A major change in GA4 that may raise questions

Just a few days ago, Google notified users with GA4 accounts of something that may raise questions among clients with digital projects, as it will have an impact on measurement.

At MioGroup, we’d like to offer you expert advice, explain what this new update entails, and answer any questions you may have about your project.

If you have a Google Analytics GA4 property, Google is going to make a major change.

Google has announced that starting today, January 26, 2022, the default attribution model will shift from last-click to data-driven attribution. In other words, this change will affect how you track your metrics, and as a result, you may see changes in your data. However, keep in mind that you can revert to the previous setting if you wish. Let’s address a few questions:

• Does this have any impact on Universal Analytics features?

The answer is no. This change only affects GA4, so if you don’t use these properties for analytics, you don’t have to worry about anything.

• What does the change to GA4 properties entail?

GA4 now allows you to change the attribution model across all reports, even retroactively. Until now, it was configured to use the same attribution model as in Universal Analytics, but starting today, the data-driven model will be enabled by default—that is, an analysis of actual data based on an artificial intelligence algorithm that determines, on a case-by-case basis, which attribution is most accurate.

• What data will be affected?

All GA4 reports will switch to this model, so you’ll notice changes in all of them. This is especially important for conversion attribution.

• Will historical data be affected?

Yes. The change is retroactive and applies to all GA4 data. This means that if you compare periods before and after the change, you’ll be using consistent data. However, if you go back and look at data you had previously extracted starting today, you may see differences for the same time period.

• Can I avoid this change?

You can’t prevent it, but you can undo it so that there’s no impact on the account. To change the attribution model, go to the Google Analytics admin menu and, in the ” Property” column, select Attribution Settings from the drop-down menu and select the Last Click model again.

Here’s what I mean:

So, as experts in data and analytics, if you’re working on a digital project and need advice, we’re here to help.

Óscar García
Data Technical Analyst

MIO Consulting (MioGroup)