{"type":"video","version":"1.0","html":"<iframe src=\"https://www.loom.com/embed/a65af2aa6e9340ab8953cbb0d17db934\" frameborder=\"0\" width=\"1728\" height=\"1296\" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>","height":1296,"width":1728,"provider_name":"Loom","provider_url":"https://www.loom.com","thumbnail_height":1296,"thumbnail_width":1728,"thumbnail_url":"https://cdn.loom.com/sessions/thumbnails/a65af2aa6e9340ab8953cbb0d17db934-7448c3f15f988fda.gif","duration":313.741,"title":"Understanding Northbeam's Model Comparison Tool","description":"In this video, I walk you through the Model Comparison tool in Northbeam, which is essential for evaluating performance in paid search. I highlight how this tool allows you to compare our multi-touch attribution (MTA) model with other attribution models, including last non-direct touch. I also share insights on revenue differences and the importance of understanding how credit is assigned across different models. Please take a moment to explore this tool and consider how it can enhance your analysis."}