How to set up data-driven attribution model in Google Analytics?
This article is related to attribution modelling in Google Analytics.
If you are brand new to attribution modelling, then read this article first: Beginners guide to Attribution Modelling in Google Analytics.
A data-driven attribution model (or DDA model) is a baseline model. By default, this attribution model is not enabled in a Google Analytics view, even when your GA property itself is enabled for GA premium.
So if you navigate to ‘Model Comparison Tool’ (under Conversions > Attribution) in your Google Analytics view:
and then click on ‘Select Model’ drop-down menu:
you won’t see ‘data-driven attribution’ model in the ‘Select Model‘ dialog box (by default):
To enable Data-driven attribution model for your GA premium view, follow the steps below:
Step-1: Set up Ecommerce and Conversion Tracking
Make sure that you have set up enhanced ecommerce tracking and/or goal conversion tracking in your GA view.
You need ecommerce and goal conversions data to generate DDA model. Without these trackings set up, Google Analytics will not be able to generate DDA model for you.
Setting up enhanced ecommerce tracking is not a mandatory requirement to generate a DDA model. You can also use standard ecommerce tracking.
The advantage of using enhanced ecommerce is that it provides much more ecommerce data than the standard ecommerce tracking which can be used by DDA model to produce much better attribution model output.
Get the E-book (52 Pages)
Step-2: Link all of your Google Accounts to your Google Analytics account
In order for Google to generate the most accurate DDA model possible, you should link all of your Google Accounts (like Doubleclick Campaign Manager, Google Adwords, Google Search Console, Google Play, Google Big Query, etc) to your Google Analytics account.
This is not a mandatory requirement for setting up DDA model but since DDA model can analyse data from all Google accounts (which are linked to your GA account) and not just your GA account, so if you link all of your Google accounts to your GA account, then you would get exponentially better insight from your DDA model.
For example, if you use Doubleclick Campaign Manager (DCM) or Doubleclick Bid Manager (DBM) account then make sure it is linked to your Google Analytics account.
This integration will make you eligible for GDN impression reporting through which you can see view-through conversions data in your multi-channel funnel reports.
Contact your GA premium/360 account manager and ask him to link your DCM/DBM account to your GA account and then enable the GDN impression reporting. Once the two accounts are linked and GDN impression reporting is enabled, then navigate to the ‘Admin’ section of your GA view, click on ‘All Products‘ link (under ‘Property’ column):
You should now be able to see DBM/DCM, under ‘Linked products’ section along with the message ‘Receiving Data‘:
This confirms that your DBM/DCM account has been successfully linked to your GA premium property.
Do similar checks for other Google products and make sure all of your Google accounts are actively linked to your GA account.
Step-3: Integrate as much data as possible with Google Analytics.
This could mean, integrating your: CRM, Shopping cart, Phone call tracking software, etc with Google Analytics.
This could also mean, setting up/fixing cross-domain tracking, cross-device tracking and/or tracking offline conversions online in Google Analytics.
The more data you feed into your DDA model, from different marketing channels and devices, the higher will be the quality of your DDA model output.
Step-4: Import cost data into Google Analytics
In order to do ROI analysis in Google Analytics using DDA model, you need cost data in your Google Analytics reports.
If your Google Adwords account is already linked to your GA account, you will automatically get cost data from Adwords in your GA reports. But for other paid marketing campaigns, you would need to import their cost data manually or via the management API.
Once you have uploaded cost date for all of your paid marketing campaigns in your GA property, you will be able to measure ‘Data driven CPA‘ and ‘Data Driven ROAS‘ for each paid marketing channel:
Step-5: Meet the minimum conversion threshold for setting up DDA model
Navigate to the GA premium view for which you want to enable data-driven attribution modelling.
Select that GA premium view which can meet the minimum conversion threshold for setting up DDA model.
The minimum conversion threshold for setting up DDA model is at least 400 conversions per conversion type with a conversion path length of 2+ interactions and at least 10,000 conversion paths in the selected reporting view in the last 28 days.
So your selected GA premium view must have recorded at least 400 Goal conversions and/or at least 400 transactions with a conversion path length of 2+ and at least 10,000 conversion paths, in the last 28 days period.
If your selected view does not meet the minimum conversion threshold requirement, then Google Analytics will not be able to generate a DDA model for you. In other words, the DDA model will appear in your selected GA view only once it meets the minimum conversion threshold requirement, for producing a DDA model. Otherwise, you may have to wait for weeks, to see DDA model in your GA view.
However, if your selected reporting view, already meets the minimum conversion threshold requirement, then GA should produce the DDA model for you, within 7 days. So within a week, you should be able to see the DDA model in your selected view.
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
Click book covers to find out more.
