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Google Analytics 4: New Upgrade to cross-channel data-driven attribution

Kalinga Digital Marketing Devision

Google is aiming to replace Universal Analytics with Google Analytics 4, and release regular updates and developments.

From time to time Google expressed the importance of using GA4, to its users.

Google Analytics 4 on Update January 26th, 2022

At CyberBridge we use GA4 as our default Analytics tool (along with Universal Analytics), we got an email on the 20th Jan 20, 2022, and was intended for everyone who uses GA4 users. It is said that

“We’re reaching out because your Google Analytics 4 properties are now eligible for cross-channel data-driven attribution. “We’ll be upgrading your properties’ attribution settings to the data-driven attribution model on or after January 26, 2022. This change will apply to all of your Google Analytics 4 properties for reporting and measurement purposes.”

What is Attribution means in Google Analytics 4 (GA4)

In GA4, Attribution is defined as the act of allocating credit for conversions to different ads, clicks, and factors along users’ paths to completing a conversion.

Before conversion happens, customers are going through various marketing touchpoints.

Attribution models use different rules or data-driven algorithms. The objective of these rules and algorithms can be a rule, a set of rules, or a data-driven algorithm that determines how credit for conversions is assigned to touchpoints on conversion paths.

What is Cross Channel Data-Driven Attribution?

Google is rolling out this update to upgrade our GA4 properties to a cross-channel data-driven attribution model. Till now GA4 and Attribution models have used pre-decided rules for credit distribution to marketing touchpoints. For quite some time Google recommended using the Last Click attribution model. But the customer journey is way more complex.

As digital marketers, we are always faced with two universal problems. Those are “How to assign credit to these different touchpoints accurately?” and “which Attribution model should we use? / Which is the most accurate attribution model?”

Cross-channel data-driven attribution (DDA) was introduced on Nov 1, 2021, and it uses machine learning to allocate credit to each conversion.

Cross-channel attribution means collecting data about different marketing touchpoints your customers traveled through across different channels before making a conversion.

This can be organic search, Social, Email, Direct, etc…

Touchpoints and the conversion paths are different for each conversion. So this model will use your GA4 account’s previous data and will continuously upgrade and adapt based on the current performance.

The letter mentioned that “Compared with the last click model, data-driven attribution looks at the entire journey that leads a user to convert and allocates credit to each step in that journey.”

So Google is recommending we use this attribution in our reporting and measurements as default. If you don’t know how to set up Google Analytics, don’t worry read our step-by-step guide


From January 26th, 2022 onwards, Google will upgrade GA4 properties with a cross-channel data-driven model. That is a machine learning model that attributes credit for your conversions based on how people search for your business and interact with your ads.

Data-driven attribution models are the future of analytics. If you are not using Google Analytics 4 (GA4), we recommend you start using this property. Because machine learning models are the future. I hope you remember when Google announced the cancellation of expanded text ads on Google Ad platforms.

Sometimes it could be challenging and time-consuming to get used to these digital marketing analytic tools. Because these tools and technologies are constantly updating.

If you need any assistance in implementing these new analytical tools ( Google Analytics, Microsoft Clarity) let us know. We will get back to you in no time.

Google recently released a goals migration tool for importing your Universal Analytics goals to Google Analytics 4. Read this to know how to migrate eligible goals usefully.