Last Non-Direct Click Attribution Model Question
What does GA do with Conversions that only have a Channel of "Direct" in the Last Non-Direct Click Attribution Model?
Does it omit it from the computations if there isn't a preceding Channel/"Campaign" prior
Organic > Organic > Direct = Conversion (Keep this path)
Direct = Conversion (Omit this path)
Direct > Direct = Conversion (Omit this path)
Is that how GA would handle it?
Thanks in advance! T 8)
Re: Last Non-Direct Click Attribution Model Question
with the last non-direct click attribution model, if the user came to the site only via direct traffic and then converted (i.e. no non-direct sessions preceding the conversion), Google Analytics attributes the conversion to direct; otherwise, the conversion is attributed to the last non-direct source that brought the user to the website before his conversion.
Data are computed normally, even if all preceding sessions came from direct (nothing is omitted).
So, in your example:
Organic > Organic > Direct > Conversion --> the conversion is attributed to organic
Direct > Conversion --> the conversion is attributed to direct
Direct > Direct > the conversion --> Conversion is attributed to direct
Hope it helps!