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Last Updated: May 26, 2022

What is Google Analytics Attribution Beta?

The Google Analytics Attribution Beta is the beta version of the new Google Analytics Attribution tool through which you can create one or more attribution projects.

Through this attribution tool, you can access the Data-Driven Attribution (DDA) Model free of cost:

Earlier the data-driven attribution model was available only to Google Analytics 360 users. Now it is available to all Google Analytics users.

You can access the new ‘Attribution’ tool from within your Google Analytics reporting view. 

In order to get started with this new attribution tool, you would first need to create an attribution project.

What is Google Analytics Attribution Project?

Attribution project is like a separate reporting view in Google Analytics which contains a set of reports similar to the multi-channel funnel reports.

Following is the list of attribution projects I have access to:

Each attribution project acts as a reporting view. When I click on the name of an attribution project, I can access it.

Following is an example of the set of reports which are available in each attribution project:

As you can see from the screenshot above, each attribution project provides the following set of reports:

1. Conversion Paths
2. Conversion Lag
3. Conversion Path Length
4. Model Comparison
5. Google Ads Performance

Below these reports, you would see various settings for managing and configuring your attribution project:

• Project settings
• Connected properties
• Conversion types

An attribution project can report conversion totals (which are de-duplicated) across digital channels and can provide consolidated reporting of the performance of various marketing channels.

In order for an attribution project to work as a reporting view, you would first need to connect your Google Analytics reporting view(s) and conversions to the attribution project.

In the context of the Attribution project, a conversion can be a goal conversion and/or ecommerce transaction which has been defined in one or more GA properties.

That means if you have goal conversions and/or ecommerce transactions defined in multiple GA properties, you may choose to use them in the same Attribution project. 

Google allows connecting more than one GA property to a single attribution project.

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Following is the screenshot of the attribution project which is connected to two GA properties: ‘Event Education’ and ‘Optimize Smart Live Property’:

When you add two or more GA properties to a single attribution project, the project contains attribution results for the two or more properties.

Unless you own multiple websites that are part of the same business, you should add only one GA property to a single attribution project.

You can set up different users permissions for each attribution project. 

If your attribution project is connected to only one GA property, the users who have access to the attribution project can see attribution results for only the connected GA property. 

But when your attribution project is connected to multiple GA properties, the users who have access to the attribution project can see attribution results for all the connected GA properties.

This is something that you should keep in mind while connecting multiple GA properties to a single attribution project. 

Note: At present, you can not add the ‘App + Web’ property to your attribution project.

Google allows you to create up to 50 attribution projects per Google account. Google assigns each attribution project a unique ID called the ‘Project ID’:

Prerequisites for creating a new Google Analytics Attribution project

Before you create a new attribution project in Google Analytics, you need to decide the reporting view you want to connect to your attribution project. 

Up to now, I have been telling you that we connect a GA property to an attribution project. But what we really connect to an attribution project is the specific view of the GA property.

The GA view that you choose to connect with your attribution project must meet the following criteria:

#1 The reporting view must not be a User ID view, Rollup view or Apps+Web view 

Your chosen view can not be a User ID view, rollup view (view used in a rollup property) or Apps+Web view.

That is because Google Attribution doesn’t support such type of reporting views.

#2 The view can not contain a filter that strips the URL parameters 

Your chosen view should not contain a filter that strips the URL parameters. Reporting views that use filters that strip the URL parameters can not be used for Attribution.

Google recommends that you set up consistent URL parameters across all paid marketing channels. Use auto-tagging for Google ads and standard UTM parameters for non-Google ads.

#3 The view must have conversion data 

Your chosen view must have goal conversion tracking and/or ecommerce tracking (preferably enhanced ecommerce tracking) enabled with at least a few days of historical conversion data (however more the better).

Without conversion data, the attribution tool is of no use. 

If your chosen reporting view does not meet any or all of the above criteria then Google recommends updating or create a new reporting view that meets these criteria.

