Direct last touch channel with campaign attribution

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e30powar
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e30powar
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23-11-2020

We are seeing utm_campaign parameters related to paid campaigns in the drill down for visits from a last touch channel of direct. I read this post https://experienceleaguecommunities.adobe.com/t5/adobe-analytics-questions/marketing-channels-proble... and made sure our direct channel was not set to override which it is not. Should we be seeing paid campaigns in Direct visits?

 

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Kanoul
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Kanoul
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25-11-2020

@e30powar 

The way you're setting Direct channel "Non-overriding channel" is correct appraoch.

-The reason you see Campaigns against Direct channel is because of the persistence of s.campaign(eVar0) variable.

- You cna verify this by adding "Tracking codeInstances" metric in your table. It should show 0 against Direct channel for this campaign value.

 

For example:

Assume that campaign variable is set to expire for a week

1 Jan : Visitor came from paid where  utm_campaign = fb001   // Visit 1, campaign = fb001 , M. Channel = Paid

4 Jan : Visitor came Directly on website // Visit 2, campaign = fb001 is persisting, M. Channel = Direct  

 

If you see the 2nd visit here, this visitor came from Direct channel in next visit, however the campaign value was still persisitng, This is the reason you see in your reports.

 

Hope this helps.

 

Regards,

Kanika