---
title: What is the Google Analytics’ Model Comparison Tool?
description: The Google Analytics Model Comparison Tool is actually a part of Google Analytics, but it's so powerful we felt it warranted some special attention. The tool can help you solve problems and answer questions digital marketing experts typically face.
image: https://www.worldlightmedia.com/hubfs/how-do-i-build-an-seo-pillar-page.jpg
---

[![WorldLight Media Digital Marketing Logo](https://www.worldlightmedia.com/hs-fs/hubfs/raw_assets/public/WorldLight_Media_September_2021/images/Worldlight-Media-logo.png?width=2000&height=144&name=Worldlight-Media-logo.png "WorldLight Media Digital Marketing Logo")](https://www.worldlightmedia.com/)

[![WorldLight Media Inbound Marketing Logo](https://www.worldlightmedia.com/hs-fs/hubfs/raw_assets/public/WorldLight_Media_September_2021/images/Worldlight-Media-logo-alt.png?width=2000&height=144&name=Worldlight-Media-logo-alt.png "WorldLight Media Inbound Marketing Logo")](https://www.worldlightmedia.com/)

[![WorldLight Media Digital Marketing Logo](https://www.worldlightmedia.com/hs-fs/hubfs/raw_assets/public/WorldLight_Media_September_2021/images/Worldlight-Media-logo.png?width=2000&height=144&name=Worldlight-Media-logo.png "WorldLight Media Digital Marketing Logo")](https://www.worldlightmedia.com/)

- [Company](https://www.worldlightmedia.com/about) 
    - [About Us](https://www.worldlightmedia.com/about)
    - [Company History](https://www.worldlightmedia.com/company-history)
    - [Our Process](https://www.worldlightmedia.com/our-process)
    - [HubSpot Certified Partners](https://www.worldlightmedia.com/certified-hubspot-partners)
    - [Are We The Right Fit?](https://www.worldlightmedia.com/are-we-the-right-fit/)
    - [Giving Back](https://www.worldlightmedia.com/wlm-gives-back)
    - [Careers](https://www.worldlightmedia.com/join-our-team/)
- [Marketing Services](https://www.worldlightmedia.com/digital-marketing-services) 
    - [Full List of Services](https://www.worldlightmedia.com/digital-marketing-services)
    - [Inbound Marketing](https://www.worldlightmedia.com/inbound-marketing-overview)
    - [Web Design](https://www.worldlightmedia.com/web-design/)
    - [SEO Services](https://www.worldlightmedia.com/seo-services-overview)
    - [Branding](https://www.worldlightmedia.com/strategic-branding-overview)
    - [HubSpot Consulting](https://www.worldlightmedia.com/hubspot-consulting-services)
    - [Podcast Services](https://www.worldlightmedia.com/podcast-services)
    - [Video & Photography Services](https://www.worldlightmedia.com/video-and-photography)
    - [Email Marketing Services](https://www.worldlightmedia.com/email-marketing)
    - [Design Services](https://www.worldlightmedia.com/design-services)
    - [Website Audits](https://www.worldlightmedia.com/checkup)
- Resources 
    - [SEO Ultimate Guide](https://www.worldlightmedia.com/seo-ultimate-guide/)
    - [Inbound Marketing Guide](https://www.worldlightmedia.com/inbound-marketing)
    - [Digital Marketing FAQ](https://www.worldlightmedia.com/digital-marketing/digital-marketing-agency)
    - [Web Design FAQ](https://www.worldlightmedia.com/web-design-faq)
    - [Website & Marketing Glossary](https://www.worldlightmedia.com/blog/common-website-and-marketing-terms)
    - [Core Web Vitals Guide](https://www.worldlightmedia.com/resources/core-web-vitals-guide)
    - [Free Website Grader](https://www.worldlightmedia.com/website-grader)
    - [HubSpot ROI Calculator](https://www.worldlightmedia.com/hubspot-roi)
- [Blog](https://www.worldlightmedia.com/blog)

