A marketing manager wants to use an attribution model that includes both converting and non-converting paths in order to evaluate individual customer paths. Which attribution model will fulfill this requirement?

Data-driven attribution will help a marketing manager finding converting and non-converting paths in order to evaluate individual customer paths.

  • Rules-based attribution
  • Linear attribution
  • Position-based attribution
  • Data-driven attribution

Correct answer is: Data-driven attribution

Data-driven attribution (DDA) is the most advanced model in Google’s attribution products. A data-driven model algorithmically evaluates individual customer paths. An advantage of this model is that attribution logic includes converting and non-converting paths, whereas rules-based models only take converting paths into account.