Understanding Attribution Models in Google Analytics 

Thank you Kostadin, that’s great to hear.

That's great to hear Fabrizio! Thanks for subscribing!

Thank you so much Harshad! That's really great to hear!

Thanks so much Mariana!

Hi Eric, did you ever get an answer to this question?

My pleasure! I'm so glad you liked the video! We record on a little Sony RX100, a Rode lapel and I use ScreenFlow for editing.

Mmm... It depends. Assuming you're looking at the ecommerce reports, which use the 'Last Non-Direct Click' attribution model, then you would typically expect this to be closely aligned to your other platforms. The general guide is +/- 10%, however this could be different if you're comparing two sets of data that use different attribution models.

Thanks a lot for your answer. That is indeed the case, because I see a discrepancy of even around 30 - 50%. Analytics uses Last Click, the third party a 60 - 10 - 30 model. I can live with a 10% discrepancy but 30-50 seems a bit much to me. Basically, would you agree if i'd say that the "revenues" data provided by the third party aren't actually revenues, but rather "conversion value"?

The author said the first attribution model will use 30 days of historical data, can you explain what does it mean? Is it still valid? thanks!

Hmm... I'm not sure who you talked to at Google, but you can absolutely use ecommerce revenue with the Model Comparision Tool and the Multi-Channel Funnels reports in Google Analytics. For example, navigate to 'Conversions', then 'Model Comparision Tool', select 'All' at the top of the report (under 'Conversion') and then select 'Transaction'. Done.

Hey. Thanks for the reply. I was talking to their support, who checked with their tech guys. They said that the Model Comparison only shows conversion values, not revenues. Revenues is based on the prices of your goods whereas conversion value is based on what value you have assigned a conversion in the code snippets. The reason I felt that their explanation was correct is that the Model Comparison Tool, when set to Last Click-attribution, does not show similar numbers as the Acquisition reports (that uses Last Click-attribution by default). There were big big differences for all my different sources and so I felt that if Model Comparison Tool is correct, it should show roughly the same numbers for revenues/conversion values - right? @@LovesData

After selecting 'Transactions' and then 'Last Non-Direct Click' for the attribution model, my ecommerce revenue figures are 100% accurate in the Model Comparision Tool (when looking at the 'Conversion Value' metric).

interesting! Might i ask you how many goods you sell? My company seels about 16 000 different goods so I'm guessing that different conversion values have been set for a bunch of the product pages' code snippets, but not all of them - hence why my numbers differ a lot. @@LovesData