Attribution demystified

	A	B	C	D	E	F	G	H	I	J	K	L	M
1	Channel	Return based on last click	Spend	Return on Ad Spend
2	Google Search	$110,000	$100,000	1.10
3	Google Display	$75,000	$100,000	0.75
4	Facebook Newsfeed	$120,000	$100,000	1.20
5	MSN ROS	$68,000	$100,000	0.68
6	Remarketing	$200,000	$100,000	2.00
7	AOL DSP	$70,000	$100,000	0.70
8	Google Shopping	$108,000	$100,000	1.08
9	Total	$751,000	$700,000	1.07
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11	Channel	Google Search	Google Display	Facebook Newsfeed	MSN ROS	Remarketing	AOL DSP	Google Shopping	Actual Return	Spend	ReturnPost Attribution	Return Pre Attribution	Difference
12	Google Search	$110,000	-$2,000	$500	$0	$5,000	-$1,000	$0	$112,500	$100,000	1.13	1.10	2.27%
13	Google Display	$2,000	$75,000	$1,000	$0	$8,000	-$500	$4,000	$89,500	$100,000	0.90	0.75	19.33%
14	Facebook Newsfeed	-$500	-$1,000	$120,000	$0	$4,000	$0	$0	$122,500	$100,000	1.23	1.20	2.08%
15	MSN ROS	$0	$0	$0	$68,000	$6,000	$500	$1,000	$75,500	$100,000	0.76	0.68	11.03%
16	Remarketing	-$5,000	-$8,000	-$4,000	-$6,000	$200,000	-$6,000	-$500	$170,500	$100,000	1.71	2.00	-14.75%
17	AOL DSP	$1,000	$500	$0	-$500	$6,000	$70,000	$500	$77,500	$100,000	0.78	0.70	10.71%
18	Google Shopping	$0	-$4,000	$0	-$1,000	$500	-$500	$108,000	$103,000	$100,000	1.03	1.08	-4.63%
19	Total								$751,000	$700,000	1.07	1.07
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