Advertising Snapshot in GA4 Attribution

Table of Contents for Advertising Snapshot – GA4 Attribution

  1. Introduction to Advertising Snapshot in GA4
  2. Conversion events for Advertising Snapshot report
  3. Adding filters to the Advertising Snapshot report
  4. The various cards of the Advertising Snapshot report

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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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

#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.

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About the Author

Himanshu Sharma

  • Founder, OptimizeSmart.com
  • Over 15 years of experience in digital analytics and marketing
  • Author of four best-selling books on digital analytics and conversion optimization
  • Nominated for Digital Analytics Association Awards for Excellence
  • Runs one of the most popular blogs in the world on digital analytics
  • Consultant to countless small and big businesses over the decade
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