Last Non-Direct Click Attribution – Definition & How it Work

 It’s safe to say that there exists a different attribution model for each situation. Among the various types of model, the last non-direct click attribution model allows businesses to obtain a thorough understanding of where your website traffic comes from. In addition, it will also illustrate the impact of your marketing activities. In this blog post, we’ll dive deep into what last non-direct click attribution is, the concept of direct and non-direct traffic, and when you can use the model to your advantage. 

What is last non-direct click attribution? 

Last non-direct click attribution, by definition, is an attribution model that assigns credit to the last non-direct channel a user interacted with before conversion. It excludes direct traffic, which is when a customer goes to you directly. An example of this might be a customer typing your website URL into their browser or using a bookmark. 

Last non-direct click attribution is also Google Analytics’ default model for distributing conversion value in non-Multi-Channel Funnels reports. When a user comes onto a site from an untraceable source, Google will consider it a direct traffic. In this case, Google Analytics will give credit to the most recently traffic source tracked. 

The default timeframe for Google Analytics to look back and detect the most recent traffic source is 6 months. However, you can edit this period to anywhere from 1 minute up to 2 years in Campaign Timeout/ Session Settings. You can adjust this timeframe accordingly to your organization’s needs and standard customer buying cycle.