#### Let's begin by installing and loading the necessary packages and libraries ####

install.packages("ChannelAttribution")
library(ChannelAttribution)



#### Attribution models in R ####
# Begin by loading Google Analytics Data (Data for July 2019 from the demo account)
# ga_data.csv. Make sure you specify that rows are separated by semi-colons

# Run attribution modeling for the simple rules (first, last, and linear interaction)
model <- heuristic_models(ga_data,"path", "conversions", "conversion_value")




#### Add data on marketing expenditure to calculate ROAS AND CPA ####

# Create marketing expenditure vector based on data in Google Analytics demo account
spend_vector<-c(156, 1365, 2675, 323, 98, 135, 762, 853)



# Add the spend vector to the attribution model results
model$spend <- spend_vector
model

# Calculate MROI and ROAS using the respective formulas for each

model $ first_touch_MROI <- (model $ first_touch_value - model $ spend ) / model $ spend

model$first_touch_ROAS <- ( model$first_touch_value) / model$spend

model$first_touch_CPA <- (model$spend / model$first_touch_conversions)