Most Recent Campaign
The last campaign that a visitor responded to since tracking with persistent cookies and Visitor History
began. For the report time period selected, all conversions and other activity are tracked and attributed
to visitors’ most recent campaigns. Only those most recent campaigns whose durations have not
expired are included, and the report administrator sets this expiration. Thus, even if the conversion
does not happen on the first visit generated by the most recent campaign, the appropriate source is
“credited” with the conversion. If visitors do not visit the site during the report time period, their most
recent campaign is not included.