An attribution model that uses the advertiser's own conversion paths to estimate how much each touchpoint contributed, comparing converting and non-converting paths. Google Ads and GA4 made DDA the default in 2021 and 2023 respectively. DDA only sees the touchpoints the platform can observe, so within Google it distributes credit among Google touchpoints.
Used in The Signal
Cite this entry:
Agency Echelon. "Data-Driven Attribution." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/data-driven-attribution/