How to calculate the contribution of controls and median manually?

[AaronSh90]

I ran the code and by using waterfall graph, I can get the contribution of medias. I am wondering how I can manually find these values with codes (not the predefined function in Google Meridian).
Also, given the leanred parameters for the controls, how is possible to manually calculate the contribution of controls?

[dattatreyam23]

Hi @AaronSh90,

Thank you for contacting us!

The Contribution waterfall chart shows users how much each channel contributed to the total amount of incremental revenue or KPI. The baseline displays the amount of revenue or KPI without any media effects.

However, if you are looking the breakdown of the baseline into the impact from various control variables, we advise against decomposing the baseline by control variables. Controls are not designed for causal attribution, and a breakdown based on them could lead to misleading interpretations. You can find more information in our documentation on reasons controls don't have causal inference or baseline breakdown. An approximate workaround for exploratory purposes is available in Discussion #249.

​Hope this helps!

Feel free to reach out if you have any questions or suggestions regarding the same.

Thank you,

Google Meridian Support Team