This article is about Universal Analytics. If you are using the next generation of Google Analytics, refer to the Google Analytics 4 properties section of this help center.

Create an Attribution project

Attribution is currently released as a beta feature.

To get started with Attribution, you first need to create an Attribution project. A project is your access point for Attribution, and it is where you connect your Analytics account, property, view, and conversion types.

In this article:


  1. Link Google Ads and Google Analytics (when advertising with Google Ads or Search Ads 360)
    Attribution allows you to view metrics associated with Google Ads clicks within Google Analytics. If you advertise with Google Ads or Search Ads 360, linking your Google Analytics and Google Ads accounts is required for Attribution. 
  2. Identify or add a view to be used specifically for Attribution
    For easier implementation and consistency across reporting, we recommend linking your primary Google Analytics view to Attribution. If your primary view doesn't meet the following requirements, then you need to update or create a new view that meets these requirements.
    • User-ID views are not supported in Attribution. This only applies to User-ID enabled properties.
    • Views that use filters that strip the URL parameters can't be used for Attribution.
    • Views on Roll-up Properties also can't be used for Attribution.
  3. Configure goals and/or enable Ecommerce tracking for the Attribution view (from the previous step)
    We recommend using Enhanced Ecommerce tracking, but you can also use Standard Ecommerce tracking. You must tag your property with the ec.js plugin after you've deployed the analytics.js snippet to use Enhanced Ecommerce.
  4. Set up consistent URL parameters across all paid media channels

Create an Attribution project

Note: You must have account-level edit permission to create an Attribution project.
  1. Go to
    You can also access this from the Attribution project list by clicking New project.
  2. Click Get started.
  3. In the Connect to your Analytics property section, select the account, property and view you would like to connect. Note: You can only select one to get started, but you can add more later.
  4. Click Next.
  5. In the Enable conversion types section, click Select conversion types, and select one or more conversion types. Note: You can add more conversion types later. 
  6. Click Save.
  7. Click Complete setup to finish creating your Attribution project.

Attribution will now start collecting your data. (Historical data is not available.)

Within two weeks of becoming eligible for data-driven attribution, your reports will start displaying results based on a preliminary Data-driven model. Within approximately 30 days, your reports will display robust data based on a complete training window. 

You can edit your project configuration at any time.

Attribution on multiple properties

Attribution in Google Analytics allows you to calculate attributed conversions for multiple properties in the same Google Analytics account. If you have goals and/or ecommerce transactions defined in multiple properties, you may choose to organize these in the same or distinct Attribution projects. This decision has implications for user management, reporting, and export to Google Ads.

Connecting more than one property to a single Attribution project

From the Configure section of an existing Attribution project, you can connect additional properties. This is best if you wish to see Attribution results summed up across multiple conversion types that span multiple properties. However, this setup won't allow you to give different users permission to see Attribution results for one property and not others. Note that models are trained and credit is attributed for each goal individually—not across properties.

If you are part of the bidding beta, you should also consider that a Google Ads account can only receive credit from one Attribution project. Thus, if conversion types in your Conversions column are defined in distinct Google Analytics properties, those properties must be grouped in a single Attribution project to be used in Google Ads.

Separating attribution results for different properties in different Attribution projects

You can create up to 25 Attribution projects. Each project can contain Attribution results for one or more properties. Each Attribution project can have different user permissions, which means that you can control different groups of users who have access to attribution results in different Attribution projects. However, this setup won't allow you to sum Attribution results across projects (unless you export results to CSV and combine them manually).

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