The Detailed report accumulates attribution modelling results and provides comprehensive details about all metrics and channels for in-depth analysis. It also offers the opportunity for data comparison:
1. How to use the Detailed report
You can easily customize the metrics displayed in the report by clicking on the 'Show me:' dropdown and selecting the desired metrics:
You can also select the channels you would like to be displayed in the report, as explained here.
2. How to compare data in the Detailed report
For a more in-depth analysis, you may want to compare attribution modelling results with other sets of data. To do this, simply toggle the 'Compare this' switch to the on-mode and select the desired set of data for comparison:
There are two different sets of data available for comparison.
Please note that both options cannot be selected for the same period of time. You can only choose one or the other for selection.
2.1. Comparing data within the same Alvie attribution model but with different timelines
You can easily do this by selecting the desired period in the 'With' dropdown menu.
There are two options available:
1. Previous time period: This option compares the data for the chosen timeline with the same interval of time preceding it.
For example, if you have selected a timeline from August 1, 2023 to August 31, 2023, the preceding period would be from July 1, 2023, to July 31, 2023.
2. Same period last year: This option compares the data for the chosen timeline with the same interval of time, but from one year before. This comparison represents the year-over-year (YoY) change for a specific metric.
For example, if you have chosen a timeline from August 1, 2023 to August 31, 2023, the same period last year would be from August 1, 2022, to August 31, 2022.
2.2. Comparing data within the same timeline but for different attribution models.
You can easily do this by selecting the desired attribution model from the 'With' dropdown menu.
There are two options available:
1. LNDA model: This option is always available for comparison with the current Alvie attribution model. Using this option can provide you with an in-depth understanding of how a specific metric is calculated by different attribution models. It allows you to gain different perspectives on this metric and how to further develop it.
2. Other Alvie attribution models: Here, you can compare your current Alvie attribution model with other Alvie attribution models that you have set up before.
If you haven't set up any other Alvie attribution models, you will only see 'LNDA' in the list available for selection.
Once you have selected your option for comparison, additional data will be added to the detailed report. This includes data for a specific metric according to your choice, as well as the difference between the current value and the compared value for that specific metric.
For example, in the screenshot above, you can see that the revenue for the 'Paid search brand' channel in August 2023 was €102,524, while it was €24,356 in August 2022. This indicates a year-over-year (YoY) metric change of +321%.