i went through this article, Solved: Marketing Channel Visits vs Marketing Channel Inst... - Adobe Experience League Community - ... and would like to confirm on my understanding on marketing channel and marketing channel instance.
Scenario of customer visiting website:
Customer lands on www.domain.com/attraction-pass through NATURAL SEARCH at 1000 |
Customer lands on www.domain.com/hotels through DIRECT at 1015 |
Customer lands on www.domain.com/flights through PAID SEARCH at 1020 |
My understanding on AA reporting measured:
Base page link | Marketing Channel (Last Touch) | Marketing Channel (First Touch) | Marketing Channel Instances | Visits |
www.domain.com/attraction-pass | DIRECT | NATURAL SEARCH | 1 | 1 |
www.domain.com/attraction-pass | DIRECT | PAID SEARCH | 0 | 1 |
www.domain.com/attraction-pass | DIRECT | DIRECT | 0 | 1 |
www.domain.com/hotels | DIRECT | NATURAL SEARCH | 0 | 1 |
www.domain.com/hotels | DIRECT | PAID SEARCH | 0 | 1 |
www.domain.com/hotels | DIRECT | DIRECT | 1 | 1 |
www.domain.com/flights | DIRECT | NATURAL SEARCH | 0 | 1 |
www.domain.com/flights | DIRECT | PAID SEARCH | 1 | 1 |
www.domain.com/flights | DIRECT | DIRECT | 0 | 1 |
Solved! Go to Solution.
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There is also the matter of IF you allow DIRECT to overwrite other channels... by default it generally doesn't...
So if a user did this behaviour:
To be honest, I don't tend to look specifically at pages in conjunction with Marketing Channels... when I am looking at Pages, I prefer to look at the actual Referrer/Referrer Type/Campaign Instances.. what specifically brought people to this page, or as part of the specific visit... as opposed to a 7 or 30 day attribution window.
I use Marketing Channels more for Visitor patterns, or for Conversions... what lead the users to convert (make a purchase, register an account, sign up for a newsletter, etc)... Basically actions that more than just the visit would contribute to... like a Marketing Email, the first visit the user may just be curious, but want to further research it... then maybe they come back via a search, and came through one of our paid search campaigns...
Don't forget, with Custom Attribution modelling you can look at more than just first and last touch... those are key values that Adobe has tracked by default for a long time... but in Workspace you can apply on the fly attribution modelling... you can look at Participation models, or Time Decay models.. you can increase your attribution lookback window... maybe your Marketing Channels are set to 30 days by default, but you have a campaign that is running for 6 months... you can do a custom attribution to look at 6 months of data.
There is also the matter of IF you allow DIRECT to overwrite other channels... by default it generally doesn't...
So if a user did this behaviour:
To be honest, I don't tend to look specifically at pages in conjunction with Marketing Channels... when I am looking at Pages, I prefer to look at the actual Referrer/Referrer Type/Campaign Instances.. what specifically brought people to this page, or as part of the specific visit... as opposed to a 7 or 30 day attribution window.
I use Marketing Channels more for Visitor patterns, or for Conversions... what lead the users to convert (make a purchase, register an account, sign up for a newsletter, etc)... Basically actions that more than just the visit would contribute to... like a Marketing Email, the first visit the user may just be curious, but want to further research it... then maybe they come back via a search, and came through one of our paid search campaigns...
Don't forget, with Custom Attribution modelling you can look at more than just first and last touch... those are key values that Adobe has tracked by default for a long time... but in Workspace you can apply on the fly attribution modelling... you can look at Participation models, or Time Decay models.. you can increase your attribution lookback window... maybe your Marketing Channels are set to 30 days by default, but you have a campaign that is running for 6 months... you can do a custom attribution to look at 6 months of data.
Thanks Jennifer for pointing out Direct will not override any channels by default.
@Jennifer_Dungan wrote:
2. However, for the individual pages, I think that www.domain.com/attraction-pass would still be tied to Natural Search... as that page was only seen in that context.... www.domain.com/flights last touch would definitely be Paid Search, I am not sure about First Touch...I think it would still be Paid Search, as this page was first associated to "Paid"
For www.domain.com/attraction-pass i think the override logic would be updated to Paid Search if default marketing channel attribution is used (last touch) based on my understanding from other thread:
In my case, i would actually need page, marketing channel and referral domain to analysis the traffic since a referrer (e.g. Google) can be from a paid search/natural search and i'm using marketing instance to identify the channel that is actually used for the visit.
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It might be... it might not.. that other thread talks about the visit as a whole... The best way to understand how the attribution works is to actually test it.... open an incognito window, follow the various flows you indicated (all within a single incognito session - as in don't close the window - by you can leave your site)
Hopefully you are recording your ECID so you can use that as a filter to identify and segment your traffic specifically, or you will have to add a custom ?test=me (something very clearly isolated to you) to one of the URLs so that you can create a visitor segment that isolates your specific tests.
Wait for the data to process, then check where each of those pages identify.
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Hi Jennifer, can you please comment on whether the above example for Marketing Channel Instance is correct? I'm trying to understand this metric as well and the example above is how I understand it.
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Hi @KatherineSt3,
It might be easier to start from scratch, looking at more specific examples related to your site and needs.
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