See ALL marketing channel touch points?

[mjdavid007]

Hi!

Is it possible to see all marketing touch points a Visitor has had? Right now, all I can see are the usual Last and First touch, but what if I wanted to see all the channels in between?

[Jennifer_Dungan]

You can apply a custom attribution in Workspace.

Linear or Participation is going to likely be what you are looking for:

If your Marketing Channels are set to 30 Days, you should see no difference on the total, but all the rows of Marketing Channels will likely increase to show the participation towards the order with the range... you don't even have to match the same "30 Day" model, your can adjust this to your needs.

[mjdavid007]

Thanks, as usual :). Two quick questions:

- Can I use then Marketing Channel as Dimension, even though it's Last Touch?

- Is there anyway to use non-default attribution model on Visitors, Visits or Page Views? I can't select on those.

[Jennifer_Dungan · Accepted solution]

Marketing Channel is a dimension... it's basically an eVar with a 30 Day expiry... it's just being set via Rules instead of in your Launch.

You cannot change the attribution on those metrics, but I don't think you have to in this case... let's look at an example:

Visit 1:

• Page 1 (Campaign cid=google_paid)
  • Marketing Channel = "Paid Search"
  • Marketing Channel Detail = "google"
  • Marketing Channel Instance triggered
• Page 2
  • Marketing Channel retains value "Paid Search"
  • Marketing Channel Detail retains value "google"
  • Marketing Channel Instance not triggered
• Purchase Made
• Page 3 (Campaign cid="social_yyy_paid")
  • Marketing Channel = "Paid Social"
  • Marketing Channel Detail = "yyy"
  • Marketing Channel Instance triggered
• Page 4 (Campaign cid="newsletter_xxx")
  • Marketing Channel = "Newsletter"
  • Marketing Channel Detail = "xxx"
  • Marketing Channel Instance triggered 

Visit 2:

• Page 5
  • Marketing Channel retains value "Newsletter"
  • Marketing Channel Detail retains value "xxx"
  • Marketing Channel Instance not triggered
• Purchase Made

	Page Views	Visits	Unique Visitors	Marketing Channel Instance	Orders	Orders (Participation)
	5	2	1	2	2	2
Paid Search	2	1	1	1	1	1
Newsletter	2	2	1	1	1	1
Paid Social	1	1	1	1	0	1

The Marketing Channel will apply to each page view it touches... "last touch" doesn't mean that the history of the hits will be re-written... the last value that was set (and maintained) when that page view occurred will be used (i.e. Page 2 and Page 5).

Same with Visit and Unique Visitor... all the values that were set within a Visit, or touched by a Visitor will be associated to those metrics... there is no need to use custom attribution.

If you need to see only the hits where the "Marketing Channel" was set, you can use "Marketing Channel Instance".

Orders, however, if you want to see all the channels that lead up to an order, you need the custom attribution so that you aren't just looking at the "last" value, you are seeing all. Note, since I really only deal with subscription models... so I don't have multiple orders within an applicable window, I might be undercounting the participation... it might also include the channels before the first purchase since they are within 30 days... but the point I am really making here is that because "Orders" (like PVs) is a set point in time, it needs custom attribution to get all the touchpoints... PVs don't, as every PV will already have a channel associated to it... 

[mjdavid007]

Thanks a lot, your example made it clear for me :). Have a wonderful day!

[Jennifer_Dungan]

You're very welcome!

Marketing Channels can be a really hard thing to conceptualize, so I try my best to help people break it down to start making sense of it.