diff --git a/.pre-commit-config.yaml b/.pre-commit-config.yaml
index fab605a4..e07b3ec8 100644
--- a/.pre-commit-config.yaml
+++ b/.pre-commit-config.yaml
@@ -1,6 +1,6 @@
 repos:
 -   repo: https://github.com/pre-commit/pre-commit-hooks
-    rev: v3.4.0
+    rev: v4.0.1
     hooks:
     -   id: check-added-large-files
         args: ['--maxkb=500']
@@ -32,7 +32,7 @@ repos:
     -   id: text-unicode-replacement-char
         exclude_types: [jupyter]
 -   repo: https://github.com/asottile/pyupgrade
-    rev: v2.15.0
+    rev: v2.16.0
     hooks:
     -   id: pyupgrade
         args: [--py36-plus]
@@ -76,7 +76,7 @@ repos:
             Pygments,
         ]
 - repo: https://github.com/nbQA-dev/nbQA
-  rev: 0.8.0
+  rev: 0.8.1
   hooks:
     -   id: nbqa-black
     -   id: nbqa-pyupgrade
@@ -86,7 +86,7 @@ repos:
     hooks:
     -   id: doc8
 -   repo: https://github.com/econchick/interrogate
-    rev: 1.3.2
+    rev: 1.4.0
     hooks:
     -   id: interrogate
         args: [-v, --fail-under=78, src]
diff --git a/docs/source/changes.rst b/docs/source/changes.rst
index 4c51d373..2b502e9f 100644
--- a/docs/source/changes.rst
+++ b/docs/source/changes.rst
@@ -10,8 +10,11 @@ all releases are available on `Anaconda.org
 0.0.8 - 2021-05-13
 ------------------
 
-- :gh:`124` fixes a bug in the function which reports the channel of infections by
+- :gh:`125` fixes a bug in the function which reports the channel of infections by
   contacts.
+- :gh:`126` enhances the plot for the channel of infections. The displayed numbers can
+  be shares among all infected, among all individuals or seven days incidences per
+  100,000 people.
 
 
 0.0.7 - 2021-05-12
diff --git a/docs/source/tutorials/how_to_plot_infection_rates_by_contact_models.ipynb b/docs/source/tutorials/how_to_plot_infection_rates_by_contact_models.ipynb
index e2764215..0397e71d 100644
--- a/docs/source/tutorials/how_to_plot_infection_rates_by_contact_models.ipynb
+++ b/docs/source/tutorials/how_to_plot_infection_rates_by_contact_models.ipynb
@@ -112,7 +112,7 @@
   {
    "cell_type": "code",
    "execution_count": null,
-   "id": "9a14485a-befd-4461-937f-26e411a06689",
+   "id": "43203479-d674-4af7-a5a1-2cb9973a7007",
    "metadata": {},
    "outputs": [],
    "source": [
@@ -125,18 +125,17 @@
     "    seed=144,\n",
     ")\n",
     "\n",
-    "result = simulate(params)\n",
-    "\n",
-    "heatmap = plot_infection_rates_by_contact_models(result[\"time_series\"])"
+    "result = simulate(params)"
    ]
   },
   {
    "cell_type": "code",
    "execution_count": null,
-   "id": "ef9a38f9-9db9-4ffe-bbc0-a25c1455984e",
+   "id": "dcd2748e-8a06-4c78-b8e0-b95c32352c80",
    "metadata": {},
    "outputs": [],
    "source": [
+    "heatmap = plot_infection_rates_by_contact_models(result[\"time_series\"], unit=\"share\")\n",
     "heatmap"
    ]
   }
diff --git a/src/sid/plotting.py b/src/sid/plotting.py
index 693ef76a..46e320a6 100644
--- a/src/sid/plotting.py
+++ b/src/sid/plotting.py
@@ -1,7 +1,12 @@
 import itertools
+from typing import Any
+from typing import Dict
+from typing import Optional
+from typing import Union
 
 import dask.dataframe as dd
 import holoviews as hv
+import numpy as np
 import pandas as pd
 from bokeh.models import HoverTool
 from sid.colors import get_colors
@@ -171,11 +176,54 @@ def _create_y_ticks_and_labels(df):
     "ylabel": "Contact Model",
     "invert_yaxis": True,
     "colorbar": True,
+    "cmap": "YlOrBr",
 }
 
