Adobe Analytics

HanzalahUs · 4/4/25

Hi All,

I want to understand the impact of having multiple sites (one main domain and multiple sub domains) in a single report suite and the affect this would have on marketing channels.

Lookback window is set to 30 days, Direct and internal do not overwrite last touch channel

Would it be possible that data is being overwritten if customers were to visit the sites in a different manner, for e.g. day 1 customer visits the main site via direct, then day 3 they visit a subdomain via paid search, then day 5 they visit another subdomain via direct, I've assumed due to marketing channels being set at report suite level they would overwrite, thus my main site marketing channel behaviour wouldn't be accurate?

Many thanks for all the support in advance!

PoornimaThakur5 · 4/6/25

Marketing channels are set at the report suite level, so they apply across all domains and subdomains within that suite. Since your lookback window is 30 days and Direct/Internal are set not to overwrite, a new qualified channel like Paid Search can overwrite a previous Direct visit.

In your example, the visit on day 3 via Paid Search would overwrite the Direct from day 1. The Direct visit on day 5 would not overwrite the Paid Search, so the last-touch channel remains Paid Search.

So yes, attribution can shift across visits to subdomains, but this is expected behavior. Your main site’s marketing channel data might seem off if subdomain visits aren't considered in the full journey, but Adobe is attributing correctly within the rules of the unified report suite.

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PoornimaThakur5 · 4/6/25

Marketing channels are set at the report suite level, so they apply across all domains and subdomains within that suite. Since your lookback window is 30 days and Direct/Internal are set not to overwrite, a new qualified channel like Paid Search can overwrite a previous Direct visit.

In your example, the visit on day 3 via Paid Search would overwrite the Direct from day 1. The Direct visit on day 5 would not overwrite the Paid Search, so the last-touch channel remains Paid Search.

So yes, attribution can shift across visits to subdomains, but this is expected behavior. Your main site’s marketing channel data might seem off if subdomain visits aren't considered in the full journey, but Adobe is attributing correctly within the rules of the unified report suite.

HanzalahUs · 4/7/25

Hi @PoornimaThakur5 ,

Thank you for getting back to me, this is super useful to know!

are there any recommendations around reporting on marketing channels against each of the domains accurately?

Many thanks,

PoornimaThakur5 · 4/10/25

Hi @HanzalahUs ,

Marketing channels are tracked at the visitor level across the full report suite, so attribution can span all domains and subdomains. To report accurately by domain, create hit-level segments using page URL, page name, or a domain-specific eVar. These segments can be applied to marketing channel reports.

If not already set up, track the domain in an eVar or prop to easily break down channel data. In Analysis Workspace, you can also break down the “Marketing Channel” dimension by domain-related values like page or eVar.

Keep in mind, attribution sticks with the visitor. So if a user comes via Paid Search to one domain and later returns via Direct to another, Paid Search remains the last-touch (since Direct is set not to overwrite).

Also, ensure consistent ECID setup and cross-domain tracking. Otherwise, visits across domains may be seen as separate users, affecting the accuracy of the attribution.

Hope this helps!