Marketing Attribution Reporting Guide
Understand marketing attribution and create reports that show true campaign impact. Learn attribution models and reporting strategies.
Marketing Attribution Explained
Attribution determines which marketing touchpoints deserve credit for conversions. Proper attribution reveals what's really driving results.
Attribution Models
Last Click: All credit to the final touchpoint. Simple but incomplete.
First Click: Credit to the first interaction. Shows what drives awareness.
Linear: Equal credit to all touchpoints. Fair but may not reflect reality.
Time Decay: More credit to recent touchpoints. Reflects the customer journey.
Data-Driven: Uses machine learning to assign credit. Most accurate but requires data.
GA4 Attribution
GA4 uses data-driven attribution by default. It analyzes conversion paths to determine credit distribution.
Attribution Reporting
Show conversion paths, compare attribution models, analyze channel performance, and identify assist interactions.
Multi-Touch Attribution
Track the full customer journey across channels and devices. Understand how touchpoints work together.
Challenges and Solutions
- Cross-device tracking: Use User-ID
- Offline conversions: Import conversion data
- Long sales cycles: Extend lookback windows
- Data accuracy: Implement proper tracking