Yep, this was what I was getting at. Understanding the role of the device or channel in your path to conversion is absolutely critical for ensuring that you ar

Yep, this was what I was getting at. Understanding the role of the device or channel in your path to conversion is absolutely critical for ensuring that you are making intelligent decisions and not misattributing performance to another channel (Direct and Organic being common culprits). There's a surprising number of devils in the analytics details depending on a given site's setup (including things like payment processors showing up as referrals unless you exclude them) that can mess with things. Thankfully a lot of the big ones are "known unknowns" now that you can try to deal with or account for.