Data-Driven Attribution
Data-driven attribution assigns conversion credit across touchpoints using a model built from your own account's data, rather than fixed rules like last click. It weighs each interaction by its measured contribution to conversions.
Why It Matters
It gives a fairer picture of which channels and keywords actually drive results, so budget moves toward what contributes rather than whatever happened to be last. This usually reallocates spend away from over-credited last-click channels.
Common Mistake
Comparing data-driven numbers directly to old last-click reports and assuming something broke. Credit is distributed differently by design, so totals and per-channel values will not match the previous model.