Google Analytics 4 Last non-direct click attribution or LNDA, or Last non-direct click attribution, is a rule-based attribution model commonly used in digital marketing. It assigns full credit for a conversion to the last marketing touchpoint that occurred before the conversion, excluding direct traffic. LNDA disregards direct traffic because it assumes that direct visits are typically the result of brand familiarity or previous marketing efforts. This model helps businesses understand the impact of various marketing channels in driving conversions, particularly by highlighting the role of channels other than direct traffic.
Pros of LNDA:
Simplicity: LNDA is a straightforward attribution model that is easy to understand and implement. It assigns full credit to the last touchpoint before conversion, making it simple to analyze and interpret.
Clear focus on the final touchpoint: LNDA highlights the immediate touch point that directly led to the conversion. This can be useful for identifying the most influential channels in driving immediate conversions.
Cons of LNDA:
Neglects the influence of other touchpoints: LNDA disregards the contribution of all touchpoints except for the last one. This can lead to an incomplete understanding of the customer journey and overlook the impact of earlier touchpoints that played a significant role in the conversion process.
Overemphasis on the last interaction: By giving full credit to the last touchpoint, LNDA may overstate the importance of that specific channel and undervalue the contribution of other channels in the customer journey.
Lack of granularity: LNDA does not provide a granular understanding of individual channel contributions or the impact of different touchpoints within the customer journey. This can limit the ability to optimize marketing strategies based on specific channel performance.
Overall, while LNDA offers simplicity and a clear focus on the last touchpoint, it may not provide a comprehensive view of the customer journey and can lead to biased attribution results.
To learn more about other Market attribution models, you can explore Native attribution models and Google Analytics 4 Data-driven attribution.