There are a number of APIs (Application Programming Interfaces) that you can use to access data from Google Analytics. They can be used to access your data outside the Google Analytics interface, including in Google Sheets and your own custom applications. APIs include the Core Reporting API to access data from the standard reports, the Real Time Reporting API to access live data, the Multi-Channel Funnels API to access Attribution allows you to control how credit for a particular conversion is given to the marketing channels that led to the action taking place. Google Analytics provides a variety of attribution models in the ‘Multi-Channel Funnels’ and ‘Attribution’ reports. Attribution takes into account the channels (and traffic sources) used across multiple sessions for a user. You can set the amount of historical data included in the reports using the lookback window. See also first interaction and last interaction.... Always-R Glossary data, plus the Embed API, the Metadata API and the Management API.