Data Driven Attribution in Google Ads: Comparison to Other Attribution Models

Beginning in late June 2022, Data Driven Attribution (DDA) is set to become the standard model for attributing conversions within Google Ads. Check out this video for a comparison of DDA to other attribution models like:
- First Click (first interaction)
- Last Click
- Last Non Direct Click
- Linear
- Time Decay
- Last Google Ads Click
- And More
This includes a demonstration of various attribution models available in Google Analytics (UA) and how it compares to Google Analytics 4.
Have questions or comments? Leave them in the comments. I'm always up for learning more...and for new video ideas.
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[@Nyeeeesh]

Do you prefer relying on one platform (Google Ads Platform vs Google Analytics) over the other considering they give 2 different numbers for conversions?

[@rooted-digital]

This is a very good question. From what I've seen in the past, it's typically been most effective to use both in parallel. That's because the Google Analytics approach will be best for providing a high level, channel-agnostic view of performance. It's probably the most "fair". The Google Ads attribution will preferentially look to find the contributions of Google Ads to the conversion process and give them credit. These are conversions that might be "missed" in Google Analytics. While this might seem like it gives an unfair advantage to Google Ads, it's generally a good idea to see all the places that Google Ads contributes to conversions so you can most effectively manage your spend.
Now, however, with both Google Ads and Google Analytics 4 switching to a data driven attribution model as the default, I'm honestly not sure whether both platforms will now show the exact same data. For me at least, that remains to be seen!

[@gavinleroux7059]

Great video - thank you! Please can you let me know how long it takes Google to 'machine learn' when switching over to DDA? This has always been extremely detrimental to the flow of my business

[@rooted-digital]

Here's what Google says on their support page for Data Driven Attribution under "Data Requirements" (support.google.com/google-ads/answer/6394265?hl=en).
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"Most conversion actions are eligible for data-driven attribution, regardless of conversion or interaction volume. Only eligible conversion actions can be upgraded to data-driven attribution.
Some types of conversion actions need at least 300 conversions and 3,000 ad interactions in supported networks within 30 days to be eligible. Once you're using data-driven attribution for these types of conversion actions, you won't be able to continue using this model if your data drops below 2,000 ad interactions in supported networks or below 200 conversions for the conversion action within 30 days. You'll receive an alert when your data drops below this level. After 30 days of continued low data, your conversion action will be switched to the "Last click" attribution model. If the decrease in data is unexpected, you may want to check your conversion tracking tag, the status on your "Conversion actions" page, your conversion action settings, and other account settings to make sure everything is working properly."
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So my understanding is that as long as the minimum data requirements in terms of conversion volume and click volume are present, DDA will work once it's turned on. But then if that conversion and interaction volume falls, then DDA will no longer be an option.
I'm not sure how many conversions you're generating, but personally, I think it makes sense to stick with another attribution model if you're close to the 200 - 300 conversion min in 30 days so you don't risk DDA ceasing to "work" and needing to switch to another attribution approach.
I know this isn't a perfect answer, but hope it helps at least a bit. Best of luck to you.