Attribution looks wrong

Attribution Looks Wrong

Your calculated metrics or attribution reports don't make sense.

Issue: Revenue > Total Revenue

Problem: Sum of revenue by channel > total revenue

Cause: Multi-touch attribution is double-counting

Example:

• Organic Search: $500K (first touch)
• Email: $400K (last touch)
• Total: $900K (but real total was $700K)

Why: Each channel got credit for the same conversion

Fix:

• Use Last Touch attribution (each conversion = 1 channel)
• Or use calculated metric to show average, not sum
• Or educate stakeholders on multi-touch

Issue: Channel > Visitors

Problem: Organic Search has 150K visitors, but total visitors is 100K

Cause: Attribution model allows one visitor to be counted in multiple channels

Example with First Touch:

• Visitor 1: First touch = Organic, Last touch = Email
• In "Organic" segment: counted as visitor
• In "Email" segment: also counted as visitor
• Total visitors unique-counted: 1, but by-channel = 2

Fix: Use Last Touch to avoid overcounting

Issue: Traffic source shows wrong channel

Problem: Direct traffic showing as Organic

Cause: Processing rule or referrer tracking issue

Fix:

1. Check AEP Debugger: what referrer is sent?
2. Check processing rules: is a rule modifying traffic source?
3. Check your data layer: is traffic source field correct?

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Next: Numbers don't match another tool