Google Analytics – Cross-Channel Data-Driven Attribution

Sharon Muniz
March 11, 2022
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Google Analytics – Cross-Channel Data-Driven Attribution

Every new year brings new possibilities and flexibility, and 2022 is no different. On January 7th, 2022, Google launched its long-awaited Google Analytics update – the Cross Channel Data-Driven Attribution (DDA) model.

The release of the update brought great joy to analysts and advertisers. But what exactly is this update? How will users benefit from using it? Read on to find answers about Google’s new data-driven attribution model.

What Is Data-Driven Attribution?

For years, advertisers have had a difficult time tracking and optimizing their media across marketing channels. That’s because customers often take several steps and interact with several touchpoints before submitting a form, making a purchase, or completing a valuable action on a website.

But with the help of attribution modeling, advertisers can assign credit to the marketing touchpoints that occur along the customer journey, contributing to conversion. This way, they can direct their marketing efforts to touchpoints that drive more sales in the funnel, whether it is ads, landing pages, or PPC keywords.

The newly launched cross-channel data-driven attribution model presents advertisers with even more capabilities than previous-generation models. It uses machine learning end-to-end to allocate credit to each conversion based on the user’s account of historical data. Since it’s machine language-driven, the model can learn and adapt to changes in the performance of each touchpoint to deliver more accurate results.

Google says this attribution model will apply to all Google Analytics 4 properties within the advertising space and at the property level in attribution settings. It will help site managers and markets have a clear overview of allocated credit of each marketing channel in the Conversion paths, and Model Comparison reports.

Selecting data-driven attribution at the property level allows you to see attributed revenue and conversation in the conversion details reports and Explorations.

Pros of Cross Channel Data-Driven Attribution

The attribution model you select for your online business matters. But keep in mind that there are no one kind fits all scenarios. It’s a matter of trial and error until you find the one that meets your company’s needs. However, Google’s updated data-driven attribution presets you with benefits that you don’t want to miss out on. They include:

  • Site managers enjoy the ability to analyze and assign credit correctly across several marketing campaigns and channels.
  • Users get to enjoy great flexibility since they can change the attribution model, and reports will get adjusted continuously.
  • The model allows them to determine the impact of each touchpoint on the ultimate conversion.

Cons of Cross Channel Data-Driven Attribution

Like any other model, data-driven attribution comes with its own set of drawbacks, including:

  • It’s a new model, so there’s limited information on how it works.
  • The algorithm requires enough data to deliver accurate results.

Final Thoughts

Cross Channel Data-Driven attribution might still be new, but it’s much better than previous models. You will gain better visibility on the performance of each marketing platform, campaign, and tactic, and on how they contribute to conversion and overall sales. That’s why it’s the best model in Google Analytics today.


Google Analytics 4 updates include data-driven attribution, machine learning models to fill in measurement gaps and a Search Console integration


About the Author

Sharon Muniz

Sharon Muniz established her software development consulting firm in Reston, VA after 15 years of working in the software industry. NCN Technology helps clients implement best practices and software to drive their business to success. Ms. Muniz is skilled at strategic planning, business process management, technology evaluation, project and agile software development methodologies.

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