Model Comparison Report Explained in Google Analytics Attribution
The model comparison report (or attribution model comparison report) is used to compare different attribution models to each other. This comparison is carried out to determine how a marketing channel can be valued from a different perspective.
An attribution model is a set of rules or algorithm which is used to determine how credit for conversion should be attributed to various touchpoints in a conversion path.
The attribution model that you select as a starting point for comparison is called the ‘Base model’.

The attribution model that you select for comparing with the base model is called the ‘Potential Model’.
The model comparison report is similar to the ‘Model Comparison Tool’ report in GA multi-channel funnels.
In order to access and use the ‘Model Comparison’ report follow the steps below:
Step-1: Navigate to https://analytics.google.com/analytics/attribution/
Step-2: Click on the ‘Model Comparison’ link on the left-hand side:

Step-3: Select your date range from the date picker drop-down menu at the top of the report:

When reporting on Conversion time, use a date range that ends at least 3 days ago:

When reporting on Interaction time, use a date range that ends at least 2 weeks ago:

Step-4: Select your base model from the ‘Base model (non-direct)’ drop-down menu:

Step-5: Select your potential model from the ‘Potential model (non-direct)’ drop-down menu:

Step-6: By default, the Model comparison report shows data for all conversion types. In order to see the Model comparison report for a particular conversion type, select the conversion type from the drop-down menu:

Your final report may look like the one below:

Model Comparison Report settings
You can change the settings of your model comparison report by clicking on the ‘Edit report’ button on the top right-hand side:

Once you clicked on the ‘Edit report’ button, you would see the ‘Report Settings’ panel:

Through the report settings panel you can:
- Change the primary dimension of the ‘Model Comparison’ report. The default dimension is ‘Analytics default channel grouping’.
- Add a secondary dimension to the ‘Model Comparison’ report.
- Change ‘% selection’ setting to ‘Attributed Conversions’ or ‘Attributed Revenue’:
- Change the reporting to ‘Conversion time’ or ‘Interaction time’.
- Show or hide empty rows (rows that do not have a value for one or both of your chosen dimensions).
Following is an example of a data table without empty rows:

Following is an example of a data table with one empty row:

Primary & secondary dimensions of the ‘Model Comparison’ report
Through the report settings panel, you can change the primary dimension of the ‘Model Comparison’ report.
The default primary dimension is ‘Analytics default channel grouping’. Click on the dimension name to change it:

The Model comparison report provides several dimensions that can be used as primary or secondary dimensions.
All these dimensions are classified into the following three categories:
- General
- Analytics
- Google Ads

Through the report settings panel, you can add a secondary dimension to the ‘Model Comparison’ report. To add a secondary dimension, click on the ‘Add’ button:

