[UA] MCF Data-Driven Attribution ROI Analysis

Analyze the return on your marketing and advertising investments.
This feature is only available in Google Analytics 360, part of Google Marketing Platform.
Learn more about Google Marketing Platform.

Use the ROI Analysis report to understand the ROI implications of your MCF Data-Driven attribution model and to identify optimization opportunities.

In addition to showing your actual spend data for each channel in the MCF Channel Grouping, the report shows how your MCF Data-Driven model calculates conversion and revenue metrics for your channels. You can also see your Google Ads click and impression data.

Your Data-Driven model is the report’s default model. Use the Attribution model selector at the top of the report to see how a different model—like Last Interaction or Linear—calculates each of your metrics.

To segment by a specific type of conversion, such as a particular Goal, use the Conversion selector at the top of the report.

Click a column header—like ROAS or CPA—to sort the table by that metric. If you find that certain channels perform much better (e.g., have a much higher ROAS) with your Data-Driven model, consider increasing your investment in those channels. Similarly, if you find that certain channels perform more poorly when viewed through the lens of your Data-Driven model, you may wish to optimize your marketing efforts for those channels.

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