[GA4] Compare data, change attribution models

Comparisons let you evaluate subsets of your data side by side. For example, you might compare all data generated by Android devices and all data generated by iOS devices.

In this context, comparisons take the place of segments and filters that you've used in Universal Analytics properties.

You create comparisons by creating conditions based on dimensions and dimension values, for example:


Dimension Example dimension values
Stream <stream ID>
Platform Android, iOS, Web
Country Argentina, Germany, Japan
Audience Any audience you have defined


Multiple values for the same condition are evaluated with OR logic, e.g., Platform = Android OR iOS; Country = Argentina OR Japan.

Multiple conditions within the same comparison are evaluated with AND logic, e.g., (Platform = Android OR iOS) AND (Country = Argentina OR Japan).

To add comparisons to a report:

  1. At the top of the report, click .
  2. Click + Add new comparison.
  3. Select Include or Exclude depending on whether you want the condition to include or exclude the data you define.
  4. Click in the Dimension field to select a dimension (e.g., Platform)
  5. Click in the Dimension Values field to select one or more dimension values (e.g., Android, iOS).
  6. Click Add new condition to select another dimension and values for that dimension.
  7. Click Apply.

Create a separate comparison for each set of data you want to compare, e.g., to compare app and web data, create one comparison for Android and iOS, and another comparison for Web.

A color-coded version of the data appears for each comparison.

Comparison definitions appear at the top of your reports, and remain in effect as you switch reports unless they are not applicable to the data in the report.

To dismiss a comparison, click X to the right of the definition.


If a report doesn't support a condition (e.g., the report doesn't include one of the dimensions), then a blank card appears for that comparison. In this case, choose different dimensions for the condition or remove the condition. This is most likely to occur in the Realtime report.

Not all dimension values may be available. Some dimensions are not allowed to be excluded, while others are not available due to your configuration.

Attribution models

You can apply one of four attribution models to a report:

  • Cross-channel last click: Analytics looks at clicks from all sources and attributes the conversion to the last click.
  • Cross-channel last engagement: Analytics attributes the conversion to the last click, or to an ad impression if there is no recent click.
  • Google Ads preferred last click: Analytics attributes the conversion to Google Ads whether or not there is a click from another source.
  • Google Ads preferred last engagement: Analytics attributes the conversion to Google Ads whether or not there is a click or ad impression from another source.

When you select a new attribution model, the list of secondary dimensions changes. The new attribution model applies to all reports.

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