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
The 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.
- Learn more here: https://skillshop.exceedlms.com/student/path/18330-google-ads-measurement-certification
- Seventh Chapter: Assign Value to What’s Being Measured
- Sub-Chapter: Attribution and the customer journey