Search Engines - Paid revenue data is significantly lower than Campaigns Tracking Code

[claire_sweeney]

Hello,

I'm running a PPC campaign and have it completely tagged.  I pull my stats through Campaigns>Tracking Code, and then identify my cid's to get order and revenue data.

When pulling data from Traffic Sources>Search Engines - Paid though, the order and revenue data is much lower (about 40% lower).

I'm new to Adobe Analytics, so any help understanding how these 2 sections of analytics are measured would be greatly appreciated.

Cheers,

Claire

[brian_au]

Hi Claire,

I would suspect your Campaigns>Tracking Code carries an extended variable expiration (per the Admin Console settings) past a visit (perhaps 7 days? 30 days?).

Traffic Sources>Search Engines is only ever single visit-based and it makes sense therefore that the conversion metrics attribution is lower in the end reports.

http://microsite.omniture.com/t2/help/en_US/reference/reports_traffic_sources.html

Best,

Brian

[claire_sweeney]

Brian,

Thanks so much for responding.

Which would be the more accurate source?  Does this mean that some data is duplicated in Campaigns>Tracking Code?

Cheers,
Claire

[brian_au · Accepted solution]

Hi Claire,

It comes down to the business use case in each reporting scenario. Traffic Sources>Search Engines reports in isolation for only search engine traffic and is per visit-based. The Tracking Code reports allow for customized attribution expiration time windows and can include multiple marketing channels. 'Most accurate source' is in the eye of the stakeholder and analysis intent, but typically marketing activities are measure via tracking code dimension-level reports.  A good overview from Adam Greco can be found below:

http://blogs.adobe.com/digitalmarketing/analytics/campaign-tracking-inside-omniture-sitecatalyst/

Best,

Brian

[claire_sweeney]

Thanks Brian!