A user's journey to a purchase involves three steps: First they click a paid social media ad; then a paid search ad; and finally they convert after clicking a tagged link in an email campaign. If the Google Analytics property is using the Paid and Organic Last Click attribution model, which channel will receive 100% of the credit for the conversion?

Paid and organic last click gives all credit to the last non-direct interaction before the key event. In this journey, the final interaction before purchase comes from the tagged email link. Because the email touchpoint is not direct traffic, it receives full credit. Earlier paid social and paid search interactions are part of the path but receive no credit under this attribution model.