Like last click, but direct visits are skipped. A bookmark or typed URL doesn't take the credit from the ad that brought the person in.
Many buyers return directly before purchasing: they type your URL, use a bookmark or click a saved link. Under last click, "direct" then takes the credit, and your marketing looks worse than it is.
Last non-direct attribution gives the credit to the most recent touchpoint that wasn't a direct visit. It's BrainyMetrics' default model when you open reports, because it keeps the simplicity of last click while crediting marketing for the work it did.
The problem
Many buyers come back by typing your URL or clicking a bookmark before they buy. Pure last click credits those direct visits, which tells you nothing about which marketing worked.
Last non-direct skips them and credits the last real marketing touch, which is why it's the default.
Create your account, install one snippet and see it on your own leads and sales.
Direct visits can't steal credit.
One touch gets the credit, so reports are easy to read.
Good for day-to-day budget decisions.
Every model is computed for every conversion, ready on day one.
Start using Last non-direct attributiontracko.js records each session with its channel, source, campaign, ad set and ad.
Visits on any device become one journey once the person identifies.
Credit is split across the journey's touchpoints inside your lookback window.
Pick another model on the report; credit for every model is already computed.
Use cases
A stable model for everyday budget decisions.
Credit the campaign behind returning buyers, not the bookmark.
Close to how many analytics tools report, without the direct-traffic noise.
Why BrainyMetrics
Every model is computed for every conversion, from data you own, so the debate moves from opinions to numbers.
Stop guessing which marketing pays.
Start using Last non-direct attributionGetting started
No migration project and no agency retainer. Here is the whole path from sign-up to your first attributed sale.
Sign up, name your workspace and pick the plan that fits. Your tracking snippet is waiting under Settings → Install.
Paste one snippet into your site's head, or add it with Google Tag Manager, WordPress or your funnel builder's tracking code box.
Connect Stripe, Shopify, your funnel builder or calendar, then Meta, Google or TikTok for hourly spend. Most connections take a click.
The setup checklist ticks itself off as data arrives. Your next lead or sale shows up with its full journey and the ad that earned it.
One account
Tracking, attribution, calls, spend and revenue analytics share one data model, so each feature makes the others more accurate.
Seven models side by side, down to the ad.
Your own subdomain and server-set cookies.
Dynamic numbers matched to the click behind each call.
Hourly spend sync joined with real revenue.
Feed real sales back to nine ad platforms.
Every visit, ad, order and call per person.
Lifetime value by the channel that acquired them.
Drop-offs and cost per step, by ad.
Create your account and start tracking today.
Create your accountCommon questions about Last non-direct attribution, setup and pricing.
Create an account, install the snippet and see how BrainyMetrics handles your real traffic.
Get startedThen the conversion is credited to direct, as there's no other touchpoint to give it to.
Yes. BrainyMetrics computes every model for every conversion, so you can switch models on any report instantly and compare them side by side.
New leads, orders (net of refunds), answered phone calls, booked calls that weren't cancelled, and any custom events you mark as conversions.
The basics take minutes: paste the snippet, connect your checkout or funnel builder, and connect your ad accounts. The setup checklist in your dashboard ticks each step off as data arrives, so you always know what's left.
Usually not. The snippet can go in through Google Tag Manager, WordPress or your funnel builder's tracking code settings, and most revenue sources connect with a click or a webhook URL you paste. The developer guide covers the JavaScript and server API if you do have a developer.
No. Plans are a flat monthly or yearly price. We never bill a percentage of revenue or ad spend, and you can switch, pause or cancel from the Billing page without a call.
No. Plans limit dashboard modules and things like integrations or workspaces; tracko.js, webhooks and syncs keep collecting data, so nothing is lost if you upgrade later.
Yes. BrainyMetrics supports consent modes, works with your consent banner, respects Global Privacy Control and handles sensitive form fields strictly. Data is first-party: it belongs to your workspace, not an ad network.
All credit to the last touch before converting.
40% first, 40% last, 20% across the middle.
Credit every touchpoint in the journey and compare seven models side by side.
All credit to the touch that first brought the person in.
Credit the first paid ad click in a window; built for call and high-ticket funnels.
Equal credit to every touch in the journey.
Install one snippet, connect your checkout and ad accounts, and get attribution you can act on today. Flat pricing, no annual contract.