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Adobe Analytics Coffee Break: On Monday, January 30 at 10am PT, the NOAM User Group led by Jennifer Dungan and Jeff Bloomer will be joining us to answer your Analytics related questions. To register and for more information, follow the link to the right.

Last Touch Marketing Channel Detail is not expiring


Level 1

My Organization has set marketing channel expiration to 7 days.  In the example below, I pulled all va_instance_events=1 and purchases for this user. You can see below that they touch on 9-15-2020, then place an order 9-30-2020 but va_closer_detail never resets to null (hash::).  This user has come to the site via direct load many times between the touch on 9/15 and their order on 9/30.  Our direct load channel does not override the last touch channel so that behavior is working.


The question is why does the instance on 9-15 last for 15 days?  How do we stop direct load from extending the amount of time the last touch value stays persistant.






3 Replies


Community Advisor

Hi Dennis,

Marketing Channels are designed the way that every time a visitor comes to the website within the active expiration window, the expiration period extends again regardless of the channel they are associated with (e.g. direct or paid search). There is no way to stop direct load from extending the expiration window.

Have a look at the following:

Best wishes,
Andrey Osadchuk | Launch Inspector, Analytics Connector, Bookmarks


Level 1
Hi Andrey, A follow up question: If my visitor initially visits on Jan 1st and my expiration is 7 days so it would expire on Jan 8th. On Jan 2nd they come back 5 different times via direct load non override tactic. Would the new expiration date by Jan 2nd+7 days (Jan 9th), or would it be Jan 2nd + 35 days (Feb 6th)