Use the ROI Analysis report to understand the ROI implications of your 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 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.

* Nguồn: Google Analytics