Why does revenue and credit for "Direct" not change based on different attribution models?

When you toggle between different attribution models, you will notice that your conversion numbers and revenues change for each bucket (sometimes dramatically). However, the numbers stay consistent for the Direct bucket. You might be wondering "Why is that?"

That exactly what is supposed to happen! Direct conversions and revenue are not factored into any of the rule-based or machine-learning models because it’s a group of converters who have no marketing events.

If you're interested in seeing examples of Direct conversions, check out this page we made just for you!

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