Conversion Rate Optimization, Google Ads

What is DDA or Data Driven Attribution?

Have you been completely puzzled to decipher your Google Ads conversions? Have you felt incapable of understanding what’s been going on? You nerd! It’s all from DDA! Data Driven Attribution! What’s this? We’ll tell you right now!

If your conversions look like this, don’t get scared, it’s actually OK!

DDA or Data Driven Attribution is an unique advertiser-specific attribution model! It allows you to identify the converting ads correctly, in order to optimize your investments.

Before making a purchase or take a valuable action on your website, users can perform numerous searches or click on more of your ads.

Traditionally, Google Ads, as well as the majority of other platforms, offers conversion data based on the “last click” model. The only conversion detail we knew about was the last ad a user clicked before making a purchase. This display mode, however, is limitative.

DDA helps us get a wider perspective on how other ads have contributed to the user’s leading way to a purchase, which offers a better way to measure Google Ads performance and optimize the campaigns.

How does it work, you say?

DDA uses your account data to calculate which campaigns, tag words and ads have the greatest effect on conversion objectives using an algorithm that assigns ”a conversion credit to marketing touch-points”. This takes into account only the paths that lead clients to conversion and determine the real contribution of a search click for each conversion path.

Take note! Eligibility for applying this model needs your account to have:

  • A minimum of 15.000 Google search clicks
  • A minimum of 600 conversions for a conversion action within 30 days

Furthermore, after you start using DDA, you need to keep 10.000 clicks for the account or 400 conversions for a conversion action during 30 days (to avoid changing to linear assignment).

And if you didn’t understand us, who can explain it to you better than Google itself:

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