The evidence shows that last-click attribution can understate social media’s role when social appears earlier in the conversion path. In these models, the final touchpoint receives all credit, so prior social interactions often get none in standard attribution reports. Some analytics tools report assists separately, but that does not change the basic limitation of last-click reporting.

Google’s documentation shows that Multi-Channel Funnels distinguishes Assisted Conversions from Last Click or Direct Conversions instead of folding them into ordinary last-click reporting. In Universal Analytics, assisted metrics are surfaced in the MCF reporting suite and explicitly contrasted with last-click metrics. The main caveat is that this terminology belongs to UA, not GA4’s current reporting model.