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’.
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 a 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:
- ‘Goal conversion’ tracking setup in your chosen GA premium view. So that goal data is available to your DDA model.
- ‘ecommerce tracking’ or enhanced ecommerce tracking set up in your chosen GA premium view. So that ecommerce data is available to your DDA model.
- Data Driven Attribution Model set up in your chosen GA premium view.
- Availability of cost data in GA reports.
- At least 60 days of historical data in Google Analytics (in order to make the data statistically significant). This data includes 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 determines and uses 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 four interactions for each marketing channel.
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.
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 includes only those conversions whose conversion path length is two 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.
EXCLUSIVE FREE TRAINING REVEALS....
"How to use Digital Analytics to generate floods of new Sales and Customers without spending years figuring everything out on your own."
(even if you are completely new to analytics)
Here’s what we’re going to cover…
#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.
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’.
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 a 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:
- ‘Goal conversion’ tracking setup in your chosen GA premium view. So that goal data is available to your DDA model.
- ‘ecommerce tracking’ or enhanced ecommerce tracking set up in your chosen GA premium view. So that ecommerce data is available to your DDA model.
- Data Driven Attribution Model set up in your chosen GA premium view.
- Availability of cost data in GA reports.
- At least 60 days of historical data in Google Analytics (in order to make the data statistically significant). This data includes 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 determines and uses 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 four interactions for each marketing channel.
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.
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 includes only those conversions whose conversion path length is two 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.
EXCLUSIVE FREE TRAINING REVEALS....
"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…
#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.
Himanshu Sharma
Digital Marketing Consultant and Founder of Optimizesmart.com