Marketing & Advertising
Search Advertising Attribution Calculator
Translate an entered incrementality assumption into incremental conversions, revenue, gross profit, ROAS, and contribution after ad spend.
Directly attributed conversions-
Assisted conversions-
Estimated incremental conversions-
Platform-attributed revenue-
Estimated incremental revenue-
Incremental gross profit before ad spend-
Incremental return on ad spend-
Incremental gross profit after ad spend-
Decision view
Reported-to-incremental conversion map
Reported-to-incremental conversion mapDirect and assisted attribution roles are separated from the user-entered causal incrementality estimate before campaign contribution is calculated.
Exact scenario comparisonEstimated incremental share (%) changes while all other entered assumptions remain constant.
| Estimated incremental share (%) | Directly attributed conversions | Assisted conversions | Estimated incremental conversions | Platform-attributed revenue | Estimated incremental revenue | Incremental gross profit before ad spend | Incremental return on ad spend | Incremental gross profit after ad spend |
|---|
How to use Search Advertising Attribution Calculator
- Use one attribution window and conversion definition.
- Enter incrementality from a test, model, or clearly labeled planning assumption.
- Compare platform ROAS with incremental profit after spend.
Calculator guide
Understanding Search Advertising Attribution Calculator
Platform-reported conversions are not automatically incremental. This calculator separates reported, assisted, and estimated causal outcomes before valuing the campaign.
Calculation method
How the calculation works
Separate platform-reported, assisted, and user-estimated incremental conversions before calculating revenue, gross profit, ROAS, and net contribution. Split reported conversions by assisted share, apply the separate incrementality share to all reported conversions, value incremental revenue, apply gross margin, and subtract spend.
Attribution audit
Build an evidence ladder
Use the strongest evidence available and label weaker assumptions.
Worked situations
Practical examples
- A conversion can be directly attributed but still not incremental.
- Incremental ROAS uses estimated causal revenue, not all platform-attributed revenue.
- Positive revenue does not guarantee positive contribution after margin and spend.
Better inputs
Useful tips
- Run a range of incrementality assumptions.
- Use contribution margin if fulfillment costs vary.
- Compare against geo-test or holdout evidence when available.
Before relying on the result
Limitations and common mistakes
- Incrementality is entered, not measured by this calculator.
- Lag, overlap, refunds, lifetime value, offline activity, and attribution-window changes are excluded.
- Revenue per conversion and margin are constant.
Reference
Key terms
- Assisted conversion
- A reported conversion where search participated but was not the final direct touch.
- Incrementality
- Share of reported conversions believed caused by advertising.
- Incremental ROAS
- Estimated incremental revenue divided by spend.
- Net contribution
- Incremental gross profit less advertising spend.
Important note
Calculated from the entered campaign values. Validate attribution, incrementality, lag, margin, and observed source data before making decisions.
Frequently asked questions
Is direct attribution the same as incrementality?
No. Direct describes credit assignment; incremental describes causation.
Why apply gross margin?
Ad spend must be compared with profit contribution, not revenue alone.
Can incrementality exceed 100%?
Not in this model.
Does this include customer lifetime value?
No. Revenue per conversion is the entered value only.