Analysis / Marketing performance and attribution
Compare attribution models on the same journeys
Use Proforma to compare attribution models on the same journeys. Produce attribution model comparison and journey allocation examples from your business data.
Marketing leader · Growth analyst
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Your starting prompt.
Compare first-touch, last-touch and our supplied multi-touch attribution rule on the same conversion journeys for [period]. Allocate conversion counts and value consistently, then show how channel rankings change under each model. Report unmatched journeys and identity gaps, and include examples explaining the allocation. Keep the models as descriptive crediting rules and do not present attributed value as incremental campaign impact.
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Method and review
Keep the assumptions visible.
Align attribution windows, conversion definitions and currencies. Compare observed costs and outcomes; use a suitable experiment before describing an effect as causal.
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Attribution allocates observed credit and cannot establish what would have happened without a channel.
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