Referrer type - TYPED/BOOKMARKED both showing reporting data under "NONE" & "DIRECT" Marketing Channels | Community
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Naveen_KumarPr
Level 2
November 23, 2024
Question

Referrer type - TYPED/BOOKMARKED both showing reporting data under "NONE" & "DIRECT" Marketing Channels

  • November 23, 2024
  • 3 replies
  • 2569 views

Hi everyone,

Can you please help me with the below scenario
I'm looking at my orders with Marketing channels with attribution (First, last & Linear) look back window of 30 days

I'm seeing Typed/Bookmarked referrer data under both channels - "DIRECT" & "NONE" for both app & website
& Please have a look at the image of marketing channel processing rule for "DIRECT" (attached)

for mobile app - when you launch the app, you literally land on the home page and obviously, there will be no referrer in this case (there will be no typed/bookmarked) as well

In this case, there is no referrer that exist - the traffic should be "DIRECT", but we are getting traffic to "NONE" as well

Coming to the website, we are able to see typed/bookmarked as a referrer under both "DIRECT" & "NONE", how it is possible ?

 

 

 

as per the processing rule - "DIRECT", the condition is that, "REFERRER does not exist" on the 1st hit of the user's visit. it means that subsequent hits will be attributed to NONE?

Please share your thoughts


Thanks,

3 replies

FarazHusain
Adobe Employee
FarazHusainAdobe Employee
Adobe Employee
November 25, 2024

This requires a bit of deep debugging. Can you please log a support ticket to Customer Care via Experience League or Admin Console?

    N
    Naveen_KumarPrAuthor
    Level 2
    November 25, 2024

    I appreciate your time and efforts in responding to my issue. Thank You very much. 

     

    Can you please also help me to understand one thing - in the below "DIRECT" marketing channel processing rule, you can see the condition (2nd) as 1st hit of the visit (the first page of the visit, as detected by adobe reporting)

    & what about the subsequent hits (which might or might not have the page name)? 

     

    Can you please help to understand

     

    Thanks & Regards,

     

    Amruthesh_AG
    Community Advisor
    Amruthesh_AGCommunity Advisor
    Community Advisor
    November 25, 2024

    Hi @naveen_kumarpr When subsequent hits which don't have the page name then you will get NONE because you are trying to set channel value as page name but page name is not set for that server call.

     

      Amruthesh_AG
      Community Advisor
      Amruthesh_AGCommunity Advisor
      Community Advisor
      November 25, 2024

      @naveen_kumarpryou will get the NONE in case the page name is not captured in the server call.

      you just add one more condition as below so that you will not get the NONE.
      We have also faced this issue and resolved by adding page exist condition.



       

       

        N
        Naveen_KumarPrAuthor
        Level 2
        November 25, 2024

        Hi @amruthesh_ag , I appreciate your time and efforts in responding to my issue. Thank You very much. 

         

        However, I still need to be answerable to my client (Please refer to below screenshot) providing him a justification, ours is an ecommerce client and like for any client, adobe created all marketing channel processing rules in a standard way when initially setting up the account

         

        my client asking me, in which cases data to "NONE" marketing channel is being attributed and we all unable to understand that any purchase order, when we are looking at any attribution it should have an marketing Channel, right ? Even though None will appear only if any criteria of any processing rule doesn't met

         

        when we breakdown the "NONE" with platform, you could also see that most of the orders from "ANDROID" and less amount are from "website", again "Webiste" traffic should be direct as it has no referrer but for app, we are not able to see any referrer value

         

        Can you please help to respond, thank you very much again !

         

        N
        Naveen_KumarPrAuthor
        Level 2
        November 25, 2024

        @amruthesh_ag, one more thing Amruthesh 

        Can you please also help me to understand one thing - in the below "DIRECT" marketing channel processing rule, you can see the condition (2nd) as 1st hit of the visit (the first page of the visit, as detected by adobe reporting)

        & what about the subsequent hits (which might or might not have the page name)? 

         

        Thanks & Regards,

         

        Jennifer_Dungan
        Community Advisor and Adobe Champion
        Jennifer_DunganCommunity Advisor and Adobe Champion
        Community Advisor and Adobe Champion
        November 25, 2024

        Marketing Channels have by default a 30 Day Attribution, Referring Domain on the other hand has a Visit level attribution...

