I'm attempting to educate a client about the various attribution models and frequency and recency information that may affect which one they choose. A report I ran shows something that makes zero sense to me.
It's a Marketing Channel Report with Orders as the metric:
The date range is set for the previous 90 days minus the current date.
I broke down the Affiliate Channel by Order ID.
The First Touch (90 Day) column, shows 5 first touches for one Order ID.
How can that be possible? It doesn't feel "true" so I'm hesitant to show the client without a reasonable explanation for this seemingly invalid result.
In fact, the only models that feel "true" to me are Last Touch and Same Touch. The others are all quesionable.