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Understand information in your reports and troubleshoot reporting issues such as self-referrals, (not set) data, and inaccurate information
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Source / Medium Attribution

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# 1
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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 ]
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# 2
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Hi Jason,


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:


If you'd like to see the whole customer journey, I would recommend analyzing Multi-Channel Funnels report in Google Analytics. Here you'll find a good article about that as well.


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.