Worked example: Linear

One visitor, six visits over twelve days and two conversions. How much of each conversion does each channel earn?

Date	Channel (visit)	Action
5/1	Meta Ads
5/4	Google Ads
5/5	Direct
5/7	Meta Ads
5/9	Direct	Conversion $10
5/11	Google Ads
5/12		Conversion $5

This example assumes the view includes all traffic, so direct visits take credit, and that every visit and conversion falls inside the selected date range. The rules themselves are on Attribution models.

Linear Attribution 5/1 - 5/12

First we will look at the results of the model, and then explain the math below.

Source	Visits	Conversions	Conversion Revenue
Meta Ads	2	.73	$5.66
Google Ads	2	.53	$3.66
Direct	2	.73	$5.66

Calculation for the 1st linear model conversion, which happened on 5/9:

Source	Visits	Conversions	Conversion Revenue
Meta Ads	2	.2 * 2 = .4	$10 * .4 = $4
Google Ads	1	.2 * 1 = .2	$10 * .2 = $2
Direct	2	.2 * 2 = .4	$10 * .4 = $4

Calculation for the 2nd linear model conversion, which happened on 5/12:

Source	Visits	Conversions	Conversion Revenue
Meta Ads	2	.1667 * 2 = .33	$5 * .33 = 1.65
Google Ads	2	.1667 * 2 = .33	$5 * .33 = 1.65
Direct	2	.1667 * 2 = .33	$5 * .33 = 1.65

When you add the values from the 1st conversion and the 2nd conversion, you get the total!