Attribution
The measurement method that decides how a conversion is credited across the channels, such as ads, search and e-mail, that a customer touched during their decision.
- 01
Why it matters
Customers usually arrive several times through different channels before buying. Looking only at the last click hides the value of the channels that introduced them, and the budget is misallocated. Google Analytics 4 uses data-driven attribution by default.
- 02
Example
A customer first discovers the site through a social media ad and buys a week later after searching the brand name. The last-click model gives all the credit to the brand search, while data-driven attribution also shows the social ad's contribution.
- 03
Common mistake
Adding up the conversion numbers from each platform's own report. Each platform tends to credit conversions to itself, so the total exceeds real sales.
- 04
Related terms
Related services and guides
Let's talk about your project.
Tell us what you need; we will define the scope together.