What is the Last Non-Direct Click model?
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.
