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:
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:
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: