Last Non-Direct Click
By the AdFlint research team · Last reviewed July 2026
Ignores direct sessions when assigning credit, handing the conversion to the last identifiable marketing source that preceded the visit.
When someone types your URL or arrives with no referrer, that session is skipped and credit passes back to the previous campaign, email, or organic visit. Analytics tools default to this because direct traffic is usually a returning user rather than a discovery channel. It shows up in GA4's cross-channel models. The catch: if the entire path is direct, direct keeps the conversion, and untagged campaigns get absorbed into it.
Last Non-Direct Click compared with
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