In GA4, everything is an event. You choose key events to track and then mark the most important as conversions. These power reporting and attribution. GA4 Attribution overview. :contentReference[oaicite:2]{index=2}

A rule or algorithm that splits credit across touches. GA4 provides rule based options and a data driven model that learns from your property. GA4 models report. :contentReference[oaicite:3]{index=3}

Any opportunity that touched one or more tagged content sessions in the lookback window. Define the field in CRM and keep rules stable so trends are real.

Naming rules

• utm_source is the platform or site. Example: linkedin, newsletter.
• utm_medium is the channel. Example: paid-social, email, referral.
• utm_campaign names the theme, not the asset. Avoid dates in the value.
• utm_content and utm_term for ad versions or keywords if you need the extra cut.

You can also use ad platform URL parameters. Google Ads documents parameter behavior and examples. Google Ads URL parameters. :contentReference[oaicite:5]{index=5}

Template

https://your-site.com/post/
?utm_source=linkedin
&utm_medium=paid-social
&utm_campaign=content-ops-framework
&utm_content=carousel-a

Keep a shared sheet with the allowed values and the owner who can add new ones.

Define key events

• Primary: demo view, trial start, pricing click, contact submit.
• Content: template download, scroll 75, time on page 60s, copy CTA clicks.
• Mark business outcomes as conversions. Keep names stable.

Use the GA4 Advertising section for attribution comparisons. How to access. :contentReference[oaicite:6]{index=6}

Engagement and paths

Use the Attribution and Paths reports to see sequences before conversions and how content assists. GA4’s models and paths live in the Advertising workspace. Models report. :contentReference[oaicite:7]{index=7}

Dashboards

Build a Looker Studio report that blends GA4 traffic, conversions, and your UTM dimensions. Google provides an official overview and docs. Looker Studio overview. :contentReference[oaicite:8]{index=8}

How to use models well

• Do not report single numbers without the model name.
• Compare models for clusters, not just channels. Example: the “Content Ops” hub and spokes.
• Keep a default model for exec rollups and a comparison model for planning.

Answer the right questions

• Which pages most often appear early in converting paths
• Which pages tip decisions near conversion
• Which clusters lead readers to pricing and solution pages

Executive view

• Sessions and conversions from content paths
• Clicks to pricing and demo from content
• Pipeline influenced this quarter

Content view

• Queries per page and average position by hub
• Top internal paths to BOFU
• Conversion assists by page and anchor

Channel view

• UTM source and medium performance
• Model comparison for key campaigns
• Creative or format tests with utm_content

What to store

• Event name, timestamp, page, session id, user pseudo id
• UTM parameters and page referrer
• Key event parameters like template name or CTA id

Why it matters

Warehouse data lets you build multi touch views beyond the interface and trace a content path to opportunities and revenue in your CRM.

Minimum fields

• First touch source and medium
• Last non direct content touch
• Content influenced (yes or no) and count of assists

Rules to agree on

• Lookback window per stage, for example 90 days for opportunities
• Pages that count as content vs pure product or pricing
• What counts as a content assist in a session

Context for sales

Share top paths that win. Gartner’s work on buying groups helps you explain why education and comparisons matter across multiple stakeholders. B2B buying journey. :contentReference[oaicite:12]{index=12}

Content to product

• Clicks from content hubs to pricing and solution pages
• Demo and trial starts from content sessions
• Share of opportunities that touched a hub or spoke

Depth and coverage

• Queries per page in Search Console for each hub
• Internal link assists to BOFU
• Model comparison for content influenced conversions

Contextual trends

Expect shifts in discovery as AI answers evolve. Independent reporting has shown growth in longer queries that trigger AI Overviews which changes how buyers arrive on pages. Plan dashboards that track both classic and AI surfaced paths. BrightEdge reporting. :contentReference[oaicite:15]{index=15}

Days 1 to 30

• Lock UTM vocabulary and add a link builder sheet
• Audit GA4 events and mark true conversions
• Publish a basic Looker Studio dashboard with model comparison

Days 31 to 60

• Link GA4 to BigQuery and store raw events with UTM fields
• Join GA4 exports to CRM opportunities and add influenced fields
• Review the top 10 content paths that lead to pricing and demo

Days 61 to 90

• Publish a pipeline dashboard with influenced revenue by cluster
• Run a model comparison review with sales once per month
• Refresh naming rules and fix any rogue UTMs

Which attribution model should I report

Keep data driven as your default if volume supports it and use a comparison model like position based to see early and late content. GA4 explains available models and how to switch. GA4 models. :contentReference[oaicite:16]{index=16}

How do I standardize UTMs

Document allowed values, add a link builder, and enforce source and medium. GA4’s campaign parameter guide covers required fields. GA4 UTM guide. :contentReference[oaicite:17]{index=17}

Do I need BigQuery

If you need multi touch joins with CRM and longer lookbacks, yes. Google’s help center shows how to link and the schema to expect. Linking • Schema. :contentReference[oaicite:18]{index=18}

What about consent in Europe

Send consent mode signals if you have EEA visitors and linked services that need consent. GA4 expects specific parameters and Google documents the flags. GA4 consent • Consent mode guide. :contentReference[oaicite:19]{index=19}