First Touch/Last Touch reporting and date range impacts

fylanan

30-07-2020

Hello,

I've been exploring ways to view First Touch/Last Touch marketing channel data, and how the selected date range impacts these reports.  I've explored this three different ways so far with reference to one of our custom events, e131: 1) Visitor-level segmentation, 2) Visitor-level Fallout and 3) First Touch/Last touch reporting matrix. 

 

Below, you'll see that the counts between report #2 and report #3 for the month of March 2020 are nearly identical at 536 and 541 counts, respectively.  Regarding the report #1 reporting a higher 675 count...I believe this is possibly attributed to the Visitor-level segment, by its nature, having a more broad definition.

 

FTLTReportingComparison_e131.PNG

 

So far so good...

 

However, when I modify the date range to Last 90 days, the variance widens significantly for these three reports, particularly for #2 (1715 counts) and #3 (1480 counts).

 

FTLTReportingComparison_e131_last90days.PNG

 

Is there an explanation on why simply changing the date range creates such a large variance?

date date range First Touch Channel Last Touch Channel Marketing Channels

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Answers (2)

vibhatna

12-08-2020

The freeform table (report #3) is working on Hit with AND operator means Hit contains "First touch as SEO" AND "event 131 exist" Then "Last touch as Affiliate". 

But the fallout (report #2) you created is working on Visitor level with Then condition means User has "First touch as SEO" Then "event 131 exist" Then "Last touch as Affiliate". 

They both are not the same report. You would need to drag and drop the event 131 and last touch condition with First touch condition in Fallout report to get the same or close result like report #3