How to Track Important Marketing Data & Create Reports in GA4:
Within the Property Settings, a default attribution model can be set for reporting needs. A
lookback window can also be specified, leveraging 30-day as the default. This is a stark difference from UA, where Last Non-Direct Click was default, and could not be changed across the account; different models were previously only comparable in a specific tab.
Google has released important notes on attribution models:
Direct visits are excluded from receiving attribution credit on all attribution models unless the conversion path was only direct visits
Attribution models have been, and will be, introduced at different dates, with data for those models only available from their start dates forward. If you select data outside of the available date, only partial data will be seen
Attribution reporting previously focused on how a website acquired a user’s session, however GA4’s attribution reporting will focus on both how the user was first acquired and how a user’s subsequent sessions were acquired. Below, you’ll see reference to a number of metrics that factor in not just current sessions, but also the original method of acquisition.
You will see a number of old dimensions and metrics that utilize language like ‘First user source’ and ‘Session source’. This is used in a number of dimensions, including channel grouping and medium, to differentiate between information specific to the user’s initial acquisition as well as subsequent sessions.
New in GA4:
Within the Property Settings, a default attribution model can be set for reporting needs. A lookback window can also be specified, leveraging 30-day as the default. This is a stark difference from UA, where the Last Non-Direct Click was default, and could not be changed across the account; different models were previously only comparable in a specific tab.
Google has released important notes on attribution models:
Direct visits are excluded from receiving attribution credit on all attribution models unless the conversion path was only direct visits
Attribution models have been, and will be, introduced at different dates, with data for those models only available from their start dates forward. If you select data outside of the available date, only partial data will be seen
Attribution reporting previously focused on how a website acquired a user’s session, however GA4’s attribution reporting will focus on both how the user was first acquired and how a user’s subsequent sessions were acquired. Below, you’ll see reference to a number of metrics that factor in not just current sessions, but also the original method of acquisition.
You will see a number of old dimensions and metrics that utilize language like ‘First user source’ and ‘Session source’. This is used in a number of dimensions, including channel grouping and medium, to differentiate between information specific to the user’s initial acquisition as well as subsequent sessions.
New in GA4:
Active Users — Number of users that have been active in a 28-day period
Engaged Sessions — Number of sessions that lasted longer than 10 seconds, had a conversion event, or had at least 2 views
Engagement Rate — Percentage of total sessions that were engaged sessions
Average Engagement Time — Calculated summation of user engagement durations per active user
Event Count — Count of triggered events or hits
Current GA Attribution Models
Data-driven models — Data-driven attribution distributes credit for the conversion based on channel data for each conversion event. It differs from other models because it uses your account’s data to calculate the actual contribution of each click interaction.
Cross-channel rules-based models —These come in a number of formats, dependent on specifics:
Last-click gives full credit to the last channel with a click or engagement via YouTubeFirst-click gives full credit to the first channel with a click or engagement via YouTube Linear gives even credit to all channels before conversion Position-based gives 40% credit to each first and last, splitting the remaining 20% across all middle channels Time delay gives more credit the closer the channel is to conversion, using a 7-day half-life ads-preferred model gives 100% credit to the last Google Ads channel clicked through prior to converting If you have any doubts or any questions, feel free to contact us directly.
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