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) Compare attribution models.
Review your measurement setup.
Review your marketing performance in the Insights dashboard.
The Attribution comparison page in Funnel Measure lets you compare how different attribution models assign credit, so you can understand where each model agrees or disagrees about your marketing performance.
To open Attribution comparison, from the left navigation menu, go to Measure > Attribution comparison.
Filters
Use the filters at the top of the page to narrow the data:
Date range: Select a time period (for example, Last full 7 days).
Market: Select a specific market.
When you select Funnel Digital MMM as one of the models:
Measurement Channel: Filter by channel grouping (for example, Affiliate, Baseline, Email, Other, Paid Search, Paid Social, Video).
Measurement Source: Filter by the specific source within a channel (for example, Bing Brand, Google Brand, Google Performance Max, Meta Prospecting, Meta Remarketing, TikTok Video Prospecting).
When you don't select Funnel Digital MMM as one of the models (for example, Funnel Data-Driven MTA or Platform attribution):
Channel: Filter by channel grouping (for example, Direct, Email, Organic Search, Organic Shopping, Paid Search, Paid Social, Referral).
Traffic source: Filter by the specific source within a channel (for example, Bing, Facebook, Google, LinkedIn, TikTok, Yahoo).
A Campaign filter is always available. Use the search field to find specific campaigns.
Select models
Choose two attribution models to compare using the model selector. Select an attribution model on each side. For example, selecting Platform attribution compared to Funnel Data-Driven MTA highlights the difference between platform-reported and deduplicated values for the selected market.
Note:
When you select Platform attribution, totals may be higher than expected because platform attribution often counts the same conversion across multiple platforms. Consider using a deduplicated or modeled view for more accurate reporting.
When you select Google Analytics attribution, conversions and revenue may not match across attribution models. Google Analytics attribution reflects credit and totals as your connected GA4 property reports them. The other attribution model uses its own rules and data.
Compare the percentage of conversions or revenue each channel gets in each model instead of their absolute totals.
ROAS, CPA and AOV can be misleading if conversions or revenue don't match between attribution models.
Chart
The chart compares the two selected models visually, broken down by a dimension you choose:
Select a metric to display using the metric selector on the left (for example, AOV). The chart shows the metric for both selected models side by side.
Change the breakdown dimension using the by selector (for example, Measurement Channel or Channel, depending on the selected models).
The chart shows bars for each selected model side by side, color-coded to distinguish between them. This lets you see at a glance how credit shifts depending on the model.
Performance table
Below the chart, a table breaks down the comparison in a hierarchical, expandable view. When you select Funnel Digital MMM as one of the models, the table uses Measurement Channel, Measurement Source and Campaign. Otherwise, it uses Channel, Traffic source and Campaign. You can expand a channel row to see its sources, and expand a source to see individual campaigns.
Columns include the selected metrics (for example, Revenue, ROAS, AOV), each showing values for both selected models side by side. Use the horizontal scroll to view all columns, and select Columns to customize which metrics appear.
Use cases for comparing attribution models
Attribution comparison is most useful when you want to:
See how much credit each attribution model gives to a specific channel or campaign.
Identify channels where Platform attribution significantly overcounts compared to Funnel Data-Driven MTA or Funnel Digital MMM.
Validate whether your budget allocation aligns with the incremental value each channel delivers.
For example, if Platform attribution shows 145% ROAS for Paid Search but Funnel Data-Driven MTA shows 80%, the difference highlights how much of the platform-reported value is duplicated or non-incremental.