← Intermediate training · Module 8 — Measurement II — offline conversions, values, GA4, attribution and lead quality
Advanced attribution: what data-driven attribution really measures and which decisions it supports
⏱️ 9 min read · 📐 Measurement 💰 Bids and budgets · updated on 2026-08-22
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How data-driven attribution works, what changes between last click and DDA in the reports (and what doesn't), conversion paths and windows, the limits of any attribution inside Google Ads, and the rule for deciding budgets: attribution to allocate, incrementality to confirm.
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