Last Non Direct

Last Non-Direct attribution tracks the final single touchpoint before conversion, excluding any "direct" interactions occurring right before a customer converts.

Consider this example: a customer first discovers your brand by clicking on a TikTok Ad. Subsequently, they begin receiving newsletters and engage with them over a period. After some time, they bypass any direct interaction and directly visit your website, proceeding with a conversion. Instead of attributing the conversion credit to direct traffic (i.e., the customer directly visiting your website), the Last Non-Direct attribution model allocates this credit to the email marketing touchpoint.

The Last Non-Direct click model proves effective when customers tend to convert immediately upon directly visiting your website. By discerning which marketing channel influenced the conversion decision, you gain insight to optimize content and leverage this opportunity.