In the spreadsheet, Attribution_Modeling_Review_Problem_rev.xlsx on iLearn, the results of a search advertising campaign by keyword are presented. For each keyword, compute the attributed conversions, revenue from purchases, CPA, profit and ROAS based on the following attribution models (Assume that the contribution margin is 80% of sales revenues): a. (1 point) Last Click Attribution Model b. (1 point) First Click Attribution Model c. (1 point) Linear Attribution Model d. (1 point) Explain the differences in the ROAS results across the three models.

G Last Click Linear Linear Last Click Attribution CPA for Last Last Click Last Click First Click First Click CPA for First First Click First Click (EqualWeight) (EqualWeight) CPA for Linear Linear Attribution Attribution Click Attribution Click Attribution (EqualWeight Keyword Sequence Click Charges Clicks Model Attribution Attribution Model Attribution Attribution Attribution Attribution Model Model Attribution Attribution Revenue from Attribution Model Profit Model ROAS Model Model Revenue Model Conversions Model Model Profit Model ROAS Conversions Revenue from Model Model Profit Purchases Purchases Conversions from Purchases 2 Brita water filter $1,493,986 7,147,859 204,749 $8,775,769 $7.29 $7,281,78 25% 104,862 $5,891,719 $14.24 $4,397,733 148,64 faucet water filter $134,816 4,077,940 SO $134,816 87,555 $3,795,044 $1.53 $3,660,228 56,110 Total $1,628,802 11,225,799 Keyword Sequence Clicks Purchases / Revenue from Conversions Purchases 9 Brita water filter 3,555,137 104,862 $5,891,719 10 faucet water filter-> Brita water filter 3,592,722 87,555 $3,795,044 11 faucet water filte 485,218 12,332 $582,993 12 Total ,633,077 204,749 $10,269,755 13 Sheet1