The model comparison report compares attribution between which two models?

• A. First-click model and linear model
• B. Time-decay model and position-based model
• C. Cross-channel last click model and the ads-preferred model
• D. Last interaction model and last non-interaction model

Answer: (C)

Attribution modeling is about how credits for a conversion get distributed across different touchpoints. The model comparison report lets you put two attribution rules side by side to see how the same conversions would be credited under each rule, so you can understand how changing the model changes channel performance.

The pair shown here compares the cross-channel last-click model with the ads-preferred last-click model. Cross-channel last-click assigns the conversion credit to the final touchpoint across all channels, no matter whether it came from an ad, organic search, or other interaction. Ads-preferred last-click, however, shifts more credit toward ad interactions when multiple touches exist. Comparing these two reveals how emphasizing ads changes the attribution picture versus attributing credit to the last interaction across channels. This side-by-side view helps you assess the impact on reported conversions and decisions about budget and optimization.

Other model pairings exist, but this combination specifically contrasts a broad cross-channel last touch approach with an ads-focused last-touch approach, illustrating how credit allocation differs between them.