Question: A user's journey to a purchase involves three steps: First they click a paid social media ad; then a paid search ad; and finally they convert after clicking a tagged link in an email campaign. If the Google Analytics property is using the Paid and Organic Last Click attribution model, which channel will receive 100% of the credit for the conversion?
- Email Campaign
- Direct
- Paid Search
- Paid Social Media
Explanation
Paid and organic last click gives all credit to the last non-direct interaction before the key event. In this journey, the final interaction before purchase comes from the tagged email link. Because the email touchpoint is not direct traffic, it receives full credit. Earlier paid social and paid search interactions are part of the path but receive no credit under this attribution model.
Why the other options are incorrect
Paid Social Media is incorrect because it was the first touchpoint, not the last non-direct interaction.
Direct is incorrect because direct traffic is not the final touchpoint in the described journey.
Paid Search is incorrect because another non-direct interaction occurred after it.
Source for verification
https://support.google.com/analytics/answer/16291112
https://support.google.com/analytics/answer/11080067
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Google Analytics Certification" page.