Brand new logic of attribution modelling: the value is distributed among traffic sources based on micro conversions and transactions that visitors generate during their sessions. The model is dynamic (not static like the default ones in the standard version of GA): the weight for value distribution is calculated for each user id. Presentation will be focused both on the technical side (how the data is collected, processed and which tools to use) and on the business side (what model was used before, what is the impact after implementing the dynamic attribution) on the example of our client Ozon.ru.