Traffic attribution data

In BigQuery, traffic attribution data is available at the user (first visit), session, and event levels, corresponding to the different scopes used in Google Analytics:

• User-scoped: Provides attribution for the user's first arrival. To determine first user traffic source, you can use the traffic_source dimensions associated with the first_visit event in the BigQuery export:
  • traffic_source.source
  • traffic_source.medium
  • traffic_source.name
• Session-scoped: Provides attribution for the source of each individual session. To determine session traffic source, use the session_traffic_source_last_click record. This record is available for every event and reflects the session-scoped last-click attribution data. Common fields include:
  • session_traffic_source_last_click.manual_campaign.source
  • session_traffic_source_last_click.manual_campaign.medium
  • session_traffic_source_last_click.manual_campaign.campaign_name
  • session_traffic_source_last_click.google_ads_campaign.campaign_name
• Event-scoped: Provides attribution for conversion events, using the cross-channel last-click attribution model. Every event in the BigQuery export has traffic_source populated. For conversion events, these fields contain the attribution data for that event:
  • traffic_source.source
  • traffic_source.medium
  • traffic_source.name

Use these fields to perform detailed attribution analysis within BigQuery and join this data with other first-party datasets for enhanced insights.