When you click the Details button in the Attribution Results Table, you’ll be taken to a popup with more details about that specific channel.

The popup contain two main sections: Model Results and Confidence

The Model Results section is essentially a combo-chart where you can see the results of the modelling compared to the input parameter that was used when modelling the results. That means that in cases where we have spend, the bars in the chart will represent spend (since that’s what the model uses for that channel) and in cases where we only have sessions, it will show that.

The purpose of this chart is to serve as validation and explanation for you as to why the model moves in the directions it does. For example, you might encounter a channel where you think it should have had more or less credit for a given period. You can use this chart to investigate if this mismatch in expectations could come from a tracking issue (i.e. no sessions) or filtering issue (i.e. your spend isn’t as high as you thought it was).

The second part of the popup is related to the Model’s confidence in the results it’s produced for the given channel. You can find these on the right side of the popup.

These metrics helps give you an idea of how confident the model is in the channel but also what makes up the confidence as well as what you could potentially do to improve the confidence of the results.

You can read more about these confidence indicators in detail on the dedicated page: https://help.alvie.io/en/articles/455145-attribution-results-confidence-metrics