In a research project conducted by Slingshot SEO, the company reported that “‘direct visits’ were getting more credit for conversions under a last-touch model, as they were often the last interaction before a conversion. As a result, other channels like ‘organic search,’ ‘paid advertising,’ and ‘referrals’ were typically undervalued.” Slingshot SEO said that consumers on average “took 2.79 interactions before converting” and that the final touch or step before the conversion “was typically a direct visit to the site or a branded keyword search.” The chart above shows the channels that were overvalued and undervalued. The negative (orange) cells reflect how much the channel was overvalued; the green or positive cells indicate the percent by which the channel was undervalued.
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In a research project conducted by Slingshot SEO, the company reported that “‘direct visits’ were getting more credit for conversions under a last-touch model, as they were often the last interaction before a conversion. As a result, other channels like ‘organic search,’ ‘paid advertising,’ and ‘referrals’ were typically undervalued.” Slingshot SEO said that consumers on average “took 2.79 interactions before converting” and that the final touch or step before the conversion “was typically a direct visit to the site or a branded keyword search.”

The chart above shows the channels that were overvalued and undervalued. The negative (orange) cells reflect how much the channel was overvalued; the green or positive cells indicate the percent by which the channel was undervalued.

Source: searchengineland.com