DAA Certified Web Analyst (CWA)

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An analyst notices that paid search drives 40% of first-click conversions but only 10% of last-click conversions. What does this most likely indicate?

Paid search has a tracking implementation error Paid search plays a strong role in initiating the customer journey Paid search campaigns should be paused immediately Last-click attribution is inflating organic search numbers

Correct Answer:

Paid search plays a strong role in initiating the customer journey

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