Attribution in GA4: Challenges and Solutions for Marketers
The migration to Google Analytics 4 has brought with it a series of new challenges and opportunities for digital marketers. Among the most significant changes is the attribution system, which has become more complex and, at the same time, more powerful. For those unfamiliar, attribution models allow us to identify and attribute the value of a conversion to each marketing channel that contributed to that result. They help us understand the impact of each marketing action on our final results.
To better understand the concept of attribution, we recommend reading the following article: The First Steps to Media Attribution.
Amid the constant evolution of digital marketing, Google Analytics 4 (GA4) is at the heart of this transformation. With the introduction of new attribution models, GA4 offers marketers more robust tools to understand the impact of their campaigns. In this post we’ll clear up the main doubts about attribution in GA4 and offer practical solutions, exploring how this new approach is shaping the marketing market and how professionals can adapt their strategies to maximize return on investment (ROI).
Understanding Attribution in GA4
Attribution in GA4 differs significantly from Universal Analytics (UA). While UA relied mainly on the last-click attribution model, GA4 introduces a more holistic approach, considering the multiple touchpoints in the customer journey. This allows for a more complete view of user behavior and the effectiveness of marketing channels, allowing for more efficient budget allocation.
There are currently three attribution models available in the Google Analytics 4 interface:
- Data-Based Attribution: In this model, conversion credit is distributed based on the data from each conversion event. It takes into account all of the user’s touchpoints, providing a more comprehensive view.
- Last Click on Paid or Organic Channels: In this model, 100% of the conversion value is attributed to the last channel on which the customer interacted before converting, excluding direct traffic. This means that the final channel receives all the credit.
- Last Click on Google Paid Channels: Here, 100% of the conversion value is attributed to the last Google Ads channel the customer clicked on before the conversion. If there is no Google Ads click along the way, the model uses the last click on paid and organic channels.
Understand the Scopes
To identify which attribution model is being used in a particular report, it is important to look at the dimensions and scope used. Simply put, a user is a person who interacts with your application, the session is the period in which a user visits your application until the moment they leave, and the event is a distinct user interaction within a session. The following images demonstrate this organization and clarify the differences between the three scopes, as well as offer guidance on how to identify the associated dimensions:
Attribution in Practice
Although the documentation can be somewhat complex, we at DP6 are here to simplify and clarify everything for you.
Google specifies that when using dimensions with user and session scope, GA4 will automatically apply the last-click attribution model to paid and organic channels. Changes to the attribution model do not affect dimensions with user and session scope.
For dimensions with an event scope, GA4 offers flexibility by allowing you to choose the desired attribution model. However, it is important to note that Analytics uses the data-based attribution model by default. This means that if you don’t define a specific attribution model for event-level dimensions, GA4 will automatically use the data-based model to credit conversions. All reports involving traffic dimensions at event level reflect the attribution model selected.
Before we explore a practical example, it’s also crucial to understand the concept of the attribution window. This window defines the period during which a marketing action is associated with a conversion. In simple terms, it is the interval in which a user’s interaction with an ad or marketing campaign is considered relevant to the final conversion. This determination is crucial for deciding how long after the click the ad should still receive credit for the conversion. For example, if the attribution window is 7 days, the ad will be credited if the purchase occurs within that period after the click. In Google Analytics 4, there are options for attribution windows of 7 and 30 days for major acquisition events, 3 days for engagement events, and 30, 60, or 90 days for other major events.
Now, let’s finally look at a practical example, to better illustrate the concepts discussed so far.
Let’s meet Ada, a customer of an e-commerce site. Ada found the site through an organic search, browsed a few items, and signed up for a newsletter. Some time later, Ada received a marketing email, returned to the site, and made a purchase. About a week later, Ada clicked on a paid advertisement and added a product to her cart. During her third visit, Ada clicked on an affiliate link that contained a UTM (Urchin Tracking Module). She later used this bookmark to access the product page and make another purchase. Check out the illustration of Ada’s journey in the image below.
Let’s now see how the results appear in GA4:
User Scope
Origin/media that acquired the user on their first visit (session).
This is the first non-direct UTM that brought the user to the application, (but if the first access is direct it receives direct because it is not interfered with by the attribution rules). It is not linked to the First Click attribution model but rather reflects the initial channel through which the user accessed the application. It is valuable for branding strategies and for determining which channels are most effective in acquiring users for the digital environment.
