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Attribution Models - Data Validity

paulab51973029
Level 1
Level 1

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!!

1 Reply
paulab51973029
Level 1
Level 1
Well, it looks like I discovered a problem with order duplication! So we can close this. Thank you all for indulging me! However, it did occur to me that this COULD be indicative of a different promo code used in separate instances, which could inflate the number of First Touches for an order. That's where I was headed before I stumbled on the duplicate orders.