Apply different attribution models to your customers' paths to conversion
The Attribution Modeling Tool (AMT) enables you to compare different models of assigning credit to channels.
There are several attribution models to choose from:
- Default models of assigning credit for display clicks and impressions.
- Data-driven models, trained from your own data.
- Custom models, where you configure clicks, impressions, and lookback windows, based on your business needs.
The Attribution Modeling Tool lets you compare up to three attribution models at a time, which can help you identify display advertisements that may be over- or undervalued in your current attribution model and adjust your investments accordingly.
To get a deeper understanding of attribution models, see About attribution modeling. You can also learn more about custom attribution models or data-driven attribution models.