issue with email tracking code attribution across multiple marketing channels | Community
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keeTee
Level 3
Jul 7, 2022 4:35 PM UTC
Solved

issue with email tracking code attribution across multiple marketing channels

we are encountering an issue where a significant amount of traffic from email tracking code (starting with e) is moved heavily out of email and into direct and also paid search tracking code (starting with s)is moved into referrers. Nothing significant has changed on the site and was wondering was if anyone can shed light on why this could be happening.

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yuhuisg
yuhuisgAccepted solution
New Participant
Jul 8, 2022 4:38 AM UTC

Tracking Codes and Marketing Channels have different persistences.

As you've stated, your Tracking Codes expire after 7 days.

But Marketing Channels are evaluated with every hit.

So, a user could have come to your website via a Paid Search tracking code, thus getting his Marketing Channel set to "Paid Search". But then he returned to your website (3 days later) via a link from his friend's website. Then, his Marketing Channel is set to "Referral", but AA still remembers his Paid Search tracking code since 7 days haven't passed since it was set.

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8 replies

yuhuisg
yuhuisgAccepted solution
New Participant
Jul 8, 2022 4:38 AM UTC

Tracking Codes and Marketing Channels have different persistences.

As you've stated, your Tracking Codes expire after 7 days.

But Marketing Channels are evaluated with every hit.

So, a user could have come to your website via a Paid Search tracking code, thus getting his Marketing Channel set to "Paid Search". But then he returned to your website (3 days later) via a link from his friend's website. Then, his Marketing Channel is set to "Referral", but AA still remembers his Paid Search tracking code since 7 days haven't passed since it was set.

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keeTeeAuthor
Level 3
Jul 12, 2022 11:09 AM UTC

Hi @yuhuisg 

Can you please expand more on this?

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yuhuisg
yuhuisg
New Participant
Jul 12, 2022 1:25 PM UTC

This table showing example hits might illustrate what I'm saying:

 Tracking Code (v0)Marketing Channel
Mon 12:00pm: visits your site from a paid search links:one:thing (instance)Paid Search
Tue 9:00am: visits your site from another paid search links:something:else (instance)Paid Search
Thu 11:00pm: visits your site from a friend's website links:something:else (persist)Referral

 

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Pablo_Childe
Pablo_Childe
New Participant
Jul 7, 2022 4:42 PM UTC

what are examples of the url structure for the tracking codes?

 

ecid= or some other?

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keeTeeAuthor
Level 3
Jul 7, 2022 5:16 PM UTC

URL structure for email  site.com?ecid=e:pr:promo:eam:doff:mcl:050222_SpringEvent&mi_u=233715898&mi_ecmp=050222_SpringEvent&link=hero&cluster_number=&em_cid=5123439&em_rid=233715898

 

for Paid search its ?ecid=s:

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keeTeeAuthor
Level 3
Jul 7, 2022 5:28 PM UTC

Marketing channel expiration is set to 7days same as tracking code. If these 2 have the same allocation then it shouldn't be a persistence problem,right?

 

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