Attribution model

An attribution model is the rule or algorithm deciding which touchpoints receive credit for a conversion. Last-click models concentrate credit on the final eligible interaction, while data-driven models can distribute it across several interactions.[1] The model changes the allocation shown in reporting, not the contents of the order.

Select a model with the analysis question in mind: are you evaluating closing interactions or trying to understand a broader journey? Compare channel figures under consistent settings and document model changes. In GA4, reporting attribution affects relevant event-scoped traffic dimensions, whereas user- and session-scoped traffic dimensions are unaffected.[1] Apparently conflicting reports may therefore reflect different measurement scopes rather than an error in the sales total.