Google Analytics 4 Data-driven attribution is a default attribution model used within Google Analytics 4. No additional action is required to switch the model on.
The specifics of this model
1. This attribution model utilizes survival analysis.
Survival analysis is a branch of statistics for analyzing the expected duration of time until one event occurs.
2. Powered by: Dynamic algorithms assign fractional credits to touch points based on their impact.
3. Data scope: Takes into account both converting and non-converting paths.
4. Scale: Automatically updated based on performance.
5. Data source: Relies solely on the advertiser's own data, including conversions and/or imported goals from Google Analytics.
6. Incrementality: The model adjusts for the incremental impact of Google media ad engagements.
7. Time to event: Considers whether user time delays (click to conversion) impact conversion rates.
8. Ad features: Examines the impact of engagement types (clicks vs EVC), device types, and ad formats on conversions.
9. Unresolved paths: Recognizes and learns from unresolved user paths over time.
To learn more about other Market attribution models, you can explore Native attribution models and Google Analytics 4 Last non-direct click attribution.