A guide to attribution models in GA4
GA4 attribution models don’t just report results — they influence them. See how model choice impacts marketing strategy, spend and perceived ROI.
Contributor
Dan Taylor's latest articles
How to effectively measure ecommerce using GA4
Google Analytics 4's event-based model can provide the metrics and track the customer behavior that will drive revenue.
How to use GA4 events to track and measure your KPIs
Google Analytics 4 events let you zoom in on the actions that move the needle for your business. Here’s how.
How to understand sessions in GA4
GA4 sessions work differently than in Universal Analytics. Learn the key differences and how session tracking affects attribution.
How to resolve unassigned traffic in GA4
Optimize your GA4 data by tackling unassigned traffic. Learn the causes, solutions and actionable steps to improve traffic attribution.