Which data column shows where the customer is coming from? | Community
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mxyle
Level 2
June 11, 2022
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Which data column shows where the customer is coming from?

  • June 11, 2022
  • 1 reply
  • 2924 views

Hello!

 

Of the default data columns in the Analytics data feed, which column would show me the source of the visitors? For example, I would like to know if they came via e-mail, search (Google), social, etc. I see that some of the values in the page_url column has UTM parameters--in which case I can refer to the utm_medium. However, I also see that there is a first_hit_ref_domain that shows additional related data. Just a little confused on what I should be looking at.

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Best answer by Jennifer_Dungan

Gotcha and thank you for the diagram! Just to confirm I'm understanding correctly...

 

In most cases, the visit_ref_domain will always show you the domain of the "last touch" of the entire visit but the ref_domain will be the referring domain for each page.

 

Sorry, one more question. There are columns called va_closer_detail and va_finder_detail. I'm reading that they are variables used in the last touch dimension. How do these relate (if at all) to the visit_ref_domain and ref_domain?


Yes, I believe we are on the same page... I don't have a raw data feed in front of me to 100% confirm, but based on the names and descriptions (and what I see in the referrer data when testing an implementation) this should be what you are getting.

 

No worries about the questions... this is tricky stuff when you are starting out (and even when not starting out 😉 )

 

To be honest, I have not used those last 2 fields: va_closer_detail and va_finder_detail, but they actually seem to be tied to Marketing Channel info... I just didn't think that would come through since that is based on Classification Rules and can be changed... but maybe in this case they are sending the value through based on the current or default rule sets?

 

However, my best guess is that va_closer_detail would be the last touch 'Marketing Channel", and va_finder_detail would be the first touch "Marketing Channel"... both of these must be based on the "at the time of raw data export" rules set... but also, the default Attribution of Marketing Channels is 1 week

 

So you need to bear this in mind, that the first touch value in a 7 day span could be a completely different value than what you see in the visit data for this user...  maybe 7 days ago they came via Social Media, and today they came via a Search Engine (or even directly - and directly would result in no ref_domain on the first page / visit_ref_domain for the visit)

 

1 reply

Jennifer_Dungan
Community Advisor and Adobe Champion
Jennifer_DunganCommunity Advisor and Adobe Champion
Community Advisor and Adobe Champion
June 11, 2022

Hi,

 

first_hit_ref_domain is the very first referring domain that was ever recorded for that user (all time), which probably isn't what you are looking for. I assume you are looking at the visit level, in which case you will want to use ref_domain, ref_type and referrer (all of which should be at the entry level)... you can also use campaign for your UTM content (assuming that you are actually capturing this data in your Campaign Variable).

 

I don't believe that marketing channels come through the raw data feeds, as these are based on classifications and can be changed as rules are updated.... only the raw data collection come through your feeds.

    M
    mxyleAuthor
    Level 2
    June 11, 2022

    Thanks for your response! Would the utm_medium not serve as the marketing channel here? I see several visits with utm_medium = email. I’m relatively new to the space so not totally familiar with all the concepts.

     

    EDIT:

    I also see visit_ref_domain—is that what i want to be looking at?

    M
    mxyleAuthor
    Level 2
    June 12, 2022

    Yes, I believe we are on the same page... I don't have a raw data feed in front of me to 100% confirm, but based on the names and descriptions (and what I see in the referrer data when testing an implementation) this should be what you are getting.

     

    No worries about the questions... this is tricky stuff when you are starting out (and even when not starting out 😉 )

     

    To be honest, I have not used those last 2 fields: va_closer_detail and va_finder_detail, but they actually seem to be tied to Marketing Channel info... I just didn't think that would come through since that is based on Classification Rules and can be changed... but maybe in this case they are sending the value through based on the current or default rule sets?

     

    However, my best guess is that va_closer_detail would be the last touch 'Marketing Channel", and va_finder_detail would be the first touch "Marketing Channel"... both of these must be based on the "at the time of raw data export" rules set... but also, the default Attribution of Marketing Channels is 1 week

     

    So you need to bear this in mind, that the first touch value in a 7 day span could be a completely different value than what you see in the visit data for this user...  maybe 7 days ago they came via Social Media, and today they came via a Search Engine (or even directly - and directly would result in no ref_domain on the first page / visit_ref_domain for the visit)

     


    @jennifer_dungan wrote:

    So you need to bear this in mind, that the first touch value in a 7 day span could be a completely different value than what you see in the visit data for this user...  maybe 7 days ago they came via Social Media, and today they came via a Search Engine (or even directly - and directly would result in no ref_domain on the first page / visit_ref_domain for the visit)

     

     

    Gotcha, and yeah good point about the timing of the attribution of the marketing channel. A lot of information so thank you for helping me make sense of it! I'm sure I'll have more questions down the line but this was very helpful--thank you again! 🙂

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