Google Analytics Audit Test #

111

Attribution Model Set to Best-Practice Setting

Why It Matters:

Critical to understanding where your traffic is coming from and assigning appropriate credit.

Industries:

All

Checks For:

Accuracy

How accurate is your recent data?

Insight Category:

Attribution

Can you tell which marketing efforts are working?

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Background

A GA4 audit is essential for uncovering missing insights—key data points that organizations don't yet know and can act upon. A well-done audit evaluates both behavioral tracking and traffic attribution, ensuring each is accurate and useful. It also assesses whether the data collected truly supports business decisions and reporting.

Test Detail

This test checks whether the Google Analytics property is using an intentional, business-aligned attribution model for conversion reporting. Google Analytics allows marketers to choose how credit is assigned to different channels and touchpoints leading to a conversion.

If the attribution model is left on default (data-driven) without review—or if the business doesn’t understand what’s being used—it can result in:

  • Misinterpreting channel performance
  • Undervaluing upper- or mid-funnel efforts
  • Conflict with reporting in other platforms (like ad channels or CRMs)
  • Poor optimization decisions

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Google Analytics audit test results.

How to Conduct This Test

Basic Tests

  • In Google Analytics > Admin > Attribution Settings, check the Attribution model being used:
    • Data-driven (default)
    • Cross-channel last click
    • Cross-channel first click
    • Position-based
    • Time decay
    • Ads-preferred last click (Google Ads bias)
  • Consider whether this model aligns with your business goals:
    • Is last-click giving too much credit to brand search?
    • Is data-driven creating opaque results with low transparency?
  • In Google Analytics > Advertising > Conversion Paths, review how different models shift credit between sources
  • Compare attribution models in the Model Comparison report to understand how performance metrics change across channels

Automated, Free Audit

Not sure what your current attribution model is doing? Run our Instant Audit

Or hire a pro to match your attribution strategy to your growth goals.

How To Fix

  • Choose the attribution model that aligns with your funnel and goals:
    • Use first-click for lead gen efforts where discovery is key
    • Use position-based or time-decay if nurturing or retargeting are vital
    • Consider data-driven only if your Google Analytics property has sufficient volume and you understand its limitations
  • Document your chosen model and communicate it to stakeholders and other reporting tools
  • Use Model Comparison regularly to evaluate if your model still reflects reality as campaigns evolve
  • If needed, adjust conversion window settings to reflect your real buying cycle (e.g., from 30 to 90 days)
  • Hire a pro to audit your attribution model and help you make smarter decisions with the right credit assignment.

Tips from a Google Analytics Consultant

Focus on Insights

Every Google Analytics audit should result in a plan for more insights.

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An insight is:

  • something you don't know
  • and can act on to improve performance

The Goal

Identify and remove insight blockers. Don't get tempted to track things you can't act on!

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