What is the difference between Marketing Channel and Last Touch Channel? Numbers match why?

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angelad64963316

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angelad64963316

angelad64963316

27-03-2020

I know what First Touch is, and I know what Last Touch is.  We also have Marketing Channel.  Why are the numbers the same as Last Touch?

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PratheepArunRaj

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PratheepArunRaj

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PratheepArunRaj
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27-03-2020

Dear Angel,

By default, all Adobe Metrics will follow the Last Touch, so Marketing Channel (With Last Touch Metrics) and Last Touch Channel will be the same.

Then why would we need a Marketing Channel? Because of Attributions.

For building Attribution IQ Models, we use Marketing Channels and the other two (Last and First) are legacy dimensions.

Check this link: https://docs.adobe.com/content/help/en/analytics/components/marketing-channels/analyze-mc.html

Thank You, Arun

 

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ishans52004352

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ishans52004352

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ishans52004352
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27-03-2020

Marketing Channel dimension was rolled out with the Attribution IQ. While First Touch Channel and Last Touch Channel dimensions work on the "First Touch" and "Last Touch" attribution, by default, Marketing Channel dimension can have different Attribution IQ models applied to it at run-time. By default, it also works similar to Last Touch Channel dimension, however it has been labelled differently to prevent confusion when using it with different attribution models.