The Attribution Comparison dashboard provides a comparison of KPIs by attribution model, with a focus on Fospha vs Ad Platform vs Google Analytics metrics.
Why would you use this dashboard?
Check channel performance as measured by Fospha vs Google Analytics and the Ad Platform’s own measurement to identify areas for optimisation
You can get a visual indication of the difference in performance as measured by Fospha’s independent full-funnel attribution compared to GA's last-click model and the Ad Platforms' own attribution models - their scoring of themselves. This feature is a powerful illustration of the difference Fospha makes in helping our customers understand actual cross-channel performance versus the siloed view provided by the Ad Platform’s themselves.
You have the option to view this across all channels or just paid media by using the 'Media' filter.
Use the Comparison Summary table to see performance metrics side by side in tabular format, where you can compare numbers directly versus spend for the channel/source, and see the magnitude of performance for each by attributed KPI, in a single view.
Use the Attribution Table feature to get further detail for each channel and platform, super useful to export and analyse.
Dashboard-in-detail
A. Selectors and Filters
Period
Custom Date Range
Lead KPI
Market
Currency
Campaign Type
Channel Level
Media
B. Attribution comparison by Attributed KPI chart
The Attribution comparison by KPI chart describes the performance of each discrete channel and source during the period of comparison, broken down by the attribution model used for measurement of the KPI.
The KPI can be chosen using the Lead KPI filter.
KPIs Featured:
CPP
CAC
ROAS
Conversion
Revenue
C. The Attribution models used for measurement are:
Fospha’s model which takes into account impressions and clicks across the whole funnel, and is independent of any ad platform
Ad Platform
The default attribution model of each of the ad platforms under measurement, ingested to Fospha via API
Where this isn’t available or no platform is linked to the channel (eg. Direct) no data will be shown
Google Analytics Conversion
Last click attribution model
D. Comparison Summary
The Attribution Comparison Summary is another view on the Attributed KPIs by model in tabular format. For each Channel Group and Source, we can see attributed KPI for each model, based on the Lead KPI selected. This is a super helpful view for understanding the magnitude of the claim of conversions from the ad platforms versus a reliable single source of truth. The relative total spend is also described in the left-hand column.
E. Attribution Comparison Table
Row-by-row analysis of attribution with dimensions of channel group and source, with columns to compare attribution across all KPIs available. Great to export to use in reporting or granular analysis.
You can explore the data further by clicking on a channel/source from the table and solely focusing on the channel/source for the entire dashboard.