Change attribution model ga4 conversion paths report

[shaownhasan]

Change the attribution model
Conversion attribution is a complex and highly debated topic . There is not one single model or tracking method that is 100% correct.

In the past, GA, gave users the choice to pick from different attribution models. But nowadays, there are only two models available in GA4.

The data-driven attribution model is the default in GA4. It uses AI to fill in data gaps and assign conversions to a channel based on a lot of data from users, current converters, and so on.

The last click model is the one that is used by Google engineer data Ads. It can skew conversion data in favor of Google Ads.

It is as if GA is doing its very best to assign as much conversions as possible to Google Ads

It’s wise to keep that in mind when making big decisions about your marketing budget. The same goes for any advertising platform that shows you data about your conversions.

How to see the Conversion Paths in GA4 per campaign, source and medium?
The GA4 Conversion Paths report doesn’t only contain data about channels. You can also dive deeper by

Clicking on the arrow next to “Primary channel group”
Then choose your custom default channel group, with, for example, QR codes. Or to source, medium or campaign.
Primary dimension conversion paths report
If you select campaigns, they will most probably show up in different conversion paths, as in the screenshot below: