High Volume of “None” Marketing Channel Despite Tracking Code in Web SDK

[MaxWo2]

Hi all,

I’m encountering a challenge with marketing channel attribution in an implementation using Adobe Web SDK, Adobe Analytics, and A4T, and I’m curious if others have seen similar behavior or have best practices to share.

Here is the situation:

• We have a high volume of visits showing “None” as the marketing channel, even though tracking codes are present.

• The majority of our processing rules rely on a tracking code (a concatenation of UTM parameters transformed via a common Web SDK extension, e.g., "salesforce:email:campaign123:p2_hwc_bestfoods:"), while only a few use raw query string parameters.

  campaign	date_time	page_event	page_url	visit_num	visit_page_num	va_closer_id
  	2/06/2025 6:55	70	https://www.abc.com.au?utm_medium=email&utm_source=salesforce&utm_campaign=campaign123&utm_content=p...	1	1	0
  salesforce:email:campaign123:p2_hwc_bestfoods:	2/06/2025 6:55	0	https://www.abc.com.au?utm_medium=email&utm_source=salesforce&utm_campaign=campaign123&utm_content=p...	1	2	0
  salesforce:email:campaign123:p2_hwc_bestfoods:	2/06/2025 6:58	10	https://www.abc.com.au/health-support/joint-health/	1	3	0
  	2/06/2025 6:58	10	https://www.abc.com.au?utm_medium=email&utm_source=salesforce&utm_campaign=campaign123&utm_content=p...	1	4	0
  	2/06/2025 6:58	70	https://www.abc.com.au/health-support/joint-health/	1	5	0
  	2/06/2025 6:58	0	https://www.abc.com.au/health-support/joint-health/	1	6	0
  	2/06/2025 10:09	70	https://www.abc.com.au?utm_medium=email&utm_source=salesforce&utm_campaign=campaign123&utm_content=p...	2	1	0
  salesforce:email:campaign123:p2_hwc_bestfoods:	2/06/2025 10:09	0	https://www.abc.com.au?utm_medium=email&utm_source=salesforce&utm_campaign=campaign123&utm_content=p...	2	2	0

• In the data feed, the first visits (visit_num) often contains empty values for campaign/tracking code, except for page_url and page_event.

• The page_event value is 70, indicating this is a Target activity, and the va_closer (channel attribution) is 0 (None). We suspect the blank campaign/tracking code tied to this event causes the “None” channel.

• We have set processing rules to apply only on the “first hit of the visit”. The rationale is to capture the marketing channel once per visit to avoid inflated channel counts caused by reassignment when users land on multiple campaigns during the same visit.

My questions for the community:

• Has anyone experienced similar issues with “None” channels despite having tracking codes in a Web SDK + A4T environment?

• How have you ensured that the marketing channel is correctly attributed and not showing as “None”?

• Is it possible or recommended to pass the tracking code explicitly into the Target activity data, such as via the decisioning.propositionDisplay event?

• If so, how do you implement that in Launch or Web SDK to ensure the tracking code flows through to Analytics and the data feed?

I appreciate any insights or examples you can share.

Thanks in advance!

[bjoern__koth]

Hi @MaxWo2 

are you using Adobe Launch to deploy the Web SDK? Have you considered using the "Common Web SDK Plugins" extension's "getValOnce" function to make sure to not inflate the data and sending the tracking code in marketing.trackingCode (see automatic mapping of XDM fields to Adobe Analytics). 

I would opt for sending this information as part of the standard XDM schemas instead of using processing rules to make sure this data gets sent to other (Adobe) tools as well.

[MaxWo2]

Hi @bjoern__koth,

Yes, we are using Launch to deploy Web SDK. No, we don't have a data element that uses "Common Web SDK Plugins" extension's "getValOnce" function.

For the mapping, the marketing.trackingCode is mapped to the XDM data element fields but this is only for pageView.

When you say "I would opt for sending this information as part of the standard XDM schemas" and based on the above screenshot, what should the "Type" be? But by doing so, wouldn't this be a duplicate for "Web Webpagedetails Page Views" again since I already have one XDM data element for page views?

