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

Last Updated: November 15, 2022

You can change attribution models in GA4 through:

  1. Model Comparison report
  2. Conversion Paths report
  3. Attribution settings

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

In order 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:

advertising ga4

You should now see the Advertising Snapshot report:

advertising snapshot report ga4

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 ga4
reference attribution model ga4 2

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

comparison attribution model ga4
comparison attribution model ga4 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

In order 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.

advertising ga4 1

You should now see the Advertising Snapshot report:

advertising snapshot report ga4 1

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:

attribution model drop down menu
attribution model drop down menu 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 and also within the conversions reports of any linked Firebase projects.

By default, GA4 uses the cross-channel data-driven model as the reporting attribution model.

However, you can change the reporting attribution model to any one of the following models:

  1. Last Click
  2. First Click
  3. Linear
  4. Position-based
  5. Time decay
  6. Ads-preferred last click
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Avoid using the Ads-preferred last click model as the reporting model for your GA4 property because 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.

Follow the steps below to change attribution models in GA4 through attribution settings

Step-1: Navigate to your GA4 property.

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

admin ga4

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

attribution settings google analytics 4

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

reporting attribution model google analytics 4

Step-5: Select the attribution model you want to use:

select reporting attribution model ga4

Note: Google recommends that you use the ‘Data-driven’ attribution model.

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

save reporting attribution model ga4

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 attribution reports (Model Comparison report, Conversion Paths report) in GA4 are not affected by the changes to the reporting attribution model.

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#10 Google Analytics 4 filters

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#14 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
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