The analyst has been two separate reports that provide differing measurements of unique visitors. The reports were generated with Report. These differing values are in the attached exhibit. Why are the unique visitors of the “Typed/ Bookmarked” Referrer type in the “Referrer Types” report unique visitors of the “Direct” channel in the Last Touch Marketing Channel Report different?
A. The Referrer Types report only identifies visitors that have a referring URL
B. The Referrer Types report has the option to “Override Last-Touch Channel” checked
C. The Marketing Channel report cannot be customized like the Referrer Types report
D. The Marketing Channel report does not use the same logic as the Referrer Types report
giving you a short explanation without knowledge of your implementation. the reason of the difference is in how it is "detected"
- "referrer type" is set each time adobe detects an "external" referrer. eg. missing referrer is counted as "direct"
- "marketing channels" mostly persist for a longer time and are customized. most companies I heard of do set the "Direct" only on the first hit and without override existing marketing channels. that means a user can cone to your site (eg. by an email link) which is "referrer" = "direct" but marketing channel "email" (hopefully you set a tracking code and channels...)