(Video) Attribution modelling and reporting in GA4 explained

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.

To find out how Lynchpin can help

About the author

Kevin Thomson

After graduating in 2001 with a degree in Computing Science, Kevin started his career as a software developer before branching into Digital Marketing and eventually specialising in Analytics – where he has experience working both client and agency-side.

In the last two years of his almost five years at Lynchpin, Kevin's primary role has been implementing new GA4 platforms for clients and migrating GA3 platforms to GA4. Beyond this, Kevin’s breadth and depth of experience allows him to cover reporting, engineering, and much more across the Lynchpin team.

Outside work, you will find Kevin making sourdough bread, walking his adorable Cocker Spaniel called Luna, running, making music, and looking after his three children.

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