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Google Analytics 4 has launched new conversion attribution settings, providing marketers with enhanced insights into the return on investment (ROI) of their Google Ads campaigns. Here’s how it all works, from our Google Ads agency in Melbourne.

The latest update allows users to customise conversion attribution to either paid Google Ads campaigns or both paid and organic channels, offering marketers greater control over measuring the impact of their advertising efforts and optimising their understanding of ROI. 

What is attribution and why should you care about it? 

Attribution is the process of assigning credit to different marketing channels or touchpoints that contribute to a desired action or conversion, such as a purchase or sign-up.

It helps marketers and businesses understand the effectiveness and impact of their marketing efforts, enabling them to allocate resources and optimise strategies accordingly.

Attribution matters because it provides valuable insights into which marketing channels are driving conversions, allowing marketers to make data-driven decisions. By accurately attributing conversions, marketers can determine the ROI of specific campaigns, identify high-performing channels, and adjust their marketing mix to maximise results.

Attribution also helps in understanding the customer journey, revealing how different touchpoints work together and influencing the decision-making process. Ultimately, attribution empowers marketers to allocate their budget effectively, improve campaign performance, and achieve better overall marketing outcomes.

Adjusting your attribution settings

These attribution settings can be adjusted at any time, but it’s important to note that changes may take 2-3 days to reflect in Google Ads accounts as campaign data is reprocessed.

For businesses focused on evaluating the impact of their advertising spend, limiting conversion credit to paid Google Ads channels can provide a clearer view of ROI. This option allows them to isolate the effect of their advertising investments on web conversions and revenue, resulting in a more accurate assessment of their Google Ads campaigns’ effectiveness.

On the other hand, businesses and marketers interested in analysing the combined impact of paid and organic marketing efforts can continue using the default option. This default setting provides conversion credit to both paid and organic channels, giving a comprehensive view of the customer journey and how different marketing strategies contribute to driving conversions.

This new feature aligns with the increasing integration between Google Ads and Google Analytics 4. Marketers can now tailor conversion attribution to match their specific marketing priorities, providing valuable insights for data-driven businesses. 

How to customise your attribution settings in Google Analytics 4

To make changes to the attribution settings in Google Analytics 4, follow these steps:

1. Log in to your Google Analytics 4 account.
2. Navigate to the Admin section and select Attribution Settings.
3. Under the “Which channels are you able to assign credit for your web conversions imported into Google Ads?” section, choose either “Google Paid Channels” or “Paid and Organic Channels.”
4. Save your selection to apply the new attribution setting.

It is recommended that your Google Ads conversions and ROI metrics are monitored after implementing these changes to evaluate the impact of your selection accurately.

Remember that it may take a couple of days for the changes to be fully reflected in your Google Ads account as the campaign data is reprocessed.

Don’t forget about your lookback window 

The attribution process acknowledges that conversions may occur days or weeks after a person’s initial interaction with your advertisement. To determine which touchpoints receive attribution credit, the concept of a “lookback window” comes into play.

The lookback window establishes the timeframe within which touchpoints can be credited for conversions. For instance, if you have a 30-day lookback window, conversions that occur on April 30th will only attribute credit to touchpoints between April 1st and April 30th.

It’s important to note that the lookback window applies universally to all attribution models and conversion types. Any changes made to the lookback window will be implemented moving forward and will be reflected in all reports within your analytics property.

For Acquisition conversion events like “first_open” and “first_visit,” the default lookback window is set at 30 days. However, if your attribution requirements differ, you can switch to a 7-day lookback window.

On the other hand, for all other conversion events, the default lookback window extends to 90 days. Nevertheless, you also have the option to choose a 30-day or 60-day lookback window to align with your specific attribution needs.

Share with Google and earn credit!

The attribution settings in Google Analytics allow you to determine which channels can receive credit for conversions shared with Google Ads. You have two options to choose from:

• Google paid channels: By selecting this option, only Google Ads paid channels will be eligible to receive conversion credit. This attribution setting ensures that only conversions directly attributed to Google Ads paid campaigns will be considered.
• Paid and organic channels: This option allows both paid and organic channels to receive conversion credit. However, it’s important to note that only credit assigned to Google Ads channels will appear in your Google Ads accounts. This setting provides a comprehensive view, considering the combined impact of paid and organic marketing efforts.

When changing this attribution setting, it will apply to all linked Google Ads accounts and will affect the conversions you import into Google Ads for bidding and reporting. It may take a few days for these changes to be reflected in your Google Ads campaigns and reports. It’s worth mentioning that this setting does not impact reporting within Google Analytics 4, where the original attribution remains intact.

By leveraging these customisable conversion attribution settings in Google Analytics 4, marketers can gain better control and insights into the effectiveness of their Google Ads campaigns, allowing them to optimise their marketing strategies and drive improved results! 

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