Related Articles
- Introduction to Attribution Beta – Attribution Project in Google Analytics
- Attributed Conversions & Attributed Revenue Explained in Google Attribution
- Attribution Channels Explained in Google Analytics Attribution
- Connected Properties Explained in Google Analytics Attribution
- Conversion Credit Models Guide – Google Analytics Attribution
- Conversion Lag Report Explained in Google Analytics Attribution
- Conversion Path Length Report Explained in Google Analytics Attribution
- Conversion Paths Report Explained in Google Analytics Attribution
- Conversion Time & Interaction Time Explained in Google Analytics Attributione
- Conversion Types Explained in Google Analytics Attribution
- Model Comparison Report Explained in Google Analytics Attribution
- Google Attribution Access and User Permissions – Tutorial
- Differences Between Google Attribution & Multi-Channel Funnel Reports
Other articles on Attribution Modelling
- How to analyse and report the true value of your SEO Campaign
- How to valuate Display Advertising through Attribution Modelling
- Understanding Shopping Carts for Analytics and Conversion Optimization
- 6 Keys to Digital Success in Attribution Modelling
- Google Analytics Attribution Modeling Tutorial
- How to Measure and Improve the Quality of SEO Traffic through Google Analytics
- How to explain attribution modelling to your clients
- Default and Custom Attribution Models in Google Analytics
- Understanding Missing Touchpoints in Attribution Modelling
- What You Should Know about Historical Data in Web Analytics
- Model Comparison Report Explained in Google Analytics Attribution
- Data-Driven Attribution Model in Google Analytics – Tutorial
- Conversion Lag Report Explained in Google Analytics Attribution
- Selecting the Best Attribution Model for Inbound Marketing
- How to do ROI Analysis in Google Analytics
- Conversion Credit Models Guide – Google Analytics Attribution
- Introduction to Nonline Analytics – True Multi Channel Analytics
- Conversion Types Explained in Google Analytics Attribution
- Attribution Channels Explained in Google Analytics Attribution
- Differences Between Google Attribution & Multi-Channel Funnel Reports
- Introduction to TV Attribution in Google Analytics Attribution 360
- Conversion Credit Distribution for Attribution Models in Google Analytics
- Conversion Paths Report Explained in Google Analytics Attribution
- Attribution Model Comparison Tool in Google Analytics
- Touchpoint Analysis in Google Analytics Attribution Modelling
- Attributed Conversions & Attributed Revenue Explained in Google Attribution
- Which Attribution Model to use in Google Analytics?
- Google Attribution Access and User Permissions – Tutorial
- Conversion Path Length Report Explained in Google Analytics Attribution
- How to set up a data-driven attribution model in Google Analytics
- View-Through Conversion Tracking in Google Analytics
- Offline Conversion Tracking in Google Analytics – Tutorial
- How to Create Custom Attribution Model in Google Analytics
- 8 Google Analytics Conversions Segments You Must Use
- You are doing Google Analytics all wrong. Here is why
- How to Use ZMOT to Increase Conversions and Sales Exponentially
- Connected Properties Explained in Google Analytics Attribution
- Marketing Mix Modelling or Attribution Modelling. Which one is for you?
- How is attribution modelling helpful for ecommerce and non-ecommerce websites?
- Conversion Time & Interaction Time Explained in Google Analytics Attribution
- How to Allocate Budgets in Multi Channel Marketing
- How Does Attribution Work?
- Data-Driven Attribution Model Explorer in Google Analytics
- Introduction to Attribution Beta – Attribution Project in Google Analytics
Register for the FREE TRAINING...
"How to use Digital Analytics to generate floods of new Sales and Customers without spending years figuring everything out on your own."
Here’s what we’re going to cover in this training…
#1 Why digital analytics is the key to online business success.
#2 The number 1 reason why most marketers are not able to scale their advertising and maximize sales.
#3 Why Google and Facebook ads don’t work for most businesses & how to make them work.
#4 Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.
#5 The number 1 reason why conversion optimization is not working for your business.
#6 How to advertise on any marketing platform for FREE with an unlimited budget.
#7 How to learn and master digital analytics and conversion optimization in record time.
My best selling books on Digital Analytics and Conversion Optimization
Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.
Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.
Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.
Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.
The model comparison report (or attribution model comparison report) is used to compare different attribution models to each other. This comparison is carried out to determine how a marketing channel can be valued from a different perspective.
An attribution model is a set of rules or algorithm which is used to determine how credit for conversion should be attributed to various touchpoints in a conversion path.
The attribution model that you select as a starting point for comparison is called the ‘Base model’.
The attribution model that you select for comparing with the base model is called the ‘Potential Model’.
The model comparison report is similar to the ‘Model Comparison Tool’ report in GA multi-channel funnels.
In order to access and use the ‘Model Comparison’ report follow the steps below:
Step-1: Navigate to https://analytics.google.com/analytics/attribution/
Step-2: Click on the ‘Model Comparison’ link on the left-hand side:
Step-3: Select your date range from the date picker drop-down menu at the top of the report:
When reporting on Conversion time, use a date range that ends at least 3 days ago:
When reporting on Interaction time, use a date range that ends at least 2 weeks ago:
Step-4: Select your base model from the ‘Base model (non-direct)’ drop-down menu:
Step-5: Select your potential model from the ‘Potential model (non-direct)’ drop-down menu:
Step-6: By default, the Model comparison report shows data for all conversion types. In order to see the Model comparison report for a particular conversion type, select the conversion type from the drop-down menu:
