Multiple attribution models with return on ad spend

A method for providing return on advertisement spend data based on advertisement conversion data, the method comprising:

• receiving, at a data processing circuit, user interaction data specifying a user interaction with one or more content items and a conversion item that satisfies a conversion criteria, the conversion item of the user interaction data received from a user device responsive to a selection of a content item of the one or more content items;
• determining, using the data pr that a conversion event has occurred based on the user interaction data and the conversion criteria;
• storing, in a data storage device, conversion path data based on the user interaction data comprising a first user interaction, a second user interaction, and the conversion event;
• attributing, using the data processing circuit, the conversion event at least in part to at least one of a first channel of the first user interaction of the conversion path data or a second channel of the second user interaction of the conversion path data using a first attribution model to generate first attribution data;
• attributing, using the data processing circuit, the conversion event at least in part to at least one of the first channel of the first user interaction of the conversion path data or the second channel of the second user interaction of the conversion path data using a second attribution model different than the first attribution model to generate second attribution data;
• receiving, at the data processing circuit, cost data representative of a relative or actual cost of the first channel and the second channel;
• and
• generating, using the data processing circuit, display data comprising first visual indicia representative of a first return on cost for the first channel based on the first attribution data and the cost data, second visual indicia representative of a second return on cost for the first channel based on the second attribution data and the cost data, third visual indicia representative of a third return on cost for the second channel based on the first attribution data and the cost data, and fourth visual indicia representative of a fourth return on cost for the second channel based on the second attribution data and the cost data.

A non-transitory computer-readable medium comprising program instructions which, when executed by a processing circuit, perform functions comprising:

• receiving user interaction data specifying a user interaction with one or more content items and a conversion item that satisfies a conversion criteria;
• determining that a conversion event has occurred based on the user interaction data and the conversion criteria;
• storing conversion path data based on the user interaction data, wherein the conversion path data comprises a first user interaction, a second user interaction, and the conversion event;
• attributing the conversion event, at least in part, to at least one of a first channel of the first user interaction of the conversion path data or a second channel of the second user interaction of the conversion path data using a first attribution model to generate first attribution data;
• attributing the conversion event, at least in part, to at least one of the first channel of the first user interaction of the conversion path data or the second channel of the second user interaction of the conversion path data using a second attribution model different than the first attribution model to generate second attribution data, wherein at least one of the first and second attribution models is a model other than a model based solely on a last click in the conversion path;
• receiving cost data representative of a relative or actual cost of the first channel and the second channel;
• and
• generating display data comprising first visual indicia representative of a first return on cost for the first channel based on the first attribution data and the cost data, second visual indicia representative of a second return on cost for the first channel based on the second attribution data and the cost data, third visual indicia representative of a third return on cost for the second channel based on the first attribution data and the cost data, and fourth visual indicia representative of a fourth return on cost for the second channel based on the second attribution data and the cost data.