Using this package for non-value based conversions
This package can also be used for non-value based conversions, however, the outputs may look somewhat strange.
For example, if you have a column in your events/conversions table with a 1 for a form submission, and a 0 for no submission, you can specify this field in the conversion_value macro (e.g. form_submitted) and add a clause in the conversion_clause macro (e.g. form_submitted = 1).
You can then run the attribution analysis using this column instead of a revenue column. An example output of the report table would look like this:
| conversion_window_start_date | conversion_window_end_date | channel | conversions | revenue | spend | roas |
|---|---|---|---|---|---|---|
| 2022-06-03 | 2022-08-01 | Direct | 699.8 | 699.8 | 10000.0 | 0.06997 |
| 2022-06-03 | 2022-08-01 | Organic_Search | 269.5 | 269.5 | 10000.0 | 0.02695 |
| 2022-06-03 | 2022-08-01 | Paid_Search_Other | 50.4 | 50.4 | 10000.0 | 0.00504 |
| 2022-06-03 | 2022-08-01 | Display_Other | 21.3 | 21.3 | 10000.0 | 0.00213 |
| 2022-06-03 | 2022-08-01 | Referral | 12.4 | 12.4 | 10000.0 | 0.00123 |
| 2022-06-03 | 2022-08-01 | Unmatched_Channel | 4.08 | 4.08 | 10000.0 | 0.00040 |
| 2022-06-03 | 2022-08-01 | Video | 1.5 | 1.5 | 10000.0 | 0.00014 |
Note that ‘revenue’ in this table is now being calculated based on the form_submitted column in the events/conversions table, where a conversion will only ever have a value of 1. This is why the values for conversions and revenue are identical.
You will notice that the values for ROAS in this example are extremely small. In a value-based calculation of ROAS, one conversion is generally associated with a value much greater than 1 (e.g. one conversion can have a purchase value of $100, etc.). When we calculate ROAS using one conversion equal to a value of 1, the ROAS figures can look very small depending on the number of conversions and the amount spent per channel.