Data-Driven Attribution Model Explorer in Google Analytics
This article is related to Attribution Modelling in Google Analytics.
If you are brand new to Google Analytics Attribution then read this article first: Beginners Guide to Google Analytics Attribution Modelling.
Model Explorer (also known as Data Driven Attribution model explorer) is an attribution modelling tool through which you can determine how the Data Driven Attribution (DDA) model values were calculated in Google Analytics and how the DDA model distributed conversion credit to various marketing channels, defined in the ‘default channel grouping’.
Get my best selling books on Attribution Modelling
- Learn to implement attribution modelling in your organisation
- Understand the customer purchase journey across devices
- Determine the most effective marketing channels for investment
Click book covers to find out more
Criteria to be eligible to use Data-Driven Attribution Model Explorer
The primary requirement to be eligible to use the Model Explorer tool is access to Google Analytics 360/premium account.
The model explorer tool is not available in the standard version of Google Analytics.
Following are other critical requirements to be eligible to use this tool effectively:
#1 ‘Goal conversion’ tracking setup in your chosen GA premium view. So that goal data is available to your DDA model.
#2 ‘ecommerce tracking’ or enhanced ecommerce tracking set up in your chosen GA premium view. So that ecommerce data is available to your DDA model.
#3 Data Driven Attribution Model set up in your chosen GA premium view.
#4 Availability of cost data in GA reports.
#5 At least 60 days of historical data in Google Analytics (in order to make the data statistically significant). This data include: ecommerce data, goal conversion data, cost data and website usage data.
To access the Model explorer tool follow the steps below:
Step-1: Login to your GA premium account and then navigate to the reporting view for which the Data Driven Attribution model has been enabled.
Step-2: Navigate to Conversions > Attributions > Model Explorer:
You will then see the data driven attribution model explorer report.
Get the Free E-Book (52 Pages)
How to read the Data Driven Attribution Model Explorer Report?
This report is going to look like the one below:
DDA model determine and use up to four most influential interactions/touchpoints in the last 90 days prior to each conversion. These interactions are reported by the Model explorer tool.
This tool assigns ‘weighted average credit’ to each of the 4 interactions for each marketing channel.
Determining the overall weight of marketing channels in a particular time period
In order to determine the overall weight of marketing channels in a particular time period, follow the steps below:
Step-1: Select ‘All’ from the ‘conversion’ drop down menu in the model explorer report:
Step-2: Look at the ‘Conversions’ column in the model explorer report:
The marketing channel with higher data driven conversions carries more weight in a particular time period.
If you want to determine the weight of a marketing channel for a particular conversion then select the conversion from the ‘conversion’ drop down menu in the model explorer report:
You can also download the latest data driven attribution model into excel for further analysis by clicking on the ‘Download the full model’ button at the top right of the ‘Model explorer tool’:
The downloaded DDA model include only those conversions whose conversion path length is 2 or more interactions and which were recorded in the last 28 days from the time the DDA model was last generated.
The DDA model you see in the model explorer report show conversion credits based on the conversion type and time period you select for the report. Because of this reason your downloaded model may not match with the DDA model you see, in your model explorer report.
As such, a traditional MMM model is not suitable for carrying out digital marketing mix modelling aka attribution modelling.
Get my best selling books on Attribution Modelling
- Learn to implement attribution modelling in your organisation
- Understand the customer purchase journey across devices
- Determine the most effective marketing channels for investment
Click book covers to find out more
Other articles on Attribution Modelling in Google Analytics
- Touch Point Analysis in Google Analytics Attribution Modelling
- 8 Google Analytics Conversions Segments You Must Use
- Default and Custom Attribution Models in Google Analytics
- Attribution Model Comparison Tool in Google Analytics
- Which Attribution Model to use in Google Analytics?
- How to create Custom Attribution Model in Google Analytics
- How to do ROI Analysis in Google Analytics
- Google Analytics Attribution Modelling – Complete Guide
- Guide to Data Driven Attribution Model in Google Analytics
- Conversion Credit distribution for Attribution Models in Google Analytics
- You are doing Google Analytics all wrong. Here is why
- Marketing Mix Modelling or Attribution Modelling. Which one is for you?
