---
title: "Mapp Intelligence: Data-Driven Attribution Now Available to All Users"
slug: "data-driven-attribution-now-available-to-all-users"
updated: 2025-11-21T09:00:45Z
published: 2025-11-21T09:00:45Z
canonical: "docs.mapp.com/data-driven-attribution-now-available-to-all-users"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://docs.mapp.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Mapp Intelligence: Data-Driven Attribution Now Available to All Users

**20 November 2025**We’re making Data-Driven Attribution (DDA) available to all users at no additional cost! Previously part of the AI Assistant package, this model helps you understand how each marketing channel contributes to your goals.

> [!NOTE]
> To explore the broader context of data-driven attribution, see our blog post: [Solving the Marketing Mystery: Why Data-Driven Attribution Matters](https://mapp.com/blog/why-data-driven-attribution-matters/).

## Key Benefits

- **Fair credit allocation:** Uses Shapley values to distribute conversion credit across all contributing channels.
- **Position-aware:** Considers when each channels occur within the customer’s journey (first, middle, last).
- **Smart cold start:** New channels initially receive an equal share.
- **Continuous learning:** Values are recalculated daily using the last 90 days of data.

## How does it work?

DDA uses Shapley values (a transparent game-theory method) to determine each channel’s fair contribution based on historical customer journeys. Compared to rule-based models (e.g., first-touch, last-touch, linear), DDA offers a balanced, data-driven perspective on channel performance.

**Activation** You can enable DDA by configuring your website goals and selecting the **Alternative Attribution** option.

**Analysis** You can combine these metrics with any campaign or channel dimension to evaluate touchpoint contribution and compare DDA results with other attribution models, using the same analysis workflows you already know.

New channels initially receive an equal share until sufficient data is collected.

For a step-by-step description of how to set this up, see the [guide](/v1/docs/attribution-multiple-assignment-models).

## Availability

This feature is available for all users starting November 20th.

## Related

- [Attribution: Multiple Assignment Models](/attribution-multiple-assignment-models.md)
- [What is Simplified Shapley Attribution in Mapp Cloud?](/what-is-simplified-shapley-attribution-in-mapp-cloud.md)
- [Configuring Attribution Models](/configuring-attribution-models.md)