Attribution Models - Data Validity

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paulab51973029
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paulab51973029
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15-04-2021

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.

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Thank you for any insight into this!!

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