Data-driven attribution

A data-driven attribution model uses machine learning to track user data across multiple touchpoints.

A data-driven attribution model assigns credit to each touchpoint without using a predefined model, unlike rule-based attribution models. Instead, it uses machine learning technology to create a custom model for each business based on data that reflects actual customers’ journeys.

Traditional rule-based attribution focuses on conversion paths.

In contrast, data-driven models consider both converting and non-converting paths. This enables marketers to assess how each touchpoint increases the likelihood of a customer converting rather than allocating credits to conversion path touchpoints based on predefined rules.

For example, GA4’s default attribution model is data-driven. Data from your Google Analytics account is analyzed using machine learning algorithms. Conversion credit is assigned to different touchpoints based on their actual impact.

An advantage of data-driven attribution is that it automatically adjusts attribution weights as your marketing landscape changes. However, a marketing attribution model that changes the weighting it applies to email marketing interactions from one year to another can result in useless comparison reporting. You will never know if the increase in conversions attributed to that channel was due to your increased spend or Google’s change in attribution.

You may also like:

Google Analytics and multi-channel attribution Google Analytics alternatives – free and paid Piwik PRO vs. Universal Analytics & Google Analytics 4

  • The combined benefits of using Piwik PRO and Cookie Information Consent Management Platform

    The combined benefits of using Piwik PRO and Cookie Information Consent Management Platform

    If you’re using Piwik PRO for privacy-friendly analytics, you’re already ahead in responsible data practices. But if you’re still relying on a basic consent manager, you could be missing opportunities to improve compliance, capture better data, and simplify your team’s workload. That’s where the combination of Piwik PRO and Cookie Information CMP comes in. This…

  • GDPR

    Global data centers: secure, GDPR-compliant analytics hosting with Piwik PRO

    As digital privacy regulations tighten and performance expectations rise, organizations are rethinking how and where their analytics data is hosted. Data centers play a central role in this shift, providing the infrastructure that powers secure, compliant and high-performance analytics solutions across the globe. Piwik PRO makes it easy to align your data strategy with local…