Based on the knowledge sources provided, I can answer your question about how Mixpanel handles UTM attribution and conversions across sessions.
Mixpanel's default behavior is to track UTM parameters on a first-touch basis, meaning it will attribute the conversion to the initial UTM tags detected for the user, even if they leave and return later. This is done by setting the first UTM tags as both a profile property and a super property Mixpanel JavaScript SDK.
Specifically, when UTM parameters for an identified user are seen for the first time, they are stored on the user profile as initial_utm_source, initial_utm_campaign, initial_utm_medium, etc. This allows you to see what acquisition channel originally brought the user to your website, even if they convert in a later session Traffic Attribution.
However, Mixpanel also offers the flexibility to track UTM parameters on a last-touch basis if desired. This can be implemented by adding custom code to set the most recent UTM tags as super properties and profile properties Last-Touch UTM tracking.
Additionally, Mixpanel provides multi-touch attribution models that can consider multiple touchpoints in the user journey, not just the first or last touch Attribution. This allows you to distribute conversion credit across various touchpoints, including UTM-tagged visits that occurred in earlier sessions.
In summary, by default, Mixpanel will attribute the conversion to the original UTM link click, even if the user leaves and returns later to complete the reservation. However, you have options to customize this behavior based on your specific needs.
