Liz has noticed that even though Display ads are producing high click-through rates, they appear to be producing fewer conversions than Search ads. How would you best explain this assumption?

Google’s attribution reports show that conversion paths often include multiple ad interactions before a purchase. Display commonly creates earlier touchpoints in the path, while a later channel can receive the final conversion credit under the selected attribution model. That means a strong click-through rate on Display does not guarantee that Display will also receive the recorded conversion. In many cases, users click a Display ad, return later through another channel, and convert there instead