The last non-direct click model gives credit to the last click event before a buyer comes directly to your store to make a purchase. It gives 100% of the credit to the last, non-direct touchpoint.
In the example above, that would be Order Legend as the last, non-direct touchpoint. However, if another attributable event came after the Order Legend click, we would not charge:
Direct traffic is often from customers who have already made the decision to purchase because of marketing on a different channel. Last non-direct click attribution filters out direct and organic traffic and focus on the last marketing activity before conversion.
Using last non-direct click attribution, you learn that it was actually Order Legend that drove the final conversion. Direct will be an attributed channel in this model when the customers only trackable event is coming directly to your store (i.e. direct & organic SEO).
The Order Legend attribution window lasts for up to 30 days. As soon as the first order is placed under the last non-direct click model, the attribution window is reset. Subsequent orders will not be attributed to Order Legend unless the customer decides to click on one of our ads again. The attribution window is also wiped if another paid source appears as highlighted in the diagrams above.
It is worth remembering that Order Legend not only generates your store orders but also provides you with leads. We encourage you to re-market to these customers and build loyalty through email newsletters, special offers and incentives to shape customer behavior away from the Google Shopping carousel and directly towards your site for future purchases where possible.
To learn more about Shopify marketing attribution models check their blog post.