 
-def plot_infection_rates_by_contact_models(df_or_time_series, fig_kwargs=None):
-    """Plot infection rates by contact models."""
+def plot_infection_rates_by_contact_models(
+    df_or_time_series: Union[pd.DataFrame, dd.core.DataFrame],
+    show_reported_cases: bool = False,
+    unit: str = "share",
+    fig_kwargs: Optional[Dict[str, Any]] = None,
+) -> hv.HeatMap:
+    """Plot infection rates by contact models.
+
+    Parameters
+    ----------
+    df_or_time_series : Union[pandas.DataFrame, dask.dataframe.core.DataFrame]
+        The input can be one of the following two.
+
+        1. It is a :class:`dask.dataframe.core.DataFrame` which holds the time series
+           from a simulation.
+        2. It can be a :class:`pandas.DataFrame` which is created with
+           :func:`prepare_data_for_infection_rates_by_contact_models`. It allows to
+           compute the data for various simulations with different seeds and use the
+           average over all seeds.
+
+    show_reported_cases : bool, optional
+        A boolean to select between reported or real cases of infections. Reported cases
+        are identified via testing mechanisms.
+    unit : str
+        The arguments specifies the unit shown in the figure.
+
+        - ``"share"`` means that daily units represent the share of infection caused
+          by a contact model among all infections on the same day.
+
+        - ``"population_share"`` means that daily units represent the share of
+          infection caused by a contact model among all people on the same day.
+
+        - ``"incidence"`` means that the daily units represent incidence levels per
+          100,000 individuals.
+    fig_kwargs : Optional[Dict[str, Any]], optional
+        Additional keyword arguments which are passed to ``heatmap.opts`` to style the
+        plot. The keyword arguments overwrite or extend the default arguments.
+
+    Returns
+    -------
+    heatmap : hv.HeatMap
+        The heatmap object.
+
+    """
     fig_kwargs = (
         DEFAULT_IR_PER_CM_KWARGS
         if fig_kwargs is None
@@ -185,9 +233,11 @@ def plot_infection_rates_by_contact_models(df_or_time_series, fig_kwargs=None):
     if _is_data_prepared_for_heatmap(df_or_time_series):
         df = df_or_time_series
     else:
-        df = prepare_data_for_infection_rates_by_contact_models(df_or_time_series)
+        df = prepare_data_for_infection_rates_by_contact_models(
+            df_or_time_series, show_reported_cases, unit
+        )
 
-    hv.extension("bokeh")
+    hv.extension("bokeh", logo=False)
 
     heatmap = hv.HeatMap(df)
     plot = heatmap.opts(**fig_kwargs)
@@ -206,8 +256,38 @@ def _is_data_prepared_for_heatmap(df):
     )
 
 
-def prepare_data_for_infection_rates_by_contact_models(time_series):
-    """Prepare the data for the heatmap plot."""
+def prepare_data_for_infection_rates_by_contact_models(
+    time_series: dd.core.DataFrame,
+    show_reported_cases: bool = False,  # noqa: U100
+    unit: str = "share",
+) -> pd.DataFrame:
+    """Prepare the data for the heatmap plot.
+
+    Parameters
+    ----------
+    time_series : dask.dataframe.core.DataFrame
+        The time series of a simulation.
+    show_reported_cases : bool, optional
+        A boolean to select between reported or real cases of infections. Reported cases
+        are identified via testing mechanisms.
+    unit : str
+        The arguments specifies the unit shown in the figure.
+
+        - ``"share"`` means that daily units represent the share of infection caused
+          by a contact model among all infections on the same day.
+
+        - ``"population_share"`` means that daily units represent the share of
+          infection caused by a contact model among all people on the same day.
+
+        - ``"incidence"`` means that the daily units represent incidence levels per
+          100,000 individuals.
+
+    Returns
+    -------
+    time_series : pandas.DataFrame
+        The time series with the prepared data for the plot.
+
+    """
     if isinstance(time_series, pd.DataFrame):
         time_series = dd.from_pandas(time_series, npartitions=1)
     elif not isinstance(time_series, dd.core.DataFrame):
@@ -216,20 +296,92 @@ def prepare_data_for_infection_rates_by_contact_models(time_series):
     if "channel_infected_by_contact" not in time_series:
         raise ValueError(ERROR_MISSING_CHANNEL)
 
