February 13, 2018 — OWOX BI Attribution. Improvement of models comparison report

One of the milestones in the adoption of the Funnel based attribution model is understanding how it is different from the current model (almost always it's Last Non-Direct Click model). For that, we have the report that compares models by revenue and ROAS, ROI or CPA:

en-compare-models.pngExample of the report: How different are revenue and ROAS of campaigns in attribution model GA Last Non-Direct Click as compared to Funnel Based?

The approach used in the report is quite difficult because the sum of revenue in each model is different so it requires revenue normalization.

Based on our customers' feedback we have improved and simplified the attribution models comparison report.

How we compare attribution models now

First, let's visualize all the elements that influence logic of the report:

en-model-schema.pngFunnel based model attributes value to all the funnel steps prior to the conversion. Because of this, share of the value goes to actions from conversion window

Now the report time frame defines the conversions and the report contains data about all the sessions that were present in conversion paths of those conversions.
Last Non-Direct Click model gets only sessions of the report time frame, Funnel Based model gets sessions of the report time frame and conversion window.
The sum of revenue is the same for each of the models.

What cost data is included in the report

Cost of the report time frame.

There might be cases when for the sessions of conversion window the revenue is included but the cost is not included.
That effect is balanced by including the cost of the sessions that participate in the conversion paths that are not finished yet.

How offline revenue is included

With Funnel Based model, sessions get a value of offline conversion, with Last Non-Direct Click sessions can get value only of online conversions. There might be cases that traffic source may appear to be more effective according to the Funnel Based model only because they get a share of offline revenue.

In the report, we compare traffic sources by revenue of online conversions. If your model has offline data, the report will have two additional columns that help to analyze traffic sources considering their impact on offline sales (ROPO): Funnel Based revenue including offline conversions and Change in revenue after including offline conversions (from Funnel Based).

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