High Volume of “None” Marketing Channel Despite Tracking Code in Web SDK | Community
Skip to main content
M
MaxWo2
Level 2
July 4, 2025
Question

High Volume of “None” Marketing Channel Despite Tracking Code in Web SDK

  • July 4, 2025
  • 4 replies
  • 1652 views

Hi all,

 

I’m encountering a challenge with marketing channel attribution in an implementation using Adobe Web SDK, Adobe Analytics, and A4T, and I’m curious if others have seen similar behavior or have best practices to share.

Here is the situation:

My questions for the community:

  • Has anyone experienced similar issues with “None” channels despite having tracking codes in a Web SDK + A4T environment?

  • How have you ensured that the marketing channel is correctly attributed and not showing as “None”?

  • Is it possible or recommended to pass the tracking code explicitly into the Target activity data, such as via the decisioning.propositionDisplay event?

  • If so, how do you implement that in Launch or Web SDK to ensure the tracking code flows through to Analytics and the data feed?

I appreciate any insights or examples you can share.

Thanks in advance!

This post is no longer active and is closed to new replies. Need help? Start a new post to ask your question.

4 replies

bjoern__koth
Community Advisor and Adobe Champion
bjoern__kothCommunity Advisor and Adobe Champion
Community Advisor and Adobe Champion
July 4, 2025

Hi @maxwo2 

 

are you using Adobe Launch to deploy the Web SDK? Have you considered using the "Common Web SDK Plugins" extension's "getValOnce" function to make sure to not inflate the data and sending the tracking code in marketing.trackingCode (see automatic mapping of XDM fields to Adobe Analytics). 

 

I would opt for sending this information as part of the standard XDM schemas instead of using processing rules to make sure this data gets sent to other (Adobe) tools as well.

Cheers from Switzerland!
M
MaxWo2Author
Level 2
July 7, 2025

Hi @bjoern__koth,

 

Yes, we are using Launch to deploy Web SDK. No, we don't have a data element that uses "Common Web SDK Plugins" extension's "getValOnce" function.

 

For the mapping, the marketing.trackingCode is mapped to the XDM data element fields but this is only for pageView.

 

When you say "I would opt for sending this information as part of the standard XDM schemas" and based on the above screenshot, what should the "Type" be? But by doing so, wouldn't this be a duplicate for "Web Webpagedetails Page Views" again since I already have one XDM data element for page views?

 

Thanks.

bjoern__koth
Community Advisor and Adobe Champion
bjoern__kothCommunity Advisor and Adobe Champion
Community Advisor and Adobe Champion
July 8, 2025

Hi @maxwo2 

what you're doing is so far all good, the getValOnce could be an extension for cleaner data to avoid double-counting, but nothing that really stands out.

In general, when you have rules with "Tracking Code exists" and not checking for the parallel existence of the query params that fill the tracking code, this will also double-count when the user comes back next time as long as the Tracking Code is persisted. So, this would likely also inflate your numbers.

 

But none of the above explains the "None" values. 

I would for sure add the generic "catch all" that @jennifer_dungan mentioned. Maybe this sheds some more light on the issue.

Cheers from Switzerland!
EurosIMS
EurosIMS
Level 3
July 4, 2025

As simplistic as it sounds, the reason you have 'none' is because there are hits/visits where no channel rule applies. If all of the rules are set with '1st page of visit' along with another condition, then either side of that equation doesn't apply for the hits with 'none'. The last channel rule should, ideally, always be Direct which would be something like '1st hit' & 'referrer doesn't exist'. That should ensure all visits have at least the direct channel. 

    Jennifer_Dungan
    Community Advisor and Adobe Champion
    Jennifer_DunganCommunity Advisor and Adobe Champion
    Community Advisor and Adobe Champion
    July 4, 2025

    Yes, I agree... having "first page of visit" on all the rules is going to be problematic... Often users will have multiple channels in the same visit, so restricting your rules to only look at the first "page" (which actually presents more like first hit), can cause issues....

     

    Now, this isn't the full issue, since we can see that many of those URLs have campaigns on the first hit... so they should be read...

     

    I think to understand more what might be happening, we may have to see your Marketing Channel Rules to help diagnose deeper

      M
      MaxWo2Author
      Level 2
      July 7, 2025

      Thanks @eurosims and @jennifer_dungan,

       

      This is the configuration for the Direct channel plus in the Marketing Channel Manager, Direct channel is not set to override last-touch channel:

      The reason why we went with first hit is because we did not want reassignment of marketing channels to keep occurring in the reports.

       

      Question, does it make any difference using Tracking Code or Query String Parameter when setting up the marketing channel rules?

      Jennifer_Dungan
      Community Advisor and Adobe Champion
      Jennifer_DunganCommunity Advisor and Adobe Champion
      Community Advisor and Adobe Champion
      July 7, 2025

      This rule for Direct, using "Is first hit of visit" is fine... this is the intended purpose. It's other rules that I'm concerned about.

       

      This is rule 25, yet you have "high" none... meaning that the other 24 rules are likely too specific, as in not properly catching all the scenarios, and allowing a lot of visits to fall through all the rules uncaught, and therefore being assigned to "none"...

       

      Those are the rules we need to see.

        Terms & ConditionsAccessibility statement

        Loading footer...