Last touch channel break down with UTM campaigns gives an unspecifiec data? | Community
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rudra
August 23, 2021
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Last touch channel break down with UTM campaigns gives an unspecifiec data?

  • August 23, 2021
  • 2 replies
  • 1406 views

I can see last touch channel report having 15 conversion under channel Email.

 

But when I drill down "Email" with UTM Campaign it given an unspecified result. although all links have UTM parameter added properly.

 

I suspect both UTM tracking and Channel tracking are bit different but don't have any concrete statement/explanation to support this.

 

Please help me to understand the same.

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Best answer by yuhuisg

I assume your "UTM Campaign" dimension is coming from an eVar, so the answer depends on the eVar's Allocation and Expiration.

 

Also, Marketing Channels are evaluated with every hit.

 

Assuming that your "UTM Campaign" eVar expires with "Visit", then the following could happen:

12:00pm: User enters your site via an email link. --> UTM Campaign = your email tracking code, Marketing Channel = Email.

12:05pm: User bookmarks the page, closes his browser and goes for lunch. --> Visit ends.

12:40pm: User reopens his browser. Opens the page he had bookmarked at 12:05pm. --> UTM Campaign = blank, Marketing Channel = Email (assuming that your "Direct" Marketing Channel is set to not override the last channel).

12:50pm: User converts.

 

In the above scenario, "Email" Marketing Channel gets 1 conversion, but UTM Campaign gets 0 conversion.

2 replies

VaniBhemarasetty
Adobe Employee
VaniBhemarasettyAdobe Employee
Adobe Employee
August 23, 2021

@rudra Hi Rudra, 

You can see unspecified in an evar report. It depends which metric you are using in an evar report. Below is the document that will explain in detail about unspecified.

None, Unspecified, Unknown, and Other in reporting

 

However, if you are trying to check how many time that evar fired. I will suggest you to please use Instances metric. As instances will show you number of times the evar fired and will not show unspecified.

 

yuhuisg
Community Advisor
yuhuisgCommunity AdvisorAccepted solution
Community Advisor
August 26, 2021

I assume your "UTM Campaign" dimension is coming from an eVar, so the answer depends on the eVar's Allocation and Expiration.

 

Also, Marketing Channels are evaluated with every hit.

 

Assuming that your "UTM Campaign" eVar expires with "Visit", then the following could happen:

12:00pm: User enters your site via an email link. --> UTM Campaign = your email tracking code, Marketing Channel = Email.

12:05pm: User bookmarks the page, closes his browser and goes for lunch. --> Visit ends.

12:40pm: User reopens his browser. Opens the page he had bookmarked at 12:05pm. --> UTM Campaign = blank, Marketing Channel = Email (assuming that your "Direct" Marketing Channel is set to not override the last channel).

12:50pm: User converts.

 

In the above scenario, "Email" Marketing Channel gets 1 conversion, but UTM Campaign gets 0 conversion.

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