As the name suggests, the Attribution Models View allows you to compare different attribution models. After selecting a dimension and metric (e.g., revenue for each channel), you can directly see how various attribution models distribute revenue.

Comparing attribution models is particularly beneficial when you want to understand the true value of your marketing channels. For example, the Last-Click Model attributes all the credit to the final touchpoint, while the Linear Model distributes credit equally across all touchpoints. If your business focuses on driving conversion through retargeting campaigns, the Position-Based Model, which gives more weight to the first and last touchpoints, can highlight the importance of both the initial discovery phase and the final conversion step. By analyzing these differences, you can determine which attribution model aligns best with your business objectives and apply it to optimize your marketing strategies.

Understanding the characteristics of each model will also help you decide which attribution model to utilize in other reports for the most accurate insights. You can find more information about Attribution Models here.

Most of the elements in the Attribution Model Comparison View will likely feel familiar, as they are also present in other views. For detailed guidance on how to use features like Period, Attribution window, Filters, Share View, or Dimension you can refer to the respective articles.

Additionally, by clicking on the Metric button, you can select the specific metric you want to display in the bar charts, making it easy to tailor the view to your needs.