First Touch / Last Touch Channel

[felixa86813896]

Hi guys,

Few of other team member seems to think that this is the proper way to implement Last / First Touch Channel and Channel Details

But from my understanding, it should always be built against a custom event e.g.

So my questions are:

1. What is the best practice to set up a last touch report? I feel like its weird to calculate last touch report and put it against the attribution credit itself (visit, pageview, hit, etc)

2. If we are using custom events to calculate last touch report, then what are those value output represent? (visit ? hit ? unique visitors ?)

Hope that we can have clarifications on how to set up these sort of reporting as lately there is a lot of appetite to know where do people come from before visiting a certain page but I need to let them know the best practice of reporting it in workspace.

Thank you in advance.

Regards,

Felix

[AdobeCraig · Accepted solution]

Marketing Channels dimension with metrics using the newly released Attribution models and Attribution IQ.  This will replace the Marketing Channels report from Reports & Analytics and the processing rules. 

You can use Page Views or Visits as a metric - it is just assessing how many page views or visits can be attributed to a particular channel.  There are many companies that use page views to measure the success of a landing page (for example).  That said, the deeper you can go into the sales funnel / process towards conversion - the more accurate the story you can tell.  If a channel generates 10,000 page views in a week - but 9,999 bounces... do you really want to invest more money in that channel?  if a channel only generated 200 sales - but those 200 sales represented an uplift of 10% and $10,000 in new sales... is that more useful? 

So - instances are great.  conversion metrics better (revenue, sign-ups, completes); and even better are the metrics tied to the actual customer - so metrics like Total Lifetime value, or Cost of Acquisition.  You get those by combining your CRM data with the analytics data.