> For the complete documentation index, see [llms.txt](https://community.commandersact.com/adloop/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://community.commandersact.com/adloop/vii-adloop-tracking-and-attribution/d-attribution-kpi-for-marketing-optimization/attributed-conversions-and-revenue.md).

# Attributed conversions & revenue

Now that you set-up your behavioural attribution model in Adloop, you see that you have new metrics in your reports : **attributed** conversions & revenue.

> The attributed conversion/revenue is the amount of conversion/revenue that can be **attributed to a traffic source or campaign** . It is very useful in analyzing **return on ad spend** and determining the **digital marketing budgets**.

Adloop attributed conversions & revenue will differ from the one indicated by Google Analytics or by the Ad Platforms and it is **normal** : we use our own behavioural algorithm to calculate attribution. Our attribution is behaviour-based, meaning that it takes into account the actions that the users did on your website.

## Attribution KPI

a- Cost per attributed conversion

> Ad Spend / Attributed Conversions

b- Attributed return on ad spend

> Attributed Revenue / Ad Spend

Use those two KPI, compare them to what the Ad Platforms say! Then you can start optimizing your digital marketing campaigns based on more reliable & more transparent metrics.