You can use the Attribution analysis report with the Data Driven Attribution (DDA) model to understand how marketing touchpoints contribute to conversions. This report helps you identify the value of each interaction so you can optimize advertising spend and improve campaign effectiveness.
On this page
Access the report
To access the Attribution analysis report with the DDA view:
- Sign in to Google Analytics.
- From the left menu, select Advertising.
- On the left, select Attribution analysis report.
- Under “Attribution Model”, select Data Driven Attribution (DDA).
What's in the report
Conversion settings
- Attribution Model: When Google Analytics is selected you can change the attribution model and it will apply to the entire selected date range. When Google Ads is selected you can’t change the attribution model, it reflects the active setting used for each conversion. It may be different for the selected date range if the setting was changed during that time.
- Attribution timing: With “conversion time”, the report is based on when conversion occurred. This is helpful to review the trends over time and with “interaction time”, the report is based on when ad interactions occurred that led to a conversion. This is helpful to view recent conversion data and compare with Google Ads.
Understand the Data Driven Attribution view
The Attribution analysis report presents 2 key components when you select the DDA model:
- Early/mid/late view: A visual breakdown of DDA credits categorized by early, mid, and late stages for the top 5 traffic source dimensions. Single touchpoints are separated for distinct analysis.
- Table view: A detailed table that shows the data for conversion attribution across all touchpoints.
Metrics included in the report
The DDA model assigns credit to touchpoints based on its impact on conversion probability. The credit metrics in the report are:
- Single touchpoint (credit): The total DDA credit assigned to Single touchpoints (direct).
- Early touchpoint (credit): The total DDA credit assigned to interactions occurring at the first 25% of a multi-touch conversion path.
- Mid touchpoint (credit): The total DDA credit assigned to interactions occurring in the middle of a multi-touch conversion path.
- Late touchpoint (credit): The total DDA credit assigned to interactions occurring towards the last 25% of a multi-touch conversion path.
- All conversions: The total number of times your users triggered a conversion action and what share of those events were attributed to the selected channel.
These metrics help you understand how converting users engage with your ads. For example, you can use the single touchpoint metric to identify which traffic source performs best for users who convert from a single interaction. Then, compare it to the multiple touchpoint metrics to see how ads perform when they are part of a series of interactions leading to a conversion.
Dimensions included in the report
The Attribution analysis report supports the following traffic source dimensions:
- Source
- Medium
- Campaign
- Source / medium
- Default channel group (DCG)
- Custom channel group (CCG)
- Primary channel group (PCG)