If you want to compare the value of channels and campaigns using first-click attribution, which Google Analytics report should you use?

The Model comparison tool is specifically designed to help users analyze and compare the effect of different attribution models on their data, including first-click attribution. This report enables marketers to see how channels and campaigns perform under various attribution models, providing insight into their relative value for driving conversions. First-click attribution focuses on the very first marketing touchpoint a customer interacts with before making a purchase, allowing for a clearer understanding of how initial interactions contribute to overall performance.

Other reports mentioned do provide valuable insights, but they do not focus on comparing attribution models directly. For instance, the channel grouping report allows for segmentation of traffic across channels but doesn’t specifically test attribution models. Multi-channel funnels provide insights into how multiple channels work together over time, making them useful for understanding the customer journey, but they don’t apply first-click attribution specifically. Attribution settings allow users to configure general attribution settings but do not offer a comparative analysis of different models. Therefore, the Model comparison tool is the appropriate choice for evaluating channels and campaigns using first-click attribution.