# Sound Bite: The future of attribution modelling in Google Analytics

> Episode Summary: In this weeks sound bite (from the archive) Dan discussed the end of rules-based attribution in Google Analytics 4. He reflects on the shift from Universal Analytics to GA4, highlighting the focus on data-driven attribution and the removal of other attribution models. He also explo

Source: https://www.measurelab.co.uk/insights/blog/sound-bite-the-future-of-attribution-modelling-in-google-analytics/  
Author: Will Hayes  
Published: 2024-04-03  
Updated: 2024-04-03