If you sell a variety of related products, you’ll often find that customers click on multiple ads before making a purchase. With data-driven attribution, you may find that customers who first click on a product category ad (eg: women’s Nike running shoes) and, then, go on to click a product listing ad (PLA) for a specific product are more likely to convert than users who only click on the PLA.
In this case, data-driven attribution credits the first ad accordingly to prevent you from undervaluing its role in the conversion.