In Adobe Analytics, Marketing Channels play a vital role in deriving actionable insights. As organizations prepare for the transition to Adobe's next-generation Customer Journey Analytics (CJA), the prospect of changes to established Marketing Channels can be unsettling.
However, while changes are imminent within CJA, this transition need not be daunting.
In this discussion, we will explore the significant modifications, highlight new features, delve into best practices, and conclude with a detailed guide on setting up marketing channels within CJA.
Waterfall Method
Like Adobe Analytics, marketing channels in CJA use a waterfall method. During processing, the logic is evaluated, and the first matching rule will decide the channel value. If the current rules have been well vetted for accuracy, I recommend following the same order. This simplifies the setup and validation process.
Attribution IQ
CJA continues to allow much flexibility in analyzing various attribution methods and lookback periods. The flexibility of Workspace allows attribution to be reported and compared using various methods and windows. For example, you can look at order attribution by first touch channel with a 30-day lookback. You could also compare these results to last touch channel with a 90-day window. Workspace in both Analytics and CJA easily allow these ad hoc comparisons.
Admin Interface
Marketing channels in CJA are set up using the derived field builder. This functionality allows for greater flexibility in logic. As rules are built, a preview shows the percentage of hits that are attributed to each channel. Adobe provides a template that helps start the process and later in this post, we will review the full process in detail.
Channel Override
In most traditional analytics implementations, Direct and Session Refresh channels are set to not override other existing channels. For specific use cases, other channels might be set in a similar way. A similar effect can be achieved in CJA. We will look at the steps later.
No Option to Limit to First Hit of a Session
Because CJA leverages report time processing and stitching, there is not an option to limit logic to the first hit of a session. Thus, each rule is applied to every hit during the visit. It is important to have a clear understanding of persistence and how various variables are set throughout the customer journey.
Rolling Engagement Period
In traditional Analytics, the engagement period for marketing channels is a rolling period. For example, if expiration is set to 30 days, both first and last touch channels will persist if the visitor has activity every 30 days.
In CJA, the engagement period is not a rolling period. If a 30-day lookback period is used, only marketing channel instances within that period will be reflected. If your site has frequent visitors, you may see substantial changes, especially with first touch channels or attribution methods that weigh earlier channels more heavily.
Now that we've looked at some of the changes with channels, let's explore some of the benefits that are unlocked in CJA.
Channel Attribution
In traditional Analytics, most implementations are limited to tracking users based on temporary IDs that change often. CJA provides a clearer perspective of the entire journey by stitching activity across channels in more accurate ways. As a result, channel attribution now offers a better understanding based on the entire journey, accurately representing multiple touchpoints instead of being segmented by transient cookies.
Holistic Journey Attribution
Similarly, CJA allows you to include a wide variety of event datasets. Being able to easily report on in-store activity, customer service phone calls, emails, and chats alongside website data reveals a much richer view of your customers' journeys.
All these touchpoints can be reflected in marketing channels and success attribution.
Retroactivity & Increased Flexibility
Updated logic for channels is applied retroactively. This can offer the ability to correct a mistake or to recategorize certain activity as desired, however, since historical data is affected, it is important to have a well-devised and well-documented plan for updates and communication.
While working with marketing channels or any derived field, make a copy of your existing field as a backup before making any changes. Hide the new version's components to avoid confusing CJA users. Once the new logic has been confirmed, temporarily back up the current field (save as) in case you need to revert to that previous version for any reason.
Derived fields can become quite lengthy and complex. Saving your work often can help avoid losing work.
Here are 4 Tips when manipulating logic blocks in Adobe CJA derived fields:
The process of evaluating marketing channels mirrors the structure of traditional analytics. This flowchart provides a high-level overview of the typical evaluation process for common scenarios.
Now we'll look at the steps to set up marketing channels and details in CJA.
Start by creating a derived field in the desired data view. Under the functions dropdown, you'll find a templated option. Now you can drag the Marketing Channel template onto the workspace.
This template includes building blocks that can be used to successfully build a marketing channel derived field.
Parsing Query String Parameters
First, you'll define the various query parameters that are used in your implementation. To capture the CID, for example, you'd use this logic. Note that I renamed the block to identify it as the CID variable. Adding descriptive names making later steps easier.
