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url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-whitepaper.svg");}.icon.icon-job {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-jobs.svg");}.icon.icon-e-dialog-event {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-events.svg");}.icon.icon-pressrelease {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-presse.svg");}</style> <div class="mwd-blogPost flex breadcrumb"> <div class="container"> <span class="parent"> <a href="https://e-dialog.group/blog/" title="Beiträge">Blog</a> </span> <span class="arrow">></span> <span class="category">Digital Analytics</span> <span class="arrow">></span> <span class="child">Top-Feature: Attributionsmodell in GA4 Property Einstellungen festlegen</span> </div> </div> <div class="mwd-blogPost flex header" style="background-image: url(https://e-dialog.group/wp-content/uploads/2022/12/attributionsmodell-einstellen-1024x549.jpg);"><div class="container"><h1>Top-Feature: Attributionsmodell in GA4 Property Einstellungen festlegen</h1><p class="author">von Daniel Brezina</p></div></div><div class="mwd-blogPost flex metabox space-top space-bottom"><div class="container"><div class="col"><div class="metabox-holder"><div class="date">30. Dezember 2022</div><div class="duration"> <span class="span-reading-time rt-reading-time"><span class="rt-label rt-prefix">Lesedauer:</span> <span class="rt-time"> 4</span> <span class="rt-label rt-postfix">Minuten</span></span></div></div><div class="excerpt-box"><h3>Management Summary</h3><p>Im alten Google Analytics (Universal Analytics) gibt es keine Möglichkeit, das Default Attributionsmodell für Berichte in den Einstellungen zu ändern. Hier wird das Last-Non-Direct Modell für alle Standardreports angewendet. Google Analytics 4 ermöglicht NutzerInnen hingegen, das Attributionsmodell und das Lookback-Window auf Property-Ebene festzulegen. Neben der kanalübergreifenden Data Driven Attribution stehen dort zahlreiche weitere Attributionsmodelle zur Auswahl. Welche Einstellungsmöglichkeiten gibt es und worauf wirken sich diese konkret aus? Wir haben die wichtigsten Fakten zu diesem Feature für Sie zusammengefasst. </p></div></div><div class="col"><div class="categorybox"><div class="categorybox-inner"><div class="categorybox-inner-title">Digital Analytics</div><p><p>Webanalyse steht für Messbarkeit und ist die Grundlage für langfristige Erfolgskontrolle und Effizienzsteigerung Ihrer (Online) Marketing Aktivitäten.</p> </p><a href="/daten-nutzen/#digital-analytics" class="btn btn--space-top">Mehr Erfahren</a></div><div id="wobble"></div></div></div></div></div><div class="mwd-blogPost flex content space-top space-bottom"><div class="container"> <div data-elementor-type="wp-post" data-elementor-id="45307" class="elementor elementor-45307" data-elementor-post-type="post"> <section class="elementor-section elementor-top-section elementor-element elementor-element-369dce6d elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="369dce6d" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1249c496" data-id="1249c496" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-55d2e746 elementor-widget elementor-widget-text-editor" data-id="55d2e746" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Google Analytics 4 ermöglicht die Auswahl von Attributionsmodell und Lookback-Window auf Property Ebene. Dieser Artikel gibt einen Überblick zu diesem Feature und den Einstellungsmöglichkeiten.