Every day, your website visitors take different paths before converting - whether that's making a purchase, signing up for a newsletter, or filling out a contact form. But which marketing channels truly drive these conversions?
In this guide, we'll show you how to:
Analyze channel attribution data in Google Analytics 4
Extract meaningful insights from the Attribution Paths report
Answer 5 key questions that will strengthen your marketing strategy
Let's dive into how your different marketing channels work together to drive results!
How to Access Channel Attribution Report in Google Analytics 4:
Login to your Google Analytics account
Navigate to Advertising (left-hand-side menu)
Select Attribution paths (under Attribution)
Select the Conversion Event to use for the report and click Apply.
Select your most important KPI or your hard KPI.
Understanding GA4's Channel Attribution Report: A Complete Guide
Understanding Default Channel Groups Column
The Default Channel Group column shows how users interact with your website before converting. Here's what the data means:
Single Channel Attribution Examples
Direct Traffic Only (Example)
Pattern: Direct (100%)
Meaning: Users visited directly and purchased, no other channel was involved
Attribution: 100% to Direct traffic
Multiple Same-Channel Visits (Example)
Pattern: Organic Search x 3 (100%)
Meaning: Users visited through Organic Search 3 times before buying
Attribution: 100% to Organic Search
Multi-Channel Attribution Examples
Two-Channel Journey (Example)
Pattern: Organic Search x 15 (0%) → Referral x 4 (100%)
Meaning: Users visited 15 times through Organic Search, then 4 times through Referrals
Attribution: 100% to referral (last touch)
Three-Channel Journey (Example)
Pattern: Referral x 4 (0%) → Organic Search x 5 (50%) → Direct x 5 (50%)
Meaning: Users visited 4 times through referrals, then 5 times through Organic Search and then 5 times directly
Attribution: 50% to Organic Search and 50% to Direct
Understanding Days to Key Event Column
Days to Key Event
Shows average time users take to convert
Example: 4.75 days means users typically convert within 4-5 days
Helps optimize remarketing timeframes
Understanding Days to Key Event Column
Touchpoints to Key Event Column
Shows number of visits before conversion
Example: 4.27 touchpoints means users typically visit 4 times before converting
Helps understand customer journey complexity
Channel Attribution Questions to Ask:
1. Which channels initiate customer journeys?
Why it matters:
Reveals where customers first discover you
Helps identify top-of-funnel content effectiveness
Shows which channels build initial awareness
Guides early-stage marketing investments
Helps optimize first-touch content
2. Which channels assist conversions?
Why it matters:
Identifies crucial middle-funnel touchpoints
Shows which channels keep customers engaged
Reveals undervalued marketing channels
Helps prevent cutting important supporting channels
Guides content strategy for consideration stage
3. Which channels close conversions
Why it matters:
Shows where final decisions happen
Identifies most effective bottom-funnel content
Reveals which channels drive immediate action
Helps optimize conversion-focused campaigns
Guides allocation of conversion-focused budget
4. How long is your customer journey
Why it matters:
Helps set realistic campaign timelines
Shows if sales cycle is lengthening/shortening
Guides remarketing campaign duration
Helps align content with buying stages
Informs marketing budget planning periods
5. How many touchpoints occur before conversion?
Why it matters:
Shows complexity of customer decision process
Helps determine optimal marketing mix
Reveals need for multi-channel strategies
Guides frequency of marketing touches
Helps optimize cross-channel campaigns
Frequently Asked Questions on Channel Attribution Report in Google Analytics 4
What attribution models does GA4 offer?
GA4 provides two attribution models:
Last Click:
Gives 100% credit to final touchpoint
Simple but limited view
Data-Driven:
Uses AI to distribute credit
More sophisticated analysis
Considers all touchpoints
What is the Attribution Paths report?
This report shows:
Complete conversion journeys
How users move between channels
Time between touchpoints
Most common paths to purchase
Channel interactions before conversion
Can I export the Attribution paths report?
Yes! You can export the report in the following ways:
CSV format
Google Sheets
Comments