DocumentationAnalyticsAdmin Guide

Marketing Channel processing rules

Last update: Wed Oct 29 2025 00:00:00 GMT+0000 (Coordinated Universal Time)

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This page refers to processing rules that assigns a marketing channel to a hit. See Processing rules for the feature that allows you to adjust how data is collected.

Marketing Channel processing rules allow you create logic that determines the value for the Marketing Channel and Marketing Channel Detail dimensions. Use the Marketing Channel manager to determine what marketing channels you use, then use processing rules to determine how each channel is set.

Marketing channel buckets

Analytics > Admin > Report Suites > Edit Settings > Marketing Channels > Marketing Channel Processing Rules

Once the Automatic setup runs, it creates a rule for each channel generated during setup.

Default rules

You can use multiple rules to define a single marketing channel. Using multiple rules for a single channel can be beneficial if you want to set the channel detail differently depending on rule conditions. You can also use multiple conditions to define a single rule.

Rule definitions

Each rule contains a condition and an assignment:

  • If any/all of the following are true: If you add multiple conditions to a single rule, you can determine if all the conditions must be met or any one of the conditions be met to set the channel and associated value.
  • Rule conditions: Specify one or more rule conditions that must be met. Typically you specify a dimension that a hit must match to qualify for the marketing channel.
  • Then do the following: When the rule conditions match, set Marketing Channel (Identify the channel as) and Marketing Channel Detail (Set the channel’s value).

Rule conditions

The following options are available when setting rule conditions.

NOTE
All text fields are evaluated as case-insensitive. For example, if you use a rule condition where query string parameter cmp equals abc123, both the query string parameter and value can use any combination of uppercase and lowercase.

Adobe-detected conditions do not contain any options or fields to enter text.

Adobe-detected condition
Description
Matches Paid Search Detection Rules
The hit originated from a recognized search engine and matched Paid search detection rules.
Matches Natural Search Detection Rules
The hit originated from a recognized search engine and did not match paid search detection rules.
Referrer Matches Internal URL Filters
The hit contained a Referrer that matched Internal URL filters.
Referrer Does Not Match Internal URL Filters
The hit contained a referrer that did not match internal URL filters.
Is First Hit of Visit
The hit was the first in a visit.
Referrer Is Social Network
The Referrer type is “Social networks”.
Referrer Is Not Social Network
The referrer type is not “Social networks”.
Referrer Is Conversational AI
The referrer type is “Conversational AI”.
Referrer Is Not Conversational AI
The referrer type is not “Conversational AI”.

Hit attributes allow you to specify a dimension, a matching operator, and a value to look for.

Hit attribute condition
Description
Page
The Page dimension.
Page Domain
The domain of the URL. For example, products.example.com.
Page Domain And Path
The domain and path of the URL. For example, products.example.com/mens/pants/overview.html.
Page Root Domain
The root domain of the URL. For example, example.co.uk.
Page URL
The full page URL.
Query String Parameter
An individual query string parameter in the page URL. Use one query string parameter per rule condition. If you want to include multiple query string parameters in a rule, use multiple rule conditions.
Referrer
The Referrer dimension.
Referring Domain
The Referring Domain dimension.
Referring Domain And Path
A concatenation of referring domain and the referrer’s URL path. For example, www.example.com/products/id/12345 or ad.example.com/foo.
Referring Parameter
A query string parameter within the referrer.
Referring Root Domain
The referring root domain.
Search Engine
The Search engine dimension.
Search Keyword(s)
The Search keyword dimension.
Search Engine + Search Keyword(s)
A concatenation of search engine and search keyword.
AMO ID
The primary tracking code used by the Adobe Advertising and Advertising Analytics integrations. When one of these integrations is enabled, then the tracking code prefix can be used to identify Advertising specific channels. Values beginning with “AL” are for Search and Social. Values beginning with “AC” are for Display. When the AMO ID is used in marketing channels, click/cost/impression metrics can be attributed to the correct channel.
AMO EF ID
The secondary tracking code used by Adobe Advertising. Serves as the key for sending data back to Advertising. It can be used to identify display click throughs and display view throughs as two separate marketing channels. To do this, set the marketing channel logic for “AMO EF ID” ends with :d for display click throughs, or “AMO EF ID” ends with :i for display view throughs. If you do not desire to split display into two channels, use the AMO ID dimension instead.

Conversion variables allow you to specify a custom eVar, a matching operator, and a value to look for.

Converation variable condition
Description
eVar 1-250
The associated eVar dimension.
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