You can use the Attribution analysis report with the Last Click model to understand customer conversion paths. It focuses on the last interaction before a conversion, presented through visual data and detailed metrics. This helps you assess campaign effectiveness and optimize your advertising strategies.
On this page
Access the report
To access the Attribution analysis report with the LC view:
- Sign in to Google Analytics .
- From the left menu, select Advertising.
- On the left, select Attribution analysis report.
- Under “Attribution Model”, select Last Click.
What's in the report
Conversion settings
- Attribution Model: When Google Analytics is selected you can change the attribution model and it will apply to the entire selected date range. When Google Ads is selected you can’t change the attribution model, it reflects the active setting used for each conversion. It may be different for the selected date range if the setting was changed during that time.
- Attribution timing: With “conversion time”, the report is based on when conversion occurred. This is helpful to review the trends over time and with “interaction time”, the report is based on when ad interactions occurred that led to a conversion. This is helpful to view recent conversion data and compare with Google Ads.
The Attribution analysis report presents 2 key components when you select the Last Click model:
- Bar charts: A double-bar chart that illustrates the relationship between assists and last touch conversions.
- Table view: A table that shows a detailed view of your conversion data with key metrics related to assists and last touch conversions.
Metrics included in the report
The metrics included in the Attribution analysis report Last Click model are:
- Assists: The count of interactions that happened before the final touchpoint in the conversion path.
- All conversions: The total number of times your users triggered a conversion action and what share of those events were attributed to the selected channel.
- Total revenue:The sum of revenue from purchases, subscriptions, and advertising (Purchase revenue plus Subscription revenue plus Ad revenue).
- Ads cost: The total amount you paid for your ads.
These metrics show you which ads users engage with at different points in their journey. For example, you can identify which campaigns have the highest number of assists compared to all conversions. This indicates that those campaigns are effective at the early stage of bringing a customer into the conversion path.
Dimensions included in the report
The Attribution analysis report supports the following traffic source dimensions :
- Source
- Medium
- Campaign
- Source / medium
- Default channel group (DCG)
- Custom channel group (CCG)
- Primary channel group (PCG)
