Data Discrepancy between Eloqua and Adobe Analytics

While I don't know what Eloqua is, you will never match data between different systems 100% since they all work differently.

Things to keep in mind is what attribution are each tool using, and what (if any) information does your third party have access to (or rather what doesn't it have access to).

Let's use a standard pixel conversion like FB or Google Ads... these will always show a higher conversion rate for themselves than Adobe shows... this is because they only have access to limited data, unlike Adobe... basically, they are greedy.

For instance, an ad is posted in one of those third party systems, when someone follows the link a cookie is placed on the users computer... those cookies will be set for some period... I believe most of them use 30 days by default (but this is usually configurable)... if that user converts within that period, then the third party will treat this as a conversion by their own system.... but, if that user came into the site through another campaign between the initial click and the conversion, then Adobe will attribute the conversion to the the most recent campaign (because it can see a lot more)... the third party has no idea what else is happening... hence why I call them greedy...they take credit for conversions they really didn't drive....

Example:

Visit 1

• Third-Party A campaign
• Third-Party Cookie is set

Visit 2

• Third-Party B campaign
• Third-Party B cookie is set

Visit 3

• Internal Campaign
• Conversion Occurs

Adobe will attribute the conversion to the internal campaign... however, both Third-Party A and Third-Party B will count that conversion as their own (since they can't see each other, or your internal campaigns)... While they are part of the participation leading to the conversion, in most cases, your marketing team wants to know the most recent... as that was the primary driver.....

Hi @ataurra ,

In addition to everything that @jennifer_dungan has mentioned, there will be loss of data in Adobe due to cookie restrictions. Eloqua, I believe you are using for embedding forms on your website. Now since, the form is owned by Eloqua, they get all interactions, form submissions etc. because they get the data directly without cookie loss. Whereas, data in Adobe is subject to user consent of data capture. You can look at cookie acceptance rate of your website and see if the % difference matches with the difference you are seeing in your data to ascertain this.

Best,

Isha

use case is different for both thus might lead to data mismatch 

- Eloqua - is marketing/email automation - user interaction is via forms and email.

- AA - Web channel and capture user interaction

Both platforms differ in tracking implementation, timing for data refresh, user visit/interaction, metrics, reporting etc. 

not sure why there will be similarity required for data collected by both platforms as they serves different  use cases.