I'd like to have a little more clarification on Last Touch Channel - Display.
I'm working on a project to see how many of my clicks from my display advertising activity generate visits to the website. I created the following segment.
"Hit" - Last touch channel - display
I have applied the segment to monthly visits trends and have noticed that we have visits in months where we don't run display advertising activity. That makes me wonder Display covers more than Display advertising.
Also, I see months where Visits are way higher than the number of clicks (3x). Would Adobe Analytics attribute visits to Display where Users see the ad and don't click and then go the site?
Marketing Channels persist for a long time (based on you settings, default is 30 days). That means, if a user comes back for another visit (and doesn‘t touch a new marketing channel) he has still the „last channel“! therefore you can have visits in month where you don‘t run any display adds.
For your use case I recommend you use either the metric „clickthrough“ (or „last touch instances“) zo only fet hit‘s where the user has used the channel (and no other hits where the channel still exists).
Remark: I assume you have marked your adds with a tracking code. If yes, you could use the „trackingcode instances“ as well.