What is Data-Driven Attribution?
An algorithmic attribution model that uses machine learning to evaluate both converting and non-converting paths to assign fractional credit to marketing touchpoints.
Unlike rule-based models (like last click, which hands 100% of the credit to a single touchpoint), Data-Driven Attribution (DDA) analyzes your specific account data. It looks at the probability of a conversion occurring if a specific ad click didn't happen.
Because it relies on machine learning, it requires a sufficient volume of data to function accurately. For very small sites, DDA might behave erratically or fall back to more basic models under the hood. It is the default reporting model for all new GA4 properties.
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