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Last Click

Last-click attribution assigns credit to the final eligible interaction under a defined rule. GA4 paid and organic last click excludes Direct unless the path consists entirely of direct visits.

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For an organic search → paid search → Direct → purchase path, that GA4 model credits paid search. It is not simply the final visible visit receiving all credit.

Earlier touchpoints receive no credit under this rule, limiting its account of the journey. That limitation does not prove that reducing any particular channel’s budget will reduce total conversions.

Compare models in GA4 Attribution models. Choose based on the question and metric scope; low data volume does not itself require last click. Check the current setting instead of relying on an unsupported year for a default-model change.

References

Frequently asked questions

Does changing models change actual purchases?

It changes how credit is allocated, not the underlying order records. Check the metric and report scope when comparing results.

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