GA4 Gets Data-driven Attribution, Behavioral And Conversion Modeling And More

Google is launching additional capabilities in Google Analytics 4, including an improved Search integration and smarter attribution to give you the insights you need to optimize performance across all of your marketing channels. Some highlights include:

With the new Search Console integration, you’ll be able to understand the role that organic Search plays in driving traffic to and engagement on your site relative to other marketing channels like Search ads, email, or social.

Google’s data-driven attribution models give you a better understanding of how all of your marketing activities collectively influence your conversions, so you don’t over or undervalue a single channel.

They are bringing a few new modeling capabilities to Google Analytics 4. First, conversion modeling is now used in attribution reports, the Conversions report, and Explorations to identify where conversions have come from and allocate them to the right Google and non-Google channels, such as Search ads, email, or paid social.

Behavioral modeling will soon be supported in reporting. Behavioral modeling uses rigorously tested and validated machine learning to fill gaps in behavioral data, like daily active users or average revenue per user.