An attribution model that shares credit among the ads a customer interacted with, based on how those interactions relate to conversions in your account's own past data. It is the default for most conversion actions in Google Ads.
Example
For Meera's Google Ads account, data-driven attribution might give a YouTube ad some credit for a sale that finished on a search ad, because people who saw both bought more often. The split comes from her data, not a fixed rule.
How you'll hear it
“Data-driven attribution gives our upper-funnel video some credit that last-click ignored.”
Don't confuse it with
- Incrementality: data-driven attribution still splits credit for sales that happened; it does not prove the ads caused them.
- Last-click attribution: all credit to the final click.
Related terms
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Sources
- About data-driven attribution, Google Ads Help
- Get started with attribution, Google Analytics Help