attribution IQ and evar

[VirginieRe2]

On our site we are tracking clicks on banners with evar20, which is set to first touch, expiration of purchase.
I have built a report using a freeform table with evar20 as rows and added the out-of-the box revenue dimension.
I am getting the value: 40 000$.
I thought that was saying to me that  "40 000 $ can be attributed to evar20 as a first touch".

However,  when I am adding Revenue again and modifying the attribution to : Model : first touch, container: visits and Lookback window: Reporting window, I am getting a very different number: 10 000$. I was expecting this custom attribution to return the same results as the out-of-the-box one since they are essentially the same.
But it does not. Why?

So I tried different attribution settings to see which one would get closer to the out of the box revenue one,  and the only one which is closer - but not identical - is the attribution with Last touch, Visitor container and lookback: reporting window.

So, I am confused because if my evar is first touch by definition,  I would expect the out-of-the-box metric to show me Revenue with a first touch attribution, but it looks like it is using last touch.

What am I missing? 

[Jennifer_Dungan]

HI @VirginieRe2 

I think part of the difference may be due to expiry.

You mentioned your eVar is first touch and an expiry of Purchase... in theory, this value could go back years... let's limit ourselves to this year, but if a user clicked on a banner in January, and didn't click on a banner since... then finally made a purchase this month in November, the "first touch" would still be associated to that banner in January.

However, in your Attribution IQ, you have "First Touch, Visits, Reporting Window"... this will only look at the first touch in the same Visit... 

In reality, your banner data likely isn't going all the way back to January, I assume you have all new banners... but I am pretty sure that you will be seeing attribution across Visits... which is why your default eVar to Revenue is so much higher.

I don't think that Attribution IQ can look back more than 3 months, without knowing how long your banner has been running, I am not sure if you can fully replicate the default behaviour... but also, at the same time... attribution from January likely doesn't make a lot of sense either... the user likely forgot all about that banner if it was that long ago, lol

[VirginieRe2]

The banners i am looking at are all new (brand new tracking codes never used before).
So I am struggling to understand why Adobe seems to report revenue based on last touch...But even then, I am not even sure this is what Adobe is using because like I said, the out of the box revenue number is not identical to the revenue number with attribution last touch. 

[Jennifer_Dungan]

Right, but the eVar could still be attributing the value across multiple Visits... whereas your Attribution IQ was limited to a single Visit.

You Last Touch example was at a Visitor Scope, so it wasn't a proper comparison.

• Native eVar: First Touch, Purchase Expiry
• Attribution IQ Example 1: First Touch, VISIT, Reporting Window (which in this case is greyed out, because you are looking at VISIT, so the window is limited to the Visit)
• Attribution IQ Example 2: Last Touch, VISITOR, Reporting Window (Even IF you were looking at a day's worth of data, the user could still have made multiple visits to your site, clicking on the banner in the morning and purchasing in the evening, and I bet you are looking at a month's worth of data... if the user clicked on only one banner, that would be both the first and last touch)

The last touch looks closer to the original because the original and the second AIQ are looking at traffic that spans multiple Visits... it doesn't mean that the eVar is ignoring your "First Touch" configuration.