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Which Attribution settings govern conversions in the Conversion Performance Report in the Advertising workspace of Google Analytics?

The conversions shown in the Conversion Performance Report within the Advertising workspace of Google Analytics are governed by the property-level attribution settings.

  • Data-Driven Attribution
  • Last Non-Direct Click Attribution
  • Google Ads Attribution Settings
  • Property Level Attribution Settings

In Google Analytics 4 (GA4), the attribution model applied to most reports—including the Conversion Performance Report in the Advertising workspace—is controlled by the property-level attribution settings. This means the attribution model selected in the GA4 Admin section, such as data-driven or paid and organic last click, determines how conversion credit is distributed across different touchpoints in these reports. Updates to this setting generally affect both past and future data, ensuring a consistent and unified view of conversion performance across GA4 reports.

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