         

        Mixing these different attributions is going to cause you a lot of grief... 

         

         

         

        The advice about needing to add "Page" exists to the rule makes no sense... Page always exists, if you don't set the page, the URL is used...  That has nothing to do with the rule... Also, the Marketing Channel Detail is a dimension that neither of you have used in in any of your examples... so again, the advice that "it's not being set" doesn't make any sense.

         

        Marketing Channel Detail (i.e. "Set the Channel's Value To") shares the Marketing Channel Attribution... this is the best dimension to use in your breakdowns to ensure you are looking at the same attribution model.

         

         

        The issue you have is pure attribution mismatch... 

         

        Also, for mobile apps, referrer and referrer instance (and all the mapped referrer type data) don't exist at all! Mobile Apps aren't considered at all in the "Referrer" dimensions. If you try to breakdown any mobile app traffic by any referrer dimension it won't have anything. If you look at the specific referrer metric Referrer Instance you will see that there is nothing in the context of a mobile app. So, breaking down you mobile app traffic by referrer as you have, this is completely expected behaviour.

         

         

        as per the processing rule - "DIRECT", the condition is that, "REFERRER does not exist" on the 1st hit of the user's visit. it means that subsequent hits will be attributed to NONE?

        No, Marketing Channels should maintain their value for 30 days (unless you changed the default attribution)...  adding the "Is first Hit of Visit" makes sure that this doesn't potentially overwrite ALL pages beyond the initial page view for all your rules. 

         

        None should only appear when a marketing channel fails to process...  

         

        It shouldn't be superseding "Direct" which should stay for your retention period... However, if something failed to set (and got set to None), and that use continue to come Direct... there is a default setting that "Direct should not overwrite other Marketing Channels" (again, this makes sure your 30 Day attribution holds... that someone coming in from a Marketing Email today isn't switched to "Direct" if they come back tomorrow...  but if for some reason the user didn't get properly bucketed, then None will stay active for the retention period unless overwritten by a specific channel.

         

        Let's look at an example, using Web:

         

        Visit 1:

        • Enters with campaign = "google_paid"
          • Marketing Channel set to "Paid Search"
          • Marketing Channel detail set to "google_paid" (assuming your are setting your campaign here)
          • Referrer set to "google.com"
        • Page 2-whatever maintain the above

         

        Visit 2:

        • User comes from a bookmark
          • Marketing Channel remains "Paid Search" (as this is within 30 days)
          • Marketing Channel detail remains "google_paid" (as this is within 30 days)
          • Referrer set to "none" (since this is direct)
        • User makes a purchase

         

         

        The Order's Last Touch Channel = "Paid Search"

        The Order's Frist Touch Channel = "Paid Search"

        The Order's Referrer = "Typed/Bookmarked"

         

        As mentioned above, Referrer is a Visit level attribution, but Marketing Channel is 30 days...

          N
          Naveen_KumarPrAuthor
          Level 2
          November 25, 2024

          Thank You very much @jennifer_dungan, thanks a lot

           

          To add further, When i broke down "NONE" with marketing channel detail, it is showing "NONE" as well

          also, based on your response

          If a marketing channel processing is getting failed, we need to raise a ticket with Adobe Client care to get it resolved ? and can we understand, it which touch point/what reason the processing is getting failed?

           

          also, if you don't mind, I couldn't understand the below 2 lines, can you please help me to understand in a better way (sorry for the inconvenience)

          retention period means 30 days ? 

           

           

           & as per my understanding, DIRECT can not overwrite other marketing channels in the subsequent visits before or after the default retention period (30 days)

          however, any other marketing channel can over-ride the 'DIRECT' marketing channel after the default retention period (30 days), is it correct understanding?

           

          Please confirm !

           

           

          Thanks & Regards,

            P
            PortofDreams
            December 23, 2024

            Hi @jennifer_dungan, can we also look at the data like this ?

            a table with Dimension as Marketing channels & Metrics as "ORDERS" filtering with First Touch 

            & Last touch attribution models 

             

            ?

             

            Please let me know

             

             

            Thanks & Regards,

             

             


            Greetings Naveen, we have a very similair issue and are curious if you were able to resolve this with any of the inputs and suggestions provided, and what that resolution was?

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