Trying to understand the difference between Marketing Channel Processing Rules vs Tracking Code(s.campaign). Can Tracking Code(s.campaign) be used instead by placing them in Segments?
Hi Jennifer,
Can the Tracking Code by default is 1 Week Attribution and Marketing Channels have a default 30 day attribution be changed to a different date range attribution?
What if a person visits the site via paid search at 1pm and then at 1:15 PM visits Paid Social. Does this tracking show in Marketing Channels and Tracking Code (s.campaign) attribution?
Yes, both can be changed from their default attribution.
We set our Marketing Channel to 7 days.. but still, the difference in the processing can still affect what values are seen, we use bot h depending on the use... well, I should say, we use Marketing Channels, and then we are more likely to use our individual "visit expiry" eVars per UTM (more than we use Tracking Code... We still have this, and use it, but not as much as the other sources).
Update: Sorry, I missed the second part of your question:
What if a person visits the site via paid search at 1pm and then at 1:15 PM visits Paid Social. Does this tracking show in Marketing Channels and Tracking Code (s.campaign) attribution?
In this scenario, the user will be in the same visit, but will have two different attributions on pages/actions.
If you are looking at the Visit, you will have 3 Marketing Channels and 2 Tracking Codes. The last leg of the journey (Pages E and F, and Order 3) will have conflicting data, the Marketing Channel will attribute these to Organic Search, where the Tracking Code will attribute them to the Paid Social campaign.
If you are looking at each Order individually, Order 1 will be attributed to Paid Search by both dimensions, Order 2 will be attributed to Paid Social by both dimensions, and Order 3 will have conflicting data (Organic Search by Marketing Channel and Paid Social by Tracking Code). However, all three Orders if you are looking at First Touch Marketing Channel will show Paid Search.
It is perfectly valid to have multiple last touch values within the same visit. Each page or action within the visit will be attached to one of those values based on the flow that the user took.
These are two very different things.
Marketing Channel Processing rules populate the Marketing channel variables. These special processing rules allow you to define and populate your referring traffic sources such as search engine, SEO, and yes, tracking codes. The variables can be further classified and you can apply segments to them. See the Adobe documentation: https://experienceleague.adobe.com/docs/analytics/components/marketing-channels/c-getting-started-mchannel.html?lang=en
Tracking Code (s.campaign) is an evar type variable used to capture just tracking codes, as the name implies. So its a sub-set of the referring sources typically included in Marketing Channels. It is populated separately from the Marketing Channels variables. Population can be done through your Tag manager, s code, regular processing rules ect. You typically segment these codes through classifications but you could also use segments with the variable. See theAdobe Documentation: https://experienceleague.adobe.com/docs/analytics/components/dimensions/tracking-code.html?lang=en (This includes a comparison of the Marketing Channel and Tracking Code variables.)
A normal implementation will implement both. Note that the Marketing Channel variables work and therefore count differently than the Traffic Code variable.
Here is an example of our Marketing Channels:
Here is an example of our plain vanilla tracking code: format: [vehicleClass]_[vehicleType]_[vehicleDetail]_[campaignSource]_[campaignID]_[campaignCustom]
These are Classified as follows:
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