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-5504859 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="5504859" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4a12f0a" data-id="4a12f0a" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-3799ce5 elementor-widget elementor-widget-heading" data-id="3799ce5" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Attributionsmodelle</h2> </div> </div> <div class="elementor-element elementor-element-e180bb3 elementor-widget elementor-widget-text-editor" data-id="e180bb3" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Attributionsmodelle bilden, auf der Grundlage granularer Daten, statistische Modellierungen entlang des Multi-Channel-Funnels. Auf Basis dieser Modellierungen erfolgt die anteilhafte Zuschreibung von Verkäufen/Conversions zu den beteiligten Touchpoints. Die Analyse von Channels, Werbeformen und Conversions ermöglicht folgend die kosteneffiziente und zielgenaue Optimierung digitaler Werbemaßnahmen. Mittels Attribution können auch weiter zurückliegende Touchpoints, und damit dem eigentlichen Kaufprozess vorausgehende Interaktionen der KundInnen, in die Analyse einfließen. Die in Google Analytics 4 verfügbaren Attributionsmodelle bestehen aus vordefinierten Regeln oder datengetriebenen Algorithmen. In den Property Einstellungen von GA4 können NutzerInnen zwischen verschiedenen Typen wählen: Neben <strong>channelübergreifenden regelbasierten Modellen</strong> (wie z.B. Last Click oder Time Decay) sowie dem <strong>Ads-preferred regelbasierten Modell</strong> (letzter Google Ads-Klick), steht vor allem die <strong>datengetriebene Attribution</strong> mittels Machine Learning im Fokus und führt hier zu Insights in die Entstehung bzw. Zuschreibung von Verkäufen und Conversions auf Basis der im Account einlaufenden Daten.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-84cb022 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="84cb022" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-98fe4f0" data-id="98fe4f0" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-a71a557 elementor-widget elementor-widget-heading" data-id="a71a557" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Auswahlmöglichkeiten in GA 4</h2> </div> </div> <div class="elementor-element elementor-element-f5c2319 elementor-widget elementor-widget-text-editor" data-id="f5c2319" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Die Attributionsmodelle für die Berichterstellung sind für die NutzerInnen mit der Rolle “Bearbeiter” im Admin-Bereich von GA4 auf Property-Ebene zugänglich. Hier können Sie wählen, welches Modell in den Berichten Ihrer Analytics-Property bzw. in den Conversion-Berichten aller verknüpften Firebase-Projekte angewandt werden soll. Ein Klick auf den Abschnitt <em>Attribution Settings </em>führt Sie in das zugehörige Untermenü, wo die entsprechenden Einstellungen per Dropdown-Menü vorgenommen werden können</p> </div> </div> <section class="elementor-section elementor-inner-section elementor-element elementor-element-5c12d1c elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="5c12d1c" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-200902b" data-id="200902b" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-993541f elementor-widget elementor-widget-image" data-id="993541f" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img fetchpriority="high" decoding="async" width="296" height="607" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20296%20607'%3E%3C/svg%3E" class="attachment-large size-large wp-image-45309" alt="Attributionsmodell Einstellungen in GA4" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/12/attribution-model-settings-1.png 296w, https://e-dialog.group/wp-content/uploads/2022/12/attribution-model-settings-1-146x300.png 146w" data-lazy-sizes="(max-width: 296px) 100vw, 296px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/12/attribution-model-settings-1.png" /><noscript><img fetchpriority="high" decoding="async" width="296" height="607" src="https://e-dialog.group/wp-content/uploads/2022/12/attribution-model-settings-1.png" class="attachment-large size-large wp-image-45309" alt="Attributionsmodell Einstellungen in GA4" srcset="https://e-dialog.group/wp-content/uploads/2022/12/attribution-model-settings-1.png 296w, https://e-dialog.group/wp-content/uploads/2022/12/attribution-model-settings-1-146x300.png 146w" sizes="(max-width: 296px) 100vw, 296px" /></noscript> </div> </div> </div> </div> <div class="elementor-column elementor-col-66 elementor-inner-column elementor-element elementor-element-55fd5a5" data-id="55fd5a5" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-d2dd850 