I've come across an issue while using various attribution models and different scopes with my Marketing Channels.
The thing I can't fully grasp is the "none" bucket when using a "visit" scope because the "none" bucket does not appear in my normal Marketing Channels report (using the same metric related to application submits).
"none" value shows up only for First touch and Last touch so my theory here is that on visit scope, no First touch nor Last touch could be identified. In other words, these channels were identified beyond the visit scope. I would greatly appreciate any ideas on this.
Nonetheless, when using the visitor lookback the "none" bucket does not appear which leads me to the conclusion that might support my theory about the First touch and Last touch not existing within the visit lookback window but they must naturally appear within the visitor lookback window.
Thank you for reading this,
Have a great day