Google Analytics uses which model by default when attributing conversion values in non-Multi-Channel Funnel reports?
- First Interaction model
- Last Interaction model
- Last Non-Direct Click model
- Linear model
Correct answer is:
- Last Non-Direct Click model.
Explanation: The Last Non-Direct Click model ignores direct traffic and attributes 100% of the conversion value to the last channel that the customer clicked through from before buying or converting. Analytics uses this model by default when attributing conversion value in non-Multi-Channel Funnels reports.
When it’s useful:
Because the Last Non-Direct Click model is the default model used for non-Multi-Channel Funnels reports, it provides a useful benchmark to compare with results from other models.
In addition, if you consider direct traffic to be from customers who have already been won through a different channel, then you may wish to filter out direct traffic and focus on the last marketing activity before conversion.
Read more here: https://support.google.com/analytics/answer/1665189?hl=en