Google Analytics

Measuring ROI and Attribution with GA4 Custom Dimensions

Using Custom Dimensions in GA4 to Enhance Your Marketing Strategies

Main Image Courtesy of Google Blog

Google Analytics 4 (GA4) uses machine learning and data modeling to collect information that was previously stored by browser cookies. This allows companies to continue gathering reports on website and campaign performance, while protecting the privacy of their consumers. In addition, it enables them to measure the user experience across multiple devices and apps.

While non-Google products such as comments and shares are still tracked on platforms, GA4 can also analyze visits from these channels and map customer journeys across various websites and apps.

One of the most critical factors that one must consider when it comes to measuring the effectiveness of a marketing campaign is the Return on Investment (ROI). In Google Analytics 4, setting up conversions can help one determine the ROI of a campaign. A conversion value is a monetary number that is assigned to each event in GA4 and can be used to estimate the financial impact of a campaign.

Previously, conversions were typically measured by setting goals and conducting e-commerce transactions. With GA4, all conversions are now evaluated through events.

Predictive Insights 

One of the main features of GA4 is its predictive capabilities, which allow you to identify potential customers and generate significant revenue. This ability can help you make informed decisions and improve the efficiency of your business. In addition, a new template has been added to the workspace explorer that allows you to predict top spenders.

With the ability to create predictive audiences, your company can expand its scope of inquiry and target customers who are most likely to purchase. This can help it identify potential leads and improve its efficiency.

Tracking ROI with Conversion Values 

Convert leads or sales into actions by creating custom events. This can be done in Google Analytics 4 or through the creation of a new tag in the Google Tag Manager.

You can also send cost data to help analyze the performance of your online ads. This allows you to get a deeper understanding of how much you spend and how much ROI you get from your advertising. 

When creating a conversion event in GA4, add a value to it. For example, if you had a predefined event, you can add a value to the event. If you're tracking conversions on a service-based website, you can add an estimate to the events.

Data-Driven Attribution in GA4

One of the most challenging factors for digital marketers is optimizing their ad spend across multiple channels. This is due to how customers interact with brands at various touch points before converting.

Measuring the effectiveness of your marketing efforts can be done through attribution, which assigns credits to various points in a prospect's journey. It lets you know how your advertising can influence the customer's journey.

The latest version of GA4's Data-Driven Attribution platform takes advantage of machine learning to give credit to customers based on their interactions with the brand. It takes into account various factors such as the first contact that a customer makes with the brand and the multiple actions that they take throughout the conversion process.

This new feature allows you to reach out to more people and ensure that your marketing efforts are not wasted. It's a game-changing innovation for digital marketers and could very well become the industry standard for attribution.

With the new Data-Driven Attribution feature in GA4, you'll be able to gain a deeper understanding of how your marketing efforts are performing. It will also give you and your business a more accurate view of how your customers are converting.

Through machine learning, you can now analyze the various factors that affect a customer's journey and identify which touchpoints are performing well. It can also predict which actions are most likely to lead to a conversion.

This new feature will allow you to make educated marketing decisions and allocate ad dollars toward specific resources that can deliver better results. In order to encourage small and medium-sized enterprises to use the latest capabilities, GA4 has reduced the required data for Data-Driven Attribution.

Setting up Data-Driven Attribution (DDA) in GA4

When creating a GA4 property, the data-driven model will be selected. On the other hand, the last-click attribution can be enabled. To check which model is used, go to the "Attributes" section and click on the "Change Model" button.

To check the attribution model in use for your reports, go to the "Admin" section and click on "Attribution Settings."

If you have editor-level or administrator permissions, you can modify the attribution model by selecting the last-click option. It will be applied to your reports immediately.

Prior to using the data-driven or any other attribution model, you must have a minimum of one conversion enabled in Google Analytics.

You should be adding or modifying data-driven attribution settings to analyze ecommerce transactions and conversions. Ideally, these should be prioritized actions that are vital to your business' success.You can start to see how your data-driven model performs after it has been set up. It will allow you to make informed decisions and improve the efficiency of your marketing efforts.

In Google Analytics, you can analyze the performance of various marketing channels using the "All Channel" report. This feature allows you to see how your campaigns and channels perform against the data-driven framework.

The data-driven model allows you to analyze the credit allocated to each of your marketing touchpoints. This breakdown will help you identify the high-performing channels, and it can help you adjust your strategy accordingly.