Thanks.

[bjoern__koth]

Hi @MaxWo2 

what you're doing is so far all good, the getValOnce could be an extension for cleaner data to avoid double-counting, but nothing that really stands out.

In general, when you have rules with "Tracking Code exists" and not checking for the parallel existence of the query params that fill the tracking code, this will also double-count when the user comes back next time as long as the Tracking Code is persisted. So, this would likely also inflate your numbers.

But none of the above explains the "None" values. 

I would for sure add the generic "catch all" that @Jennifer_Dungan mentioned. Maybe this sheds some more light on the issue.

[EurosIMS]

As simplistic as it sounds, the reason you have 'none' is because there are hits/visits where no channel rule applies. If all of the rules are set with '1st page of visit' along with another condition, then either side of that equation doesn't apply for the hits with 'none'. The last channel rule should, ideally, always be Direct which would be something like '1st hit' & 'referrer doesn't exist'. That should ensure all visits have at least the direct channel. 

[Jennifer_Dungan]

Yes, I agree... having "first page of visit" on all the rules is going to be problematic... Often users will have multiple channels in the same visit, so restricting your rules to only look at the first "page" (which actually presents more like first hit), can cause issues....

Now, this isn't the full issue, since we can see that many of those URLs have campaigns on the first hit... so they should be read...

I think to understand more what might be happening, we may have to see your Marketing Channel Rules to help diagnose deeper

[MaxWo2]

Thanks @EurosIMS and @Jennifer_Dungan,

This is the configuration for the Direct channel plus in the Marketing Channel Manager, Direct channel is not set to override last-touch channel:

The reason why we went with first hit is because we did not want reassignment of marketing channels to keep occurring in the reports.

Question, does it make any difference using Tracking Code or Query String Parameter when setting up the marketing channel rules?

[Jennifer_Dungan]

This rule for Direct, using "Is first hit of visit" is fine... this is the intended purpose. It's other rules that I'm concerned about.

This is rule 25, yet you have "high" none... meaning that the other 24 rules are likely too specific, as in not properly catching all the scenarios, and allowing a lot of visits to fall through all the rules uncaught, and therefore being assigned to "none"...

Those are the rules we need to see.

[EurosIMS]

Hi @MaxWo2,

Agree with @Jennifer_Dungan, we need to see the other 24 rules unfortunately! If the hit is getting all way to rule 25 & rule 25 isn't applied, that means the hit has a referrer (or it isn't the 1st hit- but that's probably less likely) so it's dropping out of all the other rules as they are too specific, & being assigned no channel. 

Regards the other question, it makes no difference to the rules if you use query param or tracking code, but the reporting may be inconsistent if you are switching between both rather than only ever using one. 

[MaxWo2]

Hi @Jennifer_Dungan & @EurosIMS,

Here are the marketing processing rules. Just a note, I understand that it is best practice to have one rule per channel. However, some duplicate rules were created because the original rules did not correctly attribute the channels, leading to the creation of additional rules to ensure proper attribution.

Another thing to note, when breaking down the None channel with Tracking Code, there is a large number of visits/unique visitors with 'Unspecified'. Is it right to say that this is due to users landing on the pages without a tracking code? But if so, shouldn't they fall under the Direct channel?

[Jennifer_Dungan]

Just for the record, I don't advocate for "one rule per channel"... I am on the "make the rules for the scenarios you need" side.... 

For multiple channels, I have different rule sets to capture the needed granularity... the rules really don't allow for combinations of "X AND Y" OR "W and Z"... if you try to put those in one rule, you might end up with "X and Z" or "Y and W", etc... not ideal... also, in some cases, based on the rules, I need to set different "detail" values... 

So, that said... looking at your rules.

