Question

In the default atributtion model of Analytics, if a customer clicks my Google Shopping ad and leaves, then visits my site 20 days after through organic channel and converts, to which channel does the default attribution model give the transaction to? Thanks!  

Answer 1

Last click

Comments

@plumper so if I'm making a forecast of sales coming from PPC it's better to use Ads metrics rather than Google Analytics ones?  

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@wedurn depends upon data if you have large amount of historical data then Google ads - data driven model is perfect. Otherwise Google Analytics is good if you don't have much historical data

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@plumper yes we do have historical data from Ads

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@wedurn then go for data driven model I would say of Google ads

Answer 2

When i say "default" im refering to the metrics Analytics presents in the dashboards whenever you check them

Answer 3

Analytics attributes conversion to the last non-direct click. In your example, it would be organic. You would find it as an assisted conversion in paid traffic as well.  

Comments

@gather i thought the same, I just wanted to be sure of what information is displayed in the dashboards. Thanks!  

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@wedurn You're welcome