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:

  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 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.

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How to read the Data-Driven Attribution Model Explorer Report?

This report is going to look like the one below:

read-model-explorer-report

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. 

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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:

all-conversions

Step-2: Look at the ‘Conversions’ column in the model explorer report:

data-driven-conversions

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:one-conversion-type-selected

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’:download-the-full-model

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.

Other articles on Attribution Modelling

  1. How to analyse and report the true value of your SEO Campaign
  2. How to valuate Display Advertising through Attribution Modelling
  3. Understanding Shopping Carts for Analytics and Conversion Optimization
  4. 6 Keys to Digital Success in Attribution Modelling
  5. Google Analytics Attribution Modeling Tutorial
  6. How to Measure and Improve the Quality of SEO Traffic through Google Analytics
  7. How to explain attribution modelling to your clients
  8. Default and Custom Attribution Models in Google Analytics
  9. Understanding Missing Touchpoints in Attribution Modelling
  10. What You Should Know about Historical Data in Web Analytics
  11. Model Comparison Report Explained in Google Analytics Attribution
  12. Data-Driven Attribution Model in Google Analytics – Tutorial
  13. Conversion Lag Report Explained in Google Analytics Attribution
  14. Selecting the Best Attribution Model for Inbound Marketing
  15. How to do ROI Analysis in Google Analytics
  16. Conversion Credit Models Guide – Google Analytics Attribution
  17. Introduction to Nonline Analytics – True Multi Channel Analytics
  18. Conversion Types Explained in Google Analytics Attribution
  19. Attribution Channels Explained in Google Analytics Attribution
  20. Differences Between Google Attribution & Multi-Channel Funnel Reports
  21. Introduction to TV Attribution in Google Analytics Attribution 360
  22. Conversion Credit Distribution for Attribution Models in Google Analytics
  23. Conversion Paths Report Explained in Google Analytics Attribution
  24. Attribution Model Comparison Tool in Google Analytics
  25. Touchpoint Analysis in Google Analytics Attribution Modelling
  26. Attributed Conversions & Attributed Revenue Explained in Google Attribution
  27. Which Attribution Model to use in Google Analytics?
  28. Google Attribution Access and User Permissions – Tutorial
  29. Conversion Path Length Report Explained in Google Analytics Attribution
  30. How to set up a data-driven attribution model in Google Analytics
  31. View-Through Conversion Tracking in Google Analytics
  32. Offline Conversion Tracking in Google Analytics – Tutorial
  33. How to Create Custom Attribution Model in Google Analytics
  34. 8 Google Analytics Conversions Segments You Must Use
  35. You are doing Google Analytics all wrong. Here is why
  36. How to Use ZMOT to Increase Conversions and Sales Exponentially
  37. Connected Properties Explained in Google Analytics Attribution
  38. Marketing Mix Modelling or Attribution Modelling. Which one is for you?
  39. How is attribution modelling helpful for ecommerce and non-ecommerce websites?
  40. Conversion Time & Interaction Time Explained in Google Analytics Attribution
  41. How to Allocate Budgets in Multi Channel Marketing
  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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Himanshu Sharma

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Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers' purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years of experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence. The Digital Analytics Association is a world-renowned not-for-profit association that helps organisations overcome the challenges of data acquisition and application.

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