How Data-Driven Attribution Works
Instead of applying the same fixed rule to every path, the system estimates how different touchpoints contribute based on available data.
A Simple Example
A path containing a display view, paid-search click and direct return may receive divided credit rather than assigning the entire conversion to the final click.
Why Data-Driven Attribution Matters
It can reflect multi-touch paths more flexibly than a fixed last-click rule.
Common Misreading
Model-assigned credit is still attribution, not a randomized causal test. It can distribute credit without proving how many conversions advertising actually added.