Which attribution model uses Floodlight data from both converting and non-converting users?

The Data-driven attribution model analyzes all Floodlight data, including both converting and non-converting paths, to determine how different touchpoints contribute to conversions. This comprehensive analysis allows it to assign fractional credit to each interaction based on its actual impact, providing a more accurate understanding of marketing effectiveness. Custom attribution models are user-defined and can use various data, but aren't inherently designed to use both converting and non-converting data in the same way as data-driven models. Path Length and Top Conversion Paths are reports that show user journeys but are not attribution models themselves.