elementor-widget elementor-widget-image" data-id="d2dd850" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img decoding="async" width="800" height="277" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20800%20277'%3E%3C/svg%3E" class="attachment-large size-large wp-image-45312" alt="Attribution Settings in GA4" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/12/attribution-model-settings-2-1024x354.png 1024w, https://e-dialog.group/wp-content/uploads/2022/12/attribution-model-settings-2-300x104.png 300w, https://e-dialog.group/wp-content/uploads/2022/12/attribution-model-settings-2-768x266.png 768w, https://e-dialog.group/wp-content/uploads/2022/12/attribution-model-settings-2.png 1393w" data-lazy-sizes="(max-width: 800px) 100vw, 800px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/12/attribution-model-settings-2-1024x354.png" /><noscript><img decoding="async" width="800" height="277" src="https://e-dialog.group/wp-content/uploads/2022/12/attribution-model-settings-2-1024x354.png" class="attachment-large size-large wp-image-45312" alt="Attribution Settings in GA4" srcset="https://e-dialog.group/wp-content/uploads/2022/12/attribution-model-settings-2-1024x354.png 1024w, https://e-dialog.group/wp-content/uploads/2022/12/attribution-model-settings-2-300x104.png 300w, https://e-dialog.group/wp-content/uploads/2022/12/attribution-model-settings-2-768x266.png 768w, https://e-dialog.group/wp-content/uploads/2022/12/attribution-model-settings-2.png 1393w" sizes="(max-width: 800px) 100vw, 800px" /></noscript> </div> </div> </div> </div> </div> </section> <div class="elementor-element elementor-element-544bffd elementor-widget elementor-widget-text-editor" data-id="544bffd" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Attribution Settings in GA4, Quelle: e-dialog</p> </div> </div> <div class="elementor-element elementor-element-2257083 elementor-widget elementor-widget-text-editor" data-id="2257083" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Mit Data-Driven-, Regelbasierten- und Ads-preferred-Modellen bieten sich hier verschiedene Möglichkeiten zur anteiligen Zuschreibung von Conversions. In der folgenden Übersicht haben wir die <a href="https://support.google.com/analytics/answer/10596866?hl=en&ref_topic=10597959#zippy=%2Cin-this-article">unterschiedlichen Attributionsmodelle</a> für Sie zusammengefasst.</p> </div> </div> <div class="elementor-element elementor-element-06c72ba elementor-widget elementor-widget-text-editor" data-id="06c72ba" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><strong>Cross Channel Data Driven Attribution</strong><br />Das komplette Rollout des Modells fand Anfang 2022 statt. Im Unterschied zu rein regelbasierten Modellen, wird bei dieser Attributionsform datengetriebenes Machine Learning auf Basis der einlaufenden Daten eingesetzt, um Conversions den Touchpoints/Channels anteilig entsprechend deren Conversion-Wahrscheinlichkeit zuzuordnen.<br /><br /></p><p><strong>Regelbasierte Attribution</strong></p><ul><li><strong>Last click</strong><br />Der Verkauf/die Conversion wird zu 100% dem letzten Touchpoint/Channel entlang des Conversion-Pfades zugeordnet. Achtung: Direkter Traffic findet bei diesem Modell keine Beachtung.</li><li><strong>First click<br /></strong>Der Verkauf/die Conversion wird zu 100% dem ersten Touchpoint/Channel entlang des Conversion-Pfades zugeordnet.</li><li><strong>Linear<br /></strong>Der Verkauf/die Conversion wird zu gleichen Teilen allen Touchpoints/Channels entlang des Conversion-Pfades zugeordnet.</li><li><strong>Position-based<br /></strong>Der Verkauf/die Conversion wird zu jeweils 40% dem ersten und letzten Touchpoints/Channels entlang des Conversion-Pfades zugeordnet. Die übrigen 20% werden den restlichen Touchpoints/Channels zu gleichen Teilen zugeordnet.</li><li><strong>Time decay<br /></strong>Gemessen an der zeitlichen Nähe zu Verkauf/Conversion wird jenen Touchpoints/Channels, die zeitlich näher liegen, ein prozentual höherer Anteil an Verkauf/Conversion zugeordnet als jenen, die zeitlich entfernter liegen.