<b>The channel that looked dead for 30 days</b>

<b>The channel that looked dead for 30 days</b>

A DTC skincare brand was about to cut its email program. In the default last-click report, email drove a thin 4% of revenue and looked like a budget line waiting to be killed.

The clue lived in the conversion-paths report. Email rarely got the last click, but it appeared in 31% of winning paths, usually two or three steps before the sale, doing the convincing while paid social grabbed the closing tap.

They switched the decision to a data-driven attribution view and a 'path contains email' segment before pulling the trigger.

Email's credited revenue went from 4% to 19% once mid-funnel assists counted, and the cut was cancelled.

The lesson: last-click murders the channels that warm people up. Read the full path before you defund the closer's assistant.