I'm attempting to educate a client about the various attribution models and frequency and recency information that may affect which one they choose. A report I ran shows something that makes zero sense to me.
It's a Marketing Channel Report with Orders as the metric:
How can that be possible? It doesn't feel "true" so I'm hesitant to show the client without a reasonable explanation for this seemingly invalid result.
In fact, the only models that feel "true" to me are Last Touch and Same Touch. The others are all quesionable.
Thank you for any insight into this!!