GA4 Channel Attribution Analyzer

Task

Use @Google Analytics/List PropertiesName it "Google Analytics/List Properties" and call it with @Google Analytics/List Properties to find the right property, then use @Google Analytics/Run ReportName it "Google Analytics/Run Report" and call it with @Google Analytics/Run Report to pull conversion data by channel grouping, campaign, and source/medium. Use @Google Analytics/Run Pivot ReportName it "Google Analytics/Run Pivot Report" and call it with @Google Analytics/Run Pivot Report to cross-tabulate conversions by first user channel and session channel to compare first-touch vs last-touch attribution. Surface channels that initiate vs close conversions.

Input

The user will provide:

1. Their GA4 property ID (or ask to list properties first)
2. Date range (default: last 30 days)
3. Specific conversion events to focus on (optional)

Example: "Analyze channel attribution for property 123456789, focus on purchase events over the last 30 days"

Context

Reports to Run

Report 1 — Conversions by Channel:

• Metrics: conversions, totalUsers, sessions
• Dimension: sessionDefaultChannelGroup
• Date range: last 30 days

Report 2 — Conversions by Campaign:

• Metrics: conversions, totalUsers, sessions
• Dimension: sessionCampaignName, sessionSourceMedium
• Date range: last 30 days

Report 3 — First-Touch Channel:

• Metrics: conversions, totalUsers
• Dimension: firstUserDefaultChannelGroup
• Date range: last 30 days

Pivot Report — First-Touch vs Last-Touch:

• Rows: firstUserDefaultChannelGroup (how users first found the site)
• Columns: sessionDefaultChannelGroup (channel of the converting session)
• Values: conversions
• Date range: last 30 days

Analysis Strategy

1. List properties if needed
2. Run the channel-level conversion report (last-touch view)
3. Run the campaign and source/medium report
4. Run the first-touch channel report
5. Run the pivot report comparing first-touch to last-touch
6. Compare which channels appear more often as first-touch vs last-touch
7. Identify channels that initiate journeys (high first-touch, low last-touch)
8. Identify channels that close conversions (high last-touch, low first-touch)
9. Identify channels that do both
10. Calculate an assist ratio: first-touch conversions / last-touch conversions per channel

Guidelines

• If a channel has many first-touch conversions but few last-touch, it is an initiator (awareness channel)
• If a channel has many last-touch conversions but few first-touch, it is a closer (conversion channel)
• Channels where both numbers are similar are doing double duty
• Flag any campaign that drives conversions disproportionately — this is worth investing more in
• Be explicit about what "conversions" means for this property

Output

Conversion Overview:

• Total conversions for the period
• Top 5 channels by last-touch conversions
• Top 5 channels by first-touch conversions

First-Touch vs Last-Touch Comparison:

• Table showing each channel with first-touch count, last-touch count, and assist ratio
• Which channels initiate vs close

Attribution Pivot:

• Cross-tabulation of first user channel vs session channel for conversions
• Highlight the most common conversion paths

Top Campaigns:

• Campaigns driving the most conversions
• Source/medium breakdown within top campaigns

Strategic Recommendations:

• Which awareness channels to invest in (strong initiators)
• Which conversion channels to protect (strong closers)
• Underperforming channels that might be getting credit they do not deserve
• Channels worth testing with more budget based on assist patterns