The previous version of GA, widely known as Universal Analytics 360 is based on the last non-direct click attribution model, by default. It provides an option to choose different models but temporarily within multi-channel funnel reports and reflects on just those reports. On the other side, GA4’s default model is data-driven (I know pretty exciting) but it also provides an enhanced feature where you can change the model from Property Settings. And you guessed it right, the impact will be seen on all the reports. This will ensure deeper and actionable insights since all your conversions and revenue reports will now be based on the model most apt for your business.
20 November, 2022