A hungry customer is searching for a place to eat in Florence, Italy, where you happen to own a restaurant called Ristorante Abigaille. The customer performs each of these searches: “restaurant tuscany,” “restaurant florence,” “3 star restaurant florence,” and “3 star restaurant abigaille florence,” then finds your site by clicking on your ads. They make a reservation after selecting your ad that appeared following the “3 star restaurant abigaille florence” search. What keyword would receive credit for this conversion, if using the data-driven attribution model?

• Each keyword would receive equal credit (i.e., 25% each) for the conversion, because the conversion would be attributed to each keyword equally.
• The first keyword would receive 100% of the credit for the conversion, because the first keyword would be attributed with the conversion.
• Each keyword would receive credit for how much it contributed to the conversion, because the conversion would be attributed to each keyword proportionally.
• The last keyword would receive 100% of the credit for the conversion, because the last keyword would be attributed with the conversion.

The correct answer is:

• Each keyword would receive credit for how much it contributed to the conversion, because the conversion would be attributed to each keyword proportionally.