It could be used if you consider that direct session

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It distributes the total value of a conversion to the last channel a visitor used to reach your website before the conversion. This can be helpful if you have a short sales funnel with no consideration period. But for most marketers this won’t show you the full picture. Because this attribution method doesn’t assign any value to any of the channels that previously brought customers to a website. And it clearly doesn’t allow marketers to show the full value of their efforts across multiple channels. Imagine that 4 people took different means of transport to work in the morning. One employee might take the bus, another might take the train, a third might ride a bike, and the last might walk to the office. Upon arrival, each has to take the elevator to the office door. In this theoretical “ last interaction ” scenario, the elevator would receive full attribution for the people arriving at the office.


Attribution models in Google Analytics Attribution models yahoo email list To avoid this problem, there are other standard attribution models ready to use in Google Analytics. They are the following: 1.- Last interaction This model attributes 100% of the conversion value to the last channel the visitor interacted with . It could be useful if your ads are designed to attract visitors at the point of conversion, or if you have a short sales funnel with no consideration period. 2.- Last non-direct click This model attributes 100% of the conversion value to the last clicked channel , ignoring direct sessions. customers have already been “ won ” by another channel. This is the standard used across all attribution models in all non-multi-channel reports displayed by Google Analytics. 3.- Last non-direct AdWords click and last Google Ads click This model attributes 100% of the conversion value to the most recent Google ad that was clicked before the conversion .