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?
