker drop-down menu at the top right. Then select one or more key events from the drop-down menu at the top left of the report. By default, all key events are selected, and they're aggregated together in the report.

The Attribution Modeling Tool (AMT) enables you to create and compare up to 3 custom models of assigning credit to channels. Custom models let you configure clicks, impressions, and lookback windows, based on your business needs.