Model Comparison

Roivenue's Model Comparison feature helps you analyze the differences between each attribution model and uncover how each channel and campaign behaves in a customer journey.

Model Comparison Page Intro

Widgets

• The upper widget on the left, called 'New Campaigns in this Period', lets you see the performance of your campaigns that didn’t start at least 14 days before the chosen period. This allows you to stay on top of your latest campaign data. (For example, if you ended a particular campaign in January and then started it again in the selected period, it will appear as a new campaign.)

• The upper widget on the right, called ‘Top Campaigns with the best mROMI’ lets you see the performance of your campaigns which are the most impactful in terms of mROMI.

• You can also hide these widgets if they are not relevant to you.

Model Comparison Table

• You can choose up to three different dimensions to analyze in a drill-down. You can perform a more granular analysis by drilling down into detailed data layers. You can for example compare dimension 'platform name' and subdimension 'Campaigns (auto)' under up to three different attribution models simultaneously. This multi-dimensional analysis allows you to see how various metrics interact across different models and dimensions in one unified view.

• Next to each dimension, you will see a click icon and in some cases an eye icon representing synthetic impressions. It tells you if only clicks or impressions as well are part of the customer journey for the given row. If you see the synthetic impressions in the "Unidentified" or "Others" category, You likely do not have a rule created for the given row with impressions. It can be quickly adjusted and resolved. See the custom dimensions section to find out how.

• For some dimensions, you will find an "Add an Expense" button. If you see the button, the dimension does not contain cost data. If you click on the button, you will be redirected:

1. to the connector settings if the connector for the source the dimension falls under is available in the Roivenue;

2. to the "Other Expenses" page if there is no connector available for the source. You upload your expenses manually.

• The table supports the simultaneous display of two metrics. You can compare all of your selected dimensions and metrics across three different attribution models.

• In the toolbar for working with the table (in the upper right corner). You can:

  • expand or collapse all the rows in the table;

  • export the table in .xlsx format and continue your work in Excel;

  • add the table to any of your configurable dashboards;

  • filter only new data - when listing 'Newly Started', it is important to note that the 'Newly Started' dimensions are filtered for the most granular level. For example, if you select the dimension 'Platform Name' and choose 'Newly Started' for a given period, only platforms, that were completely off in the 14 days before your selected date range, will be displayed. Any other platforms will not appear. However, if you select the dimension 'platform name' with the campaigns dimension, the 'Newly Started' rule will show all platforms with new campaigns that started during the observed period. Therefore, in the second case, you will typically see more platforms than in the first case.

Conclusion

Comparing models helps you mainly at the beginning of your journey with Roivenue. You can compare your existing data with the AI model, and see where are the biggest differences; therefore, where the potential for optimization is.