| Data | data.frame/str | | data.frame or a file address where customer journeys are stored |
| var_path | str | | name of the column containing paths |
| var_conv | str | | name of the column containing total conversions |
| var_value | str | None | name of the column containing total conversion value |
| var_null | str | None | name of the column containing total paths that do not lead to conversion |
| row_sep | str | "," | if Data is a file address then row _sep is the line separator |
| cha_sep | str | ">" | separator between channels |
| type | str | "odds" | type of quantity used for attribution. It can be equal to "re" (removal effect), "cr" (conversion rate), "odds" (classical odds), "diff_odds" (differential odds) or "exp_odds" (exponential odds) |
| order | int | 1 | Markov model order |
| nsim_start | int | 1e5 | minimum number of simulations to be used in computation |
| max_step | int | None | maximum number of length for a single simulated path |
| ncore | int | 1 | number of threads to be used in computation |
| nfold | int | 10 | how many repetitions to be used to verify if convergence has been reached at each iteration |
| seed | int | 1234567 | random seed. Giving this parameter the same value over different runs guarantees that results will not vary |
| conv_par | double | 0.05 | convergence parameter for the algorithm. The estimation process ends when the percentage of variation of the results over different repetions is less than convergence parameter |
| rate_step_sim | double | 1.5 | number of simulations used at each iteration is equal to the number of simulations used at previous iteration multiplied by rate_step_sim |
| verbose | bool | True | if True, additional information during the execution will be shown |
| flg_out_tran_mtx | int | 0 | if 1, transition matrix along with attribution is computed and returned. If 2, only transition matrix is computed and returned |
| file_output | str | None | file address where path attribution will be written |
| flg_write_nulls | bool | True | If True then non converting paths will be returned in path attribution output |
| flg_write_paths | bool | False | If True then paths will be returned in the path attribution output |
| server | str | "app.channelattribution.net" | address of the server where password will be checked to authorize the execution of the function |
| password | str | None | user |