In mid-October 2023, Google made significant updates to its Google Analytics 4 (GA4) properties, which affects digital marketers and businesses alike.
Farewell to Four Attribution Models
Google is saying goodbye to four attribution models: First Click, Linear, Time Decay, and Position-based. Instead, the default attribution will pivot to paid and organic data-driven models for all GA4 properties. Last Click, however, will remain available. This transition marks a shift towards automated, AI-driven attribution within Google Analytics.
Challenges for Marketers
Removing these attribution models may pose challenges for marketers who have honed their campaigns around them. This change could drive users toward relying more on Google’s AI-powered models, making understanding attribution methods more complex.
Introducing Calculated Metrics
To help bridge this gap, Google Analytics is introducing “calculated metrics.” This feature empowers users to create custom metrics tailored to their specific business needs. For instance, you can create a metric like “Item margin” by subtracting “Item COGS” from “Item price.” These calculated metrics allow for various mathematical operations, like weighting, discounting, and combining other metrics.
Balancing Customization and Complexity
However, as much as calculated metrics provide customization, they also have potential challenges. Allowing users to create intricately calculated metrics might result in confusion and inconsistencies across teams and reports. Proper governance and training are crucial to ensure these metrics are well-documented and logically structured.
Creating Calculated Metrics
For users with admin access, you can create up to five calculated metrics per standard property or 50 for Analytics 360 properties. This feature will be accessible across different reports, explorations, and the Analytics API.
Preparing for the Changes
To prepare for these changes, Google recommends auditing your current attribution setups. If you rely on the soon-to-be-removed models, you must transition to alternative attribution methods. It’s also a good idea to test different attribution models in advance and develop a plan for creating, managing, and utilizing calculated metrics in your organization.
Evolving with Google Analytics
Google has provided advanced notice of these changes, giving analytics teams time to prepare. However, adapting your workflows and strategies to align with Google’s evolving platform will remain an ongoing effort.
Key Takeaways
These updates reflect Google Analytics’ evolution as it adjusts to a post-cookie world. As rule-based attribution models phase out, custom-calculated metrics offer more flexibility to tailor your metrics to your unique business requirements.
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