• Rule 1 - I would remove "Is First Hit of Visit" (this is going to prevent mid-visit paid searches from being detected
• Rule 2 - same, remove "Is First Hit of Visit" 
• Rule 4 - same, remove "Is First Hit of Visit" 
• Rule 5 - same, remove "Is First Hit of Visit"
  (I would also change your rule from looking at "Page URL" to looking at Query Parameter utm_medium (like rule 3 is using)... I am not sure if Marketing Channels are processed before or after query params are removed from the URL... so best to be safe
• Rule 6 - same, remove "Is First Hit of Visit"
  Also, personally, I would change the rule to look at your query params over looking at Tracking Code... I don't know if these rules look at the instance, or the persisted value of Tracking Code.. I defer to the safest option....
• Rule 7 - same, remove "Is First Hit of Visit"
• Rule 8 - same, remove "Is First Hit of Visit"
• Rule 9 - same, remove "Is First Hit of Visit"
  Also, I don't think you really need the logic for "Tracking Code" does not exist...  
  Next, have you confirmed that your Paid Search Detection rules are set up correctly? This is key to ensuring that Paid and Natural Search are properly determined
• Rule 10 - same, remove "Is First Hit of Visit"
• Rule 11 - Why are you looking for utm_medium on your organic social? Organic by most definitions will not have UTMs... the exception to this is if you have specific "share" links that add UTMs (or if you add UTMs to your own posts that aren't paid)... if this is the case, sure, this will work - and since it's "ANY" this shouldn't cause problems.....
• Rule 12 - same, remove "Is First Hit of Visit"
  And again, I don't think you need any logic for Tracking Code to not exist here....  
• Rule 13 - same, remove "Is First Hit of Visit"
  and again, I don't think you need the logic for Tracking Code like in Rule 12...
• Rule 15 - same, remove "Is First Hit of Visit"
• Rule 16 - same, remove "Is First Hit of Visit"
• Rule 17 - same, remove "Is First Hit of Visit"
• Rule 18 - same, remove "Is First Hit of Visit"
• Rule 20 - same, remove "Is First Hit of Visit"
• Rule 21 - same, remove "Is First Hit of Visit"
• Rule 22 - same, remove "Is First Hit of Visit"
• Rule 24 - same, remove "Is First Hit of Visit"

I noticed you don't have any generic "catch all" for URLs with UTMs (that aren't specifically defined)... this probably should be added between rules 24 and 25.... 

From your first post, it looks like a lot of the failures are on your salesforce links... which should relate to rule 6

This is the rule I suggested switching to look specifically at the UTMs and not Tracking Code...

So I would try the rule:

ANY

Query String Parameter utm_medium equals "email"

Query String Parameter utm_source equals "salesforce"

I am assuming that you have the default 30 day attribution on your Marketing Channels.... so you have two options... make the change, and watch for improvements, but know that you could still have issues for retained channels over the next 30 days... or force a reset of all channels (but this basically nukes everything that is working).... 

Usually, I just let it run out naturally... 

[MaxWo2]

Thanks @Jennifer_Dungan for taking the time to go through the rules and will update the rules based on your feedback. Yes, both the marketing channel and tracking code are set to expire within 30 days.

Another question, besides email tracking codes falling into None, I am also seeing both generic and branded paid search tracking codes falling into both None and Organic Search channels. It baffles me that if the current rules with "Is first hit of visit" is set for both generic and branded paid search rules, how does the tracking code still fall into None or Organic Search? I even looked at a specific ECID and the first time this user visited our site, the user entered via a paid search but it still got assigned under Organic Search.

[Jennifer_Dungan]

You're welcome

---

Another question, besides email tracking codes falling into None, I am also seeing both generic and branded paid search tracking codes falling into both None and Organic Search channels. It baffles me that if the current rules with "Is first hit of visit" is set for both generic and branded paid search rules, how does the tracking code still fall into None or Organic Search? I even looked at a specific ECID and the first time this user visited our site, the user entered via a paid search but it still got assigned under Organic Search.

---

Well because of all the "First Page of Visit" logic that is causing issues... it's entirely possible that the "Organic Search" was set earlier in the visit, or on a separate visit...  and the later Paid Search was ignored because it wasn't the first hit of the visit...  

Since I can't see the example, this is my best guess at this time... since you do have 30 day Marketing Channel Expiry... that Organic Search channel could be retained... 

