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:

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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:

  1. Change the primary dimension of the ‘Model Comparison’ report. The default dimension is ‘Analytics default channel grouping’.
  2. Add a secondary dimension to the ‘Model Comparison’ report. 
  3. Change ‘% selection’ setting to ‘Attributed Conversions’ or ‘Attributed Revenue’:
  4. Change the reporting to ‘Conversion time’ or ‘Interaction time’.
  5. 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:

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  40. Conversion Time & Interaction Time Explained in Google Analytics Attribution
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  42. How Does Attribution Work?
  43. Data-Driven Attribution Model Explorer in Google Analytics
  44. Introduction to Attribution Beta – Attribution Project in Google Analytics

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