Google Makes Improvements to GA4 Channel Attribution

Google announced on July 26th that it has made improvements to how it processes its data on attributing traffic to its different channels.

This change should lead to fewer events being incorrectly grouped to the wrong channels and also mean better groupings of traffic to their correct channels.

They did not give any specifics regarding the level of improvements we should see, but rest assured that we will analyze our recent data to provide an assessment of the change.

Channel attribution remains a problem that most of our clients raise, so it is welcome to see Google making improvements here.