These dimensions can be viewed in the standard ‘User acquisition’ report.
Important tip: When trying to replicate this data in BigQuery to ensure it matches the values in the GA4 interface, it is necessary to analyze the data from the entire base. This can be complex, given the typical length of GA4 bases, which can make processing difficult and increase costs. It is therefore easier to view this data via the GA4 interface.
Session Scope
Source/media that originated the sessions (visits).
These dimensions can be viewed in the standard ‘Traffic acquisition’ report. This report only displays the first traffic source for each session. If a user has several traffic sources in a single session, only the first will be shown, and the others will not be recorded. This report is often compared to the ‘user acquisition’ report, but this is incorrect, as they involve different metrics.
In GA4, even with the change of UTM, there is no session break. Therefore, session 3 is attributed as ‘google/cpc’ and session 4 as ‘partner/affiliate’, since the direct entries are attributed to the user’s last known source/media.
For comparative purposes, let’s illustrate how this assignment would look in GAU.
In Universal Analytics, the UTM exchange breaks down the session, resulting in 5 sessions, 2 of which are attributed to publishers, since in GAU the default attribution is set to “Last Click”. This implies that the conversion is attributed to the last non-direct marketing channel with which the user interacted before the conversion.
Event Scope
In the event scope, we have an even more complex scenario since each event, especially the key events, will receive its own ‘Last Click’ attribution based on the path taken by the user. It is important to note that although the ‘view_item’ event was triggered twice, it is not considered a key event and therefore does not have a key event path in our illustration in Figure 2.
Note: Conversions in GA4 have been renamed key events. These key events represent the most crucial interactions for your business and are highlighted in the Advertising, Reports, and Explore sections of Analytics. This feature is being rolled out gradually, so it is not yet available for all Google Analytics 4 properties. Find out more.
Here is an example of a common explore report using the default channel group (event/attribution scope) with ‘Total users’. This report is ideal for identifying which channels the users who converted came from. However, it is limited to users who converted.
Challenges and Considerations
- Paradigm Shift: GA4 moves away from the session-based model of Universal Analytics and adopts an event-based model, requiring a restructuring of data collection and interpretation;
- Understanding New Attribution Models: GA4 offers more flexible attribution models, but understanding and configuring these models can be challenging;
- Loss of Data History: When migrating to GA4, it is important to be aware that there may be a loss of historical data, which impacts trend analysis over time.
- Training and Adaptation: Marketers must quickly get up to speed with GA4’s new functionalities and interfaces.
Marketers face the challenge of adapting to these changes. The transition from UA to GA4 can be complex, requiring a new mindset and an in-depth understanding of the attribution models available. In addition, the need to integrate data from various sources and platforms increases the complexity of attribution analysis.
To successfully navigate the new GA4 environment, marketers must:
- Embrace Continuous Learning: Keep up to date with the latest GA4 features, as the platform is always evolving.
- Explore Flexible Attribution Models: Experimenting with different attribution models in GA4 is key to discovering valuable insights into the performance of your campaigns. Remember that the more tests you carry out, the greater the chance of finding the model that best suits your business.
- Integrate Data from Multiple Sources: Use GA4’s ability to integrate data from various platforms to get a unified view of the customer journey.
- Focus on Data-Based Attribution: Data-based attribution uses machine learning algorithms to distribute credit for conversions more accurately, which can significantly improve the effectiveness of marketing strategies.
Conclusion
Attribution in GA4 is a powerful tool for modern marketers. By understanding and applying GA4’s attribution models, marketers can optimize their marketing strategies, improve ROI, and stay ahead in an ever-changing market.
We hope this article provides you with a clear and up-to-date overview of attribution in GA4 and how it is influencing the marketing market.
If you want to deepen your knowledge of attribution in Google Analytics 4 and optimize your digital marketing strategies, contact DP6. Our team of experts is ready to help you understand and apply the most effective attribution models, ensuring that you maximize your return on investment and remain competitive in the dynamic marketing market.
Profile of the Author: Indielly Grisante | I have a bachelor’s degree in Information Systems from the Federal University of the Jequitinhonha and Mucuri Valleys (UFVJM) and I’m passionate about the vast world of data. I am constantly seeking to improve my knowledge to explore and harness the full potential of data, driving creative and effective solutions. I am currently a Data Engineer at DP6.
