The channel they almost cut was carrying everything

The channel they almost cut was carrying everything

A mid-size B2B company looked at last-click data and saw organic social converting at a dismal 0.4%. The plan was to pull the plug and the budget.

Before cutting, they opened the assisted-conversion and path-length reports. Organic social appeared as a first touch in 31% of all converting paths — it was where most customers first met the brand, then returned weeks later via search or direct to buy. Last-click had given it no credit for any of that.

They kept the channel and tagged it as an awareness play with its own assist-based goal.

When they paused it in a test region anyway, total conversions fell 14% within six weeks — proof of its hidden weight. The budget stayed.

Lesson: last-click is a verdict on the closer, not the opener. Read the path before you cut the top of the funnel.