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Marketing channels attribution


Level 2

Hey Adobe Community,


I have a question regarding attribution models in adobe analytics, currently we're observing that traffic is classified mostly okay in each marketing channel that we configured, as you'll see in this ss where we include visits and orders per marketing channel (there are 6 orders in natural search and 1 in organic social)



But when we use other attribution models rather than the default one, most of the orders are set to "none"



Anyone has experienced the same behaviour or know why this might be happening? 




1 Reply


Employee Advisor

@rafaelb You would see "None" line when attribution is applied to the metric,because "None" is a catch-all item that represents all conversions that happened without any touch points within the lookback window. To reduce the number of conversions attributed to the ‘None’ line item, try using a a Custom Lookback Window with a longer lookback period.