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This is a wrapper to the channelAttribution package.

The markovreport function takes a data frame of clickstream data and produces a report using non-heuristic (Markov) and heuristic based attribution models.

You can extract clickstream data using a service such as Scitylana .

The assumption is that the source / medium channel has been cleaned / consolidated into a new column.

The format is:

• markovreport(data, date_from, date_to, look_back, channels, goal_number)
• markovreport(mydataframe, "2019-06-01", "2019-06-30", 30, "my_source_variable", 4)

Parameters:

• data is the name of the clickstream data frame
• date_from and date_to parameters specify the period for transactions
• look_back is the window to consider visits before the specified transaction period
• channels is the variable within the specified data frame that contains the cleaned source channel
• goal_number is the Google Analytics goal number that represents a purchase