Question: Brenda launched a campaign offering whitepaper downloads with Lead Gen Forms attached. She plans to showcase the conversion rate to demonstrate her marketing impact. Which attribution model is she using?
- Last-touch Attribution
- Multi-touch Attribution
- Split-level Attribution
- First-touch Attribution
Explanation
LinkedIn last-touch attribution gives credit to the final ad interaction before the conversion action. A Lead Gen Form submission is a lower-funnel action that can be reported as a conversion in Campaign Manager. When conversion rate is used to show impact from that final interaction, the measurement focuses on the touchpoint closest to the action. This model is useful for showing direct response performance, but it may not capture earlier awareness or consideration influence.
Why the other options are incorrect
Multi-touch Attribution gives credit across multiple interactions, not only the final converting touchpoint.
Split-level Attribution is not a standard LinkedIn Campaign Manager attribution model.
First-touch Attribution gives credit to the first interaction, not the final action before conversion.
Source for verification
https://www.linkedin.com/help/lms/answer/a420536
https://www.linkedin.com/help/lms/answer/a425606
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 "LinkedIn Marketing Measurement Certification" page.