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allows you to control how credit for a conversion is given to the marketing channels that led to the action taking place. Google Analytics provides a variety of attribution models in the ‘Advertising’ reports, and you can set the default attribution reports using the ‘Attribution Settings’ by navigating to ‘Admin’. Attribution considers the channels (and traffic sources) used across multiple sessions for a user. (The Ultimate Google Analytics Glossary – 2022 Edition – Loves Data) You can set the amount of historical data in the reports using the lookback window.

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