Question: Aiko sees an ad on a social network for an online store and clicks on it. The next day she encounters a paid search ad for the same business. Later that evening, she clicks on a Display ad for the business yet again. The following day, Aiko makes a purchase. Under the Last Non-direct Click Attribution Model, which marketing channel receives credit for the conversion?
- Display channel gets 33% credit
- Display channel gets 100% credit
- Social channel gets 33% credit
- Search channel gets 100% credit
Explanation
In Last non-direct click attribution, 100% of the conversion value goes to the final non-direct channel interaction before the purchase. In this path, the sequence is social, then paid search, then Display, followed by the conversion. Because the Display interaction is the last clicked marketing touchpoint before the purchase, it receives all conversion credit. This model does not divide credit across earlier interactions on the path. Google Help+1
Why the other options are incorrect
A) Last non-direct click attribution does not assign partial credit across channels; it gives full credit to one channel only. Google Help+1
C) The social interaction occurred earlier in the path, so it is not the final credited touchpoint in this model. Google Help+1
D) Paid Search was followed by a later Display click, so it is not the last non-direct interaction before conversion. Google Help+1
Source for verification
https://support.google.com/analytics/answer/10596866?hl=en
https://support.google.com/google-ads/answer/6259715?hl=en
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.