Traffic with medium "Banner" in Direct marketing channel

[francescop47742]

Hi to all,

I have a doubt that I cannot resolve, for the "direct" marketing channel I register traffic that is tagged with the medium Banner.

According to the marketing channel processing rules, all traffic registered with medium Banner should be tagged as a display,

and in fact 85.8% of the time it will end up correctly on display.

Why do you think 13.2% is tagged in direct marketing channel?

Thank you,
good day and good work,
Francis

[Brian_Johnson_ · Accepted solution]

@francescop47742 - My assumption is that your "Medium" eVar is set to an expiration greater than "Visit", and since you're combining two different reports (Marketing Channel and Medium) in your breakdown, you're seeing a combination of a new channel ("Direct") and an old/existing Medium ("banner"). This happens because on a Direct visit, there are no utm_ parameters, so the Medium report persists the previous value ("banner" in this case) even though the channel has changed.

For example:

Visit 1:
- utm_medium=banner
- Referrer=[anything]

- Marketing Channel=Display

Visit 2:
- utm_medium=[does not exist]

- Referrer=[does not exist]
- Marketing Channel=Direct

In visit 1, your reports show what you expect. In visit 2, the channel changes to "Direct", but since there's no utm_medium value, that report does not change, and you see "banner" when doing the breakdown shown in your question.

[francescop47742]

hi evolytics_brian and thk for reply

All it's clear.

I checked my setup and maybe I found the issue.

Medium is a classification of the eVar "marketing channel classification" 

I setup channel's value to and evar that expire after a visit but have allocation as Original value (first), I attached the images

It could this setup create misleading in medium? 

[Brian_Johnson_]

@francescop47742 - That could definitely be your issue. If you're combining Last Touch Channel with a first-touch eVar, the data will show combinations of the two that you might not expect.

[yuhuisg]

@francescop47742 not related to your question: you have a question or a problem, not a doubt. A "doubt" is when you cannot believe or accept something. https://www.merriam-webster.com/dictionary/doubt