GA4 installed, problems with attribution

Has anyone installed GA4 yet? Have you compared Google Analytics 4 and Universal Analytics (UA)? Specifically, attribution?

Google Ads (CPC) attributed revenue and sessions are 95% less in GA4 than in UA. On the flip side, organic attributed sessions and revenue are far higher in GA4.

I’m certified in GA4, and I realize the attribution models in GA4 are different compared to UA, but changing the attribution models never causes a 95% drop.

I installed GA4 using the SuiteCommerce Google Tag Manager Editor bundle.

Rookie Asked on February 11, 2023 in SuiteCommerce.
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3 Answer(s)

I am having the same issue, So far it seems like the referrer is getting changed when going to the cart…

Rookie Answered on April 23, 2023.
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That’s good insight. Thank you!

I’ve noticed that if you go to the Advertising > Model Comparison tab and select Session Source/Medium as a secondary metric, everything gets attributed to and bucketed under Referrals. Screenshot attached.

GA4 SuiteCommerce data by default channel group, source/medium

I’ve talked to the Google Tag Manager team, who suggested adding as a Referral Exclusion. That seems like more of a hack than a fix, but I’ll try it.

Rookie Answered on May 12, 2023.
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If you’re using the GTM Editor Bundle for implementing GA4 (the preferred way to get the most complete data in GA4), you should remove the GA4 ID from Website > Configuration > Integrations > GA4.

If you’ve entered a GA4 ID in the website configuration record and implemented GA4 via the GTM Editor Bundle, you will get duplication in some reports, and you’ll potentially have issues with attribution data. 

Rookie Answered on December 11, 2023.
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