In the first part of our series, we explored the foundational aspects of GA4’s reporting layout, including the Reports Snapshot, Realtime report, and User Library Collections.
Can you believe it’s been just over six months since the sunsetting of Universal Analytics (UA)? Transitioning to Google Analytics 4 (GA4) can be challenging, especially considering key differences like GA4’s event-based data model compared to UA’s session-based model, and the emphasis on user privacy and data streams in GA4.
Google has recently shifted away from rules-based attribution toward data-driven attribution in both GA4 and Google Ads. This shift was done to move toward a more accurate measurement of how different channels gain attribution. This post is the first of a multi-part blog post series that attempts to, in a simple and clear way, help you better understand Google’s approach to data-driven attribution modeling.