Cheatsheet: Where are you in the Digital Measurement setup?
Cheatsheet: Where are you in the Digital Measurement setup?
Complete the proof of value and review results.
Connect your advertising channels and Connect your GA4 event-level data via BigQuery.
We set up exports, rules and we create your model. Review your results:
(You are here) Understand the different types of attribution models.
Review your measurement setup.
Review your marketing performance in the Insights dashboard.
Funnel Measure gives you multiple ways to evaluate how your marketing drives results. Each attribution model assigns credit differently, and comparing them helps you understand the full picture of your marketing performance.
This article explains the attribution models available in Digital Measurement and when to use each one.
Why multiple attribution models matter
No single attribution model tells the whole story.
Platform attribution tends to overcount because each platform claims credit independently.
Last-click attribution ignores everything that happened before the final interaction.
Multi-touch attribution (MTA) has visibility only into impressions that generate clicks.
Marketing mix modeling (MMM) captures the big picture but can't show campaign-level detail.
Funnel Measure uses a triangulation approach: a unified measurement framework that validates marketing performance by comparing results from multiple measurement models. In Digital Measurement, you calibrate, contextualize and complement Funnel Digital MMM (top-down) with Funnel Data-Driven MTA (bottom-up). The Attribution Comparison page lets you compare models side by side.
Attribution models available in Digital Measurement
Funnel Digital MMM
Funnel Digital MMM is a top-down statistical model that measures the impact of your digital media spend using marketing mix modeling principles. It works with aggregated daily data rather than individual user tracking. This makes Funnel Digital MMM robust against cookie loss and privacy restrictions, and lets it capture the full funnel impact, including upper funnel media that doesn't result in immediate clicks.
How it works
Calculates a baseline: the conversions that would happen without any paid marketing.
Measures the incremental lift from each channel above that baseline.
Automatically accounts for standard contextual variables like public holidays and major shopping events.
Requires a minimum of 365 days of daily data.
When to use it
Use Funnel Digital MMM to understand the true incremental value of your media spend across channels, especially for upper-funnel activities where user-level tracking is limited.
Note: Funnel Digital MMM in the Digital Measurement plan includes only standard contextual variables. If you need custom contextual variables (like competitor pricing or store renovations), you'll need the Advanced Measurement plan.
Funnel Data-Driven MTA
Funnel Data-Driven MTA is a proprietary multi-touch attribution model that uses machine learning to assign credit across tracked touchpoints. Unlike platform-reported data, it runs its own calculations independently, providing cross-platform impartiality.
How it works
Analyzes individual customer journeys based on tracked touchpoints (clicks and site visits).
Uses machine learning algorithms to calculate how much credit each touchpoint deserves.
Provides granular, campaign-level insights.
When to use it
Use Funnel Data-Driven MTA to understand which specific campaigns and touchpoints are driving conversions. It's especially useful for comparing campaign performance and optimizing spend at a granular level.
Platform attribution
Platform attribution shows credit exactly as reported by each advertising platform (like Facebook Ads or Google Ads). Each platform operates in its own silo and doesn't deduplicate against other platforms, so the total conversions often exceed actual sales.
How it works
Aggregates the raw conversion data from every connected platform.
Does not deduplicate. If both Facebook and Google claim credit for the same sale, both are counted.
When to use it
Use Platform attribution to verify that your ad platform settings are correct and to compare platform-reported numbers against deduplicated models like Funnel Data-Driven MTA.
Google Analytics attribution
Google Analytics attribution assigns credit based on the tracking logic and attribution settings configured in your connected GA4 property.
How it works
Uses the attribution model configured in your GA4 property.
Reflects the data as GA4 reports it.
When to use it
Use Google Analytics attribution for consistency with your existing GA4 reporting. It's useful as a reference point when comparing against Funnel's own models.
Note: Google Analytics is also the name of a connector in Funnel. When selecting an attribution model, make sure you're choosing the Google Analytics attribution model, not connecting the data source.
Compare attribution models
Use Attribution comparison to switch between attribution models and see how results change. To open it, go to Measure > Attribution comparison. Comparing models helps you:
Identify channels that are overvalued or undervalued by a single model.
Understand the difference between what platforms report and what the model calculates.
Make more informed budget allocation decisions.
For example, if Platform attribution shows 150 conversions for a campaign but Funnel Data-Driven MTA shows 80 incremental conversions, the difference highlights how much of the platform-reported value is duplicated or non-incremental.