CUSTOMER JOURNEY THAT LEADS TO ACTION
Know where your
next dollar
should go.
Compare attribution models and estimated returns on additional spend to see which campaigns may deserve more budget. Review a campaign change before applying it.
Set up customer journey Connect Google Ads and Google Analytics 4.
- Compare attribution models
- Estimate returns on additional spend
- Identify campaigns to review
- Approve changes before applying
MORE THAN ONE VIEW OF PERFORMANCE
Compare how attribution models credit your campaigns.
See where platform-reported, rule-based, and data-driven attribution disagree before deciding which campaigns to review.
What does the ad platform report?
Start with the platform’s view of campaign performance. Compare it with other methods rather than treating one reported number as the whole picture.
Synthetic data for illustration. Methods answer different questions; estimates can differ and are not guarantees.
FROM INSIGHT TO EXECUTION
Review and apply a campaign budget change.
Select a campaign, enter a budget adjustment, and review the resulting daily budget before confirming.
- 01
Choose a campaign
Start with a highlighted opportunity or select a campaign to review.
- 02
Adjust the budget
Enter the amount you want to increase or decrease the daily budget.
- 03
Review and confirm
Check the campaign, adjustment, and new daily budget before applying the change.
Illustrative example only. No changes will be made to an ad account.
GETTING STARTED
Connect Google Ads and Google Analytics 4.
Bring campaign performance and customer-journey data together for attribution analysis.
- 01
Connect Google Ads
Connect the account you want to analyze.
- 02
Connect GA4
Connect the GA4 property associated with your campaigns.
- 03
Allow time for data collection
Attribution results become available as sufficient data is collected. Timing depends on your account.
FAQs
Before you connect
What makes MAI Customer Journey different?
MAI brings multiple attribution models and estimated marginal returns into one view. You can see how different models credit your campaigns, identify opportunities worth investigating, and review potential budget changes before applying them.
What does marginal ROAS tell me?
Marginal ROAS estimates the additional revenue you could generate from spending one more dollar on a campaign. Unlike average ROAS, which reflects past performance, marginal ROAS helps you evaluate where additional budget may deliver the strongest return. These are estimates, not guaranteed outcomes.
Which attribution methods can I compare?
You can compare platform-reported attribution with first-click, last non-direct click (LNDC), and MAI attribution. Each provides a different perspective on how campaigns contribute to conversions, helping you understand where their conclusions agree or differ.
What do I need to connect?
You'll need to connect your Google Ads account and the Google Analytics 4 (GA4) property associated with your campaigns. MAI uses this data to analyze campaign performance and customer journeys.
When can I see useful data?
Once your accounts are connected, MAI needs sufficient campaign and conversion data to generate meaningful insights. Availability depends on your account's data volume and history, so some insights may take longer to appear than others.
Will MAI change my campaigns automatically?
No. Exploring insights and reviewing recommendations does not automatically change your campaigns. You can review proposed budget adjustments before choosing whether to apply them.
Find the campaigns worth your next dollar.
Compare attribution models, explore estimated marginal returns, and review your next budget change.
Set up customer journey Connect Google Ads and Google Analytics 4.