Understanding First-Click Attribution with Model Comparison
You’re currently using last-click attribution.
Which of these reports would let you see how first-click attribution would value channels and campaigns?
- Funnel exploration
- Model comparison
- Conversion paths
- Segment overlap
Answer:
Model comparison would let you see how first-click attribution would value channels and campaigns.
Model comparison is the process of evaluating different models in order to determine which one best fits the data and produces the most accurate predictions. This process typically involves computing the performance metrics of the model, such as accuracy, precision, recall, and F1 score, and then comparing them to determine which model has the highest scores. The model that has the highest scores is then chosen as the most suitable for the data.
This report allows you to compare the performance of different attribution models, such as Last-Click and First-Click, and see how they attribute value to different channels and campaigns.