Data-driven attribution gives credit for conversions based on how people engage with your various ads and decide to become your customers. It uses data from your account to determine which keywords, ads, and campaigns have the greatest impact on your business goals.
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The "Data-driven attribution (DDA) eligibility" status column shows whether each conversion action is eligible to use the Data-driven model. Some types of conversion actions need to have 3,000 ad interactions and 300 conversions over 30 days to be eligible for data-driven attribution.
The data-driven attribution model assigns credit based on how the addition of each ad interaction to the path changes the estimated key event probability. The data-driven attribution algorithm uses features including time between the ad interaction and the key event, format type, and other query signals to calculate this credit.
Based on your selected attribution model, you'll notice changes to the following metrics when used with event-scoped traffic dimensions: Key events, Total revenue, Purchase revenue, and Total ad revenue. When you switch to a data-driven attribution model, you may notice decimals or "fractional credit" for the first time in these columns.
The "Data-driven" model is the default attribution model for most conversion actions. Learn more About data-driven attribution. Note: When you convert in-app, we may attribute it to App campaigns for reporting purposes.