What are attribution models in GA4 and which one should I choose?
Asked on Oct 01, 2025
Answer
Attribution models in GA4 determine how credit for conversions is assigned to different touchpoints in a user's journey. Choosing the right model depends on your business goals and how you want to evaluate marketing performance.
Example Concept: GA4 offers several attribution models, including Last Click, First Click, Linear, Time Decay, and Data-Driven. The Last Click model gives all credit to the last touchpoint, while First Click assigns it to the first. Linear distributes credit equally across all interactions, Time Decay gives more weight to recent interactions, and Data-Driven uses machine learning to allocate credit based on actual data patterns. Selecting a model should align with your marketing strategy and the insights you wish to gain.
Additional Comment:
- Data-Driven attribution is recommended for a more nuanced understanding as it reflects real user behavior.
- Consider using Last Click for simplicity if most conversions are driven by final interactions.
- Review the impact of different models in GA4 by navigating to Advertising → Attribution.
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