Attribution Modelling in Google Analytics and Beyond by Himanshu Sharma

Author:Himanshu Sharma [Sharma, Himanshu]
Language: eng
Format: azw3, epub
Publisher: Optimize Smart
Published: 2016-12-07T05:00:00+00:00

How Google Analytics attributes conversions to direct traffic

Google Analytics attributes conversions to direct traffic in two ways:

In the case of non-multi-channel funnel reports in Google Analytics, the conversion is attributed to the previous non-direct campaign/source, if there is one. For example, if a user clicked on an organic search listing to visit your website and then later returned to your website directly and made a purchase then Google Analytics will attribute conversion to the organic search and not to the direct traffic.

In the case of multi-channel funnel reports in Google Analytics, by default the conversion is attributed to the last interaction in a conversion path. So if direct traffic is the last interaction in a conversion path then Google Analytics will attribute conversion to the direct traffic. For example, if a person clicked on an organic search listing to visit your website and then later returned to your website directly and made a purchase then Google will attribute conversion to the direct traffic and not to the organic search.

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