Summary
The Advertising workspace is where GA4 puts attribution analysis, through the Model comparison and Conversion paths reports under the Attribution section. Use it when you need to see how much credit each channel or campaign earns for a conversion under different models before deciding where the budget goes.
Nitin Batra is a Google Analytics 4 certified professional who configures attribution settings and runs Model comparison and Conversion paths analysis in the Advertising workspace for paid media clients.
Last updated: August 16, 2026
To compare attribution models and see how conversion credit is distributed across ad campaigns, use the Advertising workspace in GA4, where the Attribution section holds the Model comparison and Conversion paths reports.
- The Admin workspace
- The Explore workspace
- The Reports workspace
- The Advertising workspace
The correct answer is: The Advertising workspace
Key Takeaways
- – The Advertising workspace is the area in GA4 designed for attribution model comparison and ad campaign ROI analysis.
- – Advertising > Attribution > Model comparison lets you place two attribution models side by side for a chosen conversion event and see the difference in conversions and revenue per channel.
- – Attribution decides how credit for a conversion is split across the touchpoints in a user’s path, which is why the same campaign can look strong under one model and weak under another.
- – GA4 retired first click, linear, time decay and position based models in 2023, so Model comparison now offers data-driven, cross-channel last click and Google Paid Channels last click only.
Where exactly is the Model comparison report in GA4?
In the left navigation click Advertising, open the Attribution section, then select Model comparison. You choose a conversion event at the top, then set the two models you want to compare using the column selectors. The Conversion paths report sits right below it and shows the actual touchpoint sequences behind those numbers.
Which attribution models can I still compare in GA4?
Data-driven attribution, cross-channel last click and Google Paid Channels last click. First click, linear, time decay and position based were removed from GA4 in 2023 because Google moved reporting towards data-driven attribution. Data-driven is the default reporting model for new properties.
What is the difference between the Advertising workspace and the Reports workspace for campaign analysis?
Reports gives you standard acquisition, engagement and monetisation reports using whatever reporting attribution model is set in Admin. Advertising is focused on paid performance and attribution, with model comparison, conversion paths and the All channels performance view. If the question is about how credit is distributed, it belongs in Advertising.
Does changing the model in Model comparison change my other GA4 reports?
No. Model comparison is a viewing exercise only. The model that applies across your standard reports is set in Admin under Attribution settings, and changing it there reprocesses historical conversion and advertising data. That is a property level decision, so agree it with the team before you touch it.