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Google Rolls Out ‘Attribution Model Comparison Tool’ in the Google Analytics

Google Analytics’ Attribution Model Comparison Tool lets you now view your imported AdWords cost data directly in the Analytics.

“By evaluating your AdWords cost data under various lenses offered through Attribution, you’ll get further insight into the effectiveness of your marketing spend,” explains Google.

The Attribution Model Comparison tool will gradually roll to all of Google Analytics.

To get started you need to link your account to an AdWords cost data source. Google notes, the more your cost data for a given profile is complete, “the more stable and accurate are the insights you can gain from the analysis.” And, advises, to using the Cost Data Import service provided through the GA API to add cost data beyond AdWords.

Google notes that it has extended the lookback window within Multi-Channel Funnels to 90 days that makes the analysis of conversion path data even more meaningful. This functionality is now available through the standard lookback window selector.

Second, Cost Per Acquisition (CPA) metric is also now available to advertisers in Google Analytics through the Model Comparison Tool makes. In addition, users can also look at the “Return On Ad Spend” (ROAS) figure, “which compares the value or revenue driven by conversions under different attribution models.”

“Selecting Conversion Value & ROAS from the selector in the Attribution Model Comparison Tool allows you to contrast the value driven by your spend. Comparing the performance of a channel by looking at two different attribution models can uncover hidden performance of this channel. In the above example, the Display channel drives 20% more value under a First Interaction model,” google explains.

Google Analytics Attribution Model Comparison Tool

Adding, the “direction of the arrow in the % change column indicates the orientation of the shift,” Please note “that it matters which model is the reference model, and which model is the comparison model.”

  • “A positive shift away from the valuation of the reference model will be visualized with an upwards arrow, a negative shift with a downwards arrow.
  • color of the arrows is used to indicate whether the alternative valuation of the comparison model has caused a favorable shift.
  • “Green indicates a significant shift in favor of the comparison model, and red indicates a significant shift in favor of the reference model.” While, “a gray dot symbol indicates that there is no relevant change between the reference and comparison model”,” explains Google.
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