Quick guide to read the results of the Model Comparison tool in Google Analytics

1. What got Kermit Drunk?
Quick guide to read the results of the Model Comparison
tool in Google Analytics

2. Finding the tool
In the search bar on the top left corner of Google Analytics
type “Model Comparison”
There you go. You are in!

3. How do they compare?

4. Finding Attribution Models in GA
Google Analytics > Conversions > Attribution > Model Comparison Tool
Select DateSelect Conversion Action and
Look-Back Windown
12
3 Select 3 Models (Linear, Time
Decay and Position Based)
4
You will see that Last Click
overestimate Time Decay and
Position Based vs Direct

5. How to read the results?
A red arrow indicates that Last Click
overestimated the performance (you probably
need to decrease the number of conversion in
that channel by X% where X is an avg between
Time Decay and Position Based)

6. How to read results?
A green arrow indicates that Last Click
undestimated the performance (you probably
need to increase the number of conversion in
that channel by X% where X is an avg between
Time Decay and Position Based)

7. Common results
There would be a large variance in the data observed.
Hovever below some common results you might find:
● Direct is overestimated
● Display might be overestimated if the operation is
remarketing heavy
● Organic might be underestimated if the website ranks well
for high volume non brand traffic