- [Company](https://www.worldlightmedia.com/about) 
    - [About Us](https://www.worldlightmedia.com/about)
    - [Company History](https://www.worldlightmedia.com/company-history)
    - [Our Process](https://www.worldlightmedia.com/our-process)
    - [HubSpot Certified Partners](https://www.worldlightmedia.com/certified-hubspot-partners)
    - [Are We The Right Fit?](https://www.worldlightmedia.com/are-we-the-right-fit/)
    - [Giving Back](https://www.worldlightmedia.com/wlm-gives-back)
    - [Careers](https://www.worldlightmedia.com/join-our-team/)
- [Marketing Services](https://www.worldlightmedia.com/digital-marketing-services) 
    - [Full List of Services](https://www.worldlightmedia.com/digital-marketing-services)
    - [Inbound Marketing](https://www.worldlightmedia.com/inbound-marketing-overview)
    - [Web Design](https://www.worldlightmedia.com/web-design/)
    - [SEO Services](https://www.worldlightmedia.com/seo-services-overview)
    - [Branding](https://www.worldlightmedia.com/strategic-branding-overview)
    - [HubSpot Consulting](https://www.worldlightmedia.com/hubspot-consulting-services)
    - [Podcast Services](https://www.worldlightmedia.com/podcast-services)
    - [Video & Photography Services](https://www.worldlightmedia.com/video-and-photography)
    - [Email Marketing Services](https://www.worldlightmedia.com/email-marketing)
    - [Design Services](https://www.worldlightmedia.com/design-services)
    - [Website Audits](https://www.worldlightmedia.com/checkup)
- Resources 
    - [SEO Ultimate Guide](https://www.worldlightmedia.com/seo-ultimate-guide/)
    - [Inbound Marketing Guide](https://www.worldlightmedia.com/inbound-marketing)
    - [Digital Marketing FAQ](https://www.worldlightmedia.com/digital-marketing/digital-marketing-agency)
    - [Web Design FAQ](https://www.worldlightmedia.com/web-design-faq)
    - [Website & Marketing Glossary](https://www.worldlightmedia.com/blog/common-website-and-marketing-terms)
    - [Core Web Vitals Guide](https://www.worldlightmedia.com/resources/core-web-vitals-guide)
    - [Free Website Grader](https://www.worldlightmedia.com/website-grader)
    - [HubSpot ROI Calculator](https://www.worldlightmedia.com/hubspot-roi)
- [Blog](https://www.worldlightmedia.com/blog)

[![Let's Talk](https://no-cache.hubspot.com/cta/default/19522085/a8e44693-c022-47b7-acde-e51d51246737.png)](https://cta-redirect.hubspot.com/cta/redirect/19522085/a8e44693-c022-47b7-acde-e51d51246737)

[![Let's Talk](https://no-cache.hubspot.com/cta/default/19522085/a8e44693-c022-47b7-acde-e51d51246737.png)](https://cta-redirect.hubspot.com/cta/redirect/19522085/a8e44693-c022-47b7-acde-e51d51246737)

[![WorldLight Media Digital Marketing Logo](https://www.worldlightmedia.com/hs-fs/hubfs/raw_assets/public/WorldLight_Media_September_2021/images/Worldlight-Media-logo.png?width=2000&height=144&name=Worldlight-Media-logo.png "WorldLight Media Digital Marketing Logo")](https://www.worldlightmedia.com/)

# What is the Google Analytics’ Model Comparison Tool?

March 07, 2022

[Digital Marketing Funnels](https://www.worldlightmedia.com/blog/tag/digital-marketing-funnels), [Conversion Rate](https://www.worldlightmedia.com/blog/tag/conversion-rate)

![Blog post image](https://www.worldlightmedia.com/hubfs/how-do-i-build-an-seo-pillar-page.jpg)

#### Google Analytics Model Comparison Tool

The Model Comparison tool is actually a part of Google Analytics, but it's so powerful we felt it warranted some special attention.

