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Which channels is last-click over-crediting this quarter?

KAI

Last-click Data-driven Share of credited conversions

Channel	Last-click	Data-driven	Change
Paid Search	38%	26%	−32%
Paid Social	12%	19%	+58%
Email	9%	14%	+56%
Direct	17%	13%	−24%

What this means

Paid Search brand terms are taking credit for conversions that started on Paid Social.
Email assists 2.3 journeys for every one it closes, so last-click barely sees it.

Recommendation

Shift roughly £48k/month out of brand search into Paid Social prospecting and hold Email budget flat. Reallocations at this size typically recover 10–25% of wasted ad spend.

Same question, asked from your own tools

You Which channels is last-click over-crediting this quarter?

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