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What is attribution in Google Analytics?


sinelogixtech

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An attribution model is a rule or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths. For example, the Last Interaction model in Analytics assigns 100% credit to the final touchpoints (i.e., clicks) that immediately precede sales or conversions. In contrast, the First Interaction model assigns 100% credit to touchpoints that initiate conversion paths.

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Google Attribution works by capturing all of the touch points involved in a sales conversion and then assigning credits to these touch-points according to their impact on a consumer’s purchase decision.

Google Attribution is a data-driven model that works by unifying data across multiple platforms such as AdWords, DoubleClick search and Google Analytics. It then generates results after running the model that you selected across different channels and devices.

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