What is data-driven attribution in Google Analytics?

• A. It attributes 100% of the conversion to the last channel clicked before conversion.
• B. It attributes conversions based on historical data about how users interacted with ads throughout their journey.
• C. It distributes attribution evenly across all channels engaged with before conversion.
• D. It attributes 100% of the conversion to the first channel clicked before conversion.

Answer: (B)

Data-driven attribution uses historical data on how users interacted with ads across their entire journey to determine how much credit each touchpoint should receive for a conversion. It relies on a machine-learning model to estimate the incremental contribution of every channel and sequence, rather than applying a fixed rule like last-click, first-click, or equal distribution. This means channels that have historically helped conversions—even if they aren’t the final interaction—receive a share of the credit proportional to their observed impact. It requires a sufficient amount of data to produce reliable estimates and reflects the multi-touch nature of modern customer journeys.