Determining a ‘good’ conversion rate in Australia in 2026 relies heavily on accurate attribution modelling, and platforms like Google Marketing Platform (GMP) are increasingly sophisticated in providing this. GMP, as of December 2025, uses a combination of data-driven attribution, machine learning, and consented first-party data to assign credit to different touchpoints in a customer’s journey, moving beyond simple last-click attribution.
Currently, GMP’s core components – Google Ads, Analytics 4 (GA4), and Display & Video 360 – integrate to track user behaviour across devices and platforms. GA4, now standard, focuses on event-based tracking, allowing businesses to define key conversions beyond just purchases, such as form submissions or phone calls. In 2026, GMP will further integrate with Privacy Sandbox initiatives, designed to comply with evolving Australian privacy regulations and reduce reliance on third-party cookies. This means conversion modelling will become more reliant on aggregated, anonymised data and consented signals. Industry benchmarks in December 2025 suggest e-commerce conversion rates in Australia range from 1-3%, but GMP’s attribution modelling allows businesses to understand the *value* of each conversion, not just the rate, providing a more nuanced view. The platform’s reporting features allow for segmentation by demographics, device, and traffic source, providing granular insights.
Ultimately, GMP functions as a central hub for collecting, analysing, and attributing value to marketing interactions, enabling a more accurate understanding of conversion performance.
