GA4 attribution infographic: a podium splitting conversion credit across organic search, social, email and Google Ads, bars comparing data-driven and last-click models, a note on retired models, three lookback window figures and three steps.

Oct 5, 2026

GA4 Attribution Models Infographic: Who Gets the Credit

GA4 attribution explained: data-driven, paid and organic last click and Google paid channels last click, the retired models, and the lookback windows.

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<a href="https://searchinsider.io/infographics/ga4-attribution"><img src="https://searchinsider.io/research/ga4-attribution/ga4-attribution-infographic.png" alt="GA4 attribution infographic: a podium splitting conversion credit across organic search, social, email and Google Ads, bars comparing data-driven and last-click models, a note on retired models, three lookback window figures and three steps." style="max-width:680px;width:100%;height:auto;" /></a><p>Source: <a href="https://searchinsider.io/infographics/ga4-attribution">GA4 attribution models infographic</a> by Search Insider.</p>

How does GA4 give credit for a conversion?

The short answer: Most buyers touch several channels before they convert. Attribution decides which ones get the credit. GA4 uses data-driven attribution by default and now offers just three models.

Based on Google Analytics Help.

What it shows

Data-driven (default) uses your data to work out each click's contribution.
Paid and organic last click gives all credit to the last click, ignoring direct.
Google paid channels last click credits the last Google Ads click.
First click, linear, time decay and position-based were removed in November 2023.
Lookback: 90 days by default (30 or 60), 30 days for acquisition events (or 7).
Conversions can be reattributed for up to 7 days.

What to do

Default: Keep data-driven.
Comparing: Use last click for what closed, data-driven for what helped.

The walkthrough

What attribution models does GA4 offer?

GA4 has three attribution models: data-driven attribution, paid and organic last click, and Google paid channels last click ^[1]. Data-driven attribution is the default ^[2].

How does data-driven attribution work?

Data-driven attribution uses your account's data to calculate the actual contribution of each click interaction ^[1], instead of following a fixed rule.

How does last click attribution work in GA4?

Last click ignores direct traffic and gives all credit to the last interaction ^[3]. Google paid channels last click gives the credit to the last Google Ads click.

What happened to first click and linear attribution?

The first click, linear, time decay and position-based models are no longer available as of November 2023 ^[4].

What are GA4 lookback windows?

For acquisition key events such as first visits and first opens, the default lookback window is 30 days, with 7 days as an option. For other key events it is 90 days, with 30 or 60 days as options ^[5]. Conversions can be reattributed for up to 7 days after they happen ^[1].

Sources

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