Marketers and analysts not only want to know which channels & campaigns drive sales and what is their ROI. They want to know how to optimize digital marketing performance starting from strategy and up to keywords bids adjustment. As advertising tools evolve, campaign optimization inside a particular ad service is being constantly improved. The main decision for a marketing professional to make is how to choose the perfect budget allocation across the channels and how to know in advance what results one can expect from each channel in the future.

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.