Multi-touch attribution you can audit.

                                  -- MTA Analysis: ad-dimension first/last/linear attributed revenue

-- Assumptions: timeframe=last_30_days | metric=first_last_linear_revenue_by_ad_dimension | grain=ad_touch_id | scope=mta_touch_rows_with_ad_dimension
SELECT
  COALESCE(NULLIF(dimension_value.ad, ''), '(unknown)') AS ad_touch_id,
  COUNT(DISTINCT purchase_order_id) AS journeys,
  SUM(first_touch_revenue_impact.ad) AS first_touch_revenue,
  SUM(last_touch_revenue_impact.ad) AS last_touch_revenue,
  SUM(linear_revenue_impact.ad) AS linear_revenue
FROM `your_project.sm_experimental.obt_purchase_journeys_with_mta_models`
WHERE DATE(purchase_local_datetime) >= DATE_SUB(CURRENT_DATE(), INTERVAL 30 DAY)
  AND dimension_value.ad IS NOT NULL
GROUP BY 1
HAVING first_touch_revenue > 0 OR last_touch_revenue > 0 OR linear_revenue > 0
ORDER BY linear_revenue DESC
LIMIT 20;
                                

                                  -- MTA Analysis: landing-page first/last/linear attributed revenue

-- Assumptions: timeframe=last_30_days | metric=first_last_linear_revenue_by_landing_page | grain=landing_page | scope=mta_touch_rows_with_landing_page_dimension
SELECT
  COALESCE(NULLIF(dimension_value.landing_page, ''), '(unknown)') AS landing_page,
  COUNT(DISTINCT purchase_order_id) AS journeys,
  SUM(first_touch_revenue_impact.landing_page) AS first_touch_revenue,
  SUM(last_touch_revenue_impact.landing_page) AS last_touch_revenue,
  SUM(linear_revenue_impact.landing_page) AS linear_revenue
FROM `your_project.sm_experimental.obt_purchase_journeys_with_mta_models`
WHERE DATE(purchase_local_datetime) >= DATE_SUB(CURRENT_DATE(), INTERVAL 30 DAY)
  AND dimension_value.landing_page IS NOT NULL
GROUP BY 1
HAVING first_touch_revenue > 0 OR last_touch_revenue > 0 OR linear_revenue > 0
ORDER BY first_touch_revenue DESC
LIMIT 50;
                                

                                  -- MTA Analysis: email_sms last-touch attribution

-- Assumptions: timeframe=last_30_days | metric=last_touch_revenue_by_email_sms_message | grain=email_sms_message_id | scope=mta_touch_rows_with_email_sms_dimension
SELECT
  COALESCE(NULLIF(dimension_value.email_sms, ''), '(unknown)') AS email_sms_touch,
  COUNT(DISTINCT purchase_order_id) AS journeys,
  SUM(last_touch_revenue_impact.email_sms) AS last_touch_revenue_email_sms
FROM `your_project.sm_experimental.obt_purchase_journeys_with_mta_models`
WHERE DATE(purchase_local_datetime) >= DATE_SUB(CURRENT_DATE(), INTERVAL 30 DAY)
  AND dimension_value.email_sms IS NOT NULL
GROUP BY 1
HAVING SUM(last_touch_revenue_impact.email_sms) > 0
ORDER BY last_touch_revenue_email_sms DESC
LIMIT 50;