This article is about Google Analytics 4 properties. If you're using a Universal Analytics property, refer to the Universal Analytics section of this help center.

[GA4] Select attribution settings

Choose the reporting attribution model and lookback window for your property.

Attribution is the act of assigning credit for conversions to different ads, clicks, and factors along a user's path to completing a conversion. If you're an admin on a Google Analytics 4 property, you can adjust 3 settings that affect attribution for your property: the reporting attribution model and the lookback windows for (1) acquisition conversion events and (2) all other conversion events.

In this article:

About reporting attribution model

An attribution model can be a rule, a set of rules, or a data-driven algorithm that determines how credit for conversions is assigned to touchpoints on conversion paths. The attribution models currently available in the Attribution settings include only last-click models: Cross-channel last click and Ads-preferred last click. Data-driven attribution and other rules-based models are coming soon. Learn more about attribution and attribution models

Use the Reporting attribution model section to select which attribution model you want to use to calculate conversion credit in your reports within your Analytics property. Changing the attribution model will apply to both historical and future data. These changes will be reflected in all reports that use event-scoped traffic dimensions, for example: Source, Medium, Campaign, and Default channel grouping. User and session scoped traffic dimensions--such as Session source or First user medium--are unaffected by changes to the reporting attribution model.

The Advertising > Attribution reports aren't affected by these settings. Any any user with with the Viewer role can adjust the attribution model within the Model comparison and Conversion paths reports.

About lookback window

Conversions can happen days or weeks after a person interacts with your ad. The lookback window determines how far back in time a touchpoint is eligible for attribution credit. For example, a 30-day lookback window will result in January 30th conversions being attributed only to touchpoints occurring from January 1-30.

The lookback window applies to all attribution models and all conversion types. Changes to the lookback window apply going forward and will be reflected in all reports within your Analytics property.

For Acquisition conversion events (first_open and first_visit), the default lookback window is 30 days. You can switch to 7 days if you have different attribution needs.

For all other conversion events, the default lookback window is 90 days. You can also choose 30 days or 60 days.

Select or update attribution settings

You need the Editor role on the account to select an attribution model and lookback window for the property.

  1. In Admin, make sure that you have the desired account and property selected.
  2. In the Property column, click Attribution Settings.
  3. Under Reporting attribution model, select your desired model from the drop-down.
  4. Under Lookback window, select the lookback windows for Acquisition conversion events and All other conversion events.
  5. Click Save.
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