> ## Documentation Index
> Fetch the complete documentation index at: https://docs.nemu.com.br/llms.txt
> Use this file to discover all available pages before exploring further.

# Best Practices

> Practical guide to using attribution models in an integrated way to maximize ROI and revenue.

Attribution model analysis is essential for media, creative, and budget decisions. Below are **complete tables and examples** maintaining the original logic, now **including: Linear, U-Shaped, and Last Click Non Direct & Organic**.

## How to use models in campaign analysis? (guide table)

| Question                                                    | Ideal Attribution Model         |
| ----------------------------------------------------------- | ------------------------------- |
| Which channels attract new customers?                       | First Click                     |
| Which channels are responsible for final conversion?        | Last Click                      |
| Which paid channels close sales?                            | Last Click Paid                 |
| What is the last click ignoring Direct/Organic?             | Last Click Non Direct & Organic |
| Which channels contribute at some point in the journey?     | Assisted                        |
| How to distribute credit equally?                           | Linear                          |
| How to balance acquisition (start) and closing (end)?       | U-Shaped                        |
| Which channels really make a difference across the journey? | Markov                          |

***

## When to use each model (quick best practices)

### Last Click Paid

**Use for:** measuring direct performance of paid campaigns; evaluating bottom-of-funnel ads; prioritizing channels with financial return without organic/direct bias.\
**Essential metrics:** Attributed Sales/Revenue, ROAS, ROI, CPA.

### Last Click Non Direct & Organic

**Use for:** reducing noise from Direct/Organic visits in final moments; highlighting the last "active" effort from media/channel.\
**Essential metrics:** Attributed Sales/Revenue, ROAS, non-organic session conversion rate.

### Linear

**Use for:** measuring collaboration between channels in multi-touch strategies; comparing "share" of influence between touchpoints.\
**Essential metrics:** Linear Revenue, % participation per channel, average journeys per conversion.

### U-Shaped

**Use for:** balancing acquisition and closing, valuing awareness + conversion; useful in long funnels with multiple touchpoints.\
**Essential metrics:** First/Last Revenue (weighted), middle-of-funnel Revenue, CAC/CPA per stage.

### Markov

**Use for:** understanding real impact of each channel across the entire journey; justifying awareness investments; complementing First/Last analyses.\
**Best practices:** combine with First/Last for balanced view; use to explain discrepancies between models.

***

## Practical examples with comparative tables

> The following numbers are illustrative to demonstrate readings and decisions.

### 1) Top of Funnel attracting new customers

**Scenario:** Beauty e-commerce seeking awareness and qualified traffic.\
**Strategy:** Instagram/TikTok for top; Google for active demand; Facebook Remarketing.

| Channel              | First Click Revenue | Last Click Revenue | Last Click Paid | Last Click Non Direct & Organic | Assisted Revenue | Linear Revenue | U-Shaped Revenue |
| -------------------- | ------------------: | -----------------: | --------------: | ------------------------------: | ---------------: | -------------: | ---------------: |
| Instagram Ads        |              12,000 |              2,500 |           2,500 |                           2,500 |           15,000 |          6,000 |            8,000 |
| TikTok Ads           |               8,000 |              1,800 |           1,800 |                           1,800 |           10,000 |          4,500 |            5,200 |
| Google Ads           |               2,000 |              9,500 |           9,500 |                           9,500 |           11,500 |          6,500 |            6,800 |
| Facebook Remarketing |               1,500 |             10,000 |          10,000 |                           9,000 |           11,500 |          6,000 |            7,000 |

**Reading:**

* *First Click:* Instagram/TikTok lead acquisition.
* *Last/Last Paid/Non Direct & Organic:* Google + Remarketing close.
* *Assisted/Linear/U-Shaped:* Instagram/TikTok influence the journey; U-Shaped highlights the importance of first and last touch.

**Actions:** increase budget on Instagram/TikTok (acquisition); maintain/optimize Google and Remarketing (closing); test top-of-funnel creatives to increase final conversion rate.

***

### 2) High investment with low perceived return

**Scenario:** Electronics store invests \$50,000/month in Google, but revenue doesn't keep up.\
**Objective:** Improve ROAS/ROI, reallocate budgets according to real contribution.

| Channel          | First Click Revenue | Last Click Revenue | Last Click Paid | Last Click Non Direct & Organic | Assisted Revenue | Linear Revenue | U-Shaped Revenue | ROAS |
| ---------------- | ------------------: | -----------------: | --------------: | ------------------------------: | ---------------: | -------------: | ---------------: | ---: |
| Google Ads       |              15,000 |              7,000 |           7,000 |                           7,500 |           18,000 |          9,000 |            9,200 |  1.4 |
| Facebook Ads     |               8,000 |             18,000 |          18,000 |                          17,500 |           22,000 |         11,500 |           12,000 |  3.5 |
| E-mail Marketing |               2,000 |             12,000 |               0 |                               0 |           14,000 |          6,500 |            7,000 |  5.0 |

**Reading:**

* Google strong in **First**, weak in **Last/Last Paid** → generates traffic but doesn't close.
* Facebook closes more and has higher **ROAS**.
* E-mail converts, but doesn't appear in **Last Paid** (not paid media).

**Actions:** reduce part of Google budget and reallocate to Facebook; improve targeting/keywords (bottom of funnel); create paid remarketing to capture traffic generated by Google.

***

### 3) Campaign performing well and ready to scale

**Scenario:** Edtech launched new course; Facebook and Google performing.\
**Objective:** Identify scale potential while maintaining efficiency.

| Channel      | First Click Revenue | Last Click Revenue | Last Click Paid | Last Click Non Direct & Organic | Assisted Revenue | Linear Revenue | U-Shaped Revenue | ROAS |
| ------------ | ------------------: | -----------------: | --------------: | ------------------------------: | ---------------: | -------------: | ---------------: | ---: |
| Facebook Ads |              20,000 |             10,000 |          10,000 |                           9,500 |           25,000 |         12,500 |           13,500 |  5.0 |
| Google Ads   |               5,000 |             15,000 |          15,000 |                          15,000 |           18,000 |          9,000 |            9,800 |  7.0 |
| YouTube Ads  |              12,000 |              8,000 |           8,000 |                           7,500 |           16,000 |          9,000 |            9,200 |  6.0 |

**Reading:**

* Facebook drives top and support (Assisted/Linear); Google closes sales (Last/Last Paid/Non Direct & Organic).
* YouTube contributes, but with higher CPA.

**Actions:** increase budget on Facebook (acquisition); scale Google with bottom-of-funnel campaigns; optimize YouTube creatives to reduce CPA.

***

## Additional cross-analysis tips

* **Compare First vs Last/Last Paid/Non Direct & Organic** to separate *attraction* from *closing*.
* **Use Linear and Assisted** to measure journey collaboration.
* **Use U-Shaped** when you want to strategically reflect the weight of *discovery* and *conversion*.
* **Bring Markov** to justify investments and explain discrepancies between rule-based models (First/Last/Linear/U-Shaped) and real impact.

## Final Summary (checklist)

* **First Click** → new customer acquisition.
* **Last Click** → final conversions.
* **Last Click Paid** → direct performance of paid media.
* **Last Click Non Direct & Organic** → removes Direct/Organic noise at last touch.
* **Assisted** → overall channel contribution.
* **Linear** → balanced collaboration.
* **U-Shaped** → balances start and end of journey.
* **Markov** → real impact across the entire journey.