</li></ul><p> </p><p><strong>Ads-preferred Attribution</strong></p><ul><li><strong>Last click<br /></strong>Der Verkauf/die Conversion wird zu 100% dem zuletzt geklickten Google Ads Touchpoint zugeordnet. Wenn im betreffenden Conversion-Pfad jedoch kein Google Ads Touchpoint enthalten ist, wird automatisch das Modell Cross Channel Last Click angewandt (siehe oben).</li></ul> </div> </div> <div class="elementor-element elementor-element-c05cfd7 elementor-widget elementor-widget-text-editor" data-id="c05cfd7" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Die besondere <strong>Flexibilität der neuen Einstellungen auf Property-Ebene</strong> wird deutlich beim Wechsel zwischen den Attributionsmodellen: Änderungen haben sowohl Auswirkungen auf zukünftige als auch auf historische Verkaufs- und Conversion-Daten Ihres Accounts. Die Wahl eines Modells wirkt sich dabei auf alle Berichte aus, wo ereignisbezogene Traffic-Dimensionen verwendet werden, z. B. <em>Source, Medium, Campaign </em>und<em> Default channel group</em>, sowie die Conversion-Detailberichte und das Explore-Analysetool in Google Analytics 4.</p><p>Keine Auswirkungen haben die Änderungen hingegen auf Traffic-Dimensionen auf Nutzer- und Sitzungsebene, wie etwa <em>Session source</em> oder <em>First user source</em>. Somit auch nicht auf die Standardberichte unter den GA4 Reports “User Acquisition” und “Traffic Acquisition”. Auch die Berichte im Bereich “Advertising” sind nicht von dieser Einstellung betroffen, da diese ohnehin auf den Vergleich von Attributionsmodellen ausgelegt sind. Vorausgesetzt, sie werden mit ereignisbezogenen Traffic-Dimensionen verwendet, ändern sich, je nach Auswahl des Attributionsmodells, folgende Werte: <em>Conversions, Gesamtumsatz, Umsatz aus Käufen</em> und <em>Gesamtumsatz aus Anzeige</em>.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-fe7a5c0 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="fe7a5c0" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f23d506" data-id="f23d506" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-51830cb elementor-widget elementor-widget-heading" data-id="51830cb" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Lookback Window</h2> </div> </div> <div class="elementor-element elementor-element-bb49523 elementor-widget elementor-widget-text-editor" data-id="bb49523" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Im Abschnitt <em>Attribution Settings</em> finden Sie abschließend auch die Einstellungen zum sogenannten <em>Lookback Window.</em></p> </div> </div> <div class="elementor-element elementor-element-432cc7b elementor-widget elementor-widget-image" data-id="432cc7b" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img decoding="async" width="800" height="377" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20800%20377'%3E%3C/svg%3E" class="attachment-large size-large wp-image-45315" alt="Attribution Settings in GA4 - Lookback Window" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/12/attribution-model-settings-3-1024x483.png 1024w, https://e-dialog.group/wp-content/uploads/2022/12/attribution-model-settings-3-300x141.png 300w, https://e-dialog.group/wp-content/uploads/2022/12/attribution-model-settings-3-768x362.png 768w, https://e-dialog.group/wp-content/uploads/2022/12/attribution-model-settings-3.png 1167w" data-lazy-sizes="(max-width: 800px) 100vw, 800px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/12/attribution-model-settings-3-1024x483.png" /><noscript><img loading="lazy" decoding="async" width="800" height="377" src="https://e-dialog.group/wp-content/uploads/2022/12/attribution-model-settings-3-1024x483.png" class="attachment-large size-large wp-image-45315" alt="Attribution Settings in GA4 - Lookback Window" srcset="https://e-dialog.group/wp-content/uploads/2022/12/attribution-model-settings-3-1024x483.png 1024w, https://e-dialog.group/wp-content/uploads/2022/12/attribution-model-settings-3-300x141.png 300w, https://e-dialog.group/wp-content/uploads/2022/12/attribution-model-settings-3-768x362.png 