The best attribution model depends on your business goals and customer journey. Last Click is often used when you want to credit the final touchpoint before a conversion, which is useful for shorter sales cycles or straightforward conversion paths.
However, Data-Driven Attribution is recommended for advertisers with sufficient data. This model uses machine learning to distribute credit across all touchpoints, providing a more nuanced view of the customer journey. If you’re optimizing for longer sales cycles or complex purchase paths, Data-Driven Attribution offers a more accurate representation of how your ads influence conversions.