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 ?
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.