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How To Change Your Google Analytics Attribution Model in GA4

January 13, 2022

By Sarah Burke
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One of the biggest changes to Google Analytics has arrived in 2022 – the ability to change your Google Analytics attribution models. This is a first for Google Analytics as this attribution model change will not just apply to a singular report, but will change the conversion credit in all reports in the Property. And, there is even more to celebrate as we now have the ability to change the lookback window across the entire property.

Previously, Google UA (GA3) skimmed the surface of this with the “Model Comparison Report”, but the attribution change was relegated to just that report. Now with Google Analytics 4, we can change the attribution model across ALL reports!

Before we begin, it is important to note that this is only for Google Analytics 4 – if you are looking to change attribution in Google Universal Analytics (UA) you are out of luck. Additionally, if you aren’t an admin or editor on the account, you won’t be able to make these changes.

How To Change The Reporting Attribution Model

To start, click on the Admin gear in the bottom left of the screen. Then, make sure you have the account and property that you’d like to change loaded up and look for “Attribution Settings” in the Property Navigation:

Once you are into the Attribution Settings section, you have two different options to change: “The Reporting Attribution Model” and “Lookback Window”. For the attribution models, you’ll see a simple dropdown menu for the options in your account. Google Analytics is currently recommending Data-driven attribution that uses conversion data models that are specific to your account.

Once selected, make sure that you save the change in the bottom left and you will now see your report data change to the new model in your Reports pane.

If you need more attribution customization, you can tweak the Lookback Window for Acquisition events and other conversion events. To change these, simply choose the window you’d like and hit save:

If you want to see this in action, I recorded a quick video showing the process and how you should see the reporting change once the change has been made:

Remember, accurate data is essential and if you need help setting up your account, there is no better day than today to get started with proper tracking. We’d love to help with your data & analytics needs.

Sarah Burke

Sarah Burke

Sarah is a Digital Marketing Manager at Cypress North, specializing in website tracking and analytics. She is Google Analytics Individually Qualified, and is also a Google Ads Certified Professional and Microsoft Advertising Accredited Professional.

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