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Marketing Channel first touch is a life time variable. It will hold the first value ever seen for the user.

Often times people will put the same value into different evars with different expirations on them (IE, visit, one week, 30 days are the most common). This way the can run reports on the different evars and get different attribution.

With the release of Attribution IQ last week, you can put the evar to your most common expiration and then user this new feature to generate reports based on the, different, expirations.