The tool can help you solve problems and answer questions digital marketing experts typically face, such as:

- How do I make my PPC campaigns perform better?
- What happens if I change my display advertising budget? Will it impact sales on my website?
- Should I be investing more into my Search Engine Optimization (SEO) campaign, or less?
- If I do invest in more SEO, what will be the financial impact to my business?

That's because  the Model Comparison tool allows you to some important things. Here is a list of things you can do using the tool:

1. Compare different default attribution models to each other. 
2. Compare different custom attribution models to each other.
3. Compare default and custom attribution models to each other.
4. Create new custom attribution models.
5. Import custom attribution models from the Google Analytics Solutions Gallery.
6. Create new conversion segments.
7. Apply one or more existing conversion segments.
8. Create a new custom channel grouping.

 

As you can see, the Model Comparison Tool is quite complex and powerful. However, before you can use the Model Comparison Tool, there are a few prerequisites you need to know about:

First, in Google Analytics, your reporting view needs to have goal conversion and/or ecommerce conversion data. So a beginner isn't going to be able to use this tool on day one.

Second, your reporting view needs to have cost data from Google Ads and/or non-Google Ads campaigns. This means you will need to have set up your costs within Google Analytics. This is much easier to do in an ecommerce site than with a B2B lead generation site.

Finally, you are going to need at least 30 days of historical data in your reporting view in order to make the data statistically significant for data analysis. So keep that in mind, otherwise it may seem like the tool isn't that useful. It is, but it just needs to historical data to do so.

Watch this video to learn how to use it. 

Watch this video if you want your brain to start hurting from too much marketing knowledge:

 

[![Subscribe to Blog Updates](https://no-cache.hubspot.com/cta/default/19522085/6c71a594-8e9a-447a-bab5-0e471971bd4c.png)](https://cta-redirect.hubspot.com/cta/redirect/19522085/6c71a594-8e9a-447a-bab5-0e471971bd4c)

###### Share:

<https://www.facebook.com/sharer.php?m2w&s=100&p[url]=https://www.worldlightmedia.com/blog/what-is-the-google-analytics-model-comparison-tool> <https://twitter.com/share?text=What%20is%20the%20Google%20Analytics’%20Model%20Comparison%20Tool?&url=https://www.worldlightmedia.com/blog/what-is-the-google-analytics-model-comparison-tool> <https://www.linkedin.com/shareArticle?mini=true&url=https://www.worldlightmedia.com/blog/what-is-the-google-analytics-model-comparison-tool&title=What%20is%20the%20Google%20Analytics’%20Model%20Comparison%20Tool> <https://www.tumblr.com/share/link?url=https://www.worldlightmedia.com/blog/what-is-the-google-analytics-model-comparison-tool&name=What%20is%20the%20Google%20Analytics’%20Model%20Comparison%20Tool>

## Search

## Latest Posts

[![WorldLight Media Nominated for People's Choice Award](https://www.worldlightmedia.com/hubfs/1920x1081wlm.jpg)](https://www.worldlightmedia.com/blog/worldlight-media-nominated-for-peoples-choice-award)

[Strategy](https://www.worldlightmedia.com/blog/tag/strategy), [AI marketing](https://www.worldlightmedia.com/blog/tag/ai-marketing)

##### [WorldLight Media Nominated for People's Choice Award](https://www.worldlightmedia.com/blog/worldlight-media-nominated-for-peoples-choice-award)

February 26, 2025

[![The Missing Piece in Your AI Marketing Strategy? Expert Consulting and Training](https://www.worldlightmedia.com/hubfs/AI-Generated%20Media/Images/The%20image%20features%20a%20sleek%2c%20modern%20office%20setting%20with%20a%20large%20conference%20table%20at%20the%20center-Jan-03-2025-12-38-00-8605-AM-1.jpeg)](https://www.worldlightmedia.com/blog/the-missing-piece-in-your-ai-marketing-strategy-expert-consulting-and-training)

