The higher the number in the last column

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, the less important the channel is. A value greater than 1 is typical for insignificant channels. They are present in the customer's path, but conversions occur when switching from other channels. For primary channels, this ratio is less than 1.

In the screenshot we see that "(direct) / (none)" is the closing channel. Direct and AdWords are auxiliary; they bring conversions less often, but participate in the entire chain of interactions.

IMPORTANT! If conversion data is sent to Google Analytics using the Measurement Protocol, the last source or medium in the report will always be "direct / none". This is a feature of Google Analytics' work with the Measurement Protocol.

— Analysis of the first interaction

The second tab shows the number of conversions portugal consumer email list through channels after the first interaction with them:

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The report is useful for analyzing branding campaigns or campaigns that promote a new product. Use it to find out which channels and advertising campaigns are hooking users.

In the screenshot, Direct is in the lead. Without this channel, there would be no conversions. We know that this channel is auxiliary, not closing. If we were to evaluate Direct's effectiveness only by last-click conversions, we would make the wrong decision — cut the budget or abandon the channel.

How to group channels
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If you analyze a report where channels are grouped by default, you can make mistakes in your conclusions. For example, the value "yandex-direct / cpc" of the "Source or channel" parameter contains data on search advertising, YAN, and retargeting. These are different sources, so a report on such a group of channels is the average temperature in a hospital.