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Traffic with medium "Banner" in Direct marketing channel

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francescop47742
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francescop47742
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18-03-2021

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.

2021-03-18_16h02_09.png

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

 

2021-03-18_16h05_55.png

 

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

 

2021-03-18_16h04_36.png

 

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

 

 

 

Thank you,
good day and good work,
Francis

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evolytics_brian
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evolytics_brian
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18-03-2021

@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.