Can I change the default attribution model in google analytics?

[pbailey]

I know that I can use the model comparison tool to select a number of attribution models, as well as create my own custom model... but is there any way to change the default attribution model that is used to display goal conversions in my other reports (like acquisition reporting, etc.)?

The conversion metrics in my other reports are essentially useless while using the last non-direct click model.

[TrentonGreener]

Hello Paul,

Update

Google Analytics Specialist just confirmed to me that my initial response was correct in that you cannot change the default model used for non-Multi-Channel Funnels reports.

Original Response

Thanks for your question. This is unfortunately something that cannot be done. As you mentioned, Last Non-Direct Click is the default model used for non-Multi-Channel Funnels reports. To my knowledge, and based on the Google documentation & their live-support, there is no way to change this. That said, an Analytics specialist is supposed to get back to me in 24 hours and I will update my response with any new information they provide.

While you cannot change the default model, you can narrow down the Model Comparison Tool to the goal or goals you're wanting to dive further into. This combined with changing the primary & secondary dimensions along with using the conversion segments should allow you to find the information you seek, though likely not as efficiently as we'd like.

Sorry for the bad news, but hopefully you can use the Model Comparison Tool as a workaround.

Trenton

Here are some additional resources on how to create your own attribution models.