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

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How to get the best results from your attribution reports in the attribution project?

If you want to get the best results from your attribution reports and/or if later on, you want to use the free data-driven attribution (DDA) model then select that reporting view for your attribution project which also meet the following criteria:

#1 Connection to as many Google accounts as possible 

Select that reporting view for your attribution project which belongs to the GA property that is connected to as many of your Google accounts as possible.

These Google accounts can be Google Ads, Google Search Console, Google Play, DoubleClick Campaign Manager, Google Big query, etc.

DDA model can analyze data from all Google accounts which are linked to your Google Analytics property.

So when you link all of your Google accounts to your GA property, you would get exponentially better insight from your DDA model.

#2 At least 30 days of high-quality conversion data 

Your reporting view contains at least 30 days of Goal conversion and/or e-commerce data (preferably enhanced e-commerce data) from as many marketing channels as possible.

And this data should be of high quality (free from any tracking issues like ‘duplicate transactions’).

#3 At least 600 conversions in the last 30 days

Your reporting view recorded at least 600 conversions (for one or more conversion types) in the last 30 days so that Google can create a DDA model for your conversion type(s).

If your reporting view recorded less than 600 conversions for any conversion type (in the last 30 days) then you won’t be able to use the DDA model for that conversion type in your attribution project(s).

#4 Your reporting view contains a high volume of high-quality data.

Your DDA model is only as good as the data you feed to it. If you feed it garbage, it will produce garbage.

As a result of flawed data, the data-driven attribution insight you get is most likely to be flawed, misleading and could result in huge monetary loss.

You can connect only one reporting view per GA property. So chose your reporting view wisely.

How to create a new attribution project?

Follow the steps below to create a new attribution project:

Note: Make sure you have the ‘Edit’ permission at the account level. This permission is required in order to create a new attribution project.

Step-1: Login to your Google Analytics account and then navigate to your chosen reporting view.

Step-2: Scroll down and then click on the ‘Attribution BETA’ link at the bottom of the left-hand side navigation:

You should now see a new window opened in a new browser tab.

Step-3: Click on the ‘Get Started’ button. You see this button only if you are creating an attribution project for the very first time. Otherwise, click on the ‘New Project’ button and then click on the ‘Get Started’ button:

Step-4: Select the Google Analytics account (in our case ‘My Sites’) from the ‘ACCOUNT’ drop-down menu which contains the reporting view you want to use in your attribution project:

Step-5: Select the Google Analytics Property (in our case ‘Optimize Smart Live Property’) from the ‘PROPERTY’ drop-down menu which contains the reporting view you want to use in your attribution project :

Step-6: Select the reporting view (in our case ‘Optimize Smart Main View’) from the ‘VIEW’ drop-down menu which you want to use in your attribution project:

Step-7: Click on the ‘Next’ button. 

Your screen should now look like the one below:

Step-8: Click on the ‘Select conversion types’ button:

You should now see the list of all the conversion types available to you:

Step-9: Select the conversion types that you want to use in your attribution project (I like to select all the conversion types) and then click on the ‘Save’ button:

Step-10: Click on the ‘Complete setup’ button:

Once you clicked on the ‘Complete setup’ button, you will be able to access your new attribution project:

At this point your attribution project can take: 

• From 72 hrs to up to 14 days to collect enough data (from your connected reporting view) to create your first attribution model.
• From 14 to 30 days to collect enough data (from your connected reporting view) to create robust attribution models (including the DDA model, if applicable in your case).
• 30+ days for your attribution reports displaying results based on a complete training window.

The best practice is to wait for at least 30 days (from the date you first created your attribution project) before you start analyzing the various reports in your attribution project.

Step-11: Add users to your attribution project (optional).