- Introduction to Nonline Analytics – True Multi Channel Analytics
- How to set up Data driven attribution model in Google Analytics
- How to valuate Display Advertising through Attribution Modelling
- Understanding Shopping Carts for Analytics and Conversion Optimization
- View-through conversion tracking in Google Analytics
- Understanding Missing Touch Points in Attribution Modelling
- Guide to Offline Conversion Tracking in Google Analytics
- How to explain attribution modelling to your clients
- 6 Keys to Digital Success in Attribution Modelling
- How to use ZMOT to increase Conversions and Sales exponentially
- How to Measure and Improve the Quality of SEO Traffic through Google Analytics
- How to analyse and report the true value of your SEO Campaign
- How to allocate Budgets in Multi Channel Marketing
- What You Should Know about Historical Data in Web Analytics
- Google Analytics Not Provided Keywords and how to unlock and analyze them
- Selecting the Best Attribution Model for Inbound Marketing
- Introduction to TV attribution in Google Analytics Attribution 360
- Cross Device Reports in Google Analytics via Google Signals
- Data-Driven Attribution Model Explorer in Google Analytics
Do you know the difference between Digital Analytics and Google Analytics?
99.99% of course creators themselves don’t know the difference between Digital analytics, Google Analytics (GA) and Google Tag Manager (GTM).
So they are teaching GA and GTM in the name of teaching Digital analytics.
They just copy each other. Monkey see, monkey do.
But Digital analytics is not about GA, GTM.
It is about analyzing and interpreting data, setting up goals, strategies and KPIs.
It’s about creating strategic roadmap for your business.
Digital Analytics is the core skill. Google Analytics is just a tool used to implement ‘Digital Analytics’.
You can also implement ‘Digital analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.
Using Google Analytics without the good understanding of ‘Digital analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs.
You are either likely to end up somewhere other than your destination or you get involved in an accident.
You learn data analysis and interpretation from Digital analytics and not from Google Analytics.
The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.
You get that direction from ‘Digital analytics’ and not from ‘Google Analytics’.
You learn to set up KPIs, strategies and measurement framework for your business from ‘Digital analytics’ and not from ‘Google Analytics’.
So if you are taking a course only on 'Google Analytics’, you are learning to use one of the tools of ‘Digital analytics’. You are not learning the ‘Digital analytics’ itself.
Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.
You need to know lot more than GA in order to work in digital analytics and marketing field.
So what I have done, if you are interested, is I have put together a completely free training that will teach you exactly how I have been able to leverage digital analytics to generate floods of news sales and customers and how you can literally copy what I have done to get similar results.
Here what You'll Learn On This FREE Web Class!
1) The number 1 reason why most marketers and business owners are not able to scale their advertising and maximise sales.
2) Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.
3) The number 1 reason why conversion optimization is not working for your business.
4) How to advertise on any marketing platform for FREE with an unlimited budget.
5) How to learn and master digital analytics 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.
Himanshu Sharma
Digital Marketing Consultant and Founder of Optimizesmart.com
This article is related to Attribution Modelling in Google Analytics.
If you are brand new to Google Analytics Attribution then read this article first: Beginners Guide to Google Analytics Attribution Modelling.
Model Explorer (also known as Data Driven Attribution model explorer) is an attribution modelling tool through which you can determine how the Data Driven Attribution (DDA) model values were calculated in Google Analytics and how the DDA model distributed conversion credit to various marketing channels, defined in the ‘default channel grouping’.
Get my best selling books on Attribution Modelling
- Learn to implement attribution modelling in your organisation
- Understand the customer purchase journey across devices
- Determine the most effective marketing channels for investment
Click book covers to find out more
Criteria to be eligible to use Data-Driven Attribution Model Explorer
The primary requirement to be eligible to use the Model Explorer tool is access to Google Analytics 360/premium account.
The model explorer tool is not available in the standard version of Google Analytics.
Following are other critical requirements to be eligible to use this tool effectively:
#1 ‘Goal conversion’ tracking setup in your chosen GA premium view. So that goal data is available to your DDA model.
#2 ‘ecommerce tracking’ or enhanced ecommerce tracking set up in your chosen GA premium view. So that ecommerce data is available to your DDA model.
#3 Data Driven Attribution Model set up in your chosen GA premium view.
#4 Availability of cost data in GA reports.
#5 At least 60 days of historical data in Google Analytics (in order to make the data statistically significant). This data include: ecommerce data, goal conversion data, cost data and website usage data.
To access the Model explorer tool follow the steps below:
Step-1: Login to your GA premium account and then navigate to the reporting view for which the Data Driven Attribution model has been enabled.
Step-2: Navigate to Conversions > Attributions > Model Explorer:
You will then see the data driven attribution model explorer report.
Get the Free E-Book (52 Pages)
How to read the Data Driven Attribution Model Explorer Report?
This report is going to look like the one below:
DDA model determine and use up to four most influential interactions/touchpoints in the last 90 days prior to each conversion. These interactions are reported by the Model explorer tool.
This tool assigns ‘weighted average credit’ to each of the 4 interactions for each marketing channel.
Determining the overall weight of marketing channels in a particular time period
In order to determine the overall weight of marketing channels in a particular time period, follow the steps below:
Step-1: Select ‘All’ from the ‘conversion’ drop down menu in the model explorer report:
Step-2: Look at the ‘Conversions’ column in the model explorer report:
The marketing channel with higher data driven conversions carries more weight in a particular time period.
