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What is the difference between Activity Conversion and Activity Conversion "Same touch"?

Level 2
Level 2



I'm using A4T and i've seen that the report uses Activity Conversion "Same touch". But when I compared it with the metric Activity Conversion only, there is some difference between the numbers. I would like to know what is the difference between the 2 metrics.


Thanks a lot

1 Reply
Level 8
Level 8

"Reports & Analytics applies a same-touch attribution model to “activity impressions” and “activity conversions,” whereas Analysis Workspace displays the raw metrics, which can appear inflated due to persistence of the Target dimension.

To evaluate accurate Activity Impressions and Activity Conversions metrics in Analysis Workspace, ensure that both metrics have Same Touch attribution models applied. Models can be applied by clicking the column settings gear, enabling Non-default attribution models, then selecting Same Touch. Learn more about attribution in Attributes IQ overview in the Analytics Tools Guide."