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Creating Marketing Channels segments that copy Marketing Channel classifications

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I am trying to create a number of Marketing Channel segments that follow the classifications criteria, but the metrics (Purchases, Visits, or even Revenue) do not line up. I am seeing a handful of tracking codes still populate incorrectly, specifically Paid Search. 

 

Appreciate any help on if 

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6 Replies

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Community Advisor

Can you provide a little more detail on what you are trying to do in your segments?

 

Your Marketing Channel data already has an attribution (30 days by default), the last touch value should be available to you without a lot of additional criteria...

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Level 1

I am creating segments that replicate the classifications that are listed below. Ex Paid Search.

 

The classifications are built using v0, which are using the tracking code, and so I am building a segment using the tracking code by using the same logic.

 

As you can see the #s are not lining up, and unsure why they aren't. Is it because the attribution in v0 is 10 days, which could be throwing it off? 

 

Date range below is for 10 days as an example. 

Screenshot 2024-07-09 134108.jpg

Frankie102_0-1720547178734.png

 

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Community Advisor

Hi @Frankie102  - 

While tracking code and marketing channel are closely related, they have different scopes and I recommend not using them together.  Instead, try using channel detail.

Tracking code - only set when a campaign code is set, typically persists for 30 days.  

Marketing channel - there's a channel of some sort set on every visit

Example of where you'd see differences

1st visit - Monday - via email CID (channel = email, channel detail = em_test1234, tracking code = em_test1234)

2nd visit - Tuesday via organic search (channel = organic search, channel detail = google, tracking code will still = em_test1234 since the organic search visit didn't have a tracking code to overwrite the existing value)

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Community Advisor

That too... the 30 day vs 7 day attribution differences, plus the Marketing Rules take more things into account, like coming from a search engine, or the referrer, or if the hit is the first one in a session, etc.

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@Josh__Stephens 

 

Marketing Channel and Marketing Channel Detail unfortunately do not work well with trying to differentiate channels due to this organization, and how it's currently setup.

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Community Advisor

Thanks, this helps...

 

I suspect that there is probably some cross attribution happening with your Marketing Channels, and because your segment is Visit scoped, it's looking for any hit of that Channel in the Visit, not necessarily the last hit....

 

Let me see what I can do in my own system and get back to you