Marketing Attribution Tool BETA

Access to the BETA version is available only to participants of our workshops (Prague). If you cannot come at our workshops, send us a message.

How does the Marketing Attribution Tool look and what it can do?

  1. Calculates the number of transactions / revenue using different attribution models (Markov, First Click, Last Click nonDirect, Linear) on your Google Analytics data.

  2. You can select the period of the investigation period for transactions (eg, month). = "Transaction window".

  3. You can define the number of days before the transaction date and extend your "Lookback window" as you wish.

  4. With our Configuration Sheet you can easily define channel grouping, which is one of the most important things in Data Driven Attribution.

  5. For the application to work properly, a simple implementation of the custom "ClientID" custom dimension to your Google Analytics is required. How to do it in 5 minutes can be found for free here.

  6. The calculation also includes the visualization of the probability matrix for calculating the Data Driven Markov attribution model (Markov graph + heatmap).

Process of data processing within our applications

  • Our apps operate within the platform.

  • is the official R platform (PaaS), enabling Shiny Web hosting applications.

  • is currently hosted on Amazon's Web Services (AWS) with data infrastructure in the us-east-1 region. We do not store any user data, ie the application is GDPR ready.

  • is a secure-by-design. Each Shiny application runs in its own protected environment and access is always SSL encrypted.

  • Multiple instances of an application never share local data or a database.

  • Only you at the time of running the application instance can access the results and all processed data.

  • When you exit the application, all input data and results are lost if they are not stored locally.

The most common mistakes from using our applications

You can't get the desired result from our app? Check out the list of the most common mistakes from using our applications and their documented solutions.

How to use Marketing Attribution Tool

0. Sign in with your Google Account for which you have access to Google Analytics

1. Select the Google Analytics account which you want to investigate

2. Define the time interval, when conversions are generated (conversion window)

Attribute GA goals instead of transactions

Within the transaction window settings, you can choose to change to GA goals instead of transactions.

  1. Goal number "0" = default setting where e-commerce transactions are attributed to traffic sources
    from Google Analytics.

  2. Goal number "1" or higher = a value other than "0" switches the application to attribute the goals completions of GA. With a specific Goal number in our DDA application, you select the specific Goal gtom Google Analytics that you want to attribute to traffic sources.

Within a one calculation, either only e-commerce transactions, or one selected GA goal can be attributed.

  • The combination of a transaction and goals is not possible (it doesn't make sense :-).

  • Combining multiple goals is possible by summing these goals into one goal in Google Analytics (we'll publish the tutorial soon).

Antisampling (avoiding sampling of data gained from Google Analytics)

As part of our DDA application, you have the option for free to prevent data sampling (so-called "antisampling").

  1. (active) = "antisampling" enabled (Google Analytics data will not be sampled). DDA calculation may take longer.

  2. (none) = "antisampling" turned off (data collected from Google Analytics may be sampled). DDA calculation can be faster.

  3. (guaranteed) = "antisampling" enabled (Google Analytics data will not be sampled). DDA calculation can take even longer than for (active). Use this option if the number of transactions in the  result of our DDA application is not equal to the number of transactions in the Google Analytics interface for the same time period.

    • With the "antisampling guaranteed" option, the application can handle Data Driven Attributes up to 1,000,000 sessions per month. We would like to thank Antonín Havlík from for suggestions and testing on such a large volume of data.

3. Define the length of the lookback window

4. Insert the Google Sheet ID with your custom channel grouping (optional)

Currently, within our DDA application, we offer 3 ways to define channel grouping:

  1. GA default = default channel grouping from your Google Analytics account.

  2. EA default = channel grouping, which we have classified for you according to our experience (based on our naming conventions).

  3. Custom = thanks to this option you can use our configuration spreadsheet (tutorial here) to classify the grouping channel by yourself. Deepest level can be defined by campaign dimension.

5. Enter the ClientID custom dimension ID from GA

6. Define the "depth level" of the data driven calculation for Markov model

7. Go to the "Results" tab and click "Calculate" result "

8. Analyze calculation results

9. You can download results and input data to CSV file

For more efficient work with data and their visualization and connection to any platform (Google Data Studio, Tableau, Excel, Google Sheets, Keboola, etc.) you can the calculation result (transactions and revenue channeled by different attribution models), the probability matrix for enumeration of Mark's, as well as input data (aggregated conversion and non-conversion paths) simply download to CSV file.

Preview of Marketing Attribution Tool

Calculation settings

Calculation Result (random data)


©2019, created with love by Marek & Milan