What is Data-Driven Attribution?

An Attribution Model using machine learning to determine how much credit each touchpoint deserves based on actual conversion patterns. Instead of arbitrary rules (first, last, equal), data-driven attribution analyzes which touchpoints most frequently appear in converting journeys vs. non-converting ones. Google-analytics-4 makes this the default for properties with sufficient data. Data-driven attribution requires enough conversion volume to identify patterns, small businesses with few monthly conversions may not have reliable data-driven insights. When available, it's the most accurate model because it's based on your actual customer behavior, not theoretical assumptions. Review data-driven attribution reports to understand which channels truly drive results in your specific context.