Last Touch channel: freeform table vs. attribution pa...

[zoe_kim]

Dear all, 

I am working on the last touch channel using both the freeform table and attribution panel in the workspace. 

I wonder why specific data is different. 

1. Freeform table :

Dimension- Last touch channel,

Metric- order

// Result: natural search - 12,378 

2. Attribution panel:

Success Metric- order,

Channel: Marketing channel,

Included models-last touch,

Lookback window: visitor 

// Result: natural search - 11,800

Is it because the attribution panel has its own logic in it? or is it because of the lookback window? 

As far as I know, the attribution model is pre-applied on the last touch channel dimension.

So, I thought two data as I explained above has to be same. 

Could anyone share the idea? 

Best regards, 

[Ishan_Sinha_ · Accepted solution]

@zoe_kim - Your understanding is correct. Attribution IQ is unintuitive in nature, especially when used with Marketing Channels. With Attribution IQ, the credit for any success event will only be given to the channel that had an instance during the reporting window. If a channel persisted through the reporting window and it didn't have an instance, the credit will be given to "None". The dimension "Marketing Channel" is used with Attribution IQ.

Just for example - 

A visitor came through Natural Search on May 1, and later came through a Direct channel on June 1 (no Marketing Channel instance was set as Direct ideally doesn't overwrite other channels) and purchased a product -- in this case, the Order will be credited to "None" on viewing the report for June 1 and not Natural Search even though Natural Search persisted through the June 1st hit.

This logic isn't applicable when using the "Last Touch Channel" dimension.

I hope that explains!