GA4 Attribution Models and Lookback Windows for Marketers
GA4 attribution explained: data-driven, paid and organic last click, Google paid channels last click, lookback windows and when each applies.
GA4 offers three attribution models: data-driven (the default), paid and organic last click, and Google paid channels last click. The model changes how key event credit is split across touchpoints, not how sessions are labelled. Choose one, document it, and avoid switching mid-quarter.
- Data-driven attribution uses your property's own converting and non-converting paths.
- Paid and organic last click gives 100% credit to the last non-direct click.
- Google paid channels last click credits the last Google Ads click when there is one.
- Lookback windows: 90 days by default for most key events (30 or 60 optional), 30 days for acquisition events (7 optional).
- Model changes apply going forward and to all linked Google Ads accounts.
Checked 4 November 2026 (CET) against Google Analytics Help and Google developer documentation. GA4 menus and limits change, so confirm in your own property. "Our view" marks MentionX opinion. Ledgerline is a fictional company used for illustration.
01Which model should a marketing team use?
| Situation | Model | Why |
|---|---|---|
| Mixed paid, organic and email, decent volume | Data-driven | Uses your own path data and credits assists |
| Low volume or need for a simple story | Paid and organic last click | Easy to explain and close to what channel reports show |
| Google Ads optimisation focus | Google paid channels last click | Avoids organic taking credit from Ads |
02Where to change it
Go to Admin → Data display → Attribution settings. Pick the reporting attribution model and the two lookback windows. Google notes that changes apply going forward, affect all linked Google Ads accounts and can take a few days to show.
03Where you see attributed numbers
- Advertising → Attribution → Model comparison (where available) to compare models.
- Advertising → Attribution paths to see touchpoint sequences before key events.
- Traffic acquisition reports use session-scoped last-click data, so they won't match model-attributed totals. That is expected.
Our view: attribution models answer "how to share credit", not "what caused growth". For AI visibility, pair GA4 with the approach in connecting AI visibility to pipeline and self-reported attribution.
Next: Consent mode v2: basic vs advanced. Or return to the GA4 for Marketers track.
04Common questions
Which attribution models does GA4 offer? Data-driven, Paid and organic last click, and Google paid channels last click. The older rule-based models such as linear are no longer offered.
What is the default lookback window? 90 days for most key events and 30 days for acquisition key events such as first_visit. You can shorten them in attribution settings.
Does the attribution model change channel reports? No. Traffic acquisition reports use last-click session data. The model affects key event credit in the Advertising section and in Google Ads.
Questions people ask
3 answersWhich attribution models does GA4 offer?
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Data-driven, Paid and organic last click, and Google paid channels last click. The older rule-based models such as linear are no longer offered.
What is the default lookback window?
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90 days for most key events and 30 days for acquisition key events such as first_visit. You can shorten them in attribution settings.
Does the attribution model change channel reports?
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No. Traffic acquisition reports use last-click session data. The model affects key event credit in the Advertising section and in Google Ads.
Sources
- Google Analytics Help, Get started with attributionsupport.google.com
- Google Analytics Help, Select attribution settingssupport.google.com
- All accessed 4 Nov 2026.