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Original Source: https://blog.google/products/marketingplatform/analytics/meet-marketing-objectives-with-new-google-analytics/
Data-driven attribution improves marketing ROI by helping you make smarter decisions about where and how much to invest, and as a result, drive more conversions for less cost. With its use of machine learning, data-driven attribution is a more durable approach that will deliver results even when it’s difficult to observe conversions. Notino, an ecommerce beauty platform, says data-driven attribution in Google Analytics 4 is essential to its measurement strategy.