One of these attribution models relies on machine learning algorithms to assign credit for a conversion across various touchpoints. Which is it?

1. Time decay
2. First click
3. Last click
4. Data-driven

Correct Answer:

• Data-driven

Data-driven: Data-driven attribution distributes credit for the conversion based on data for each conversion event. It’s different from the other models because it uses your account’s data to calculate the actual contribution of each click interaction.

Attribution uses machine learning algorithms to evaluate both converting and non-converting paths. The resulting Data-driven model learns how different touchpoints impact conversion outcomes.

Read more here: https://support.google.com/analytics/answer/10596866