Honestly, given the number of changes (particularly around clearing out the "first page of visit" that is stuck into most of your rules that is causing issues)... I personally would fix the rules, reset everyone, and start looking at the data from a clean slate (rather than trying to wait 30 days for all the old rules to clean out)

I had to do this when I did a cleanup of our Marketing Rules that were set incorrectly by previous people.... it's not good that you might throw out legitimate channel data... but there's so much uncertainty around what data is and isn't correct, that I don't know how much I would trust the old data... and if you can't trust it, should you really be reporting on it?

As for a "catch all", mine looks like this:

Basically, I check for any Campaign UTM to exist... this will catch any UTMs not specified in the rules above it, and it will also catch regardless of there being a referrer or not (since I have no logic to check that at all... covering clickthroughs from other sites, copy/pasted URL, URLs from desktop applications that don't set referrers, etc)

But this way I can still set the Details to Tracking Code, since the URLs will set that value.. and IF something that should have been caught ends up here, I can investigate why it slipped through.

[EurosIMS]

@MaxWo2 @Jennifer_Dungan One thing to be aware of here, if you are not using 'is 1st page of visit' in the rules then if I arrive via Organic Search, then in same tab do a Google search & click a Paid link, then that Visit will have 2 Channels (Organic & Paid), but the Paid Tracking Code will apply to the entire visit- so the Organic Search visit will have a Paid Tracking Code attached.

[Jennifer_Dungan]

---

@EurosIMS wrote:

@MaxWo2 @Jennifer_Dungan One thing to be aware of here, if you are not using 'is 1st page of visit' in the rules then if I arrive via Organic Search, then in same tab do a Google search & click a Paid link, then that Visit will have 2 Channels (Organic & Paid), but the Paid Tracking Code will apply to the entire visit- so the Organic Search visit will have a Paid Tracking Code attached.

---

Yes, you will track a second channel, because that is what happened... this is cross channel attribution.

And no, the Paid Tracking Code will not apply to the entire visit... not really.

The first few pages will be attributed to Organic Search, the last pages will be attributed to Paid Search.

As a "whole" the visit will show both channels... but that is the reality of what happened.

Let's look at an example:

• (Organic Search)
• Page 1
  • Marketing Channel set to "Organic Search"
  • Marketing Channel Instance is triggered (since Marketing Channel was explicitly set)
• Page 2
  • Marketing Channel persists value "Organic Search"
  • Marketing Channel Instance is not triggered (since Marketing Channel was persisted)
• Order (Product X)
  • Marketing Channel persists value "Organic Search"
  • Marketing Channel Instance is not triggered (since Marketing Channel was persisted)
• (Paid Search)
• Page 3
  • Marketing Channel set to "Paid Search"
  • Marketing Channel Instance is triggered (since Marketing Channel was explicitly set)
• Page 4
  • Marketing Channel persists value "Paid Search"
  • Marketing Channel Instance is not triggered (since Marketing Channel was persisted)
• Order (Product Y) 
  • Marketing Channel persists value "Paid Search"
  • Marketing Channel Instance is not triggered (since Marketing Channel was persisted)

Now, let's look at how this visit will show in Adobe:

		Page Views	Visits	Marketing Channel Instance	Orders
Marketing Channel		4	1	2	2
	Organic Search	2	1	1	1
	Paid Search	2	1	1	1

So yes, that one visit will show two channels, but the pages within that visit will still be tied to the correct channel which drove traffic there; the same applies to Orders or other conversions that happen within the visit.

[MaxWo2]

Thanks @Jennifer_Dungan and @EurosIMS.

I’m aware of the reset rule, but my main concern is around the implications of applying it. Will this impact historical data, or will previous data remain intact and the reset simply start tracking from a clean slate?

For example, if a user initially visited the site via a paid search ad (with a tracking code), they would be attributed to the Paid Search channel. After the reset, if that same user returns via organic search, would the original tracking code no longer be associated with them—resulting in attribution to the Organic Search channel instead?

