Marketing Channel and Marketing Channel Detail - Whatsapp

[MayconMonteiro]

Hi,

I have some questions regarding the attribution of traffic and orders originating from WhatsApp.

When analyzing the reports at the Marketing Channel level, the WhatsApp channel is correctly attributed. However, when breaking down the data by Marketing Channel Detail, the value appears as "None," making it impossible to determine the campaign volume for this channel.

However, if I further analyze the "None" category using the URL variable, I can see the campaign string as shown in the example below:

Does anyone know how to solve this issue or if the settings below align with Adobe's recommendations?

In the Marketing Channel Processing Rule, we have the following channels and processing order:

In the Report Suite Manager, it is configured as follows:

[Jennifer_Dungan]

Hi, 

I am going to say that it's most likely that your Tracking Code (Codigo to Rastreamento) isn't actually being set with a proper value on those URLs.

You have two checks (with the "any" clause), looking for your tracking code, OR looking at the query string parameters. I would say the "query string parameter containing s_wpp is matching, but with no tracking code being set, there is nothing to put into your details.

Please test some of those URLs using the Platform debugger or your network panel, or Omnibug, etc... and make sure that your tracking code is properly being set.

Another check you can do... change your metric from Visit to Marketing Channel Instance (this is the specific hit where the marketing channel is being set), and break down your marketing channel by Tracking Code... I am sure you will find there is no value here either.

[MayconMonteiro]

Hi Jennifer, thanks for the information!

I think I understand your points

I tested the URL of my WhatsApp campaign and looked at the Network Panel and I have the following:

URL used for the test (I hid the original website):

mysite?s_wpp=whatsapp_az_va_whatsapp-ofertas_n_uf_voejan_n_n_n_n_lp_janpartir&utm_source=whatsapp-ofertas&utm_medium=n&utm_campaign=az_va_whatsapp-ofertas_n_uf_voejan_n&utm_term=voejan_janpartir 

I also looked in the Adobe debugger and the campaign field does not appear there, unlike the other channels that I tested and are working.

I tested creating a panel in the workspace by placing the Marketing Channel Instance metric and it brings up the Unspecified line.

I did a comparative test on the Console Application tab and for the URLs that campaigns where the channel is working, we have the s_v0 field filled in.

In the example of a buscapaga channel, s_v0 is filled in, the same does not happen with a WhatsApp channel.

In short, from what I understand the "Tracking Code" field is not being returned or read. So, making a guess, if I change the "Tracking Code" operator to "contains" whatsapp instead of "Star With". Could this make a difference, or will I have to make deeper configurations in the Adobe Analytics data capture?

[Jennifer_Dungan · Accepted solution]

So, my recommendation is to fix your Campaign Tracking (v0)... I do not understand why your developers are setting a cookie value for your campaign tracking (s_v0) that isn't a standard practice... and could be causing some issues with your ability to pull data.

By that I mean, Adobe already has persistence built into it functionality, you don't need to create special behaviours to make this work, and by doing something like this (assuming your developers are reading values from that cookie) could be artificially inflating your campaign data.

Example of a Normal Implementation (assuming you are using CID)

Visit 1

• Page 1 (?cid=something_value_test)
  • Tracking Code (s.campaign / s.v0) set to "something_value_test"
  • Tracking Code Instance is triggered (because a value has been explicitly set)
• Page 2 (no campaign)
  • Tracking Code retains the value "something_value_test" due to 1 week persistence
  • Tracking Code Instance is not triggered (because a value has not been explicitly set)

Visit 2 (within a week)

• Page 3 (no campaign)
  • Tracking Code retains the value "something_value_test" due to 1 week persistence
  • Tracking Code Instance is not triggered (because a value has not been explicitly set)
• Page 4 (new campaign within the visit - ?cid=new_value_test2)
  • Tracking Code (s.campaign / s.v0) set to "new_value_test2"
  • Tracking Code Instance is triggered (because a value has been explicitly set)
• Page 5 (no campaign)
  • Tracking Code retains the value "new_value_test2" due to 1 week persistence
  • Tracking Code Instance is not triggered (because a value has not been explicitly set)

Visit 3 (More than a week later)

• Page 6 (no campaign)
  • Tracking Code not set to any value as none is passed, and the previous value has expired
  • Tracking Code Instance is not triggered

If you need to see the pages where the user explicitly entered the site with a campaign, you can use the metric Tracking Code Instance (this will only match on Pages 1 and 4), if you use standard Page View metric (this will match all the explicitly and persisted value pages, Pages 1, 2, 3, 4, and 5)

I can only assume that if your developers are setting a cookie with your campaign parameters, they are reading from the cookie, setting each use as an Instance (which isn't a good behaviour for proper analysis), but also, if the cookie is set to a week, and your Tracking Code is also set to a week, if you are tracking from the cookie, that data could actually be lasting 2 weeks (tracking the last day of the cookie retention, then Adobe persisting the value for its week).

Now, the cookie behaviour aside, I don't know if you are using CID or concatenating UTMs... if you are using UTMs then there's a logic problem in the code, as those Whats App urls clearly have UTMs in addition to custom s_wpp parameters...  However, if your code is looking at only CID, then your developers are going to have to create logic to pull values from the UTMs (and populate an equivalent formatting of data to match your CID and pass it into your campaign tracking.

I am using UTMs in my implementation, and I am concatenating the values as key value pairs (that I use Regex Rules to parse):

Adobe Cloud Debugger:

URL (https://www.domain.com/?utm_source=test&utm_medium=something)

You however, look like you are just using _ delimiters to collect data in a specific order... so you will have to work with your developer to ensure that the Tracking Code you want is properly processed and sent to your tracking.

Once you have that, assuming your tracking code starts with "whatsapp" (or maybe change to contains), or your Query Parameter has s_wpp, the Tracking Code value that is tracked on those page views will be used as your "Detail" value...  You can also adjust these rules, but the main issue is that you aren't collecting a "Tracking Code" value on those hits, and this is why you don't have data..... 

[MayconMonteiro]

Hi Jennifer,

I found the cause of the problem \o/

I spoke to the development team here and they really weren't returning the s_wpp tracking, they will add it.

Thank you very much for the support

[bjoern__koth]

Fully agree with @Jennifer_Dungan 

your rules contain an OR condition (any), and then you assign the tracking code to the marketing channel detail. 
Make sure the s.campaign is properly set when the WhatsApp query parameter is present. If you need more assistance, you can drop me a DM to have a look at your website