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:

1. Goal conversion tracking set up 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 includes ecommerce data, goal conversion data, cost data, and website usage data.

To access the Model Explorer tool follow the steps below:

Step-1: Log in 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.

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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. 

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.

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