Source / Medium Attribution
We have a goal setup (subscription). I want to see the initial source/medium that brings in users who eventually convert to a subscription. But what happens if a user first visits the site via a referral and then comes back again via an organic search? Will Google Analytics give credit to the referral or to the organic search?
Source / Medium Attribution[ Edited ]
February 2017 - last edited February 2017
Last Non-Direct Click attribution model is used in all the regular reports (non-Multi-Channel Funnels reports) in Google Analytics. So all direct traffic is ignored, and 100% of the credit for the sale goes to the last channel that the customer clicked through from before converting - in this case, the organic search channel will get this credit.
Here you can read more about different attribution models: https://support.google.com/analytics/answer/1662518?hl=en
If you'd like to compare how different attribution models impact the valuation of your marketing channels, you should take a look at the Model Comparison Tool in Google Analytics.
Let me know if it helps @Jason E.