Attribution in GA4 is fundamentally different to Universal Analytics, leaving some users confused with the numbers they’re seeing and how they’re getting them.

In the first of our new series, ‘Calling Kevin’, we call on our Senior Data Consultant, Kevin Thomson, to break down the host of changes to attribution in GA4.

  • What’s different?
  • Is everything now data-driven?
  • How do I know what GA4 is applying and where?

In this video, Kevin answers all of this with insight into GA4’s attribution settings, the new default attribution model, and a handy GA4 attribution model comparison.