T: @DuaneBrown

When Do You Use A Last Non-Direct Click Attribution Model?

last_non_direct_click_attribution_chart1

As I wrote last month, I’m starting to think about attribution at work. I’m doing this because we’re trying to figure out how to judge the success of a campaign we launch.  I’ve already written about the 5 different multi-channel attribution models and what makes each one different. As I’ve started down this journey though, I’ve came across one more model that’s interesting and promising: Last Non-Direct Click

This takes all your conversions that show up under “Direct” traffic  in Google Analytics (GA) and looks at the second last click before that conversion happened and resigns it to that channel in GA. Many customers will come to your site through a campaign or a landing page and then bounce off your site and or look at other pages on your site. When that happens, those customers will then become a “Direct” channel customer because going from a sub-domain to your main site domain will cause them to get reclassified in Google Analytics.

Many brands have this issue of 20-30% of their traffic getting classified as “Direct” in Google Analytics, which is a problem if you’re trying to sort out where to spend your marketing budget and more so your time. Making sure you put your time and money into the right efforts that’s going to grow your business from $10,ooo to $100,000 to $1 million dollars is going to require a great understanding of your data.

model-comparison-tool

How To Find Last Non-Direct Click In GA

In order to find last non-direct click, you’ll need to have goals setup in GA. It’d be good to have ecommerce setup too, but that’s a nice to have.

  1. Login to google analytics
  2. Go to your sites property view
  3. Scroll down to and click  on “Conversions”
  4. Click on “Model Comparison”
  5. Than pick last non-direct click from the drop down menu
  6. Pick your data range; I like at 7 or 30 days personally

You don’t want to filter out the “Direct” traffic completely because it’s important to know how many people keep coming back to your site repeatedly. If you see a high number of repeat direct traffic from customers, this could mean your site doesn’t have the information they are looking for or they can’t find it as easy as you think on your site.

However, by reassigning that “Direct” traffic after it has come in, you can start to make judgements about your work and how you’re going to spend your time and money. This is a great attribution model to use if you’re trying to start down the path to a fully functional attribution model but don’t have the knowledge or technology in place to implement it across your marketing team and organization.

Trackbacks for this post

  1. A Startup Marketing Framework: Attribution Modelling | Creative Traction
  2. 3 Questions To Ask Yourself About Multi-Channel Attribution | Creative Traction

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