But you can also use one of the standard models

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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 conduct an analysis using the “Last Interaction” attribution model.

Determining channel value and budget reallocation
How to determine the value of each channel in indonesia consumer email list terms of return on investment and marketing budget allocation?

Let's assume that the marketing budget is 1,000,000 rubles per month, and is distributed as follows:




Next, find the attribution model comparison tool in Analytics:

159-20.png

As we said above, in the example under consideration, the "Position-based" attribution model is completely suitable for us. But nothing prevents you from choosing your own.
We are interested in the "Conversion Value" column:

159-21.png

From this column we see that the income from each channel can be distributed as follows:




Uploading data using API
You can automate this process by setting up data upload from the Google Analytics API to Google Spreadsheets and writing formulas.

Create a blank spreadsheet and install the Google Analytics extension.