Pro-tips | 1 min read

Comparing Data with Different Attribution Models

T

his guide will help you make the most out of the Comparison page in the Analytics section of your Rockerbox dashboard.

The Comparison page allows you to compare data between any two attribution models (i.e. First Touch vs. Last Touch, Last Touch vs. Even Weight). If you've been using Google Analytics or other attribution tools before, this is where you'll see a difference in your conversion and revenue numbers.

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The above is a comparison of the same data but interpreted two different ways — between a Last Touch and Rockerbox's Modeled Multi-Touch model. You will notice two main columns: Attributed Conversions and Revenue — under which is an important metric % Difference

Let’s walk through an example and break down one of these rows. 

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The Display conversion count is actually 59% greater than it appeared in the Last-Touch model. Similarly, the revenue resulting from Display Ads was undervalued in a Last-Touch model, and is 51% greater as seen in the Multi-Touch model.

So, what does this all mean? Marketers using a Last-Touch model to optimize these campaigns would have missed an opportunity to identify and scale up successful display strategies. With Rockerbox's Multi-Touch attribution model, however, they have insight into the Display touchpoints that drove conversions and can use this information to optimize marketing spend.


One thing to keep in mind is that you have the ability to toggle between Revenue and Average Revenue Per Conversion by clicking the dropdown shown below. This allows you to compare the Average Revenue Per Conversion between two different attribution models. 

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And, don't forget you can always adjust the date range in the top right corner! Many pages in the Rockerbox dashboard have this option.

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For more details on how to navigate this particular page, check out our help article!