In a “last-click” attribution model, Google Analytics will attribute all of the conversion credit to which source(s)?

(A) First marketing activity

(B) Last marketing activity

(C) Single assisted conversion

(D) All assisted conversions


In the Last-Click or Last Interaction attribution model, Google Analytics attributes all of the credit for the conversion to the last marketing activity also known as the last touchpoint.

Example – A customer finds your website from an organic search. He returns two days later by clicking on a Paid Search ad. He then returns the next week Directly and makes a purchase. Since the last marketing activity or touchpoint was the Direct channel, so according to the Last-Click attribution model, the conversion credit will go to the Direct channel.


This question is a part of the Assessment 3 section of the Advanced Google Analytics Certification course. You can find the answers with full explanation for the third Assessment in our Advanced Google Analytics Assessment 3 Answers page or you can check out the answers for all the assessment questions in our Advanced Google Analytics Assessment Answers page.

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