According to Gartner, about 74% of CMOs expect to spend more on digital advertising in 2021 than they did in 2020. But how can you assess your channels to know exactly where to invest more? Which ads make potential customers move to the next step of the funnel? The solution is hidden in attribution — how the value of a conversion is distributed across channels that move the user through the funnel. However, some attribution models show you only part of the picture. And these gaps in data might be critical. After all, according to the rule of seven touches, the actual purchase frequently happens only at a customer’s eighth interaction with a brand. However, all steps affect one another and eventually lead to the conversion. So how can we objectively assess the conversion path? As an ad giant, Google offers multiple attribution solutions, from standard attribution models to advanced options with the possibility to track multiple channels. In particular, several products allow you to set up a Data-Driven Attribution model that will help you dive deep and accurately credit marketing channels. But how can you decide which service will best fit your business? What’s the difference between Google Ads and Search Ads 360? In this article, we review and compare the most popular products that offer Data-Driven Attribution.