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What is the main criticism of last-click attribution?

  1. A It over-credits the final touchpoint and undervalues channels that created the demand
  2. B It is too complex to calculate
  3. C It requires machine learning
  4. D It only works for e-commerce
Answer

It over-credits the final touchpoint and undervalues channels that created the demand

Branded search and retargeting sit at the end of nearly every journey, so last click systematically flatters them.

All Google analytics MCQs

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