Why Model Comparison?
The Model Comparison dashboard helps you understand how your marketing performance changes depending on the attribution model and window you use.
You can compare your channels across three attribution models:
• Last Click
• Multi Touch Attribution
• Unified Marketing Measurement
On top of that, you can analyse results across four different attribution windows, ranging from 1 day to unlimited.
This allows you to see the difference between performance based purely on clicks versus performance that also includes impressions and earlier touchpoints.
By using this dashboard, you’ll uncover which non click interactions contribute to conversions over time and get a more complete view of what is truly driving results.
Valuable Comparisons
Last Click vs. MTA & UMM: This comparison enables you to bridge the gap between traditional analytic platforms and the Billy Grace attribution models. Giving insight into conversions that really happened in this period, in addition to attribution between touchpoints over time.
MTA vs. UMM: Delving deeper, the comparison between MTA and UMM sheds light on your consumers' engagement. While MTA focuses solely on click interactions leading to your goal, UMM broadens the horizon to encompass impressions and views. This includes the performance of touchpoints beyond clicks, helping you to identify non-click touchpoints that contribute to your conversions.
Exploring Attribution Windows: The variation in attribution windows serves as a compass guiding you through the different phases of the customer journey. By analyzing performance across diverse time frames, from a 1-day window to the expansive view of an unlimited window, you get more insights into consumer behavior and channel effectiveness per phase. It can help you tailor your strategy based on your strong-performing channels in the awareness phase versus the performance phase.
You can find the Model Comparison dashboard under 'analytics':
