Override Last-touch channel clarification

[NicOld25722]

Hi all,

could you please clarify what happens when this option is enabled?

From definition this option "Lets you override the last-touch channel with this one if you want to ensure that this channel receives credit for a conversion. If you select this checkbox, any channel (including Direct and Internal) would override an existing last-touch channel. The result is conversion being attributed to a channel that might not deserve credit".

Considering the following setting, does this means that the Paid search does not receive credit for conversion if the user had previously been acquired via the Natural Search channel? So attribution will be provided to natural search if the last touch channel is Paid search?

Or the ovverride is allowed only when the previous channel has the option not checked (direct and internal in that case)?

If the attribution window is 30 days and the ovveride option is valid for all: If the user during the last 30 days comes to my site the first time through Email marketing, then using natural search and in the last session, when the conversion happens, through paid search..to which channel the conversion will be attributed?

Many thanks

[vibhatna · Accepted solution]

@NicOld25722 
"Override last-touch channel" lets you override any channel which has been previously set for a user.

For example: If a user made his First ever visit via Paid Search and later came to the site via Natural Search, Natural Search will override Paid search as  "Override last-touch channel" is checked for Natural Search. 

Another example: If a user made his First ever visit via Paid Search and later came to the site via Direct(Override last-touch channel not checked) made a conversion, Direct will NOT be able to override Paid search as  "Override last-touch channel" is not checked for Direct and the conversion will be attributed to Paid search only.

4 Visitors when Direct and Session Refresh are not allowed to Override other channels:

Within the 30 days window if user came via Email marketing, then using natural search and in the last session, when the conversion happens, through paid search, Paid Search will get the attribution as this is the latest value of marketing channel just before conversion happened and ofcourse "Override last touch channel" is checked for Paid search.