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seo19adv
November 15, 2021
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Marketing Process Rules and Attribution problems

  • November 15, 2021
  • 3 replies
  • 2264 views
We use Adobe analytics for our site 
We figured out a way to set the Marketing Process Rules but it doesn't work quite well. (see attachment)
We've got several issues on Attribution of the Conversions.
Often, the traffic from Paid Search (Google Ads) and Social Ads is tracked as Referral Domain after the second click of the session.
In this case the conversions (Last touch) are always associated on the Referring Domain Channel, in spite of the fact that the visit from Paid Search has directly generated the purchase.
Why?
We note that Adobe Analytics loses the tracking of the URL UTM after the second page of the session. To recognize traffic from Paid Search we configured the channel with a query-string parameter: it works when the user clicks on ads but, when he explores other pages the channel attribution changes.
How can we do to maintain  the attribution on Paid Channel after a second click? 
 
Another issue: we oftens see our site domain among Referring Domains despite the fact that we set the domain in an internal url filter. Why? 
Can someone help us to solve these technical issues?
 
 
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Best answer by Pablo_Childe

I actually dont define a paid search channel(but you could via the processing rule is just similar to what you tried just use the new IDs).

 

I find segments in AA is much more useful for the deeper analysis and this will finally allow you to remove some of the dark social/search attribution. This then allows you in workspace or any report to apply PAID search attribution quickly

3 replies

I
Adobe Employee
isinhaAdobe Employee
Adobe Employee
November 15, 2021

@seo19adv - Could you check the "Marketing Channel rule order and definitions" section in this doc: https://experienceleague.adobe.com/docs/analytics/components/marketing-channels/c-rules.html?lang=en and validate your rules and the corresponding order?

S
seo19advAuthor
November 15, 2021

Hi.

Yes but we likely set up in wrong way the Marketing Channel.

How can we fix the wrong rules? Can someone support us?

VaniBhemarasetty
Adobe Employee
VaniBhemarasettyAdobe Employee
Adobe Employee
November 15, 2021

@seo19adv  Can you please check if you are overwriting referer value in your implementation ?in that case there is a possibility that the referrer is not having https or http protocol , for the referrer to be considered as internal url the referrer should have http or https protocol. 

 

I would request you check on this or raise a case to client care for detailed investigation on this

Pablo_Childe
Community Advisor
Pablo_ChildeCommunity Advisor
Community Advisor
November 15, 2021

One option that was I found was much better was this...You are likely using external tracking IDs. so this will leverage this.

 

In Google Campaign manager you can add a custom variable to all you campaigns.

so we created one for each each Channel we use as paid. Basically one for each advertising campaign channel. This then is auto added for all campaigns and then the ids are added to all search links. this them nicely allows tracking attribution deep into your website. 

 

ecid=SEM_google

ecid=SEM_bing

 

GLTU

    S
    seo19advAuthor
    November 15, 2021

    Thank you. Very clear.

    A question: how do you set the Paid Channel on AA? Do you configure Paid Search Detection or use a setting in the Paid Channer Rules?

    Pablo_Childe
    Community Advisor
    Pablo_ChildeCommunity AdvisorAccepted solution
    Community Advisor
    November 15, 2021

    I actually dont define a paid search channel(but you could via the processing rule is just similar to what you tried just use the new IDs).

     

    I find segments in AA is much more useful for the deeper analysis and this will finally allow you to remove some of the dark social/search attribution. This then allows you in workspace or any report to apply PAID search attribution quickly

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