To do that follow the steps below:

#11.1 Click on the ‘Project settings’ link under the ‘Configure’ section:

#11.2 Click on the ‘Access management‘ button:

#11.3 Click on the blue + button on the top right-hand side:

#11.4 Click on the ‘Add Users’ item from the drop-down menu:

#11.5 Type the email address of the person you want to give access to:

#11.6 Click on the checkbox next to the permissions you want to give to the new user:

You can provide the following types of permissions to a user:

1. Edit – A user with ‘Edit’ permission can change configuration data and/or connect the attribution project to additional GA properties. But he can’t manage users.
2. Read & Analyze – A user with ‘Read & Analyze’ permission can see report and configuration data. He can also manipulate data within reports (for example: filter a table, add a secondary dimension). But he can’t manage users.
3. Manage Users – A user with ‘Manage Users’ permission can add or delete other users. He can also change users’ permissions.

#11.7 Click on the ‘Add’ button at the top right-hand side:

Step-12: Click on the pencil icon next to ‘Project details’ if you want to rename your attribution project and/or change the timezone for your attribution project:

Note: Time zone changes take effect immediately and are not retroactive. All events from data sources are reported in the Attribution project time zone.

Step-13: Click on the pencil icon next to ‘Lookback Window’ if you want to change the lookback window setting to 60 days or 90 days (the default setting is 30 days):

The period of 1 to 90 days prior to conversion is called the lookback window. 

The lookback window determines how far back in time a touchpoint should be considered eligible for getting credit for a conversion(s). 

For example, 30 days lookback window means, a touchpoint should be considered eligible for getting credit for a conversion(s) up to 30 days prior to the date of conversion.

Similarly, a 90 days lookback window means, a touchpoint should be considered eligible for getting credit for a conversion(s) up to 90 days prior to the date of conversion. 

The lookback window applies to all attribution models and all conversion types. Changes to the lookback window apply going forward.

That’s why it is important that you determine and change your lookback window as soon as you create a new attribution project. I like to keep the lookback window setting at 30 days. 

Step-14: Click on the ‘Connected Properties’ link (under ‘Configure’) if you want to add more than one GA property to your attribution project:

Note: When your attribution project is connected to multiple GA properties, the users who have access to the attribution project can see attribution results for all the connected GA properties. This is something that you should keep in mind while connecting multiple GA properties to a single attribution project. 

Step-15: Click on the ‘Conversion types‘ link (under Configure) to enable or disable a conversion type in your attribution Project:

Step-16: Click the three-dot button next to the conversion type you wish to enable and then select ‘Enable’ from the drop-down menu:

Step-17: Click the three-dot button next to the conversion type you wish to disable and then select ‘Disable’ from the drop-down menu:

How to delete an attribution project?

If you want to delete an attribution project then follow the steps below:

Step-1: Navigate to https://analytics.google.com/analytics/attribution/projects

Step-2: Click on the three dots button next to the attribution project you want to delete:

Step-3: Click on ‘Move to Trash Can’:

When you add an attribution project to the trash can, you mark the project for deletion. The attribution project does not delete immediately. You have up to 35 days to restore your project once you have added it to the trash can.

During this time, your project will continue to collect conversion data even when the attribution project is in the trash can. 

After the project has been in the trash can for 35 days, it is automatically deleted for good.

Related Articles

• Introduction to Attribution Beta – Attribution Project in Google Analytics
• Attributed Conversions & Attributed Revenue Explained in Google Attribution
• Attribution Channels Explained in Google Analytics Attribution
• Connected Properties Explained in Google Analytics Attribution
• Conversion Credit Models Guide – Google Analytics Attribution
• Conversion Lag Report Explained in Google Analytics Attribution
• Conversion Path Length Report Explained in Google Analytics Attribution
• Conversion Paths Report Explained in Google Analytics Attribution
• Conversion Time & Interaction Time Explained in Google Analytics Attributione
• Conversion Types Explained in Google Analytics Attribution
• Model Comparison Report Explained in Google Analytics Attribution
• Google Attribution Access and User Permissions – Tutorial
• Differences Between Google Attribution & Multi-Channel Funnel Reports

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