Google Analytics has seven different standard attribution models that you can apply using the model comparison tool. The attribution models allow you to control how credit is given to your other marketing touchpoints based on conversions taking place on your website. Among the standard attribution models is the last interaction model. As the name suggests, this model gives all of the credit to the final touchpoint leading to a conversion. This is the model that will be applied when you see gold conversions and transactions inside all of the standard reports.