Change the reporting attribution model for key events

Attribution models are rules, sets of rules, or data-driven algorithms that determine how credit is assigned to touchpoints along a user's path to completing important actions. They help answer the question: "Which paths played the biggest role in driving the final action?"

To change how session-scoped traffic-source dimensions report on your acquisition channels, complete these steps:

1. In Admin, under Data display, click Events.
   Note: The previous link opens to the last Analytics property you accessed. You can change the property using the property selector. You must be a Marketer or above at the property level to select the attribution settings.
2. Click Key events attribution.
3. In the Reporting attribution model section, choose from one of these attribution models:
   • Paid and organic channels:
     • Data-driven (recommended): Distributes credit based on data for each key event. The attribution model is different from the other attribution models because it uses your property data to calculate the actual contribution of each click interaction.
     • Last click: Ignores direct traffic and gives all credit to the last interaction before the customer completed the important interaction.
   • Google paid channels:
     • Last click: Gives all credit to the last Google Ads channel that the customer clicked before the customer completed the important interaction. If there is no Google Ads click, the attribution model falls back to Paid and organic last click.
4. Click Save.

An attribution model can be a rule, a set of rules, or a data-driven algorithm that determines how credit is assigned to touchpoints along a user's path to completing important actions.

Reporting attribution model lets you select the attribution model you want to use to attribute credit in your Google Analytics 4 reports and the reports of any linked Firebase projects. Changing the reporting attribution model applies to historical and future data. Learn more about how to Get started with attribution.

Changing the reporting attribution model is reflected in all key event reports and explorations that use event-scoped traffic dimensions, for example, Source, Medium, Campaign, and Default channel group. In Explore, you can view a full list of dimensions that are compatible with attribution. User- and session-scoped traffic dimensions, such as Session source or First user medium, are unaffected by changes to the reporting attribution model.

Change the reporting attribution model

1. Sign in to Google Analytics.
2. In Admin, under Data display, click Events.
   Note: The previous link opens to the last Analytics property you accessed. You can change the property using the property selector. You must be a Marketer or above at the property level to select the attribution settings.
3. Click Key events attribution.
4. In the Reporting attribution model section, choose from one of these attribution models:
   • Paid and organic channels:
     • Data-driven (recommended): Distributes credit based on data for each key event. The attribution model is different from the other attribution models because it uses your account's data to calculate the actual contribution of each click interaction.
     • Last click: Ignores direct traffic and gives all credit to the last interaction before the customer completed the important interaction.
   • Google paid channels:
     • Last click: Gives all credit to the last Google Ads channel that the customer clicked before the customer completed the important interaction. If there is no Google Ads click, the attribution model falls back to Paid and organic last click.
5. Click Save.