If you want to determine the weight of a marketing channel for a particular conversion then select the conversion from the ‘conversion’ drop down menu in the model explorer report:
You can also download the latest data driven attribution model into excel for further analysis by clicking on the ‘Download the full model’ button at the top right of the ‘Model explorer tool’:
The downloaded DDA model include only those conversions whose conversion path length is 2 or more interactions and which were recorded in the last 28 days from the time the DDA model was last generated.
The DDA model you see in the model explorer report show conversion credits based on the conversion type and time period you select for the report. Because of this reason your downloaded model may not match with the DDA model you see, in your model explorer report.
As such, a traditional MMM model is not suitable for carrying out digital marketing mix modelling aka attribution modelling.
Get my best selling books on Attribution Modelling
- Learn to implement attribution modelling in your organisation
- Understand the customer purchase journey across devices
- Determine the most effective marketing channels for investment
Click book covers to find out more
Other articles on Attribution Modelling in Google Analytics
- Touch Point Analysis in Google Analytics Attribution Modelling
- 8 Google Analytics Conversions Segments You Must Use
- Default and Custom Attribution Models in Google Analytics
- Attribution Model Comparison Tool in Google Analytics
- Which Attribution Model to use in Google Analytics?
- How to create Custom Attribution Model in Google Analytics
- How to do ROI Analysis in Google Analytics
- Google Analytics Attribution Modelling – Complete Guide
- Guide to Data Driven Attribution Model in Google Analytics
- Conversion Credit distribution for Attribution Models in Google Analytics
- You are doing Google Analytics all wrong. Here is why
- Marketing Mix Modelling or Attribution Modelling. Which one is for you?
- Introduction to Nonline Analytics – True Multi Channel Analytics
- How to set up Data driven attribution model in Google Analytics
- How to valuate Display Advertising through Attribution Modelling
- Understanding Shopping Carts for Analytics and Conversion Optimization
- View-through conversion tracking in Google Analytics
- Understanding Missing Touch Points in Attribution Modelling
- Guide to Offline Conversion Tracking in Google Analytics
- How to explain attribution modelling to your clients
- 6 Keys to Digital Success in Attribution Modelling
- How to use ZMOT to increase Conversions and Sales exponentially
- How to Measure and Improve the Quality of SEO Traffic through Google Analytics
- How to analyse and report the true value of your SEO Campaign
- How to allocate Budgets in Multi Channel Marketing
- What You Should Know about Historical Data in Web Analytics
- Google Analytics Not Provided Keywords and how to unlock and analyze them
- Selecting the Best Attribution Model for Inbound Marketing
- Introduction to TV attribution in Google Analytics Attribution 360
- Cross Device Reports in Google Analytics via Google Signals
- Data-Driven Attribution Model Explorer in Google Analytics
Do you know the difference between Digital Analytics and Google Analytics?
99.99% of course creators themselves don’t know the difference between Digital analytics, Google Analytics (GA) and Google Tag Manager (GTM).So they are teaching GA and GTM in the name of teaching Digital analytics.
They just copy each other. Monkey see, monkey do.
But Digital analytics is not about GA, GTM.
It is about analyzing and interpreting data, setting up goals, strategies and KPIs.
It’s about creating strategic roadmap for your business.
Digital Analytics is the core skill. Google Analytics is just a tool used to implement ‘Digital Analytics’.You can also implement ‘Digital analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.
Using Google Analytics without the good understanding of ‘Digital analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs.
You are either likely to end up somewhere other than your destination or you get involved in an accident.
You learn data analysis and interpretation from Digital analytics and not from Google Analytics.The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.
You get that direction from ‘Digital analytics’ and not from ‘Google Analytics’.
You learn to set up KPIs, strategies and measurement framework for your business from ‘Digital analytics’ and not from ‘Google Analytics’.So if you are taking a course only on 'Google Analytics’, you are learning to use one of the tools of ‘Digital analytics’. You are not learning the ‘Digital analytics’ itself.
Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.
You need to know lot more than GA in order to work in digital analytics and marketing field.
So what I have done, if you are interested, is I have put together a completely free training that will teach you exactly how I have been able to leverage digital analytics to generate floods of news sales and customers and how you can literally copy what I have done to get similar results.
Here what You'll Learn On This FREE Web Class!
1) The number 1 reason why most marketers and business owners are not able to scale their advertising and maximise sales.
2) Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.
3) The number 1 reason why conversion optimization is not working for your business.
4) How to advertise on any marketing platform for FREE with an unlimited budget.
5) How to learn and master digital analytics 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.
Himanshu Sharma
Digital Marketing Consultant and Founder of Optimizesmart.com