Attrib. models comparison

The “Attribution model comparison” report lets you compare two attribution models of your choice and see how they affect the sales attributed to each channel. You access it by clicking the “Attribution” > “Attribution model comparison” tab:

This report is divided into two parts:

1) – A Graph part presenting in a succinct form the differential between two attribution models. The figures for the first model (benchmark model) are shown in green, those for the model being compared are shown in blue. By default the graph displays the “Revenue” (turnover) metric.

You can click the “Revenue” (1) dropdown menu to display three other metrics:

• “Conversions”: number of conversions generated by a pair of channels.

• “Conversion share”: share of conversions generated by a pair of channels.

• “Turnover share”: share of turnover generated by a pair of channels.

2) – A Table part comparing in greater detail the impact of two different attribution models on conversions.

To compare two attribution models of your choice, in the left-hand dropdown menu (1) select a model among those at your disposal, and do likewise in the second column (2). In the “Comparison” column (3) you can see the impact on existing conversions of one attribution model compared with another: the positive impacts are shown in green, the negative ones in red.

For instance, if you select the “Pure PV 48h” model in the first column and the “First touch point” model in the second column, in the “comparison” column you will see the gain or loss of revenue generated for each one of the channels. The table can be read in this manner: “if we were using the ‘Pure PV 48h” attribution model instead of “First Touch Point”, the SEO channel would generate €1,130,605.99 more revenue in the period under review.

By default the table displays the “Revenue” (turnover) metric.

You can click the “Revenue” (4) dropdown menu to display three other metrics:

• “Conversions”: number of conversions generated by a pair of channels.

• “Conversion share“: share of conversions generated by a pair of channels.

• “Turnover share“: share of turnover generated by a pair of channels.

How to interpret the “Attribution comparison” report?

The “Attribution comparison” report lets you analyze in a succinct form the impacts of a change of attribution model on the conversions of a given period.

We advise you to start by choosing the attribution model your company currently considers official in the left-hand column, and compare it with one or more attribution models that interest you. You can than directly simulate the number of conversions and the revenue that each of your channels would win or lose.

In the example below, by switching from the “Last Touch point” model to the “First Touch Point” model, the affiliation would lose €118,761.87 of revenue, which means that it would make fewer sales than at present and that you would thus pay your partner much less commission: