Advertising Snapshot in GA4 (Google Analytics 4) Attribution

Last Updated: June 29, 2022

Introduction to Advertising Snapshot in GA4

In order to access the Advertising Snapshot report in GA4 follow the steps below:

Step-1: Navigate to your GA4 property.

Step-2: Click on the ‘Advertising’ link from the left-hand side navigation:

advertising ga4

You should now see the Advertising Snapshot report:

advertising snapshot ga4

The Advertising Snapshot is an advertising workspace in your GA4 property that gives an overview of your conversion performance and your customers’ purchase journeys. 

It is made up of cards and reports through which you can get answers to questions like: 

  • Which channels drive the most conversions?
  • What touchpoints do customers take to convert?
  • How do your channels perform under a different attribution model?
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Attribution Modelling in Google Ads and Facebook

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Conversion events for Advertising Snapshot report

By default, the Advertising Snapshot report gives an overview of all your conversion events. 

If you want to see the Advertising Snapshot report only for a particular conversion event then follow the steps below:

Step-1: Click on the ‘conversion events’ drop-down menu:

‘conversion events drop down menu

Step-2: Select the conversion event for which you want to see the data in your Advertising Snapshot report. deselect all other conversion events:

select conversion type

Step-3: Scroll down and then click on the ‘Apply’ button:

click on apply button

You would now see the Advertising Snapshot report only for the selected conversion event:

Advertising Snapshot report only for the selected conversion type

Adding filters to the Advertising Snapshot report

By default, the Advertising Snapshot report shows data for all users. If you want to see data for another audience then click on the ‘Add filter’ button:

Add filter Advertising Snapshot report

Note: The ‘Add filter’ feature works just like the GA4 Comparisons feature.

The various cards of the Advertising Snapshot report

Following are the various cards available in the Advertising Snapshot report:

  1. Which channels drive the most conversions?
  2. Insights 
  3. Get started with advertising
  4. What touchpoints do customers take to convert?
  5. How do your channels perform under a different attribution model?

Out of these cards, the following cards are labelled as summary cards by Google:

  1. Which channels drive the most conversions?
  2. What touchpoints do customers take to convert?
  3. How do your channels perform under a different attribution model?

Note: The summary cards include data from June 14, 2021, onwards.

#1  Which channels drive the most conversions?

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Through this card, you can determine the top marketing channels (in the default channel grouping) in terms of generating conversions. This card uses the attribution model you set as the reporting attribution model (via ‘Attribution Settings’ in the GA4 admin) to attribute conversions to marketing channels:

Reporting attribution model

If you hover your mouse over the bar chart you can see the number of conversions generated by a particular marketing channel:

number of conversions generated by a marketing channel

#2 Insights

insights

The insights card generates automated insights through which you can determine any significant changes or emerging trends in your advertising data. This card contains a vertical scrollbar through which you can see more insights:

vertical scroll bar

If you want to see the complete list of insights cards then click on the ‘View all insights’ link:

view all insights ga4
Advertising Snapshot - GA4 Attribution

If you want to navigate back to the ‘Advertising Snapshot’ report then click on the link ‘<- Back to Advertising snapshot’:

Back to Advertising snapshot

#3 Get started with advertising

Get started with advertising

The ‘get started with advertising’ card links out to a help article on Google. To access this article, click on the ‘Read more’ link at the bottom of the article:

read more

#4 What touchpoints do customers take to convert?

WHAT TOUCHPOINTS DO CUSTOMERS TAKE TO CONVERT

Through this card, you can determine the top conversion paths in terms of the number of conversions generated.

If you hover your mouse over a conversion path you can see the length of the conversion path (in terms of the number of touchpoints) as well as the total conversions assigned to the conversion path:

conversion path length

Through this card, you can also access the GA4 conversion paths report. To do that just click on the link ‘View conversion paths ->’:

Introduction to Advertising Snapshot in GA4
Attribution Modelling in Google Analytics and Beyond
Attribution Modelling in Google Ads and Facebook

Get my best selling books on Attribution Modelling

  • Learn to implement attribution modelling in your organisation
  • Understand the customer purchase journey across devices
  • Determine the most effective marketing channels for investment

 Click book covers to find out more

#5 How do your channels perform under a different attribution model?

HOW DO YOUR CHANNELS PERFORM UNDER A DIFFERENT ATTRIBUTION MODEL

Through this card, you can check the performance of your marketing channels under different attribution models. This card contains two drop-down menus at the top of the card:

two drop down menus
first drop down menu
second drop down menu

Through these drop-down menus, you can compare different attribution models to each other.

Through this card, you can also access the GA4 Model Comparison report. To do that just click on the link ‘View model comparison ->’:

view model comparison

The Advertising Snapshot report links out to the GA4 Conversion Paths report and the GA4 Model Comparison report.

