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Data-driven attribution gives credit for conversions based on how people engage with your various ads and decide to become your customers. It uses data from your account to determine which keywords, ads, and campaigns have the greatest impact on your business goals.
About data-driven attribution Data-driven attribution gives credit for conversions based on how people engage with your various ads and decide to become your customers. When possible, it uses data from your account to determine which keywords, ads, and campaigns have the greatest impact on your business goals.
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The data-driven attribution model assigns credit based on how the addition of each ad interaction to the path changes the estimated key event probability. The data-driven attribution algorithm uses features including time between the ad interaction and the key event, format type, and other query signals to calculate this credit.
Refined funnel analysis (Data-driven attribution): This view categorizes touchpoints into Early, Mid, and Late stages. We now separate single-touchpoint paths from multi-touchpoint journeys, giving you a clearer picture of which campaigns are closing complex journeys versus those that act as standalone drivers.
Based on your selected attribution model, you'll notice changes to the following metrics when used with event-scoped traffic dimensions: Key events, Total revenue, Purchase revenue, and Total ad revenue. When you switch to a data-driven attribution model, you may notice decimals or "fractional credit" for the first time in these columns.
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