- Time decay
- Last click
- First click
- Data-driven
The correct answer is: Data-driven
Data-driven: Data-driven attribution distributes credit for the conversion based on data for each conversion event. It’s different from the other models because it uses your account’s data to calculate the actual contribution of each click interaction.
Attribution uses machine learning algorithms to evaluate both converting and non-converting paths. The resulting Data-driven model learns how different touchpoints impact conversion outcomes.
Read more here: https://support.google.com/analytics/answer/10596866