The common problem for all marketers using different marketing channels to drive traffic to their website is, if a visitor clicks on ads from multiple campaigns before converting for a goal, which campaign gets credit for the conversion?
Due to the fact that the sales cycle is increasing and it can take couple of days to convert the visitor, you need to know correctly which campaign brought the sale.
In all cases, Google Analytics (GA) will attribute the last click to the conversion.This behavior can be modified by adding the following to the end of all of your tagged links:
When Google Analytics detects this variable, it will retain the first campaign’s information, regardless of which links the user later followed to arrive at the conversion. More on this topic…