[Strategy](https://www.worldlightmedia.com/blog/tag/strategy), [AI marketing](https://www.worldlightmedia.com/blog/tag/ai-marketing)

##### [The Missing Piece in Your AI Marketing Strategy? Expert Consulting and Training](https://www.worldlightmedia.com/blog/the-missing-piece-in-your-ai-marketing-strategy-expert-consulting-and-training)

January 07, 2025

[![How Pest Control Companies Can Benefit From Digital Marketing](https://www.worldlightmedia.com/hubfs/Pest%20Control%20Digital%20Marketing.png)](https://www.worldlightmedia.com/blog/how-pest-control-companies-can-benefit-from-digital-marketing)

[Digital Marketing](https://www.worldlightmedia.com/blog/tag/digital-marketing)

##### [How Pest Control Companies Can Benefit From Digital Marketing](https://www.worldlightmedia.com/blog/how-pest-control-companies-can-benefit-from-digital-marketing)

December 03, 2024

[![HubSpot vs WordPress: Which is Better for SEO?](https://www.worldlightmedia.com/hubfs/Hubspot%20Vs%20Wordpress%20Which%20is%20better%20for%20SEO%20.png)](https://www.worldlightmedia.com/blog/hubspot-vs-wordpress-which-is-better-for-seo)

[SEO](https://www.worldlightmedia.com/blog/tag/seo), [Web Design](https://www.worldlightmedia.com/blog/tag/web-design), [Driving Traffic](https://www.worldlightmedia.com/blog/tag/driving-traffic), [CRM](https://www.worldlightmedia.com/blog/tag/crm), [HubSpot](https://www.worldlightmedia.com/blog/tag/hubspot), [WordPress](https://www.worldlightmedia.com/blog/tag/wordpress)

##### [HubSpot vs WordPress: Which is Better for SEO?](https://www.worldlightmedia.com/blog/hubspot-vs-wordpress-which-is-better-for-seo)

