The advanced attribution and the model comparison tool

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In Google Analytics, navigate to Conversions > Attribution > Model Comparison Tool. Here you can directly compare these digital marketing attribution models.


Applying one of these different models to your data can only be done within the tool. It estonia phone number data can't be applied to other reports in Google Analytics. So, once you've found the perfect model for your business, you can't use it anywhere else in Google Analytics. This makes gaining holistic insights nearly impossible.

An overview of Google’s attribution models
Last interaction assignment

This attribution model attributes the entire conversion value to the last touchpoint before a conversion. This model is used by most analytics platforms—Google Analytics is an exception.

This model is barely informative. In an example scenario, "Direct" would receive full credit. This ignores three of the four touchpoints this user had! How can you attribute digital marketing value without insight into their full journey?

Last AdWords click attribution

In this attribution model, all credit before a conversion is assigned to the final AdWords click.

If your user clicked on an ad, then completed organic search multiple times, submitted a lead generation form, and finally converted via email, none of the organic or email interactions receive credit. This model is generally only useful for AdWords ROI and neglects the value of all other channels.