How to Change Attribution Models in GA4 (Google Analytics 4)?

You can change attribution models in GA4 (Google Analytics 4) through:

  1. Advertising Snapshot report
  2. Model Comparison report
  3. Conversion Paths report
  4. Attribution settings

How to change attribution models in GA4 through the Advertising Snapshot report

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 reports ga4

You should now see the Advertising Snapshot report.

Step-3: Scroll down the Advertising Snapshot report until you see the card titled ‘HOW DO YOUR CHANNELS PERFORM UNDER A DIFFERENT ATTRIBUTION MODEL?’. 

This card contains two drop-down menus at the top of the card:

two drop down menus

Step-4: Click on the drop-down menus one at a time to select a different attribution model:

position based attribution model
Change Attribution Models in GA4

That’s how you can change the attribution models in GA4 via the Advertising Snapshot report.

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How to change attribution models in GA4 through the Model Comparison report

Follow the steps below:

Step-1: Navigate to your GA4 property.

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

Step-3: Click on the ‘Model Comparison’ link on the left-hand side navigation:

model comparison ga4

Step-4: Select the reference attribution model from the first attribution model drop-down menu:

reference attribution model
reference attribution model 2

Step-5: Select the comparison attribution model from the second attribution model drop-down menu:

comparison attribution model
comparison attribution model 2

That’s how you can change the attribution models in GA4 via the Model Comparison report.

How to change attribution models in GA4 through the Conversion Paths report

Follow the steps below:

Step-1: Navigate to your GA4 property.

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

Step-3: Click on the ‘Conversion paths’ link on the left-hand side navigation:

conversion paths ga4

Step-4: Select the attribution model you want to use for your conversion paths analysis by clicking on the attribution model drop-down menu:

select attribution model ga4 conversion paths report
select attribution model ga4 conversion paths report 2

That’s how you can change the attribution models in GA4 via the Conversion Paths report.

How to change attribution models in GA4 through attribution settings

Through the attribution settings, you can change the reporting attribution model for your GA4 property. 

The reporting attribution model is used by GA4 to calculate conversion credit in all of your GA4 reports. By default, GA4 uses the cross-channel last click model as the reporting attribution model. At present, the only other attribution model that you can use as the reporting model is the Ads-preferred last click model.

However, when you use the Ads-preferred last click model as the reporting model for your GA4 property then all the conversion credit calculations will be Google ads biased. Because the Ads-preferred last click model gives 100% conversion credit to the last Google Ads click on a conversion path.

Therefore I do not recommend changing your reporting attribution model to the Ads-preferred last click model.

However, if you still feel the need to change your reporting attribution model then follow the steps below:

Step-1: Navigate to your GA4 property.

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

ga4 admin

Step-3: Click on ‘Attribution Settings’ under the property column:

attribution settings ga4

Step-4: Click on the ‘Reporting Attribution Model’ drop-down menu:

reporting attribution model ga4

Step-5: Click on the ‘Ads-preferred last click’ model:

ads preferred last click model ga4
ads preferred last click model ga4 2

Step-6: Scroll down the screen and then click on the ‘Save’ button:

save button

Note(1): Changing the reporting attribution model will apply to both historical and future data in your GA4 property. These changes will be reflected in all reports that use event-scoped traffic dimensions (like ‘Source’, ‘Medium’, ‘Default channel grouping’, etc). 

However, user and session-scoped traffic dimensions (like ‘Session source’) will remain unaffected by changes to the reporting attribution model.

Note(2): The various advertising reports (Advertising Snapshot report, Model Comparison report, Conversion Paths report) in GA4 are not affected by the changes to the reporting attribution model.

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