Attribution FAQ

What is the “None” line item when using attribution?

The ‘None’ line item is a catch-all item that represents all conversions that happened without any touch points within the lookback window. Try including a longer time range in your reporting window.

Why do I sometimes see dates outside of my reporting window when using attribution models?

These extra dates are due to the visitor reporting lookback window. See Data appearing outside reporting window in the Analytics KB for more information. Adobe plans to filter out these extra rows in an upcoming release.

When should I use a visit vs. visitor attribution lookback?

The choice of attribution lookback depends on your use case. If conversions typically take longer than a single visit, a visitor lookback is recommended. Creating a data view with a longer visit definition is also a potential solution.

How do props and eVars compare when using attribution?

Attribution is recalculated at report runtime, so there is no difference between a prop or eVar (or any other dimension) for the sake of attribution modeling. Props can persist using any lookback window or attribution model, and eVar allocation/expiration settings are ignored.

What dimensions and metrics are not supported?

The attribution panel supports all dimensions. Unsupported metrics include:

  • Unique Visitors
  • Visits
  • Occurrences
  • Page Views
  • A4T metrics
  • Time Spent metrics
  • Bounces
  • Bounce rate
  • Entries
  • Exits
  • Pages Not Found
  • Searches
  • Single Page Visits
  • Single Access

How does attribution work with filters?

Attribution always runs before filters, and global filters run before any other report filters are applied.

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