The attribution models in GA4 are being updated over the next two weeks to enhance the accuracy of conversion credit for paid search campaigns. Presently, conversions that should be attributed to paid search are sometimes incorrectly attributed to organic search, particularly in single-page applications. This issue arises when the 'gclid' parameter, which identifies the paid search click, does not persist across page views.
Key Changes
- Improved Attribution: Conversions will now be more accurately attributed to the correct campaign by capturing campaign information on the first event of each page.
- Dynamic Attribution: If a user leaves the site and returns through a different channel, the attribution will update accordingly.
Potential Impacts
- Increased Paid Search Conversions: The number of conversions attributed to paid search may increase.
- Budget Implications: This change could affect Ads campaign spending, so it is recommended to review and adjust budget caps as necessary before the update takes effect.
Expert Opinion
Josh highlights that the new attribution model will likely shift some organic search credit to paid search, potentially leading to increased spending on campaigns if budget caps are not in place. In other words, more paid search attribution.
Meme Credit: Josh
