Attribution is a key aspect of digital marketing that allows us to determine which channels are most effective in driving conversions. One of the best solutions for calculating attribution is the ChannelAttribution package by Davide Altomare, which offers a multifunctional approach to attribution analysis.
To be honest, I use it myself — particularly in my course on marketing attribution in BigQuery.
This package is very straightforward and intuitive. It allows users to employ both heuristic and probabilistic models for attribution:
1. Heuristic Models: It includes first-touch, last-touch, and linear attribution algorithms, making it easy to tailor attribution to your specific needs.
2. Markov Chains for Multi-Touch Attribution: This framework provides deeper insights into the impact of different channels by analyzing the dynamics of interactions between them, calculating the probability of conversion for specific touchpoint sequences.
Unlike SQL, this package allows you to quickly and flexibly calculate and compare multiple attribution models on a dataset from GA4 BigQuery. It’s cheaper and more engaging that way! :)
You can read more about the package here.
If you work with GA4 to BigQuery exports, be sure to check out my SQL cheat sheet.
