To define the displayed graphic, you can use the following functionalities:**- Metric :** select metric which will be recalculated for each model. Please note that unpaid channels will not be displayed for ROMI, MIR, mROMI, mMIR.

**- Attribution models : **check the models you would like to display, up to six models can be selected.

*Sorting can be applied via dropdown menu on the top right corner of the screen. All results can be filtered by channel and date on the right hand side of the screen.

The final step of this analysis is the selection of an attribution model. Roivenue offers three data driven attribution models: **Shapley Value**, **Markov 1st** and **Markov 2nd order**. The question is which model suits your situation better, as each has a different logic and thus different strengths.

The **Shapley value **evolved from attempts to optimize formation selection by ice hockey coaches. The calculation simply compares paths which resulted in conversions with the paths which did not, for each channel. **T****he higher Shapley value is, the higher the ratio of successful participation to unsuccessful****.** Therefore, this model tells us whether the contribution of a single channel to the whole marketing mix is positive or negative, but it does not take into account a place on which the channel stood in the conversion path. For this reason, it is usually used as a supporting model to Markov chain models.

The diagram below proposes an example schema of Markov 1st order. It provides a scenario of channel A and its evaluation according to this model. **There are several options for advancement from the current state** to the next state. This advancement means the next action the customer will take. B, C, D, and E represent other marketing channels, the checkmark represents a conversion and the X represents no action. Each of these steps have a certain probability, so for example the probability that a customer will touch channel C after touching channel A is 20%.

The higher is the order of the calculation, the more transitions are taken into account. For example, Markov 3rd order takes into account three transitions, so one group of transitions would be Channel A - Channel B - Channel C - Conversion. Higher orders decrease probability for each transition and therefore decreases statistical strength of the calculation. That is why we work with Markov order chains up to 2nd order in Roivenue attribution modelling.

So, for the big question - **which model is the best for you?**

**"Attribution Analysis" can be accessed via "Marketing" section in the left hand filter.****In order for this page to be available, attribution must be properly set up and data collection must be up and running for at least four weeks.*

Well, that depends on volume of your traffic. **Markov 2nd order provides superior insights about channel collaboration**, but it is less robust for websites with less conversions. The reason for that is that it divides total conversions into higher number of groups (one group is not a single channel, but a pair of channels, so number of groups increase exponentially with each order of markov chains) and this causes each group to contain less data. And less data means less precision. The best practice is that if you have a lot of conversions (more than 500 a week) feel free to go for Markov 2nd order. If you are not yet on this level, stick Markov 1st order.

After picking one of the models to become the primary model of the app, enter the "model selection" menu, accessible via Change Main Attribution Model button.

After picking one of the models to become the primary model of the app, enter the "model selection" menu, accessible via Change Main Attribution Model button.

After selecting one of the models and confirming your selection, this model becomes primary. What it means is that conversion, revenue, and profit distribution in the Performance Monitor and Dashboard are recalculated according to this model. **Total numbers stay the same**, what changes is the distribution of totals among the channels. It takes few minutes for your selection to take effect, as Roivenue needs to recalculate the data from last touch.