How does GA4 handle ‘UTM parameter attribution’ and what is the ‘campaign last touch’ vs ‘session source/medium’ distinction?

Question

Google Analytics GA4 — Hard

How does GA4 handle ‘UTM parameter attribution’ and what is the ‘campaign last touch’ vs ‘session source/medium’ distinction?

Accepted Answer

GA4 differentiates between session-level attribution (source/medium that started the session) and event-level campaign attribution (last non-direct click source for conversion credit). This distinction allows for varied source attribution between sessions and conversions.