In our Model Comparison dashboard, you have the opportunity to compare the performance of your different marketing channels through distinct attribution models and windows. Enhance your insights by analyzing three fundamental attribution models - Last Click, Multi-Touch Attribution (MTA), and Unified Marketing Measurement (UMM) - alongside four distinct attribution windows spanning from 1 day to unlimited.
Using the Model Comparison dashboard can help to identify more (non-click) touchpoints that significantly contribute to conversions over time.
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':
