Google Analytics 4: Limits and future of attribution
Posted: Sun Jan 19, 2025 6:31 am
using the best low-cost tools that give us an attribution model that gives us the result we are looking for. We are redoing the implementation of analytics with the help of Flat101 and Google Analytics.”
“I don’t have any sales channel that has only one point of contact,” David explained. This is how Idoneo explained its need to optimize its attribution processes, something that has led them to explore different models until they found the one that best suited their business, which has a very extensive customer journey. “We were clear that the last click was going to be the first model we were going to use, but we soon evolved towards the first click. We also take into account what we call the primitive click, which is the first click that brought us the customer, even if it was three or four months before , ” explained David, who works with Zoho and Analytics to achieve the best results.
Carlo explained how he is working with Elogia using a Markov attribution model, which seeks to achieve a real vision of conversion for an NGO like Educo, which has channels as diverse as digital germany business email database telemarketing or street recruitment. “We trust the platforms we use, which have their own attribution systems, such as Facebook or Google, but the problem when you work with several is that the same conversions are attributed, which is why we work with Markov to get help in this field.”
The first of the more practical sessions: a practical introduction to what the latest version of Google Analytics 4 offers in conversion attribution for online businesses, as well as advantages, limitations and future challenges. All of this from the hand of Pablo Moratinos , Web Analytics Specialist at 3ymedia, who has already been on our podcast to give us some initial insights on the subject.
“I don’t have any sales channel that has only one point of contact,” David explained. This is how Idoneo explained its need to optimize its attribution processes, something that has led them to explore different models until they found the one that best suited their business, which has a very extensive customer journey. “We were clear that the last click was going to be the first model we were going to use, but we soon evolved towards the first click. We also take into account what we call the primitive click, which is the first click that brought us the customer, even if it was three or four months before , ” explained David, who works with Zoho and Analytics to achieve the best results.
Carlo explained how he is working with Elogia using a Markov attribution model, which seeks to achieve a real vision of conversion for an NGO like Educo, which has channels as diverse as digital germany business email database telemarketing or street recruitment. “We trust the platforms we use, which have their own attribution systems, such as Facebook or Google, but the problem when you work with several is that the same conversions are attributed, which is why we work with Markov to get help in this field.”
The first of the more practical sessions: a practical introduction to what the latest version of Google Analytics 4 offers in conversion attribution for online businesses, as well as advantages, limitations and future challenges. All of this from the hand of Pablo Moratinos , Web Analytics Specialist at 3ymedia, who has already been on our podcast to give us some initial insights on the subject.