Model Comparison Report Explained in Google Analytics Attribution

What is Model Comparison Report in Attribution BETA?

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.

Note: The model comparison report is similar to the Model Comparison Tool report in GA multi-channel funnels.

Base model vs Potential model

The attribution model that you select as a starting point for comparison in the Model Comparison report is called the reference attribution model (or base model).

Whereas, the attribution model that you select for comparing with the reference attribution model in the Model Comparison report is called the comparison attribution model (or potential model).

Model Comparison Report

How to use the Model Comparison Report?

In order to 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:

Model Comparison report

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

Select your date range from the date picker

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

use a date range that ends at least 3 days ago

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

use a date range that ends at least 2 weeks ago

Step-4: Select your reference model from the first drop-down menu:

Select your reference model

Step-5: Select your comparison model from the second drop-down menu:

Select your comparison model

After selecting your reference and comparison attribution models, your model comparison report would look something like the one below:

After selecting your reference and comparison attribution models

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:

select the conversion type from the drop down menu 1

How to change the settings of the model comparison report?

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

edit Model Comparison report

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

Report Settings panel 3

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:

example of a data table without empty rows

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

example of a data table with one empty row

Primary and 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: 

Analytics default channel grouping

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
Model Comparison report provides several dimensions

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:

add a secondary dimension to the Model Comparison report
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