{"id":13022,"date":"2024-04-03T00:00:00","date_gmt":"2024-04-03T00:00:00","guid":{"rendered":"https:\/\/e-dialog.group\/blog\/attribution-tips-for-the-model-comparison-report-in-ga4\/"},"modified":"2026-02-26T13:38:27","modified_gmt":"2026-02-26T13:38:27","slug":"attribution-tips-for-the-model-comparison-report-in-ga4","status":"publish","type":"post","link":"https:\/\/e-dialog.group\/en\/blog\/attribution-tips-for-the-model-comparison-report-in-ga4\/","title":{"rendered":"Attribution Tips For The Model Comparison Report In Ga4"},"content":{"rendered":"<p>The article provides an overview of the Model Comparison Report in GA4 with tips on how to use the report optimally and what pitfalls to watch out for.<\/p>\n<h2>What is the Model Comparison Report in GA4?<\/h2>\n<p>The Model Comparison Report in Google Analytics 4 is a special report where the results of two different attribution models can be compared. The report can be found in GA4 under the menu item &ldquo;Advertising&rdquo; &rarr; &ldquo;Attribution&rdquo; &ndash; &ldquo;Model Comparison&rdquo; or in German &ldquo;Advertising&rdquo; &rarr; &ldquo;Attribution&rdquo; &ndash; &ldquo;Model Comparison&rdquo;.<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/model-comparison-1-ga4-menu.png\" sizes=\"auto, (max-width: 350px) 100vw, 350px\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/model-comparison-1-ga4-menu.png 350w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/model-comparison-1-ga4-menu-300x293.png 300w\" alt=\"Model Comparison - 1 GA4 Menu\" width=\"350\" height=\"342\">Screenshot GA4 menu item Attribution \/ Model comparison, source: e-dialog<\/p>\n<p>This report should not be confused with the comparison feature in the standard GA4 reports.<\/p>\n<p>In the Model Comparison report, 2 of the following 3 attribution models can be selected for comparison:<\/p>\n<ul>\n<li>Last Click (non-direct)\n<ul>\n<li>Tip: this model is identical to the standard Universal Analytics attribution model<\/li>\n<\/ul>\n<\/li>\n<li>Data-driven (non-direct)<a href=\"https:\/\/e-dialog.group\/at\/blog\/digital-analytics\/data-driven-attribution-in-google-analytics-4\/\">More information here<\/a><\/li>\n<li>Google Paid Channels Last Click (non direct)<\/li>\n<\/ul>\n<p>The following additional attribution models were available until November 2023, but have unfortunately been discontinued:<\/p>\n<ul>\n<li>First click<\/li>\n<li>Linear<\/li>\n<li>Time decay<\/li>\n<li>Position based<\/li>\n<\/ul>\n<p>Comparing attribution models helps us understand how different models evaluate the contribution of marketing channels and touchpoints in the user journey to conversions. This information subsequently helps to recognize how the performance of the channel changes when reporting using a different attribution model.<\/p>\n<h3>What are the requirements for this report?<\/h3>\n<p>In order to use the model comparison report, at least one event name must be marked as a conversion. Because the attribution models relate to the conversions and tell us which channel the success of the respective conversion is attributed to.<\/p>\n<h2>Tips for using model comparison<\/h2>\n<p>As soon as the model comparison report is opened, results are displayed directly. By default, the Last Click (non direct) model is compared to the Data-driven (non direct) model.<\/p>\n<h3>Select conversion<\/h3>\n<p>Before you start interpreting the results, I strongly recommend taking a look at the conversions. By default, all conversions are selected here at the top left. In most cases, however, this makes no sense if the conversions, as in this example, are a mix of soft (e.g. begin_checkout) and hard conversions (e.g. in_app_purchase).<\/p>\n<p>For this reason, I recommend selecting only one conversion or at least equivalent conversions. This can be, for example, the main conversion, which in many cases is the &ldquo;purchase&rdquo; event, i.e. the conclusion of the purchase.<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/model-comparison-2-conversion.png\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/model-comparison-2-conversion.png 825w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/model-comparison-2-conversion-300x216.png 300w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/model-comparison-2-conversion-768x554.png 768w\" alt=\"Model Comparison - 2 Conversion\" width=\"800\" height=\"577\">Screenshot GA4 Conversion Selection Model comparison report, source: e-dialog<\/p>\n<h3>Use filter function<\/h3>\n<p>With the filter function, only a portion of the tracked data (e.g. a host name), a device category, certain countries or data streams can be evaluated. This allows the report to be adapted to the individual requirements of the analysis.<strong>Tip<\/strong>: Be careful when selecting acquisition dimensions. These are currently only available in the filter options and when using the secondary dimension<a href=\"https:\/\/e-dialog.group\/at\/blog\/digital-analytics\/akquisitionsberichte-in-google-analytics-4-so-werden-sie-interpretiert\/\">Session or First User Level<\/a>available. Please note that the mixture of different levels in the acquisition dimensions can lead to problems and make the interpretation of the data much more difficult.<\/p>\n<h3>Change primary and secondary dimensions<\/h3>\n<p>A very practical feature in Google Analytics is that the primary dimension can be changed via dropdown. This is also the case in the Model Comparison report, where instead of the default channel group, custom channel groups as well as source, medium and campaign can be used as the first dimension for the evaluation.<\/p>\n<p>In addition, the results can be further broken down using the secondary dimension. For example, the device category can provide information about whether conversions per channel were completed on desktop, mobile or tablet.<\/p>\n<h2>Conclusion<\/h2>\n<p>The model comparison report offers a good opportunity to compare two attribution models or to better estimate the effects of changing the attribution model. It also gives a good insight into which channels are rated better or worse in a comparison between two attribution models. This makes it an important and frequently used report for me in my work with Google Analytics 4.<\/p>\n<h3>Do you have any questions or would you like to start with model comparison reports in GA4 yourself? We are happy to support you:<a href=\"mailto:kontakt@e-dialog.group\">kontakt@e-dialog.group<\/a><\/h3>\n","protected":false},"excerpt":{"rendered":"<p>The Model Comparison Report in GA4 provides a deep insight into the differences and the impact of attribution models on the performance of marketing channels. This report can be used to compare two attribution models, including last click and data-driven. From this result, valuable insights can be derived about how changing the attribution model affects the evaluation of the channels. In addition, filter functions and changing the primary and secondary dimensions offer many options for adapting the report to individual analysis requirements.<\/p>\n","protected":false},"author":1,"featured_media":4804,"comment_status":"closed","ping_status":"open","sticky":false,"template":"post-old.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,445],"channel":[],"goal":[463],"technology":[36],"c-year":[12],"class_list":{"0":"post-13022","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-analytics","9":"goal-digital-strategy","10":"technology-google-analytics","11":"c-year-12"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Attribution Tips For The Model Comparison Report In Ga4 - e-dialog<\/title>\n<meta name=\"description\" content=\"The Model Comparison Report in GA4 provides a deep insight into the differences and the impact of attribution models on the performance of marketing channels. 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