Which attribution model do marketers often choose in Google Analytics?

• A. First-click model
• B. Linear model
• C. The cross-channel last click model, which attributes 100% of the conversion to the last channel clicked
• D. Time-decay model

Answer: (C)

Attribution that credits the final touchpoint across all channels is the approach marketers commonly default to in Google Analytics. In this cross-channel last-click model, the conversion value is assigned entirely to the last channel the user interacted with before converting. It’s popular because it’s simple to implement and yields an easily interpretable signal: which channel closes the sale. This baseline view is useful for quickly assessing campaign performance and optimizing toward the last-touch channel. Keep in mind that it can understate the impact of earlier touchpoints that helped move the customer along the path. Other models distribute credit differently—for example, giving credit to the first touchpoint, spreading it evenly, or weighting recent interactions more—but the last-click approach remains a widely used, straightforward default in GA.