November 21, 2024

### Categories

- [Web Design (53)](https://www.worldlightmedia.com/blog/tag/web-design)
- [Inbound Marketing (51)](https://www.worldlightmedia.com/blog/tag/inbound-marketing)
- [Digital Marketing (42)](https://www.worldlightmedia.com/blog/tag/digital-marketing)
- [Marketing (37)](https://www.worldlightmedia.com/blog/tag/marketing)
- [HubSpot (34)](https://www.worldlightmedia.com/blog/tag/hubspot)
- [SEO (34)](https://www.worldlightmedia.com/blog/tag/seo)
- [Search Engine Optimization (SEO) (27)](https://www.worldlightmedia.com/blog/tag/search-engine-optimization-seo)
- [Social Media (26)](https://www.worldlightmedia.com/blog/tag/social-media)
- [Content Marketing (23)](https://www.worldlightmedia.com/blog/tag/content-marketing)
- [Strategy (21)](https://www.worldlightmedia.com/blog/tag/strategy)
- [Small Business (19)](https://www.worldlightmedia.com/blog/tag/small-business)
- [Blogging (16)](https://www.worldlightmedia.com/blog/tag/blogging)
- [Digital Ads (12)](https://www.worldlightmedia.com/blog/tag/digital-ads)
- [Lead Generation (12)](https://www.worldlightmedia.com/blog/tag/lead-generation)
- [WorldLight Media News (11)](https://www.worldlightmedia.com/blog/tag/worldlight-media-news)
- [Automation (10)](https://www.worldlightmedia.com/blog/tag/automation)
- [Web Maintenance (10)](https://www.worldlightmedia.com/blog/tag/web-maintenance)
- [AI marketing (9)](https://www.worldlightmedia.com/blog/tag/ai-marketing)
- [Branding (9)](https://www.worldlightmedia.com/blog/tag/branding)
- [Digital Marketing Funnels (9)](https://www.worldlightmedia.com/blog/tag/digital-marketing-funnels)
- [Lead Nurturing (9)](https://www.worldlightmedia.com/blog/tag/lead-nurturing)
- [Mobile Web Design (9)](https://www.worldlightmedia.com/blog/tag/mobile-web-design)
- [Agency (8)](https://www.worldlightmedia.com/blog/tag/agency)
- [Email Marketing (8)](https://www.worldlightmedia.com/blog/tag/email-marketing)
- [Driving Traffic (7)](https://www.worldlightmedia.com/blog/tag/driving-traffic)
- [Facebook (7)](https://www.worldlightmedia.com/blog/tag/facebook)
- [Sales Automation (7)](https://www.worldlightmedia.com/blog/tag/sales-automation)
- [Design & Artwork (6)](https://www.worldlightmedia.com/blog/tag/design-artwork)
- [Fresno (6)](https://www.worldlightmedia.com/blog/tag/fresno)
- [Google Ads (6)](https://www.worldlightmedia.com/blog/tag/google-ads)
- [Pay Per Click (PPC) (6)](https://www.worldlightmedia.com/blog/tag/pay-per-click-ppc)
- [User Experience (6)](https://www.worldlightmedia.com/blog/tag/user-experience)
- [WordPress (6)](https://www.worldlightmedia.com/blog/tag/wordpress)
- [CRM (5)](https://www.worldlightmedia.com/blog/tag/crm)
- [Conversion Rate Optimization (CRO) (5)](https://www.worldlightmedia.com/blog/tag/conversion-rate-optimization-cro)
- [Instagram (5)](https://www.worldlightmedia.com/blog/tag/instagram)
- [Landing Pages (5)](https://www.worldlightmedia.com/blog/tag/landing-pages)
- [ADA Compliance (4)](https://www.worldlightmedia.com/blog/tag/ada-compliance)
- [Conversion Rate (4)](https://www.worldlightmedia.com/blog/tag/conversion-rate)
- [Customer Journey (4)](https://www.worldlightmedia.com/blog/tag/customer-journey)
- [Customer Relationship (4)](https://www.worldlightmedia.com/blog/tag/customer-relationship)
- [Engagement (4)](https://www.worldlightmedia.com/blog/tag/engagement)
- [Fresno Chamber of Commerce (4)](https://www.worldlightmedia.com/blog/tag/fresno-chamber-of-commerce)
- [Video Podcasting (4)](https://www.worldlightmedia.com/blog/tag/video-podcasting)
- [Ecommerce (3)](https://www.worldlightmedia.com/blog/tag/ecommerce)
- [Growth-Driven Design (3)](https://www.worldlightmedia.com/blog/tag/growth-driven-design)
- [LinkedIn (3)](https://www.worldlightmedia.com/blog/tag/linkedin)
- [Performance Reports (3)](https://www.worldlightmedia.com/blog/tag/performance-reports)
- [Personalization (3)](https://www.worldlightmedia.com/blog/tag/personalization)
- [Twitter (3)](https://www.worldlightmedia.com/blog/tag/twitter)
- [Video (3)](https://www.worldlightmedia.com/blog/tag/video)
- [Accessibility (2)](https://www.worldlightmedia.com/blog/tag/accessibility)
- [Buyer Personas (2)](https://www.worldlightmedia.com/blog/tag/buyer-personas)
- [Convert (2)](https://www.worldlightmedia.com/blog/tag/convert)
- [Customer Journey Map (2)](https://www.worldlightmedia.com/blog/tag/customer-journey-map)
- [Email Marketing Campaigns (2)](https://www.worldlightmedia.com/blog/tag/email-marketing-campaigns)
- [Sales Enablement (2)](https://www.worldlightmedia.com/blog/tag/sales-enablement)
- [YouTube (2)](https://www.worldlightmedia.com/blog/tag/youtube)
- [Buyer Profile (1)](https://www.worldlightmedia.com/blog/tag/buyer-profile)
- [CCPA (1)](https://www.worldlightmedia.com/blog/tag/ccpa)
- [CPRA (1)](https://www.worldlightmedia.com/blog/tag/cpra)
- [Data Laws (1)](https://www.worldlightmedia.com/blog/tag/data-laws)
- [Data Protection (1)](https://www.worldlightmedia.com/blog/tag/data-protection)
- [Discounts (1)](https://www.worldlightmedia.com/blog/tag/discounts)
- [GDPR (1)](https://www.worldlightmedia.com/blog/tag/gdpr)
- [Lead Scoring (1)](https://www.worldlightmedia.com/blog/tag/lead-scoring)
- [Martech (1)](https://www.worldlightmedia.com/blog/tag/martech)
- [Pinterest (1)](https://www.worldlightmedia.com/blog/tag/pinterest)
- [Revops (1)](https://www.worldlightmedia.com/blog/tag/revops)
- [Storybranding (1)](https://www.worldlightmedia.com/blog/tag/storybranding)
- [Testing (1)](https://www.worldlightmedia.com/blog/tag/testing)
- [Threads (1)](https://www.worldlightmedia.com/blog/tag/threads)
- [Webflow (1)](https://www.worldlightmedia.com/blog/tag/webflow)

