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Watch the Video Tutorial:
How to Change the Attribution Model in Google Analytics 4
1) Navigate to Admin (bottom-left-hand-side)
2) Scroll down and under Data Display select Attribution settings
3) Choose one of the following Attribution models:
- Data Driven (Paid and organic channels)
- Last Click (Paid and organic channels)
- Last Click (Google paid channels)
4) Scroll down to customise the Click-through window for Key Events and Events
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Frequently Asked Questions on How to Change the Attribution Model in Google Analytics 4
How do I change the attribution model in GA4?
Go to Admin then Attribution Settings and choose your preferred attribution model for reports.
Does changing the attribution model affect historical data?
Yes, GA4 recalculates past attribution using your new model so reports update instantly.
Will changing the attribution model impact my tracking setup?
No, it only changes how credit is assigned in reports, not how events are collected.
How does the data-driven attribution model work in GA4?
It uses machine learning to distribute credit based on each channel’s actual impact on conversions.
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