Updates to Attribution Models in GA4

Google Analytics 4 (GA4) is set to enhance its attribution models over the next two weeks to improve the accuracy of conversion credit for paid search campaigns.

Currently, conversions that should be credited to paid search are sometimes incorrectly attributed to organic search, especially in single-page applications. This misattribution occurs when the ‘gclid’ parameter, which identifies the paid search click, does not persist across page views.

This update will refine how GA4 attributes conversions, ensuring campaign information is accurately captured on the first event of each page. If a user leaves the site and returns through a different channel, the attribution will be updated accordingly.

This change may result in an increase in conversions attributed to paid search, potentially impacting Ads campaign spending. It is strongly recommended to review and adjust budget caps as needed before this update takes effect.