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?

Under a last-click model the credit goes to the Email Campaign. Last click assigns the entire conversion to the final channel the user interacted with before converting, and here that is the tagged email link. Paid social and paid search both contributed to the journey, but a single-touchpoint model by definition ignores everything except the last one. This is the standard exam pattern, and the reason the question is worth understanding rather than memorising: last click will always favour whichever channel tends to appear at the end, typically email, brand search and direct, while making discovery channels look ineffective. It is also why data-driven attribution exists — it would share credit across all three touchpoints based on their measured contribution, which usually tells a very different budget story.