Question: After clicking on an ad for an online store on a social media network, then seeing a paid search ad and then clicking on a Display ad, Hiroshi decides to buy something from the store. Which marketing channel would get credit for the conversion under the last non-direct click attribution model?
- Social channel gets 33% credit
- Search channel gets 100% credit
- Display channel gets 33% credit
- Display channel gets 100% credit
Explanation
Under Last Non-Direct Click attribution, 100% of the conversion credit goes to the last non-direct channel that the customer clicked through from before converting. In this path, the clicked interactions are social first and then Display, while the paid search ad was only seen, not clicked. Because Display is the final clicked non-direct interaction before the purchase, it receives all of the credit. This model does not divide credit across multiple channels unless a different attribution model is used. Google Help+1
Why the other options are incorrect
Social 33% Credit is not split under Last Non-Direct Click attribution, and social was not the final clicked channel before the conversion. Google Help+1
Search 100% The paid search ad was only seen, while Last Non-Direct Click attribution gives credit to the last channel clicked before conversion. Google Help+1
Display 33% Display does receive credit, but this model assigns 100%, not partial credit. Google Help+1
Source for verification
https://support.google.com/analytics/answer/1665189
https://support.google.com/analytics/answer/1662518
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 Ads Display Professional Certification" page.