Attribution models and budget reallocation

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4. Enter the name of the channel group and set the conditions for YAN, search and brand. For search - for example, like this:

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5. When analyzing associated conversions, select the channel group you just created in the report:

Channel group

Now the influence of each source is more visible:

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Break the channels — Brand, Search, and YAN — into groups, and the groups into campaigns. This will further increase your accuracy.

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The attribution model in Google Analytics is the portugal consumer email list principle by which value is distributed between channels in the conversion path. The right attribution model shows how much revenue each channel brought in. Next, determine the ROMI - and you will see the value of each channel. Now you know which channels to allocate your budget to.

Attribution models
By default, Google Analytics uses the Last Indirect Interaction model. Read descriptions of all standard models here .

You can create your own attribution models based on standard ones.

Admin tab → Attribution models:

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But you can also use one of the standard models.

For our example, the “Position-based Attribution” model is suitable, so we will not create a new one.

IMPORTANT! You cannot compare different channels. A user who came to the site via a brand query and someone who clicked on a banner in the Display Network are different people at different stages of decision-making. Therefore, it is incorrect to cond