#1 Google Analytics 4 Intro

  1. What is GA4 (Google Analytics 4) – The Apps + Web Property?
  2. Key Benefits of Using Google Analytics 4 (GA4)
  3. Setup GA4 – Upgrade to GA4 – Implementation Tutorial
  4. Google Analytics 4 (GA4) vs Universal Analytics – What is the difference?
  5. Google Signals GA4 – See demographics (gender, age) in Google Analytics 4
  6. Understanding Google Analytics Measurement ID (GA4)
  7. Google Analytics 4 training & tutorial with FREE GA4 ebook
  8. Using the GA4 (Google Analytics 4) Test Property
  9. Google Analytics 4 Sub Properties Tutorial
  10. Google Analytics Account Hierarchy (Structure Explained)
  11. Roll up Property in Google Analytics 4 (GA4) – Tutorial
  12. GA4 vs GA4 360 – Pricing, Limits, Billing and More

#2 Google Analytics 4 Integrations

  1. How to connect GA4 (Google Analytics 4) with Google Data Studio
  2. How to link GA4 (Google Analytics 4) with Google Ads
  3. How to link Google Search Console to Google Analytics 4 (GA4)
  4. How to Install Google Analytics 4 on Shopify
  5. GA4 Firebase Integration – Correctly Add App Data Streams to GA4 Property

#3 Google Analytics 4 Events

  1. GA4 (Google Analytics 4) Event Tracking Setup Tutorial
  2. Understanding Event Parameters in Google Analytics 4 (GA4)
  3. Recommended events in Google Analytics 4 (GA4)
  4. Enhanced measurement events in Google Analytics 4 (GA4)
  5. Automatically collected events in Google Analytics 4 (GA4)
  6. How to set up GA4 Custom Events via Google Tag Manager
  7. Events Report in Google Analytics 4 (GA4)
  8. How to rename events in Google Analytics 4 (GA4)
  9. How to use Google Analytics 4 Event Builder

#4 Google Analytics 4 Conversions

  1. Google Analytics 4 Conversion Tracking Guide – GA4 Goals
  2. How to import conversions from GA4 property to your Google Ads account

#5 Google Analytics 4 Dimensions

  1. GA4 (Google Analytics 4) Dimensions Tutorial
  2. GA4 (Google Analytics 4) Custom Dimensions Tutorial
  3. GA4 User Properties (User Scoped Custom Dimensions) – Tutorial
  4. Event Scoped Custom Dimensions in GA4 – Tutorial

#6 Google Analytics 4 Metrics

  1. GA4 (Google Analytics 4) Metrics Tutorial with Free Google Analytics 4 Ebook
  2. GA4 (Google Analytics 4) Custom Metrics Tutorial
  3. What are predictive metrics in Google Analytics 4 (GA4)

#7 Google Analytics 4 Ecommerce

  1. GA4 (Google Analytics 4) Ecommerce Tracking via GTM – Tutorial

#8 Google Analytics 4 Specialized Tracking

  1. GA4 (Google Analytics 4) Enhanced Measurement Tracking Tutorial
  2. Cross Domain Tracking in GA4 (Google Analytics 4) Setup Guide
  3. GA4 Site Search – Tracking Site Search in Google Analytics 4
  4. GA4 (Google Analytics 4) Scroll Tracking Tutorial
  5. Self-referral Google Analytics 4 – Referral exclusion GA4
  6. GA4 (Google Analytics 4) Data Import Tutorial
  7. Google Analytics 4 Content Grouping – Create Content Groups in GA4
  8. How to track single page apps in Google Analytics 4 (GA4)

#9 Google Analytics 4 filters

  1. GA4 filters – Understanding data filters in Google Analytics 4
  2. How to create and test filters in Google Analytics 4 (GA4)?
  3. Exclude internal traffic in GA4 (Google Analytics 4) via IP filter

#10 Google Analytics 4 Explorations

  1. Free Form Report in GA4 (Google Analytics 4) – Exploration Report
  2. How to use the user lifetime report in Google Analytics 4 (GA4)
  3. How to use Path exploration report in GA4 (Google Analytics 4) – Path analysis
  4. How to use Segment Overlap Report in Google Analytics 4 (GA4)
  5. How to use the Funnel Exploration Report in GA4 (Google Analytics 4) – Funnel Analysis
  6. Cohort Exploration Report in Google Analytics 4 (GA4)
  7. How to Create Landing Pages Report in Google Analytics 4 (GA4)

#11 Google Analytics 4 Advanced

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  2. GA4 (Google Analytics 4) Measurement Protocol Tutorial
  3. How to build comparisons (advanced segments) in Google Analytics 4 (GA4)
  4. Understanding Automated Insights in Google Analytics 4 (GA4)
  5. Understanding Channel Groupings in Google Analytics 4 (GA4)
  6. Understanding Data Sampling in Google Analytics 4 (GA4)

#12 Google Analytics 4 Reporting

  1. How to create custom insights in Google Analytics 4 (GA4)
  2. How to use Debug View report in Google Analytics 4 (GA4)

#13 Google Analytics 4 Attribution

  1. Guide to Attribution Models in GA4 (Google Analytics 4)
  2. How to Change Attribution Models in GA4 (Google Analytics 4)?
  3. GA4 (Google Analytics 4) Conversion Paths Report in Attribution
  4. GA4 (Google Analytics 4) Model comparison report in Attribution
  5. Advertising Snapshot in GA4 (Google Analytics 4) Attribution

#14 Google Analytics 4 Audiences

  1. GA4 Audiences – Creating custom audience in Google Analytics 4
  2. How to create a remarketing audience in Google Analytics 4 (GA4)
  3. Understanding Audience Triggers in Google Analytics 4 (GA4)
  4. Google Analytics 4 (GA4) Predictive Audiences – Tutorial

#15 Google Analytics 4 BigQuery

  1. GA4 BigQuery – Connect Google Analytics 4 with BigQuery
  2. How to connect and export data from GA4 to BigQuery
  3. events_ & events_intraday_ tables in BigQuery for GA4 (Google Analytics 4)

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Himanshu Sharma

  • Founder, OptimizeSmart.com
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