GA4 Advertising Reports: Conversion Paths, Attribution Models, and More

[@adderlyacevedo8232]

Wow, so well-explained! Thanks for such a great video, dude!

[@rooted-digital]

Hey! That’s super encouraging to hear. I’m glad it was helpful and I appreciate you taking the time to share this. Thanks. 🙌

[@matthewheath01]

Good video.

[@rooted-digital]

Glad you found it useful. Thanks for coming by to check it out.

[@brandonhuttsell]

Thank you for the video, really helpful. Do you know if the new GA4 attribution can be applied to individual pages similar to the old Universal Analytics 'page value' metric (ex. UA - Reports -> Behavior->Site Content->All Pages)? I'm trying to figure out the average value of how much a page has contributed to a conversion. I believe the old calculation was (Transaction Revenue + Total Goal Value) divided by (Unique Pageviews for the page). I see your example includes attribution for source, medium, campaign etc. But I'm looking for the attribution of the individual pages of the website

[@rooted-digital]

Hi Brandon, thanks for your question. I am with you in thinking the page value metric from UA was really helpful. I’m not aware of how to do it in GA4, unfortunately. Please do keep me posted if you find out a way to replicate it. If you’d be interested, you could be a guest blog instructor on the Root and Branch website to share your knowledge. I’d love to be able to have this function. Wish I had a simpler answer on this one. Best of luck to you. 😄

[@brandonhuttsell]

@@rooted-digital thank you for you reply. I will keep watching your content, good stuff

[@rooted-digital]

@@brandonhuttsell Thanks Brandon. And I'm totally serious about the offer in case you figure this out on your end and want to share. Have a great one!

[@ishita.vbhandari]

I was looking to learn about attribution models, Zack, and I knew I’d find it here on R&B 🔥 PS: I believe there have been some changes in attribution models quite recently. Do you have some info on those as well? I’d love to learn about those too.

[@rooted-digital]

You're right, Ishita. Unfortunately, Google has removed many of the attribution options. There are now just 3 left: Data-driven attribution (Google's "black box" where we don't know the rules exactly, but Google says it's tailored to each site) Paid and organic last click (previously called "Last Click"...it ignores direct traffic if the last click came from direct...and attributes all conversion credit to the last channel) Google paid channels last click (Prioritizes all conversion credit to Google Ads, regardless of where it is in the conversion journey. For example, let's say a visitor first came from Email, then Google Ads, then organic search. Google Ads gets 100% of the credit because everything else is ignored. PPC marketers love it! ;) If there are no Google Ads clicks, it defaults to working like the "Paid and organic last click" model. Here's the Google article as well... support.google.com/analytics/answer/10596866?hl=en

[@ishita.vbhandari]

@@rooted-digital thank you so much for all this info. I’ll surely give it a read! 🤩

[@dand4075]

I need to know which paid keywords ended up in my contact/inquiry page, and also from which country. Used to be a breeze with content drilldown. Help appreciated!

[@rooted-digital]

Good news and bad news. The good news is that if you use Explorations you can pull in custom dimensions (search for "Google ads" and you'll see "Google Ads keyword text", "Google Ads query", etc as dimensions you can access). If you don't have much experience with Explorations, this blog shows how to add your own dimensions and metrics to reports. You can add country there as well. The bad news is that I've seen the Google Ads data to be very limited / spotty on my side. Not sure if Google is intentionally holding back the level of granularity in an effort to continue to remove control from advertisers, but it's been frustrating for me. Hope you have better success. Best of luck!

[@mohammedtalili2431]

Thank you for this video

[@rooted-digital]

You're quite welcome. Hope it was useful for you!

[@evi5487]

The video is really nice and helped me understand. What i'm not sure about is when on the board it says for example paid shopping 25% (and it has a shape right next to it with) organic search x3 75%. I'm not sure on how to read this

[@rooted-digital]

I think you're talking about the Conversion Paths report, right? Around the 12:00 minute mark. For the example you gave, that would be a conversion path where your visitor converted after 4 visits to your site. 1 of the 4 was paid shopping (25%) and 3 of them were organic search (x3, 75%). If attribution is split equally across all visits, that is how credit would be split.

[@bernardozanette7845]

great great video

[@rooted-digital]

Thank you. I’m glad you found it useful. Cheers! 🙏✌️

[@JustinWilcke]

How do you show multi-path attribution in the first column?

[@rooted-digital]

Thanks for your patience. If you can give me the timestamp from the video of what you're referring to, I can see if I can help. *Note: Google recently changed some of these Advertising reports. But again, I'll check it out if you give me the time.

[@Xuper-Mall]

audio is very lowwww!. Thanks for the information. Couldn't understand your last few explanations.

[@rooted-digital]

Hey there. Thanks for letting me know. You are spot on that the audio isn't great. I've been recording at a higher volume now and hope that more recent videos are a bit better. Cheers!