Jan 6, 2026
Data-Driven Attribution
DDA
Machine learning attribution model assigning credit based on actual statistical contribution of each touchpoint to conversions. Google Ads default since 2021.
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Formula:
ML-calculated credit distribution
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Benchmarks
Requires 300+ conversions and 3,000+ ad interactions in 30 days. Falls back to last-click if insufficient data.
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Why It Matters
DDA is theoretically superior but a black box—you can't audit how credit is assigned. Use DDA for optimization while tracking platform-agnostic metrics (MER, blended ROAS) to validate. Don't trust any single attribution model.
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