An example: you click on a Facebook ad, then you Special Database continue your search on Google, you view the website, leave the website, later see a banner and decide to buy the product by clicking on the banner. In this example, the last banner would be assigned all value via last-click attribution. That is not entirely fair, because Special Database all kinds of interactions have taken place before that. As you can see in the example above, there are many touchpoints in the customer journey. With last-click attribution, unfortunately, we can't figure Special Database out the value of those other marketing channels.
Therefore, many other attribution models Special Database have been added in recent years, such as 'position based', 'time decay', 'first click' and 'linear'. These made the customer journey more transparent. But it's still hard to tell whether that one Google Ads interaction contributed the most or not. Of course you want to Special Database be able to demonstrate that the advertisements have contributed well to the final conversion. Due to the developments in machine learning Google later came up with the data-driven attribution model. It soon became clear that this model will provide the most insight into the conversions and Special Database customer journey achieved. The data-driven attribution model is based on advanced machine learning and is specific to each advertiser.
This model looks at all interactions that Special Database take place in the customer journey. These can include video ads, clicks on search ads, display ads, interactions with discovery ads, and much more. Every interaction contributes to the customer journey and can be assigned a value. Of course, during a customer journey, there are Special Database interactions that increase the likelihood of someone completing a conversion. With data-driven attribution, these interactions are given more value than those that contribute less to the final conversion. This makes it clear which type of ad contributes the most to the goals you have set for the Special Database account. This naturally yields interesting insights.