Another point to consider is related to multi-channel and the attribution model

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Multichannel

From the moment a client realizes their need for your product until the deal is closed, they can interact with your website a huge number of times by going to it through Yandex.Direct, clicking on ads that appear on social networks; after watching videos on the YouTube channel, clicking on a link to the website, etc.

Multichannel

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Let's assume that after a couple of weeks from hotmail email list the initial visit to your site and all the accompanying actions, the customer has made a purchase. Then the question arises quite reasonably: which of all the advertising channels was the most effective and led the person to this decision?

Most organizations in these cases measure the effectiveness of advertising campaigns using the “last indirect interaction” attribution model and attribute the sale to the last indirect channel used by the customer in the chain.

All the most famous web analytics counters, such as Yandex.Metrica and Google Analytics, generate most of their reports using this attribution model. Moreover, it is considered the most familiar to everyone.