attribution Example SEA BRAND SEA NON BRAND SEA TOTAL Attribution CPO 2,- = 500 orders CPO 5,- = 200 orders 700 orders Incrementality CPiO 30,- = 33 orders CPiO 10,- = 100 orders 133 orders Budget 1000,- 1000,- 2000,- Example SEA BRAND SEA NON BRAND SEA TOTAL Attribution CPO 2,- = 750 orders CPO 5,- = 100 orders 850 orders Incrementality CPiO 30,- = 50 orders CPiO 10,- = 50 orders 100 orders Budget 1500,- 500,- 2000,- CPO 2,86 = CPiO 15,04 = CPO 2,35 = CPiO 20,- = Optimise based on the attribution insights -33 absolute orders on total business level -25% channel effectiveness