Unexpected attribution

Why Google instead of Direct?

Acquisition reporting uses the visitor's first-known source. A later direct visit does not replace a previously recorded Google source.

Why Direct?

The first recorded visit had no more specific source available. Direct does not prove no marketing touch occurred.

Why unattributed?

Graytower may have imported the Stripe payment but lack a reliable visitor link, or the matched visitor may have no recorded session. Review payment matching and the specific unattributed causes.

Why a source and an Experiment?

These are two attribution views of one payment. A $49 payment contributes $49 to total eligible revenue once. The source and Experiment views answer different questions.

Why didn't a later visit move the payment?

First-known acquisition attribution is based on the earliest source Graytower has for that visitor. Later sessions can add context without rewriting the acquisition source.