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franzli
franzli
November 16, 2023
Solved

Multiple Last Touch Channels

  • November 16, 2023
  • 1 reply
  • 2028 views

I have a workspace where I have singled out 1 visit and I see multiple Last Touch Channels. 

Could anyone give me an explanation how this could happen?

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Best answer by Jennifer_Dungan

"Last Touch" doesn't retroactively overwrite previous values....

 

So let's look at the example above in more detail:

 

  • Newsletter
  • Page A
    • Marketing Channel: Newsletter
  • Page B
    • Last Touch Marketing Channel is Newsletter
  • Social Media Site
  • Page C
    • Marketing Channel: Organic Social
  • Page D
    • Last Touch Marketing Channel is Organic Social
  • Page E
    • Last Touch Marketing Channel is Organic Social
  • Google
  • Page F
    • Marketing Channel: Search
  • Page G
    • Last Touch Marketing Channel is Search

 

 

Pages A and B in the Visit are Last Touch Newsletter

Pages C, D and E are Last Touch Organic Social

Pages F and G are Last Touch Search

 

So you will still see all three Marketing Channels within your visit, the "Last Touch" will impact at a page level

 

Now, if you are looking at "First Touch" within a visit, then the first reported Marketing Channel for the Visit will show Newsletter

1 reply

Jennifer_Dungan
Community Advisor and Adobe Champion
Jennifer_DunganCommunity Advisor and Adobe Champion
Community Advisor and Adobe Champion
November 16, 2023

Technically, a visit has a 30 min timeout.. so a user could open a link from a newsletter (start of visit, and direct or newsletters Marketing Channel), then they could open another tab in Social Media and click through (same visit, new Marketing Channel), then they could do a Google Search (same visit, third new Marketing Channel).

franzli
franzliAuthor
November 16, 2023

Thanks for the reply.

I am familiar with marketing channels and a session can have multiple marketing channels. 

 

But wouldn't last touch still be the last marketing channel? So it would be "Google Search" based on that user journey.

 

    Jennifer_Dungan
    Community Advisor and Adobe Champion
    Jennifer_DunganCommunity Advisor and Adobe ChampionAccepted solution
    Community Advisor and Adobe Champion
    November 17, 2023

    "Last Touch" doesn't retroactively overwrite previous values....

     

    So let's look at the example above in more detail:

     

    • Newsletter
    • Page A
      • Marketing Channel: Newsletter
    • Page B
      • Last Touch Marketing Channel is Newsletter
    • Social Media Site
    • Page C
      • Marketing Channel: Organic Social
    • Page D
      • Last Touch Marketing Channel is Organic Social
    • Page E
      • Last Touch Marketing Channel is Organic Social
    • Google
    • Page F
      • Marketing Channel: Search
    • Page G
      • Last Touch Marketing Channel is Search

     

     

    Pages A and B in the Visit are Last Touch Newsletter

    Pages C, D and E are Last Touch Organic Social

    Pages F and G are Last Touch Search

     

    So you will still see all three Marketing Channels within your visit, the "Last Touch" will impact at a page level

     

    Now, if you are looking at "First Touch" within a visit, then the first reported Marketing Channel for the Visit will show Newsletter

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