Google Analytics · Status at source date: Newsletter archive
GA4 adds a conversion attribution models report with selectable timing
Thomas Eccel has flagged a new GA4 Conversion Attribution Models report in beta. It shows how conversion credit is attributed across paid and organic channels and lets advertisers compare attribution models side by side.
What changed
The notable addition, absent from Universal Analytics, is the ability to select attribution timing: "by interaction time" attributes conversions to the click that happened in a given period, while "by conversion time" shows conversions that actually completed in that period, regardless of when the click occurred.
For accounts with long purchase cycles, the distinction matters, since a click in one month may convert in another, and the two views can tell very different stories about a period's performance.
Why it matters for advertisers
For you, this means analysts can read attribution either by when the click happened or when the conversion completed, which clarifies performance for longer sales cycles. Worth choosing the timing view deliberately in reports and being explicit about which one a given figure reflects.
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GA4 adds a conversion attribution models report with selectable timing
Thomas Eccel has flagged a new GA4 Conversion Attribution Models report in beta. It shows how conversion credit is attributed across paid and organic channels and lets advertisers compare attribution models side by side. The notable addition, absent from Universal Analytics, is the ability to select attribution timing: "by interaction time" attributes conversions to the click that happened in a given period, while "by conversion time" shows conversions that actually completed in that period, regardless of when the click occurred.
For accounts with long purchase cycles, the distinction matters, since a click in one month may convert in another, and the two views can tell very different stories about a period's performance.
For you, this means analysts can read attribution either by when the click happened or when the conversion completed, which clarifies performance for longer sales cycles. Worth choosing the timing view deliberately in reports and being explicit about which one a given figure reflects.
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