Step-6: Enable the data-driven model
#6.1 Navigate to the ‘view’ column (within the ‘Admin’ section of your selected GA premium view) and then click on the ‘view settings’ link:
#6.2 Scroll down the page and turn on ‘Enable Data-Driven Model’ (under ‘Modeling Settings’)
#6.3: Select DCM floodlight conversion type for which ‘Data Driven Attribution’ will be generated. You can select up to 20 DCM Floodlight conversion types. This step is optional if you do not use DCM.
Note: Double Click for Advertisers (or DFA) has been replaced with DCM by Google. You can select DCM Floodlight conversion types only when your DCM account, is linked to your Google Analytics account.
#6.4: Click on the ‘save’ button and then wait for a week, for GA to analyze your data and produce a DDA model.
#6.5: Navigate to ‘Model Comparison Tool’ (under Conversions > Attribution) in your DDA enabled GA view and then click on ‘Select Model’ drop down menu.
You should now be able to see your DDA model:
Other articles on Attribution Modelling in Google Analytics
- Touch Point Analysis in Google Analytics Attribution Modelling
- 8 Google Analytics Conversions Segments You Must Use
- Default and Custom Attribution Models in Google Analytics
- Attribution Model Comparison Tool in Google Analytics
- Which Attribution Model to use in Google Analytics?
- How to create Custom Attribution Model in Google Analytics
- How to do ROI Analysis in Google Analytics
- Google Analytics Attribution Modelling – Complete Guide
- Guide to Data Driven Attribution Model in Google Analytics
- Conversion Credit distribution for Attribution Models in Google Analytics
- You are doing Google Analytics all wrong. Here is why
- Marketing Mix Modelling or Attribution Modelling. Which one is for you?
- Introduction to Nonline Analytics – True Multi Channel Analytics
- How to set up Data driven attribution model in Google Analytics
- How to valuate Display Advertising through Attribution Modelling
- Understanding Shopping Carts for Analytics and Conversion Optimization
- View-through conversion tracking in Google Analytics
- Understanding Missing Touch Points in Attribution Modelling
- Guide to Offline Conversion Tracking in Google Analytics
- How to explain attribution modelling to your clients
- 6 Keys to Digital Success in Attribution Modelling
- How to use ZMOT to increase Conversions and Sales exponentially
- How to Measure and Improve the Quality of SEO Traffic through Google Analytics
- How to analyse and report the true value of your SEO Campaign
- How to allocate Budgets in Multi Channel Marketing
- What You Should Know about Historical Data in Web Analytics
- Google Analytics Not Provided Keywords and how to unlock and analyze them
- Selecting the Best Attribution Model for Inbound Marketing
- Introduction to TV attribution in Google Analytics Attribution 360
- Cross Device Reports in Google Analytics via Google Signals
- Data-Driven Attribution Model Explorer in Google Analytics
Do you know the difference between Web Analytics and Google Analytics?
99.99% of course creators themselves don’t know the difference between Web analytics, Google Analytics (GA) and Google Tag Manager (GTM).
So they are teaching GA and GTM in the name of teaching Web analytics.
They just copy each other. Monkey see, monkey do.
But Web analytics is not about GA, GTM.
It is about analyzing and interpreting data, setting up goals, strategies and KPIs.
It’s about creating strategic roadmap for your business.
Web Analytics is the core skill. Google Analytics is just a tool used to implement ‘Web Analytics’.
You can also implement ‘Web analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.
Using Google Analytics without the good understanding of ‘Web analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs.
You are either likely to end up somewhere other than your destination or you get involved in an accident.
You learn data analysis and interpretation from Web analytics and not from Google Analytics.
The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.
You get that direction from ‘Web analytics’ and not from ‘Google Analytics’.
You learn to set up KPIs, strategies and measurement framework for your business from ‘Web analytics’ and not from ‘Google Analytics’.
So if you are taking a course only on 'Google Analytics’, you are learning to use one of the tools of ‘Web analytics’. You are not learning the ‘Web analytics’ itself.
Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.
You need to know lot more than GA in order to work in Web analytics and marketing field.
So what I have done, if you are interested, is I have put together a completely free training that will teach you exactly how I have been able to leverage web/digital analytics to generate floods of news sales and customers and how you can literally copy what I have done to get similar results.
Here what You'll Learn On This FREE Web Class!
1) Why digital analytics is the key to online business success
2) The number 1 reason why most marketers are not able to scale their advertising and maximize sales.
3) Why Google and Facebook ads don’t work for most businesses & how to make them work.
4) Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.
5) The number 1 reason why conversion optimization is not working for your business.
6) How to advertise on any marketing platform for FREE with an unlimited budget.
7) How to learn and master digital analytics and conversion optimization in record time.
My best selling books on Digital Analytics and Conversion Optimization
Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.
Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.
Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.
Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.