-    time_series = (
+    if show_reported_cases:
+        time_series = _adjust_channel_infected_by_contact_to_new_known_cases(
+            time_series
+        )
+
+    counts = (
         time_series[["date", "channel_infected_by_contact"]]
         .groupby(["date", "channel_infected_by_contact"])
         .size()
         .reset_index()
         .rename(columns={0: "n"})
-        .assign(
+    )
+
+    if unit == "share":
+        out = counts.query(
+            "channel_infected_by_contact != 'not_infected_by_contact'"
+        ).assign(
             share=lambda x: x["n"]
             / x.groupby("date")["n"].transform("sum", meta=("n", "f8")),
         )
-        .drop(columns="n")
-        .query("channel_infected_by_contact != 'not_infected_by_contact'")
+
+    elif unit == "population_share":
+        out = counts.assign(
+            share=lambda x: x["n"]
+            / x.groupby("date")["n"].transform("sum", meta=("n", "f8")),
+        ).query("channel_infected_by_contact != 'not_infected_by_contact'")
+
+    elif unit == "incidence":
+        out = counts.query(
+            "channel_infected_by_contact != 'not_infected_by_contact'"
+        ).assign(share=lambda x: x["n"] * 7 / 100_000)
+
+    else:
+        raise ValueError(
+            "'unit' should be one of 'share', 'population_share' or 'incidence'"
+        )
+
+    out = out.drop(columns="n").compute()
+
+    return out
+
+
+def _adjust_channel_infected_by_contact_to_new_known_cases(df):
+    """Adjust channel of infections by contacts to new known cases.
+
+    Channel of infections are recorded on the date an individual got infected which is
+    not the same date an individual is tested positive with a PCR test.
+
+    This function adjusts ``"channel_infected_by_contact"`` such that the infection
+    channel is shifted to the date when an individual is tested positive.
+
+    """
+    channel_of_infection_by_contact = _find_channel_of_infection_for_individuals(df)
+    df = _patch_channel_infected_by_contact(df, channel_of_infection_by_contact)
+    return df
+
+
+def _find_channel_of_infection_for_individuals(df):
+    """Find the channel of infected by contact for each individual."""
+    df["channel_infected_by_contact"] = df["channel_infected_by_contact"].cat.as_known()
+
+    df["channel_infected_by_contact"] = df[
+        "channel_infected_by_contact"
+    ].cat.remove_categories(["not_infected_by_contact"])
+
+    df = df.dropna(subset=["channel_infected_by_contact"])
+
+    df = df["channel_infected_by_contact"].compute()
+
+    return df
+
+
+def _patch_channel_infected_by_contact(df, s):
+    """Patch channel of infections by contact to only show channels for known cases."""
+    df = df.drop(columns="channel_infected_by_contact")
+
+    df = df.merge(s.to_frame(name="channel_infected_by_contact"), how="left")
+
+    df["channel_infected_by_contact"] = df["channel_infected_by_contact"].mask(
+        ~df["new_known_case"], np.nan
     )
-    if isinstance(time_series, dd.core.DataFrame):
-        time_series = time_series.compute()
 
-    return time_series
+    df["channel_infected_by_contact"] = (
+        df["channel_infected_by_contact"]
+        .cat.add_categories("not_infected_by_contact")
+        .fillna("not_infected_by_contact")
+    )
+
+    return df