Advertising and attribution

[GA4] Get started with advertising

You can use the Advertising section in your Google Analytics 4 property to get more insight into your most important user journeys. The reports in this section help you better understand the ROI of your media spend across all channels, make informed decisions about budget allocation, and evaluate attribution models.

In this article:

Before you begin

To view the reports in the Advertising section, you must link your Google Analytics 4 property to a Google advertising product.

To view advertiser reports, link your property to any of the following:

To view the Publisher ads report, link your property to any of the following:

About attribution and attribution models

Attribution is the act of assigning credit for important user actions to different ads, clicks, and factors along the user's path to completing the action.

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.

The attribution reports within the Advertising section give you a better understanding of how your advertising efforts work together to drive key event actions. These reports allow you to explore different rules-based attribution models and determine which one might work best for your business. Learn more Get started with attribution.

About the reports

After you link your Google Analytics 4 property to a Google advertising product, all users of your Google Analytics 4 property can access the Advertising section. Reports within the section look and function slightly differently compared to other Google Analytics 4 reports. The following reports are available in the Advertising section:

Use these reports to answer questions like:

  • What roles did referrals, searches, and ads play in key events?
  • How much time passed between a customer's initial interest and their purchase?
  • What are the most common paths customers take leading up to key events?

Select attribution settings

The Attribution settings page lets you choose how Google Analytics assigns credit to different ads, clicks, and other factors before users trigger key events and Google Ads web conversions.

To select attribution settings:

  1. Sign in to Google Analytics.
  2. In Admin, under Data display, click Attribution settings.
  3. Select these attribution settings:
  4. Click Save.

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