why a user that didn’t use any utm source in the last 30 days has an order attributed to google when using a lookback window of 30 days first touch total events (we use mixpanel actions)
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If a user has an order attributed to "google" under a 30-day first-touch attribution model, even though they haven't used any UTM source in the last 30 days, it's likely because the first-touch attribution model looks for the very first qualifying touchpoint within the lookback window—even if that touchpoint is older than the user's most recent activity.Here’s how this works in Mixpanel: - First-touch attribution gives 100% credit to the first touchpoint (e.g., the first UTM source) within the attribution lookback window, which is 30 days in your case.
- If the user's first qualifying event (e.g., their first visit or action with a UTM source) within that 30-day window was attributed to "google," then all conversions (orders) within that window will be attributed to "google," regardless of whether the user interacted with any other UTM sources since then.
- If the user did not have any UTM source in the last 30 days, but their first qualifying event within the window was from "google," the attribution will still be "google."
- If there are no UTM parameters at all within the window, the attribution would typically be “(not set)” or “direct” (see docs).Additionally, Mixpanel’s default behavior is to store the first-seen UTM parameters as user profile properties (e.g., initial_utm_source). These persist and are used for first-touch attribution, unless overwritten by a new qualifying event within the lookback window. If the user’s first event in the window had a UTM source of "google," that will be used for attribution—even if subsequent events had no UTM source or different sources (see docs, attribution FAQ).Summary:
The attribution to "google" happens because the first qualifying event within the 30-day window had "google" as the UTM source, and first-touch attribution always credits that initial touchpoint, regardless of later activity in the window unless a new qualifying first-touch event occurs.If you believe this is not the case, double-check the user’s event history within the 30-day window for any event with a UTM source of "google." If there truly is none, then this could indicate a data or implementation issue, such as persistent UTM properties or incorrect event property assignment (see docs).
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