How does the model comparison tool work?

The Model Comparison Tool allows you to compare so-called attribution models and how they impact the value of your marketing channels. Comparing attribution gives you a better, or perhaps "truer" overview of how successful your different channels are in pushing potential clients into clients.

As its name suggests, the model comparison tool allows you to look at all your channels and compare three different attribution models with one another in Google Analytics. This helps marketers determine how a marketing channel can be valued from different perspectives.