Himanshu Sharma
Digital Marketing Consultant and Founder of Optimizesmart.com
This article is related to attribution modelling in Google Analytics.
If you are brand new to attribution modelling, then read this article first: Beginners guide to Attribution Modelling in Google Analytics.
A data-driven attribution model (or DDA model) is a baseline model. By default, this attribution model is not enabled in a Google Analytics view, even when your GA property itself is enabled for GA premium.
So if you navigate to ‘Model Comparison Tool’ (under Conversions > Attribution) in your Google Analytics view:
and then click on ‘Select Model’ drop-down menu:
you won’t see ‘data-driven attribution’ model in the ‘Select Model‘ dialog box (by default):
To enable Data-driven attribution model for your GA premium view, follow the steps below:
Step-1: Set up Ecommerce and Conversion Tracking
Make sure that you have set up enhanced ecommerce tracking and/or goal conversion tracking in your GA view.
You need ecommerce and goal conversions data to generate DDA model. Without these trackings set up, Google Analytics will not be able to generate DDA model for you.
Setting up enhanced ecommerce tracking is not a mandatory requirement to generate a DDA model. You can also use standard ecommerce tracking.
The advantage of using enhanced ecommerce is that it provides much more ecommerce data than the standard ecommerce tracking which can be used by DDA model to produce much better attribution model output.
Get the E-book (52 Pages)
Step-2: Link all of your Google Accounts to your Google Analytics account
In order for Google to generate the most accurate DDA model possible, you should link all of your Google Accounts (like Doubleclick Campaign Manager, Google Adwords, Google Search Console, Google Play, Google Big Query, etc) to your Google Analytics account.
This is not a mandatory requirement for setting up DDA model but since DDA model can analyse data from all Google accounts (which are linked to your GA account) and not just your GA account, so if you link all of your Google accounts to your GA account, then you would get exponentially better insight from your DDA model.
For example, if you use Doubleclick Campaign Manager (DCM) or Doubleclick Bid Manager (DBM) account then make sure it is linked to your Google Analytics account.
This integration will make you eligible for GDN impression reporting through which you can see view-through conversions data in your multi-channel funnel reports.
Contact your GA premium/360 account manager and ask him to link your DCM/DBM account to your GA account and then enable the GDN impression reporting. Once the two accounts are linked and GDN impression reporting is enabled, then navigate to the ‘Admin’ section of your GA view, click on ‘All Products‘ link (under ‘Property’ column):
You should now be able to see DBM/DCM, under ‘Linked products’ section along with the message ‘Receiving Data‘:
This confirms that your DBM/DCM account has been successfully linked to your GA premium property.
Do similar checks for other Google products and make sure all of your Google accounts are actively linked to your GA account.
Step-3: Integrate as much data as possible with Google Analytics.
This could mean, integrating your: CRM, Shopping cart, Phone call tracking software, etc with Google Analytics.
This could also mean, setting up/fixing cross-domain tracking, cross-device tracking and/or tracking offline conversions online in Google Analytics.
The more data you feed into your DDA model, from different marketing channels and devices, the higher will be the quality of your DDA model output.
Step-4: Import cost data into Google Analytics
In order to do ROI analysis in Google Analytics using DDA model, you need cost data in your Google Analytics reports.
If your Google Adwords account is already linked to your GA account, you will automatically get cost data from Adwords in your GA reports. But for other paid marketing campaigns, you would need to import their cost data manually or via the management API.
Once you have uploaded cost date for all of your paid marketing campaigns in your GA property, you will be able to measure ‘Data driven CPA‘ and ‘Data Driven ROAS‘ for each paid marketing channel:
Step-5: Meet the minimum conversion threshold for setting up DDA model
Navigate to the GA premium view for which you want to enable data-driven attribution modelling.
Select that GA premium view which can meet the minimum conversion threshold for setting up DDA model.
The minimum conversion threshold for setting up DDA model is at least 400 conversions per conversion type with a conversion path length of 2+ interactions and at least 10,000 conversion paths in the selected reporting view in the last 28 days.
So your selected GA premium view must have recorded at least 400 Goal conversions and/or at least 400 transactions with a conversion path length of 2+ and at least 10,000 conversion paths, in the last 28 days period.
If your selected view does not meet the minimum conversion threshold requirement, then Google Analytics will not be able to generate a DDA model for you. In other words, the DDA model will appear in your selected GA view only once it meets the minimum conversion threshold requirement, for producing a DDA model. Otherwise, you may have to wait for weeks, to see DDA model in your GA view.
However, if your selected reporting view, already meets the minimum conversion threshold requirement, then GA should produce the DDA model for you, within 7 days. So within a week, you should be able to see the DDA model in your selected view.
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
Click book covers to find out more.
