If your organization uses the Analytics source connector to bring report suite data into Customer Journey Analytics, you can configure a connection in Customer Journey Analytics to report on Marketing Channel dimensions.
Once you establish the Analytics source connector on a desired report suite, an XDM schema is created for you. This schema contains all Analytics dimensions and metrics as raw data. This raw data does not contain attribution or persistence. Instead, each event runs through marketing channel processing rules and records the first rule it matches. You specify attribution and persistence when creating a data view in Customer Journey Analytics.
Your marketing channel dimensions are now available for use in Analysis Workspace.
The Analytics source connector requires that both
channel.typeAtSource (Marketing Channel) and
channel._id (Marketing Channel Detail) be populated, otherwise neither is carried over to the XDM ExperienceEvent. If the Marketing Channel Detail is blank in the source report suite, this results in a blank
channel._id and the Analytics source connector will blank out
channel.typeAtSource as well. This may result in reporting differences between Adobe Analytics and Customer Journey Analytics.
There are several fundamental data differences between report suite data and Platform data. Adobe highly recommends adjusting your report suite’s marketing channel processing rules to help facilitate proper data collection in Platform.
To maximize effectiveness of Marketing Channels for Attribution IQ and Customer Journey Analytics, we have published some revised best practices.
Marketing channel settings operate differently between Platform data and report suite data. Consider the following differences when setting up Marketing channels for Customer Journey Analytics:
Is First Page of Visit: This rule criteria is common on several default marketing channel definitions. Any processing rule that contains this criteria is ignored in Platform (other criteria in the same rule still apply). Sessions are determined at data query time instead of at the time of data collection, preventing Platform from using this specific rule criteria. Adobe recommends re-evaluating any marketing channel processing rules containing the ‘Is First Page of Visit’ criteria, opting for alternative approaches that achieve your goals.
Override Last-Touch Channel: This setting in the Marketing Channel Manager normally prevents certain channels from getting last touch channel credit. Platform ignores this setting, allowing broad channels like ‘Direct’ or ‘Internal’ to attribute toward metrics in potentially undesired ways. Adobe recommends removing channels where you have ‘Override Last-Touch Channel’ unchecked.
Marketing Channel Expiration: This engagement period setting determines the period of inactivity before a person can obtain a new first touch channel in report suite data. Platform uses its own attribution settings, so this setting is ignored entirely in Customer Journey Analytics.
Because the architecture of Adobe Experience Platform is different than a Adobe Analytics report suite, results are not guaranteed to match. However, you can use the following tips to make this comparison easier: