Google last week rolled out a new tab in Analytics called Attribution. Attribution is a free cross-channel, multi-touch attribution solution, and released as a beta feature.

In Attribution, advertisers can report conversion totals de-duplicated across digital channels, have a consolidated view of the digital performance, and build an understanding of the customer journey.

The available reports in Attribution are:

• Conversion paths (to understand the paths to conversion)
• Conversion lag (to understand the distribution of days to conversion across converting paths)
• Conversion path length (to understand the distribution of the count of touchpoints)
• Model comparison (to compare how different attribution models impact the valuation of the marketing channels)

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