You can compare the data-based and rule-based models in Google Analytics to determine which one is more appropriate for your business. For instance, if the conversion credit allocated to one of your channels is significantly higher than that of the other models, then it's likely that those channels deserve an increased investment.

Utilizing DDA Insights to Optimize Marketing Strategy 

Through a comprehensive analysis of your data, you can improve your marketing efforts and achieve better results.

By allocating your marketing budget to more effective channels, you can increase your ROI and improve the efficiency of your marketing efforts. The data-driven model helps identify high-performing networks that can deliver better results.

Analyzing and understanding the various patterns and synergies within your marketing channels can help you create effective marketing campaigns. This information can be used to create integrated campaigns that can capitalize on these opportunities.

Follow a consistent strategy to improve the effectiveness of your marketing efforts and keep track of channel performance. This approach will allow you to keep up with the changes in the digital marketing landscape.

Attribution Reports 

Google Analytics provides a variety of reports that allow users to analyze the data from the DDA model. These reports allow them to gain a deeper understanding of how various campaigns and channels perform, and they can also make informed decisions regarding their resources. Image Courtesy of Google Help.

One of the most common types of reports that users can utilize is the last-click attribution, which shows how people ended up in a particular session. For instance, if a user visits an organic Google search before going to a brand touchpoint, then the traffic source is the last click.

A user acquisition report using first-click attribution shows how people ended up at a brand touchpoint. A model comparison feature in AdWords allows users to compare and contrast different advertising attribution models. For instance, they can analyze the revenue and conversions between the Data-Driven and last-click models.

The Advertising Attribution feature in AdWords estimates the conversion paths across various journey buckets. It allows users to pick the model that fits their needs.

The engagement conversions report shows attribution for every conversion event. The review of revenue attribution across channels and touchpoints can be carried out more effectively with the help of all channels.

DDA Advantages for Marketers 

The advantages of using DDA in GA4 over the previous models are numerous, as they allow marketers to create a simple and effective marketing mix.


The accuracy of the DDA model is improved by utilizing machine learning, which takes into account the various complexities and interactions of consumers. This enables a more profound understanding of how conversions are triggered.


The new version of DDA allows marketers to extend the reach of their campaigns by leveraging up to 50 touchpoints, much more than the 4 previously used.


The ability of DDA to adapt to changes in market dynamics and consumer behavior is a powerful feature. This allows it to remain effective even as campaigns evolve.

Identifying Touch Points with Most Impact 

The ability to also accurately assign conversion credit enables marketers to identify the most impactful elements in their campaigns. This leads to better resource allocation and higher ROI. Currently, brands can easily compare the various models and their allocations across multiple touchpoints.

DDA Disadvantages 

Although DDA nowadays is an improved version of the previous models, it still falls under the Google umbrella. In addition to its numerous advantages, it has some issues.

Data Requirements 

One of the biggest issues that affects the DDA is its need for a significant amount of data. This can prevent small and medium-sized enterprises from using it effectively.

Complex Algorithm 

The complexity of the DDA model is due to its algorithmic nature. This can make it hard for users to interpret and understand its results. For instance, multiple reports can reveal different attributions, which can make it hard to interpret the results. Another issue is that the traffic sources are different in the GA4. This means that the results are not the same for different brands.

Google Ecosystem Centric

The Google ecosystem is the main focus of the DDA model. But, it doesn't take into account the offline touchpoints and other platforms that interact with it. This could lead to a lack of insight into the customer journey.

Lack of Complete Transparency 

The lack of transparency in the attribution system of the DDA can also prevent marketers from properly measuring the impact of their conversions. This issue can make it hard for them to identify how their actions are being calculated.

Sampled Data

The use of machine learning and data sampling in the GA4 can help improve the connection between conversions and the various touchpoints in the customer journey. But, since the data is typically collected in aggregate, it can be hard to extract detailed journey information.

Use GA4 for All of Its Capabilities and Transform Your Marketing Strategy Today

By utilizing ROI and data-driven attribution within Google Analytics and all of the custom events available, you can truly transform your company's approach to marketing for the better. It will allow you to attain precise, insightful, and comprehensive insights into your marketing efforts, ultimately leading to informed decisions regarding your marketing budget, channel allocations, and overall campaign structure.

Get great insight from our expert team.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
By signing up you agree to our Terms & Conditions