The article focuses on attribution tracking in Google Analytics 4 (GA4), highlighting its two primary methods: data-driven attribution and its reliance on previous user behavior, often favoring Google-owned channels. It discusses how discrepancies between GA4 and eCommerce platforms arise from technical errors, privacy regulations, and various consumer interactions. Despite these challenges, GA4 remains a popular tool due to its accessibility and resources. However, it prompts merchants to consider alternative attribution methods for more accurate insights into consumer behavior.
GA4 offers multiple attribution windows, depending on a business's sales cycle. Some products require no research and are typically purchased in minutes. Others need much consideration.
Technical errors, such as incorrect installation of pixels on Google or Meta ads, and mistakes with UTM parameters, lead to discrepancies in conversion attribution reports.
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