Direct last touch channel with campaign attribution

[e30powar]

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?

[PratheepArunRaj]

Dear Powar,

When you say 'UTM Parameter' I suppose you are capturing the UTM Parameter Values in Tracking Code and trying to breakdown Tracking Code by Last Touch Channel. If you are doing so, kindly do not do the same. We should not breakdown in that way and think about attribution. Check out my blog to understand how the breakdown works with Tracking Code Versus Last Touch Channel.

Blog Link: https://terrynwinter.com/adobe-analytics-last-touch-channel-versus-tracking-code/

Thank You, Arun.