If you also use other keys, simply find the URL Parse function on the left menu and drop it under your previous rule. Here, I'm capturing any campaign values present. You will initially see an error message, but we'll deal with that as we progress.
After parsing all parameters, use a Merge Fields function. This function is similar to SQL Coalesce. You define multiple fields, in preferred order, and the first non-null value will be used.
This logic will use the CID first, if present, otherwise it evaluates UTM_CAMPAIGN. The result will be captured as URL_PARAM.
Parsing Referring URL
In the referring domain block, select your referring URL value. Ensure the choice is set to Get Host.
Crafting Channel Logic: Building a Foundation
With the fundamental elements in hand, it's time to construct your channel setup.
Maintain consistency with your existing Analytics rules, ensuring that the order remains unchanged. This practice is essential for maintaining accuracy and consistency across your channels.
Paid Search
In general, Paid Search is often the first condition. In this example, if the referrer is a search engine and a URL_PARAM (CID or UTM_CAMPAIGN) is set, the traffic will be categorized as Paid Search. Based on your campaigns, here you might need to be more specific to only capture certain campaigns based on URL_PARAM value.
Note: If you have other tagged campaigns where a search engine is the referrer, such as local listings, these rules should also be placed above Natural Search.
Natural Search
For Natural Search, you should use logic like the example below.
Other Channels Based on Query String Parameters
Next, you'll parse a variety of scenarios. Although Adobe's templates have some logic, such as social domains, you can copy other values from Analytics channel rules as needed.
In the examples shown below for Email and Display, I'd recommend using the more specific starts with criterion when possible.
Other Channels Based on Referrer
Also ensure that you evaluate other channels such as any Affiliates.
Other Referrers
If the referring URL is set and is not an internal URL, set the channel to Other Referrers.
Direct / Session Refresh
After the above criteria, you'll have channels left such as Direct and Session Refresh. To mimic the non-override characteristics of these channels, you need to set these to No Value. When building the dimension, you can change the No Value label to something more descriptive such as Direct / Session Refresh. We will do that a bit later.
Any other channels that you don't want to override need to all be set as No Value. This can be done at any step in the logic.
Setting Up the Channel Dimension in the Data View
After saving your channel derived field, pull it onto the dimensions section of the components. Here you can change your No Value options and set your default persistence. To ensure that Direct / Session Refresh (no value) does not override other channels, be sure to select the middle radio button. This will display these results by default, however, since they're essentially No Value they won't override other channels. (Selecting the 3rd radio button below would treat it as a value, meaning these would override other channels.
You should now confirm your channels function as desired. Because of the differences between CJA and traditional Analytics mentioned above, you should not expect to see exact parity between values.
After confirming your channel rules, the best practice is to concatenate the channel detail into the same derived field. This method follows a tip that was shared at Adobe Summit 2024 and will reduce maintenance needed when updating channel logic.
First, for safe keeping, save a copy of your current derived field with an archive name.
Now edit your original derived field. We’ll use logic to set the channel detail based on the channel using a Case When function. Add the new Case When function underneath all your existing logic.
Tracking Code / Campaign Details
For all your channels where you want to report the campaign as the detail, use logic similar to the following. Use the variable where you’ve parsed for all your campaigns.
Referrer Details
Next, add an Else If to use Referring Domain for appropriate channels.
No Details
Finally, set all others to No Value.
Concatenating the Channel Name and Detail Value
Your final block will concatenate the channel & channel detail values. Use a delimiter that isn’t contained in your channel names or detail values.
In your preview, you should see your channels set with the right details following the delimiter.
Setting Up the Detail Dimension in the Data View
After saving your updated derived field, duplicate the dimension you used above for validating channels.
For your channel dimension, use substring settings similar to those shown below. Use the delimiter used in the concatenation.
For your detail dimension, you’ll use the 2nd index.
Validate your new dimensions report correct results.
In this post, we have covered several key considerations about CJA marketing channels. We also reviewed steps needed to implement channel rules successfully. Understanding these will make the migration process easier, more effective, and help ensure the accuracy of your data.
If you are interested in learning more about Concord’s analytics capabilities or would like help in your transition to Adobe CJA, reach out to connect with Concord’s team.
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