Example Concept: GA4 offers several attribution models, including Last Click, First Click, Linear, Time Decay, and Data-Driven. The Last Click model gives all credit to the last touchpoint, while First Click assigns it to the first. Linear distributes credit equally across all interactions, Time Decay gives more weight to recent interactions, and Data-Driven uses machine learning to allocate credit based on actual data patterns. Selecting a model should align with your marketing strategy and the insights you wish to gain.