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.