[![WorldLight Media](https://www.worldlightmedia.com/hs-fs/hubfs/raw_assets/public/WorldLight_Media_September_2021/images/Worldlight-Media-logo-alt.png?width=3000&name=Worldlight-Media-logo-alt.png "WorldLight Media")](https://www.worldlightmedia.com/)

[Connecting world changers to their audience through branding and digital marketing. Success doesn’t happen by accident. Get started today.](https://www.worldlightmedia.com/request-proposal/)

[Looking for an Inbound Marketing Agency in Fresno?](https://www.worldlightmedia.com/inbound-marketing/)

## Quick Links

- [Free Website Grader](https://www.worldlightmedia.com/website-grader)
- [Case Studies](https://www.worldlightmedia.com/case-studies)
- [Fresno Web Design Services](https://www.worldlightmedia.com/web-design-fresno)
- [Fresno SEO Services](https://www.worldlightmedia.com/seo-services-fresno)
- [Our Team](https://www.worldlightmedia.com/worldlight-team)

## Connect

[WorldLight Marketing Office: 4539 N Brawley Ave, Suite 102 Fresno, CA 93722](https://goo.gl/maps/X49mNzJZ9CYyEikM8)

[(559) 9-DESIGN](tel:5599337446)

- <https://facebook.com/worldlightmedia>
- <https://twitter.com/WorldLightMedia>
- <https://instagram.com/worldlightmedia>
- <https://linkedin.com/company/worldlight-media>

### Blog

- [Privacy Policy](https://www.worldlightmedia.com/privacy)
- [Our blog](https://www.worldlightmedia.com/blog)
- [Latest projects](https://www.worldlightmedia.com/our-work)
- [Contact us](https://www.worldlightmedia.com/request-proposal)

© 2026 WorldLight Marketing Inc. All Rights Reserved. | [Sitemap](https://www.worldlightmedia.com/sitemap.xml)

```json
{
  "@context" : "https://schema.org",
  "@type" : "BlogPosting",
  "author" : {
    "@type" : "Person",
    "name" : "nathan",
    "url" : "https://www.worldlightmedia.com/blog/author/nathan"
  },
  "dateModified" : "2022-03-08T03:08:00.690Z",
  "datePublished" : "2022-03-08T03:08:00.000Z",
  "headline" : "What is the Google Analytics’ Model Comparison Tool?",
  "image" : [ "https://www.worldlightmedia.com/hubfs/how-do-i-build-an-seo-pillar-page.jpg" ],
  "mainEntityOfPage" : {
    "@id" : "https://www.worldlightmedia.com/blog/what-is-the-google-analytics-model-comparison-tool",
    "@type" : "WebPage"
  },
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "url" : "https://www.worldlightmedia.com/hubfs/WLM%20Logo-WEB-Vert-FullColor.png"
    },
    "name" : "WorldLight Marketing, Inc"
  }
}
```