A hungry customer is searching for a place to eat in Florence, Italy, where you happen to own a restaurant called Ristorante Abigaille. The customer performs each of these searches: "restaurant tuscany," "restaurant florence," "3 star restaurant florence," and "3 star restaurant abigaille florence," then finds your site by clicking on your ads. They make a reservation after selecting your ad that appeared following the "3 star restaurant abigaille florence" search. What keyword would receive credit for this conversion, if using the data-driven attribution model?

Data-driven attribution models use machine learning to understand how each touchpoint in the conversion path contributes to the final conversion. Unlike last-click or first-click models, it doesn't assign all credit to a single interaction. Instead, it analyzes all the clicks and impressions leading to a conversion and distributes credit proportionally based on their actual impact. Therefore, each keyword in the customer's search journey ("restaurant tuscany," "restaurant florence," "3 star restaurant florence," and "3 star restaurant abigaille florence") would receive a fractional credit reflecting its contribution, not an equal share or 100% credit to just the first or last keyword.