768w, https://e-dialog.group/wp-content/uploads/2022/12/attribution-model-settings-3.png 1167w" sizes="(max-width: 800px) 100vw, 800px" /></noscript> </div> </div> <div class="elementor-element elementor-element-50a4033 elementor-widget elementor-widget-text-editor" data-id="50a4033" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Attribution Settings in GA4 – Lookback Window, Quelle: e-dialog</p> </div> </div> <div class="elementor-element elementor-element-f253c77 elementor-widget elementor-widget-text-editor" data-id="f253c77" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Das Lookback Window bestimmt, innerhalb welchen vergangenen Zeitraums ein Touchpoint/Channel noch für die Attribution berücksichtigt werden soll. Eine Änderung im Lookback Window hat Auswirkungen auf sämtliche Reports innerhalb der GA4 Property. Bei den Einstellungen im Lookback Window kann der Zeitrahmen bei Conversion-Ereignissen des Typs Akquisition einerseits und den übrigen Conversion-Ereignissen andererseits unterschiedlich gewählt werden. </p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-4f5928e elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="4f5928e" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2ed9e3e" data-id="2ed9e3e" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-de5e057 elementor-widget elementor-widget-heading" data-id="de5e057" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Fazit</h2> </div> </div> <div class="elementor-element elementor-element-00de11e elementor-widget elementor-widget-text-editor" data-id="00de11e" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Durch die nutzerfreundliche Einbindung der verschiedenen Attributionsmodelle in den Reportingeinstellungen auf Property-Ebene und der Fokussierung des datengetriebenen Ansatzes mittels Cross Channel Data Driven Attribution, optimiert GA4 das Handling der Berichterstellung und bietet auch für Standard-Properties die Möglichkeit einer umfassenderen Analyse verschiedener Konvertierungspfade entlang der Customer Journey. Damit werden qualifizierte Entscheidungen zur Performancesteigerung der Werbemaßnahmen und damit die Erhöhung des Return on Investment (ROI) entscheidend unterstützt. Bei der Analyse und beim Reporting sollte jedoch beachtet werden, die richtigen Dimensionen zu verwenden, um Fehlinterpretationen zu vermeiden.</p> </div> </div> <div class="elementor-element elementor-element-bd3864e elementor-widget elementor-widget-text-editor" data-id="bd3864e" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Bei Interesse am Thema der Cookieless-Modellierung von Conversions und zukünftigen Vorgehensweisen beim herannahenden Wegfall von Third Party Cookies lesen Sie unseren <a href="https://e-dialog.group/blog/attribution-mmm/attribution-in-der-post-cookie-ara-regression-based-attribution/">Blogbeitrag zum Thema Regression Based Attribution hier</a>. Eine detaillierte Gegenüberstellung von <a href="https://e-dialog.group/blog/attribution-mmm/marketing-mix-modeling-vs-attribution-modeling-eine-beziehung-auf-umwegen/">Attribution und Marketing Mix Modeling</a> finden Sie <a href="https://e-dialog.group/blog/attribution-mmm/marketing-mix-modeling-vs-attribution-modeling-eine-beziehung-auf-umwegen/">hier</a>.</p> </div> </div> <div class="elementor-element elementor-element-36ca4c0 elementor-widget elementor-widget-text-editor" data-id="36ca4c0" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <h3>Für Unterstützung bei den Attribution Settings in GA4 und Google Analytics 4 generell – kontaktieren Sie uns: <a href="mailto:kontakt@e-dialog.group">kontakt@e-dialog.group</a></h3> </div> </div> </div> </div> </div> </section> </div> </div></div><div class="mwd-blogPost flex call-to-action space-top space-bottom"><div class="container"><div class="call-to-action-inner"><span class="lead">Kampagne anfragen</span><div class="call-to-action-inner-title">Bereit für Ihr neues Projekt?</div><p>Wir freuen uns auf Ihre Anfrage und beraten Sie gerne unverbindlich! 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