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What Attribution Model Does Google Analytics Apply By Default

How To Change Attribution Model In Google Analytics

Google Analytics is a powerful web analytics tool that collects and reports website traffic, behavior, and other related data. One of the critical aspects of this tool is attribution modeling, which refers to how Google assigns credit to various marketing channels that lead to conversions or sales. Attribution modeling is essential as it helps marketers understand which marketing channels are driving the most value and how they can optimize their marketing efforts for better results.

By default, Google Analytics applies the last non-direct click attribution model as the default model for all website data. This model assigns credit to the last non-direct interaction that a customer had with your website or marketing channel before conversion. For instance, if a customer clicked on an ad, visited your website, left, and then came back through an organic search, the last interaction before conversion would be attributed to the organic search.

However, Google Analytics does provide other attribution models that marketers can use to better understand the impact of their marketing efforts. For instance, marketers can use the time decay model, which gives more credit to interactions that occurred closer to the time of conversion. They could also use the first interaction model, which assigns credit to the first interaction a customer had with your website or marketing channel before conversion.

To change the attribution model in Google Analytics, a marketer needs to navigate to the ‘Model Comparison Tool’ under the ‘Attribution’ section. This tool allows you to compare different attribution models for your website data and displays the conversion metrics for each model. A marketer can then select the model that provides the most valuable insights and use that to optimize their marketing strategy.

In conclusion, understanding attribution modeling is essential for marketers looking to improve their marketing efforts and drive business growth. By default, Google Analytics applies the last non-direct click attribution model, but it provides other models that marketers can use to better understand the impact of their marketing channels. To change the attribution model, a marketer needs to use the ‘Model Comparison Tool’ in the ‘Attribution’ section of Google Analytics.

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