- 1.
Set up your Attribution breakdown — In the Insights report, go to the breakdown section, choose "Attributed by...", and select utm_source as your property. This will apply the Last Touch model with a 30-day lookback window by default.
- 2.
Filter out unwanted touchpoints — Once the attribution breakdown is applied, click the breakdown overflow menu (the ... next to the breakdown) and use the filter touchpoints option to exclude specific values like none or (not set).
This is explicitly supported per the docs: "If you want to include only certain channels or touchpoints in your attribution analysis, you can filter touchpoints from the breakdown overflow menu." [Computed Properties]
Important nuance: Filtering touchpoints means those values won't receive attribution credit, but the lookback window and conversion events themselves are not affected — Mixpanel will still look back 30 days and evaluate other valid touchpoints in the user's journey. [Attribution FAQ]
Regarding (not set) values specifically — these appear when the utm_source property is absent from all events being evaluated for a user (e.g., organic/direct traffic with no UTM tags). Excluding them from the attribution breakdown will remove them from receiving credit, while other valid UTM source touchpoints in the lookback window will still be considered. [Computed Properties]
