How does data-driven attribution work?

Data-driven attribution uses an account’s historical data to assign credit to the ad touchpoints that have the greatest impact across Search, YouTube, and Display.

• It uses country- or region-specific data to credit several consistent ad touchpoints across the Search network, specifically.
• It credits on an arbitrary basis and may impact optimizations, particularly when leveraging automated bidding data.
• It prioritizes specific touchpoints and applies static logic to assign a constant value to a touchpoint along a conversion path.
• It leverages an account’s historical data to credit the most impactful ad touchpoints across Search, YouTube, and Display.

Explanation:

Data-Driven Attribution (DDA) is an advanced attribution model in Google Ads that uses an account’s historical data to distribute credit across the most influential ad touchpoints in Search, YouTube, and Display. It evaluates the true impact of each interaction in the conversion journey by analyzing differences between users who convert and those who do not. Based on these insights, DDA assigns greater value to the ad interactions that contribute most to conversions, helping advertisers better understand performance and optimize campaigns to meet business objectives.