Aiko sees an ad on a social network for an online store and clicks on it. The next day she encounters a paid search ad for the same business. Later that evening, she clicks on a Display ad for the business yet again. The following day, Aiko makes a purchase. Under the Last Non-direct Click Attribution Model, which marketing channel receives credit for the conversion?

In Last non-direct click attribution, 100% of the conversion value goes to the final non-direct channel interaction before the purchase. In this path, the sequence is social, then paid search, then Display, followed by the conversion. Because the Display interaction is the last clicked marketing touchpoint before the purchase, it receives all conversion credit. This model does not divide credit across earlier interactions on the path