The rule a platform uses to share credit for a conversion among the ads or channels a customer interacted with. Google Ads now offers data-driven and last-click models; GA4 offers data-driven and last-click options.
Example
Meera's customer touched an Instagram ad and a Google ad before buying. Under last-click, Google gets all ₹2,000. Under a data-driven model, credit might be split, for example ₹1,200 to Google and ₹800 to Instagram, depending on her data.
How you'll hear it
“Switching the attribution model to data-driven moved some credit from brand search to YouTube.”
Don't confuse it with
- Attribution window: how far back a platform looks, not how it splits credit.
Related terms
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Sources
- About attribution models, Google Ads Help
- Get started with attribution, Google Analytics Help