Google Analytics Individual Qualification Practice Exam

In Multi-Channel Funnel reports, how are default conversions credited?

1. Second to last campaign, search, or ad

2. Equal credit along the conversion touchpoints

3. Last campaign, search, or ad

4. First campaign, search, or ad

The correct answer is: Last campaign, search, or ad

In Multi-Channel Funnel reports, conversions are credited based on the last campaign, search, or ad that a user interacted with before converting. This attribution model, known as “last interaction” attribution, assigns full credit for the conversion to the final touchpoint in the user’s journey. This approach is significant because it emphasizes the importance of the most recent interaction, acknowledging the role that the last engagement plays in guiding a user toward conversion. Attribution models like first interaction or linear attribution distribute credit differently. The first interaction model gives all credit to the initial touchpoint that introduced the user to your site, while linear attribution spreads credit equally across all touchpoints in the customer journey. Understanding how default conversions are credited allows marketers to make more informed decisions regarding their strategies, focusing resources on campaigns that are most effective at driving conversions through the final touchpoint. This alignment helps enhance marketing effectiveness by optimizing the last stages of the marketing funnel.