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.

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