Google Attribution Project Setup Stages

In December 2019, Google rolled out the Google Attribution Project.  The project aims to show the difference in various attribution models through Google Analytics. At first, random properties are being added before users will have the opportunity to add multiple properties and see differences in attribution models.

The setup takes 72 hours and it can take up to 30 days before data completely populates.

Google Attribution Beta

Google Attribution Project – Prerequisites


  1. To start setting up the Google attribution Project, you will first need to Link Google Ads and Google Analytics
    Attribution allows you to view metrics associated with Google Ads clicks within Google Analytics. Linking your Google Analytics and Google Ads accounts is required for Attribution.
  2. Identify or add a view to be used specifically for Attribution
    For easier implementation and consistency across reporting, we recommend linking your primary Google Analytics view to Attribution. If your primary view doesn’t meet the following requirements, then you need to update or create a new view that meets these requirements.

    • User-ID views are not supported in Attribution. This only applies to User-ID enabled properties.
    • Views that use filters that strip the URL parameters can’t be used for Attribution.
    • Views on Roll-up Properties also can’t be used for Attribution.
  3. Configure goals and/or enable Ecommerce tracking for the Attribution view (from the previous step)
    We recommend using Enhanced Ecommerce tracking, but you can also use Standard Ecommerce tracking. You must tag your property with the ec.js plugin after you’ve deployed the analytics.js snippet to use Enhanced Ecommerce.
  4. Set up consistent URL parameters across all paid media channels

Google Attribution Project – Attribution Options


Google Attribution Project Setup


The Google Attribution project setup collects data for the first 3 days.  After the initial data collection period of 72 hours, data will slowly start to roll in.  After 30 days you can expect to see full reporting.

Google Attribution Project Users and Properties

Google-attribution-Project-connect properties

Google Attribution on multiple properties

Attribution in Google Analytics allows you to calculate attributed conversions for multiple properties in the same Google Analytics account. If you have goals and/or ecommerce transactions defined in multiple properties, you may choose to organize these in the same or distinct Attribution project. This decision has implications for user management, reporting, and export to Google Ads.

Connecting Multiple Properties to a Single Attribution project

From the Configure section of an existing Attribution project, you can connect additional properties. This is best if you wish to see Attribution results summed up across multiple conversion types that span multiple properties. However, this setup won’t allow you to give different users permission to see Attribution results for one property and not others. Note that models are trained and credit is attributed for each goal individually—not across properties.

If you are part of the bidding beta, you should also consider that a Google Ads account can only receive credit from one Attribution project. Thus, if conversion types in your Conversions column are defined in distinct Google Analytics properties, those properties must be grouped in a single Attribution project to be used for all conversion types in Google Ads.

How many different properties can you setup Attribution Projects for?

Google Attribution Projects

Google says that you can create up to 50 Attribution projects. Each project can contain Attribution results for one or more properties. Each Attribution project can have different user permissions, and thus you can control different groups of users who have access to attribution results in different Attribution projects. However, this setup won’t allow you to sum Attribution results across projects (unless you export results to CSV and combine them manually).

The Google attribution Project interface comes with easily modifiable settings to add on additional users for projects or additional properties.  This will be very useful for larger agencies that manage tens or hundreds of accounts.

Google Attribution – Model Comparison

Google attribution Model Comparison

After you are running you will start to see the data flow through.  On our sample account, we see the model comparison of the Attribution report highlighting the conversions that have come through for Organic and Display Traffic so far.  Currently, Last Click Attribution is selected, but when more data is available we will be able to see the differences in  the following Potential Models (non-direct)

Conversion Models for Analytics


First click 

Last click



Time decay

Google Attribution Model Conversion Lag

Google Attribution Project Conversion Lag

The Google Attribution Conversion Lag demonstrates the time it takes for conversions by different attribution models.  In this examples we see that he average time for conversion is 1 day.  By only using a clast click model, we would see different data than by using a position based or linear based attribution model.

Google Attribution Project Conversion Path Length

Google Attribution Project Conversion Path Length

The data in this section looks to be similar to assisted Conversions Data that we see in Google Analytics.  As data begins to accumulate we will see the number of different touch points similar to the source medium selection on all conversions section.

Google Analytics Attribution

With so much data out there, it is important to work with a partner that understands different conversion models as well as when you should use them.  As Google continues to upgrade Google Analytics and Google Tag Manager interfaces, reach out to us to learn about tips and strategies to get the most out of your data.

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