In data-driven attribution, on what basis are conversions credited?

• A. The most recent click only.
• B. Ad spend alone.
• C. The channel with the highest impressions.
• D. Historical data about how users interacted with ads throughout their journey.

Answer: (D)

Data-driven attribution credits conversions based on patterns learned from historical data about how users interacted with ads throughout their journey. Instead of assigning all credit to a single touchpoint or to a single metric like spend or impressions, this approach uses a machine-learning model trained on many customer journeys to estimate each touchpoint’s true contribution to the eventual conversion. It considers the sequence of exposures, the type of interactions (clicks, views, etc.), timing, and how combinations of touchpoints work together to drive the sale. Because the credit is drawn from actual observed behavior across many users, it more accurately reflects what helped convert a prospect than rule-based methods.