Data-Driven Attribution
Also called DDA
By the AdFlint research team · Last reviewed July 2026
Uses a platform's own modeling of converting and non-converting paths to distribute fractional credit based on observed contribution rather than fixed rules.
The platform compares paths that converted with paths that did not, then assigns each touchpoint a fractional share reflecting its measured contribution. It is the default in Google Ads and GA4 and needs enough conversion volume before the model has data to learn from. Two things get misread: the credit is modeled rather than observed, and it remains in-platform, so it cannot see channels outside that platform's data.
Data-Driven Attribution compared with
The settings this gets confused with, and how to tell them apart.
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