Attribution Modelling : Flashcard

Front

How does GA4’s data-driven attribution (DDA) model assign conversion credit compared to Last Click? A) It assigns full credit to the last touchpoint, B) It distributes credit based on the probability of conversion influenced by each interaction, C) It gives equal credit to all touchpoints before conversion, D) It only considers paid media touchpoints

Back

It distributes credit based on the probability of conversion influenced by each interaction.

Front

In GA4, how does the Attribution Model impact historical data in standard reports?

Back

The attribution model applies retroactively to all historical data.

Front

Which of the following is TRUE about the lookback window in GA4’s attribution settings? A) It is fixed at 30 days and cannot be changed B) It allows customization between 30 and 90 days for conversions C) It only applies to cross-channel models, not paid media models D) It considers only direct and paid traffic sources

Back

It allows customization between 30 and 90 days for conversions.

Front

If a user follows this path before converting, which channel gets 100% credit under the "Paid & Organic Last Click" model?
Path: Organic Search > Display > Social > Paid Search

Back

Paid Search

Front

A user goes through the following path before converting. Which channel gets 100% credit under the "Paid & Organic Last Click" model?
Path: Paid Social > Organic Search > Direct

Back

Organic Search

Front

If a user follows this conversion path, which channel gets 100% credit under the "Google Paid Last Click" model?
Path: Email > Organic Search > Affiliate > Direct

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Affiliate gets 100% credit

Front

If a business relies only on Google Ads for traffic, which attribution model should they use for the most relevant insights?

Back

Google Paid Channels Last Click

Front

Which of the following statements is TRUE about GA4 attribution models? "Google Paid Channels Last Click" is the default attribution model in GA4, "Data-Driven Attribution" is a rule-based model that assigns equal weight to all touchpoints, "Google Paid Channels Last Click" considers only Google Ads interactions before conversion, "Paid and Organic Last Click" ignores organic traffic sources

Back

"Google Paid Channels Last Click" considers only Google Ads interactions before conversion

Front

Which of the following best describes how the "Paid and Organic Last Click" model works? Assigns credit only to paid touchpoints, Assigns credit only to the last Google Paid interaction, Gives 100% credit to the last paid or organic touchpoint before conversion, Distributes credit evenly among all paid and organic touchpoints

Back

Gives 100% credit to the last paid or organic touchpoint before conversion

Front

Which type of GA4 traffic dimension is affected by changing the reporting attribution model? Options: User-scoped traffic dimensions, Session-scoped traffic dimensions, Event-scoped traffic dimensions, All of the above

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Event-scoped traffic dimensions