Try out all OWOX BI features with a trial period Start for free

OWOX BI Smart Data — is a service that lets you “talk” with your data. Writing SQL queries or any technical background isn't required.

Ask it a few questions to get answers to your questions about results of your attribution model calculation.

Examples of reports

There are some ready to use reports on “Results” tab:

The first three compare campaigns effectiveness by Funnel Based and Last Non-Direct Click attribution models by different metrics: ROAS, ROI and share of ad costs.
The fourth shows how the value of each source and medium is distributed to the funnel steps.
The fifth shows impact of each source and medium on the funnel steps.

Results interpretation

In the report that compares attribution models there are columns that show monetary and relative difference.

It shows how campaign value changes if when value is assigned for campaign contribution on each stage of conversion path, not only the last one.
Campaigns that are overvalued have negative difference. Campaigns with the greatest difference value should be analyzed and re-evaluated in the first place.

More on testing and measuring effectiveness of Funnel Based model in our post “How to evaluate the cost efficiency of the attribution model”.

Was this article helpful?
1 out of 1 found this helpful
Have more questions? Submit a request


Please sign in to leave a comment.