About the default attribution models - Analytics Help. To learn about attribution and the Model Comparison Tool, read Attribution Modeling Overview.
When evaluating the effectiveness of your channels, use attribution models that reflect your advertising goals and business models. Regardless of the model(s) you use, test your assumptions by experimenting. Increase or decrease investment in a channel as guided by the model output, then observe your results in the data. About the Models. Track your macro conversions. - Analytics Help. Track your micro conversions. - Analytics Help. Overview - Analytics Help. Digital Analytics Fundamentals.