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A4T Activity conversions (default) vs. Same Touch

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Hello team.

Have a question about best practices on A4T reporting using Activity Conversions/Impressions vs. Activity Conversions/Impressions Same Touch. 

When you use A4T, the report defaults to 'Activity conversions' based on the Goal I've set up for the test (e.g., click on the button by selecting/highlighting a link/button). If I don't break down the Exp by Canonical URL, it gives a misleading information because the total number of Activity conversions includes other conversions (not the goal metric/conversion) including not only on the activity URL but also other pages  that users view within that Experience. So it is important to actually break it down by the URL to see the true conversion on the activity URL. But also, have an ability to review other URLs in the report in case there is a valuable insight. 

There is also an option to update the default Activity Conversion to 'Same Touch' attribution model that gives 100% credit to the very hit where the conversion occurred. When I do that, Activity conversions on other URLs in the Experience turn into 0. But in addition to that, whatever Activity conversions that exist get allocated to 'Unspecified' and not to the Activity URL. Plus, the conversions number differs from the number when using the default 'Activity Conversion'.

Do you have any insights into:

  • Why is this happening? Does it depend on the type of activity we setup or on how we set up these activities (e.g., using VEC composer or custom html)?
  • Should we use a specific attribution model (e.g. Same Touch)for reporting that's most reliable? 

Thank you!

Leyla

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Correct answer by
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