<b>Q: A user clicked my ad days ago but converted today as 'direct'. Why didn't the ad get credit?</b>
A: Two things to separate, and both have a setting.
— Session timeout: GA4 closes a session after 30 minutes idle by default. A return visit days later is a new session.
— Attribution: GA4 uses a data-driven model with a lookback window. Admin → Data display → Attribution settings lets you set the conversion lookback (up to 90 days for Key events).
If the ad click is inside the window, GA4 can still credit it in attribution reports, even when the <i>session</i> source shows direct.
TL;DR: Session source ≠ attribution credit. Widen the lookback in Attribution settings to recover ad credit.
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<b>Q: A user clicked my ad days ago but converted today as 'direct'. Why didn't the ad get credit?</b>
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