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Attribution Models - Data Validity


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.

image (2).png

Thank you for any insight into this!!

1 Reply


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.