Your final report may look like the one below:
Model Comparison Report settings
You can change the settings of your model comparison report by clicking on the ‘Edit report’ button on the top right-hand side:
Once you clicked on the ‘Edit report’ button, you would see the ‘Report Settings’ panel:
Through the report settings panel you can:
- Change the primary dimension of the ‘Model Comparison’ report. The default dimension is ‘Analytics default channel grouping’.
- Add a secondary dimension to the ‘Model Comparison’ report.
- Change ‘% selection’ setting to ‘Attributed Conversions’ or ‘Attributed Revenue’:
- Change the reporting to ‘Conversion time’ or ‘Interaction time’.
- Show or hide empty rows (rows that do not have a value for one or both of your chosen dimensions).
Following is an example of a data table without empty rows:
Following is an example of a data table with one empty row:
Primary & secondary dimensions of the ‘Model Comparison’ report
Through the report settings panel, you can change the primary dimension of the ‘Model Comparison’ report.
The default primary dimension is ‘Analytics default channel grouping’. Click on the dimension name to change it:
The Model comparison report provides several dimensions that can be used as primary or secondary dimensions.
All these dimensions are classified into the following three categories:
- General
- Analytics
- Google Ads
Through the report settings panel, you can add a secondary dimension to the ‘Model Comparison’ report. To add a secondary dimension, click on the ‘Add’ button:
Related Articles
- Introduction to Attribution Beta – Attribution Project in Google Analytics
- Attributed Conversions & Attributed Revenue Explained in Google Attribution
- Attribution Channels Explained in Google Analytics Attribution
- Connected Properties Explained in Google Analytics Attribution
- Conversion Credit Models Guide – Google Analytics Attribution
- Conversion Lag Report Explained in Google Analytics Attribution
- Conversion Path Length Report Explained in Google Analytics Attribution
- Conversion Paths Report Explained in Google Analytics Attribution
- Conversion Time & Interaction Time Explained in Google Analytics Attributione
- Conversion Types Explained in Google Analytics Attribution
- Model Comparison Report Explained in Google Analytics Attribution
- Google Attribution Access and User Permissions – Tutorial
- Differences Between Google Attribution & Multi-Channel Funnel Reports
Other articles on Attribution Modelling
- How to analyse and report the true value of your SEO Campaign
- How to valuate Display Advertising through Attribution Modelling
- Understanding Shopping Carts for Analytics and Conversion Optimization
- 6 Keys to Digital Success in Attribution Modelling
- Google Analytics Attribution Modeling Tutorial
- How to Measure and Improve the Quality of SEO Traffic through Google Analytics
- How to explain attribution modelling to your clients
- Default and Custom Attribution Models in Google Analytics
- Understanding Missing Touchpoints in Attribution Modelling
- What You Should Know about Historical Data in Web Analytics
- Model Comparison Report Explained in Google Analytics Attribution
- Data-Driven Attribution Model in Google Analytics – Tutorial
- Conversion Lag Report Explained in Google Analytics Attribution
- Selecting the Best Attribution Model for Inbound Marketing
- How to do ROI Analysis in Google Analytics
- Conversion Credit Models Guide – Google Analytics Attribution
- Introduction to Nonline Analytics – True Multi Channel Analytics
- Conversion Types Explained in Google Analytics Attribution
- Attribution Channels Explained in Google Analytics Attribution
- Differences Between Google Attribution & Multi-Channel Funnel Reports
- Introduction to TV Attribution in Google Analytics Attribution 360
- Conversion Credit Distribution for Attribution Models in Google Analytics
- Conversion Paths Report Explained in Google Analytics Attribution
- Attribution Model Comparison Tool in Google Analytics
- Touchpoint Analysis in Google Analytics Attribution Modelling
- Attributed Conversions & Attributed Revenue Explained in Google Attribution
- Which Attribution Model to use in Google Analytics?
- Google Attribution Access and User Permissions – Tutorial
- Conversion Path Length Report Explained in Google Analytics Attribution
- How to set up a data-driven attribution model in Google Analytics
- View-Through Conversion Tracking in Google Analytics
- Offline Conversion Tracking in Google Analytics – Tutorial
- How to Create Custom Attribution Model in Google Analytics
- 8 Google Analytics Conversions Segments You Must Use
- You are doing Google Analytics all wrong. Here is why
- How to Use ZMOT to Increase Conversions and Sales Exponentially
- Connected Properties Explained in Google Analytics Attribution
- Marketing Mix Modelling or Attribution Modelling. Which one is for you?
- How is attribution modelling helpful for ecommerce and non-ecommerce websites?
- Conversion Time & Interaction Time Explained in Google Analytics Attribution
- How to Allocate Budgets in Multi Channel Marketing
- How Does Attribution Work?
- Data-Driven Attribution Model Explorer in Google Analytics
- Introduction to Attribution Beta – Attribution Project in Google Analytics
Register for the FREE TRAINING...
"How to use Digital Analytics to generate floods of new Sales and Customers without spending years figuring everything out on your own."
Here’s what we’re going to cover in this training…
#1 Why digital analytics is the key to online business success.
#2 The number 1 reason why most marketers are not able to scale their advertising and maximize sales.
#3 Why Google and Facebook ads don’t work for most businesses & how to make them work.
#4 Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.
#5 The number 1 reason why conversion optimization is not working for your business.
#6 How to advertise on any marketing platform for FREE with an unlimited budget.
#7 How to learn and master digital analytics and conversion optimization in record time.
My best selling books on Digital Analytics and Conversion Optimization
Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.
Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.
Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.
Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.