The âAttribution model comparisonâ 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 âAttributionâ > âAttribution model comparisonâ tab:
This report is divided into two parts:
1) â 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 âRevenueâ (turnover) metric.
You can click the âRevenueâ (1) dropdown menu to display three other metrics:
âConversionsâ: number of conversions generated by a pair of channels.
âConversion shareâ: share of conversions generated by a pair of channels.
âTurnover shareâ: share of turnover generated by a pair of channels.
2) â 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 âComparisonâ 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 âPure PV 48hâ model in the first column and the âFirst touch pointâ model in the second column, in the âcomparisonâ 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: âif we were using the âPure PV 48hâ attribution model instead of âFirst Touch Pointâ, the SEO channel would generate âŹ1,130,605.99 more revenue in the period under review.
By default the table displays the âRevenueâ (turnover) metric.
You can click the âRevenueâ (4) dropdown menu to display three other metrics:
âConversionsâ: number of conversions generated by a pair of channels.
âConversion shareâ: share of conversions generated by a pair of channels.
âTurnover shareâ: share of turnover generated by a pair of channels.
The âAttribution comparisonâ 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 âLast Touch pointâ model to the âFirst Touch Pointâ model, the affiliation would lose âŹ118,761.87 of revenue, which means that it would make fewer sales than at present and that you would thus pay your partner much less commission:
