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Adobe Analytics Paid Media Traffic from "Typed/ Bookmarked"

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Kherzfeldt
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Kherzfeldt
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19-04-2021

Hi All,

 

We have noticed that for our paid media activity in AA, we are seeing 15% of SEM, 30% of Social & 50% of our display traffic coming from source "Typed/Booked".

 

Could anyone confirm that this is normal or how this traffic is tracked? It seems weird to me that over 60,000 people within 2 months would type or bookmark a URL with CID code to a product site.

 

If anyone has any info or similar experience with this, please reach out.

 

Thanks,

Kat

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yuhuisg
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21-04-2021

It sounds like you're breaking down your Marketing Channels by Referrer Type. In that case, you can expect "weird" results like that.

Marketing Channels are set with every hit based on the Marketing Channel Processing Rules. On the other hand, Referrer Type (and also Referrer and Referring Domain) are set on the Entry Page, i.e. first page of a Visit.

Consider a user who follows this journey:

Visit 1: Paid Search

Visit 2: Direct

Assuming your "Direct" Marketing Channel is not set to override the previous channel, then in Visit 2, Marketing Channel would still be "Paid Search" whereas Referrer Type would be "Typed/Bookmarked".

Kherzfeldt

Thank you this makes sense. Could you confirm if the user accessing the site via direct marketing channel would need to do so using the URL with the channel specific CID code or if they just go to the generic.com page this would still count as “typed/ book marked”?

yuhuisg

It might help to remember that Marketing Channels and Referrers/Referrer Type/Referring Domains are two entirely different dimension sets. If you're coming with Google Analytics experience, then this is mind-blowing (though AA's methodology can be argued to be more correct technically).

So you have to consider 2 things:

1. How did the user get to your website (which affects the Referrer/Referrer Type/Referring Domains dimensions), and
2. Is there a CID code in the URL that the user had used (which affects the Tracking Code dimension).

Both of these are then processed to figure out the appropriate Marketing Channel dimension, based on your Marketing Channel Processing Rules.

Let's say the user lands on www.generic.com?cid=sem-value-abc123, and assuming that there is a processing rule that sets the Marketing Channel to "Paid Search" when the CID value has "sem" in it.

  • Did he click on an advertisement from a (Google, Bing, Yandex, etc) search engine result?
    • Yes --> Referrer Type = "Search Engines", Tracking Code = "sem-value-abc123", Marketing Channel = "Paid Search".
    • No -->
      • Did he click on a link from some other website that is not a search engine?
        • Yes --> Referrer Type = "Other web sites", Tracking Code = "sem-value-abc123", Marketing Channel = "Paid Search"
        • No --> Referrer Type = "Typed / Bookmarked", Tracking Code = "sem-value-abc123", Marketing Channel = "Paid Search"
Kherzfeldt
Is it possible for a site visit to be classified as Typed/Bookmarked despite coming through from a display URL with Display CID?Could this be due to the way the marketing channels are set up within Adobe Analytics?
yuhuisg
Yes, it is entirely possible for the Referrer Type to be "Typed / Bookmarked" despite coming through from a display URL with Display CID. And it has to do with how AA has separate dimensions for Referrer-related data vs Marketing Channels.
Kherzfeldt
Ok, great thanks- So is this based on how we as users set up our marketing channels with AA?
Kherzfeldt
Would you be available for a phone consultation to clarify a few points?
yuhuisg
@Kherzfeldt I'm available for paid consultation calls.
Kherzfeldt
Oh fantastic, so there is no support for large global clients who are using the Adobe Tech Stack or their agencies?
yuhuisg

@KherzfeldtFYI I'm not an Adobe employee. I'm an independent analytics consultant who also answers questions here.

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Andrey_Osadchuk
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21-04-2021

Hi Kat,

The referrer may be cut off because of how the traffic origination server is set up or because of the intermediate redirects between the ad click and the landing page.