Step-6: Enable the data-driven model
#6.1 Navigate to the ‘view’ column (within the ‘Admin’ section of your selected GA premium view) and then click on the ‘view settings’ link:
#6.2 Scroll down the page and turn on ‘Enable Data-Driven Model’ (under ‘Modeling Settings’)
#6.3: Select DCM floodlight conversion type for which ‘Data Driven Attribution’ will be generated. You can select up to 20 DCM Floodlight conversion types. This step is optional if you do not use DCM.
Note: Double Click for Advertisers (or DFA) has been replaced with DCM by Google. You can select DCM Floodlight conversion types only when your DCM account, is linked to your Google Analytics account.
#6.4: Click on the ‘save’ button and then wait for a week, for GA to analyze your data and produce a DDA model.
#6.5: Navigate to ‘Model Comparison Tool’ (under Conversions > Attribution) in your DDA enabled GA view and then click on ‘Select Model’ drop down menu.
You should now be able to see your DDA model:
Other articles on Attribution Modelling in Google Analytics
- Touch Point Analysis in Google Analytics Attribution Modelling
- 8 Google Analytics Conversions Segments You Must Use
- Default and Custom Attribution Models in Google Analytics
- Attribution Model Comparison Tool in Google Analytics
- Which Attribution Model to use in Google Analytics?
- How to create Custom Attribution Model in Google Analytics
- How to do ROI Analysis in Google Analytics
- Google Analytics Attribution Modelling – Complete Guide
- Guide to Data Driven Attribution Model in Google Analytics
- Conversion Credit distribution for Attribution Models in Google Analytics
- You are doing Google Analytics all wrong. Here is why
- Marketing Mix Modelling or Attribution Modelling. Which one is for you?
- Introduction to Nonline Analytics – True Multi Channel Analytics
- How to set up Data driven attribution model in Google Analytics
- How to valuate Display Advertising through Attribution Modelling
- Understanding Shopping Carts for Analytics and Conversion Optimization
- View-through conversion tracking in Google Analytics
- Understanding Missing Touch Points in Attribution Modelling
- Guide to Offline Conversion Tracking in Google Analytics
- How to explain attribution modelling to your clients
- 6 Keys to Digital Success in Attribution Modelling
- How to use ZMOT to increase Conversions and Sales exponentially
- How to Measure and Improve the Quality of SEO Traffic through Google Analytics
- How to analyse and report the true value of your SEO Campaign
- How to allocate Budgets in Multi Channel Marketing
- What You Should Know about Historical Data in Web Analytics
- Google Analytics Not Provided Keywords and how to unlock and analyze them
- Selecting the Best Attribution Model for Inbound Marketing
- Introduction to TV attribution in Google Analytics Attribution 360
- Cross Device Reports in Google Analytics via Google Signals
- Data-Driven Attribution Model Explorer in Google Analytics
Do you know the difference between Web Analytics and Google Analytics?
99.99% of course creators themselves don’t know the difference between Web analytics, Google Analytics (GA) and Google Tag Manager (GTM).So they are teaching GA and GTM in the name of teaching Web analytics.
They just copy each other. Monkey see, monkey do.
But Web analytics is not about GA, GTM.
It is about analyzing and interpreting data, setting up goals, strategies and KPIs.
It’s about creating strategic roadmap for your business.
Web Analytics is the core skill. Google Analytics is just a tool used to implement ‘Web Analytics’.You can also implement ‘Web analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.
Using Google Analytics without the good understanding of ‘Web analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs.
You are either likely to end up somewhere other than your destination or you get involved in an accident.
You learn data analysis and interpretation from Web analytics and not from Google Analytics.The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.
You get that direction from ‘Web analytics’ and not from ‘Google Analytics’.
You learn to set up KPIs, strategies and measurement framework for your business from ‘Web analytics’ and not from ‘Google Analytics’.So if you are taking a course only on 'Google Analytics’, you are learning to use one of the tools of ‘Web analytics’. You are not learning the ‘Web analytics’ itself.
Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.
You need to know lot more than GA in order to work in Web analytics and marketing field.
So what I have done, if you are interested, is I have put together a completely free training that will teach you exactly how I have been able to leverage web/digital analytics to generate floods of news sales and customers and how you can literally copy what I have done to get similar results.
Here what You'll Learn On This FREE Web Class!
1) Why digital analytics is the key to online business success
2) The number 1 reason why most marketers are not able to scale their advertising and maximize sales.
3) Why Google and Facebook ads don’t work for most businesses & how to make them work.
4) Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.
5) The number 1 reason why conversion optimization is not working for your business.
6) How to advertise on any marketing platform for FREE with an unlimited budget.
7) How to learn and master digital analytics and conversion optimization in record time.
My best selling books on Digital Analytics and Conversion Optimization
Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.
Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.
Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.
Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.
Himanshu Sharma
Digital Marketing Consultant and Founder of Optimizesmart.com