video1.0<iframe src="https://www.loom.com/embed/a65af2aa6e9340ab8953cbb0d17db934" frameborder="0" width="1728" height="1296" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>12961728Loomhttps://www.loom.com12961728https://cdn.loom.com/sessions/thumbnails/a65af2aa6e9340ab8953cbb0d17db934-7448c3f15f988fda.gif313.741In 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.