I ve been called upon a problem with the last touch attribution for the paid campaigns. It seems that Adobe numbers do not match our media partners (SEM).
We did some Datafeed analysis to see what was going on inside Adobe Analytics, since our Marketing Processing rules do work fine for other countries.
We found out something really odd. Sometimes, whenever a visit come from a Paid Search Campaign ( we filtered this using the "campaign" column and doing a grouping on the MCIDs and visit number) , the "va_closer_id" is correctly given the Paid Search ID, but later during the visit, we noticed that the value changed to Direct.
Has someone have hade this kind of problems ? Should'nt the "va_closer_id" and other values regarding the traffic source (as "ref_type", that also seldom changed from the paid source to None) not change during the visit ?
The marketing channels do persist for a visit. However the marketing channel rules are executed on every hit. If a new channel is identified in any other hit of the same visit, it'll override the previous channel value based on Last touch channel overriding configuration.
Hence there can be multiple marketing channels for a single visit.
A visitor comes from Paid Search >> Your web site Page 1 >> Page 2
-- closes the browser
-- comes back within 30 mins >> Natural Search >> Your website Page 4 -- ends visit
Assuming Paid & Natural Search have 'Last touch overriding" enabled, the report would look like:
Last touch channel Visit Last touch channel instances/Click-throughs Page Views
Paid Search 1 1 2
Natural Search 1 1 1
In your case, you can check Last touch overriding is enabled or not for Direct Channel.
Check the Marketing Channel Manager configuration (in the Report Suite settings). I presume there may be a checkbox set next to Direct in the "Override last-touch channel" column. If it's the case, uncheck this box to fix the issue.
Click-throughs or Last touch channel instances metric means the number of times channel value is set(not persisted). Its a way to measure exact number of times user comes from a specific channel. It bypasses the overriding configuration meaning an overriding channel can get the visit credit but not the click-through.
For example: Consider Paid ,Natural Search are overriding channels but Direct is non-overriding channel
Visit 1 :: Paid Search >> Web site Page A >> Page B >> Page C
Visit 2 : Natural Search >> Page D >> Page F
Visit 3 : Direct >> Page Z
Channel Click throughs Visits
Paid Search 1 1
Natural Search 1 2 // gets the credit from visit 3 since Natural search is overridden.