What is attribution?
Assigning value to the channels and touchpoints that contribute to a conversion.
More details
In reality, a customer touches several channels before converting. Last-click attribution gives all the credit to the last channel. Data-driven attribution shares out the value more fairly, based on the actual influence of each touchpoint.
For example…
Google made data-driven attribution the default model in Google Ads and then largely scrapped the rule-based models. The difference is fundamental: with last click, the final touchpoint gets 100% of the value and every earlier click gets nothing — even if those clicks actually set the purchase in motion. As a result, awareness campaigns look consistently worthless while they are the ones opening the path. The model does need volume: Google applies a threshold of roughly 200 conversions and 2,000 ad interactions in thirty days. Below that threshold, data-driven attribution is not an improvement but noise.
Source: scottredgate.comRelated terms