The last non-direct attribution model is very similar to the previous model but with one essential difference – it does not count direct visits from the equation. In this model, 100% of a conversion is attributed to the last known paid source.

Taking the example above, with the last non-direct attribution model, 100% of the conversion is being attributed to the last paid source, AdWords ad #2.

This model is better than the last touch model, but still over-simplifies the multi-channel journey, not taking into account the rest of the touchpoints.