Google AnalyticsWeb AnalyticsAttribution Modelling
Attribution modelling assigns credit for conversions to the marketing channels and touchpoints that contributed to them within Google Analytics. It evaluates how different models - last-click, first-click, linear, time-decay, and data-driven - change the perceived value of each channel in your acquisition mix.
Google Analytics metric
Attribution modelling assigns credit for conversions to the marketing channels and touchpoints that contributed to them within Google Analytics. It evaluates how different models - last-click, first-click, linear, time-decay, and data-driven - change the perceived value of each channel in your acquisition mix.
Full guide: definition, formula, and benchmarksWhy Attribution Modelling matters for Google Analytics users
GA4 defaults to data-driven attribution, but most teams never examine how different models change their understanding of channel value. A channel that appears weak under last-click attribution may be essential for initiating customer journeys under first-click or linear models.
Mapping attribution models into your metric tree connects channel credit to downstream revenue and retention data from your warehouse. This reveals the true contribution of each channel to business outcomes, enabling investment decisions based on full-journey value rather than last-touch convenience.
Driver
Conversion rate
Outcome · 58% contribution
Revenue
Understand and act on Attribution Modelling with KPI Tree
KPI Tree connects attribution data from your warehouse and maps channel contribution under different models into your metric tree. Compare models side by side to understand how credit shifts.
Assign RACI ownership to your marketing analytics lead. Set alerts when channel attribution shifts significantly and track budget reallocation decisions tied to attribution evidence.
Get started with your Google Analytics data
MCPPull metrics from Google Analytics directly through the Model Context Protocol.
Connect your existing warehouse where Google Analytics data already lands.
Our professional services team can build you turn-key AI foundations in a matter of weeks. Data warehouse on Snowflake/BigQuery, ELT with Fivetran, all modelled in dbt with a semantic layer.
Related Google Analytics metrics Ready to add to your trees.
Traffic Source Analysis
Web AnalyticsTraffic source analysis examines how different acquisition channels - organic search, paid search, direct, referral, social, and email - contribute to sessions, engagement, and conversions in Google Analytics. It evaluates channel quality beyond volume by connecting source-level metrics to downstream outcomes.
View metricCampaign Performance ROI
Web AnalyticsCampaign ROI = ((Campaign Revenue - Campaign Cost) / Campaign Cost) x 100
Campaign performance ROI measures the return on investment for marketing campaigns tracked in Google Analytics by comparing attributed revenue or conversion value against campaign costs. It evaluates the financial effectiveness of campaigns across all channels - paid, email, social, and referral.
View metricConversion Rate
Web AnalyticsConversion Rate = (Conversions / Sessions) x 100
Conversion rate measures the percentage of Google Analytics sessions or users that complete a defined conversion event - such as a purchase, signup, form submission, or key feature interaction. It quantifies how effectively your website turns visitors into customers or leads.
View metricUser Acquisition Cost
Web AnalyticsUser Acquisition Cost = Total Marketing Spend / New Users Acquired
User acquisition cost measures the average cost to acquire a new user to your website by combining Google Analytics traffic data with marketing spend data. It calculates the cost per new visitor or per converting user across channels to evaluate acquisition efficiency.
View metricFunnel Analysis
Web AnalyticsFunnel analysis tracks user progression through defined conversion paths in Google Analytics - from initial landing through intermediate steps to final conversion. It identifies where users drop off at each stage, quantifying the conversion loss at every step and revealing the most impactful optimisation opportunities.
View metricExplore Attribution Modelling across integrations
All Google Analytics metrics
Audience SegmentationBounce RateCampaign Performance ROICohort AnalysisContent Performance AnalysisConversion RateCustom Event Conversion RateEvent Tracking RateExit RateFunnel AnalysisGeographic PerformanceGoal Completion RateMobile vs Desktop PerformanceNew User RatePage Load Time ImpactPages per SessionReal-Time MonitoringReturn Visitor RateSearch Query PerformanceSession DurationTime-Based Trend AnalysisTraffic Source AnalysisUser Acquisition CostUser Flow AnalysisEmpower your team to understand and act on Google Analytics data
Map what drives your metrics, measure progress at any grain, prove what works statistically, and deliver personalised action plans to every team member.