Just want to make sure I fully understand how this affects attribution going forward.

[Jennifer_Dungan]

Hi,

---

@MaxWo2 wrote:

Thanks @Jennifer_Dungan and @EurosIMS.

I’m aware of the reset rule, but my main concern is around the implications of applying it. Will this impact historical data, or will previous data remain intact and the reset simply start tracking from a clean slate?

For example, if a user initially visited the site via a paid search ad (with a tracking code), they would be attributed to the Paid Search channel. After the reset, if that same user returns via organic search, would the original tracking code no longer be associated with them—resulting in attribution to the Organic Search channel instead?

Just want to make sure I fully understand how this affects attribution going forward.

---

No, historical data will not be affected.. the same way that the first pages of a visit under "Organic Search" will not be affected by "Paid Search" later in the same visit... Marketing Channels do not change anything that was tracked.

Last Touch does not mean that the visit is retroactively updated to the latest version... it means that the value of the Marketing Channel Instance will persist that value onto future hits until a new value is set or the value expires (30 days)... As in, my previous example, Pages 1, 2 and the first Order, the last touch was Organic Search, Page 3, 4 and the second Order the last touch was Paid Search... The value collected on the first half of the visit, is what it is... nothing will change that. 

Even "resetting" your Marketing Channels won't wipe out the past events, it will simply act like a "All values expire as of this point"... starting all users from scratch, the next visit of that user will set a new Marketing Channel based on their entry.. but the data up until that reset will still be whatever was collected.

Example:

• Visit 1 (July 7) = Paid Search
• (Reset Occurs July 11)
• Visit 2 (July 13) = Direct
  • Paid Search will be treated as expired, even though it hasn't been 30 days

[MaxWo2]

@Jennifer_Dungan thanks once again!

Question, I know that Unspecified will always appear but based on your experience, what is the best way to explain the reason why Unspecified appears in None (tracking code)? A couple of things comes to mind that is causing this - redirection happens when a user clicks on the link with the tracking code and deep linking.

[Jennifer_Dungan]

Hi,

---

@MaxWo2 wrote:

@Jennifer_Dungan thanks once again!

Question, I know that Unspecified will always appear but based on your experience, what is the best way to explain the reason why Unspecified appears in None (tracking code)? A couple of things comes to mind that is causing this - redirection happens when a user clicks on the link with the tracking code and deep linking.

---

Tracking Code is quite different from Marketing Channels... Marketing Channels look at many different things to classify the traffic, the tracking code (campaign) is only one thing that is considered (in Marketing Channels)

Tracking Code however, only looks at campaign codes... and 100% of your traffic is not going to all be coming with a campaign, particularly direct and organic traffic. Unspecified represents the traffic with no campaign.

While yes, you might lose some campaign codes due to redirects that don't maintain the value, and potentially deep links (though our universal linking to our mobile app collects campaign data and I make sure it's properly set in to all our campaign tracking, so there is things you can do to manage that).... this isn't fundamentally a problem... 

If I do a Google search for something, and click on a non-paid link, or I literally type "domain.com" into my browser, neither of those entries have any campaign code... they will be unspecified in the Tracking Code report, as well they should be.... Like any eVar parameter, when a value has not been set, Adobe will show unspecified... as in, there is no campaign specified. This is a legitimate value.

Now, keep in mind that Tracking Code has a default 7 day expiry, so if someone came via a campaigned link, then a few days later directly, they will maintain the original tracking code value.

[MaxWo2]

I forgot to add, what should the configuration for the "catch all" be and what should I call this channel?

[EurosIMS]

@MaxWo2 

Assuming the tracking code contains the correct values for the channels to apply, then the only other option is that it's not the 1st hit of the visit. I'd suggest looking into whether the first hit is a link track occurring before the page view, which wouldn’t necessarily have the UTM/cid parameters tracked as you'd expect. That might need some TMS work to alter the setup.

Regards second point, it would be something like 'if tracking code/utm_medium (or source or campaign) exists, set channel value to 'Other Campigsn' & assign it the value of the tracking code/utm_medium etc.