Incorrect Attribution in Marketing Channels

[Krozi]

Hello Adobe,

I’m facing an issue with marketing channels where the tracking codes are not being attributed correctly. I have reviewed the configuration multiple times and cannot find anything wrong. All configurations are set within the "Classification Rule Builder," the channels are defined in the "Marketing Channel Manager," and the rules are within the "Marketing Channel Processing Rules."

The correct attribution for each of the channels should start with the following tracking codes:

• Paid Social → ps
• Organic Social → os
• Paid Search → sem
• Display → ds
• Email → ml
• QR Code → qr

As shown in Image 1, the attribution is failing, and we’d like to understand why.

I hope you can help me with this.

[Martinej]

Hi Krozi,

Marketing channels use visitor engagement for attribution (typically 30 days by default), while tracking codes depend on the lifespan of the campaign variable (which can vary), this difference can create misalignment between the two. As an example, if a user returns within 30 days but without a new tracking code, the Marketing Channel might still credit the original channel, while the tracking code may no longer be valid. 

Also "Marketing channels processing rules higher up in the list can prevent hits from attributing to your Tracking Codes marketing channel". Personally I wouldn't really use tracking code on top of marketing channels in a table as there are these fundamental differences in their setup.

• Tracking code dimension alone in a table will provide you with a understanding of which links were the most successful in driving traffic to your site documentation: https://experienceleague.adobe.com/en/docs/analytics/components/dimensions/tracking-code 
• Marketing channels provide insight on how visitors arrive on your site (also in terms of non paid): https://experienceleague.adobe.com/en/docs/analytics/components/marketing-channels/c-getting-started... 
  
  

That is how I interpret it. So it is not necessarily wrong as it follows the logic of marketing channels processing rules and attribution window whereas the tracking code dimension uses its own attribution window. I how this makes sense

[Krozi]

I understand what you're saying. Is there a way within the Adobe Analytics report suite configuration for marketing channels to modify the default 30-day attribution window to a custom value that I can assign?

[Jennifer_Dungan]

Yes, while the default Marketing Channel Attribution is 30 days, we have ours set to 7 Days.

I still try to avoid mixing Marketing Channels and Tracking Code though, since they don't always start from the same point and definitely do not share the same logic, even if they have the same expiry (tracking code only looks at campaigns, where as marketing channels are pulling in referrers, search engine detection, direct traffic, etc).

But you can change the expiry for Marketing Channels by going to:

Admin > Report Suites > (choose the suite) > Edit Settings > Marketing Channels > Marketing Channel Expiration

[Jennifer_Dungan]

In addition to what has been said, you might have multiple entries within the same visit that could be causing some confusion on the data. Particularly if you Tracking Code is set to First Value, instead of Most Recent....

[Krozi]

So what I’m experiencing isn’t a configuration issue, but rather the way we are viewing the data. If we look at traffic, it’s normal for tracking codes to overlap due to the visit expiration time. However, if we look at a conversion, such as purchase orders, and apply a specific attribution model, the tracking codes are accurate. Am I right in what I’m saying?

[Jennifer_Dungan]

I think that made sense!

Basically, I try to encourage people to correlate the Marketing Channel with the Marketing Channel Details (those are set in parallel with each other by the processing rule)... 

"Set the Channel's value to" is actually the "Channel Detail" (so they are set by the same rule, share the same attribution and share the same expiry.

For you orders, since you already have a 30 day or 7 day, etc attribution... you shouldn't even need a custom attribution in your report...  unless of course you are using a set attribution like 7 Days, and want to increase to 30, etc....

[Krozi]

Thank you very much, I understand the behavior now. You, in particular, have helped me many times and surely many others in this wonderful community. I really value the time you always take to respond.

[Jennifer_Dungan]

You're very welcome!

Marketing Channels and Attribution can be some of the hardest concepts to wrap one's head around. I'm glad I could help get you get some understanding.