What attribution model does Google analytics use?

Google Analytics enables its users to choose from multiple default attribution models. These models are contributed into two categories: Default Attribution Models and Custom Attribution Models.

Default Attribution Models include Last Interaction Attribution Model, First Interaction Attribution Model, Linear Attribution Model, Time Decay Attribution Model, Position-Based Attribution Model, Last Non-Direct Click Model (Google Analytics's default attribution model), Last Google Ads Click Model. The Custom Attribution Models cover the Data-Driven Attribution Model.

The system puts value on every touchpoint involved based on its impact on conversion. Moreover, Google Analytics is flexible, giving users more authority over their marketing strategies by customizing their attribution model. Customarily, Last Touch Attribution is Google's standard attribution model.