Category Archives: Attribution

Differences Between Attribution & Multi-Channel Funnel Reports

An attribution project provides four reports for attribution analysis: Conversion paths Conversion lag Conversion path length Model comparison These reports are collectively known as attribution reports.  Google Analytics provides the following eigh...

Attribution Beta – Project Settings – User Management Explained

Just like GA properties inherit user permissions from their corresponding GA account, the attribution projects also inherit user permissions from their corresponding GA account.  What that means is that any user with GA account level permission has ...

Attribution Beta – Model Comparison Report Explained

The model comparison report (or attribution model comparison report) is used to compare different attribution models to each other. This comparison is carried out to determine how a marketing channel can be valued from a different perspective. An att...

Attribution Beta – Conversion Types Explained

In the context of an attribution project, a conversion type can be a goal conversion and/or e-commerce transaction which has been defined in one or more GA properties. What that means, if you have goal conversions and/or ecommerce transactions define...

Attribution Beta – Conversion Time & Interaction Time

Through the report settings panel in the ‘Model comparison’ report you can change reporting time to ‘Conversion time’ or ‘Interaction time’: Conversion time Conversion time: Use this setting if you want the model comparison report...

Attribution Beta – Conversion Paths Report Explained

A conversion path is a sequence of touchpoints (clicks, visits) with digital marketing channels during the 1 to 90 days period that leads to a conversion. The period of 1 to 90 days prior to conversions is known as the lookback window. Through the Co...

Attribution Beta – Conversion Path Length Report Explained

Through conversion path length report you can determine the number of touchpoints it takes for users to convert on your website. A touchpoint is an exposure to a marketing channel.  The following are examples of touchpoints: visits, paid clicks (als...

Attribution Beta – Conversion Lag Report Explained

In the context of attribution reports, a conversion can be a goal completion and/or ecommerce transaction.  A conversion lag (known as ‘time lag’ in GA multi-channel funnels reports) is the number of days to conversions. The length of co...

Attribution Beta – Conversion Credit Models Guide

Attribution modeling (in the context of attribution projects) is the process of assigning credit for a conversion to one or more non-direct touchpoints on a conversion path.  In the context of attribution projects, we do not assign conversion credit...

Attribution Beta – Connected Properties Explained

You can add more than one Google Analytics Property to your attribution project. To do that, follow the steps below: Step-1: Sign in to your Attribution project at https://analytics.google.com/analytics/attribution  Step-2: Navigate to Configure >...

Attribution Beta – Attribution Channels Explained

In the context of attribution reports, the marketing channels are referred to as attribution channels. The following are examples of attribution channels: Direct Organic search Shopping Branded paid search Generic paid search Paid search Display Disp...

Attribution Beta – Attributed Conversions & Attributed Revenue Explained

Through the report settings panel in the ‘Model comparison’ report you can change the ‘% CHANGE selection’ setting to ‘Attributed Conversions’ or ‘Attributed Revenue’: Attributed Conversions Attributed Conversions – Use ...

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