Attribution Paths Report (GA4)

The GA4 Attribution Paths Report, currently labeled the Key event attribution paths report, shows recorded sequences of marketing interactions leading to selected key events and how attribution models assign credit across those interactions. In GA4, it is available within Advertising under the Key events reporting area. A homeowner might find a business through an ad, later return through organic search, and finally submit a quote request; the report may show eligible touchpoints when the data is available. Its visualization distinguishes early, middle, and late interactions, while the table summarizes paths and related metrics. Google no longer offers the older first-click, linear, time-decay, and position-based models in this reporting experience. Consent limits, missing tags, cross-device behavior, and attribution rules can leave gaps. A recorded key event is not proof that an ad caused a sale or that a request became a booked job.