From the course: Advanced Google Analytics 4 (GA4)

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GA4 attribution: First user vs. session

GA4 attribution: First user vs. session - Google Analytics Tutorial

From the course: Advanced Google Analytics 4 (GA4)

GA4 attribution: First user vs. session

- Attribution is the idea that when someone comes to your website, you would know how they got there, organic search, in their websites, social media and so on, and therefore be able to measure the impact that channel is having on your overall marketing success. But how is attribution actually determined? In this lesson, I'm going to help you understand how attribution works. When you open up GA4 and take a look at the acquisition reports, you'll see a helpful column for key events. So in theory, you'd think that if a key event is recorded, that means a visitor came in via that channel and completed a key event. However, in the real world, people do all sorts of things before they actually complete key events. They'll leave tabs open, they'll visit your site first on their cell phone, and then by later on their laptop. They'll use privacy focused browsers that make it look like they're a brand new visitor every time they visit, even if they aren't, and they use ad blockers so they…

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