Trusted by world-class organizations
Innerview — fast insights, stop rewatching interviews
Start for freeGlossaries
Last Non Direct Click Attribution Model
What is the Last Non-Direct Click Attribution Model?
The Last Non-Direct Click Attribution Model is a method used in digital marketing to assign credit for conversions to the last non-direct touchpoint in a customer's journey before they make a purchase or complete a desired action.
Synonyms: Last Paid Click Attribution, Last Channel Attribution, Last Marketing Touch Attribution
How the Last Non-Direct Click Attribution Model Works
The Last Non-Direct Click Attribution Model focuses on identifying the last marketing channel that influenced a customer's decision before they directly visited your website and converted. This model ignores direct traffic, which occurs when a user types your URL directly into their browser or uses a bookmark.
Why the Last Non-Direct Click Model is Important for Growth Hackers
For growth hackers, this attribution model provides valuable insights into which marketing channels are most effective at driving conversions. By understanding which touchpoints are most influential right before a conversion, you can optimize your marketing efforts and allocate resources more efficiently.
Examples of Last Non-Direct Click Attribution in Action
- A user clicks on a Google ad, browses your site, leaves, and later returns directly to make a purchase. The Google ad gets credit for the conversion.
- A customer sees a Facebook post, then clicks on a retargeting ad on Instagram, and finally converts after typing your URL directly. The Instagram ad receives attribution for the sale.
Frequently Asked Questions
- What's the difference between Last Click and Last Non-Direct Click models?: The Last Click model gives credit to the final touchpoint, even if it's direct traffic. Last Non-Direct Click ignores direct visits and attributes conversion to the last marketing channel interaction.
- Why is direct traffic ignored in this model?: Direct traffic is often the result of previous marketing efforts. By ignoring it, we can better understand which specific marketing channels are driving conversions.
- Is the Last Non-Direct Click model always the best choice?: Not necessarily. It's most useful when you want to focus on the immediate impact of your marketing channels, but it may undervalue the contribution of earlier touchpoints in the customer journey.