Visits per Last Touch Channel do not count up

[michiel_tammeli]

Hi there,

I have a question which has been quite confusing to me. When the number of visits is split up per Last Touch Channel and I count these individual numbers up they are higher than the total which is showed at the bottom of the table. This would imply that it's possible to have multiple Last Touch Channels per visit. Is there anyone who has seen this aswell and has an explanation for this?

Thanks!

Michael

[shekhardhiman · Accepted solution]

Hi There,

Thank you for reaching out to Adobe Community.

There can only be a single marketing channel attributed to each visit, however last touch visits can match more than one channel during the same session. There are a few documents which you can go through to understand the behavior of Last Touch Channel report: 

https://helpx.adobe.com/analytics/kb/comparing-mc-visits-visitors.html

https://marketing.adobe.com/resources/help/en_US/mchannel/c_first_last_touch.html

Thanks!

[eashbrook]

Having trouble deciphering this reply. 

"There can only be a single marketing channel attributed to each visit". 

"Visits can match more than one channel". 

Seems like you're saying X -> Y is bijective, but Y -> X is surjective.  But X->Y bijection implies Y->X bijection, so unsure how Y->X can be surjective.

Unless a "last touch visit" is a unique kind of metric separate from regular visits, it seems you are contradicting yourself here.  Although it is likely that this is just a misunderstanding, so could you clarify a bit?  Is the relationship 1 to 1?  How does a last touch visit differ from a regular visit?  Thanks in advance.

[eashbrook]

I may understand a little better now, that attribution is not the same as simply matching.  This makes more sense.  However, why would the number be higher if it is not attributed in the end?  Does simply matching with a channel give a tally for that channel when splitting up visits by last touch channel?  Because it seems like the buckets themselves are what is adding up to more than the total visits, even though it says the total amount of last touch visits is the same as visits.  So in this case, it seems like the data in the last touch buckets that divide the visit data aren't actually visits, because they don't add up to the total number of visits.  Just trying to get a sense of how this mechanism works.  For those articles you included, one doesn't really explain anything about how the logic behind the metric works, and the other one leads to a 404 page.  Hoping I can get an updated response.  Thanks in advance again.