In GA4, it is recommended to wait at least 12 days before analyzing conversion attribution data to get the most accurate picture of channel performance. This delay is necessary because attributed conversion data can be updated for up to 12 days **after the conversion event is recorded.
Example Scenario
Suppose you are analyzing GA4 data on Monday, July 15, 2024, for a marketing campaign that started on Wednesday, July 10:
Initial View (July 15):
- 100 key events attributed to the campaign from July 10-14.
- $10,000 in revenue associated with these key events.
Updated View (July 27):
- 120 key events attributed to the campaign from July 10-14.
- $12,500 in revenue associated with these key events.
Reasons for Data Change
- Delayed User Actions: Some users who interacted with ads during July 10-14 may have taken several days to complete key events (e.g., purchases).
- GA4 Processing: GA4 continues processing and attributing these delayed key events to the appropriate channels and campaigns over the following 12 days.
Takeaway
For the most accurate data analysis, it is best to look at date ranges ending at least 12 days before the current date. This approach ensures that all delayed key events are accounted for, providing a more accurate assessment of campaign performance.
