How to Avoid the Last Click Taking Credit for Your Sales

google-analytics06-08-2009-19-21-33The 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…

Jan Petrovic
I have 9 Years of Tremendous Experience as web analyst and Senior Conversion Specialist. I have worked on optimisation project for the second-largest store retailer in the USA (the company is also a component of the S&P 500 Index), as well as for a well-known USA fashion retailer with over 380 stores nationwide. Over the course of my career I have achieved many INSANE improvements on our client’s websites, sometimes by applying best practices, another time from findings I made during conversion audits and sometimes thinking out of the box. For one of them I have even received an award in 2012 from WhichTestOne, where after testing different emails and parts of email message we increased revenue by 303.08%. What might also interest you is the fact that my average conversion improvement is 19% and my success rate is 70%. Basically, I’m VERY GOOD at what I do thanks to my Can Do Attitude to find solutions to given problems & Experience in this field.
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