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Matomo Attribution Model Issue #21020
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Hi @jorgeuos, However, we don't provide support through the issue tracker, so unless we can clearly establish a hypothesis that a certain replicable behaviour is a bug, and provide replication steps, we can't go on too much investigating this ourselves as it could be related to configuration, reports setup, goals setup etc. Could you perhaps try and formulate what you think is the issue in one or two sentences? We'd appreciate that! And, once again, we do appreciate a detailed report and your time put into it. |
@sgiehl any insights welcome here, thanks! |
So we have an update. I'm short on time right now, so I will probably update this issue tomorrow. But Basically our findings have resulted in that, when a user visits the site, they get a visitorId and browses around the site. This visit is attributed to a campaign or a whatever referrer it gets.
But instead, the user gets a new visitorId, and that is why the attribution isn't attributed to the first referrer. And the conversion is attributed to a Direct visit. Br, Jorge |
What exactly is the problem?Last non-direct attribution on ecommerce orders does not work as expected. What is the possible cause?Visit 1
Visit 2
Key questionsIs it expected behaviour that a new Visitor is generated once a UserId is provided to Matomo?
Regards, Me and my client |
This issue has been mentioned on Matomo forums. There might be relevant details there: https://forum.matomo.org/t/multi-channel-conversion-attribution-last-non-direct-doesnt-work/52828/6 |
I think that post 👆 could help us with getting the reports that we need. |
@jorgeuos I don't have enough time to think that all through in detail, but to me it sounds more like this would be a problem around the user id tracking. If you wouldn't use user ids I guess the attribution would be correct all over, is that right? If setting a user id later in a visit creates a new visit, that sounds incorrect to me and might be what we should investigate. Can you confirm that? |
Yes, that is my understanding. However, the documentation says:
https://matomo.org/faq/general/how-are-requests-with-a-user-id-tracked/ When a user is trying to finish a purchase, they get logged in. Shouldn't the referrer and attribution also be updated and associated with the userID and not the visitorID. I will consult with my client if it is an option for them to turn off the userID. At least until the issue is resolved or until we find a workaround. |
Thanks for the response. I guess we at least need to investigate why the documentation and how the code behaves is different. One part seems to be wrong in that case. |
Hi @mattab Yes, indeed, the two problems looks related. I'm sorry that I didn’t catch that sooner. However, there seems to be several issues in the forum related to this issue and I understand that you are looking into it with your best effort. Please let me know if there is something I can do to make it smoother for you to troubleshoot and pinpoint the error. A further break down:
|
Update: Based on recent discussions and observations:
Given these updates and the previously discussed concerns, any insights or recommended action steps from your end would be valuable. We're committed to collaborating closely on this, ensuring we arrive at a comprehensive solution. |
This issue has been mentioned on Matomo forums. There might be relevant details there: https://forum.matomo.org/t/setconversion-attributionfirstreferrer-is-not-working/53798/2 |
My organization selected Matomo to replace UA because of their default support for last-touch non-direct attribution. As we poked around in the platform, we realized that this isn't what was happening at all in the system and that it was more of a last touch attribution setup. Then after a bit of searching, I discovered this thread and see that this is an issue that's been around and known for OVER A YEAR. We're incredibly upset that a feature that Matomo is advertising hasn't been available for over a year as we sit on the eve of our transition away from UA. Can we please pick this up? Or at the very least can Matomo stop advertising features that they don't have @mattab ? |
@AdamMcAddEm As far as we know, attribution works perfectly well in Matomo. We could be wrong but we still haven't been able to reproduce an issue. The issue you referring to is only a Cosmetic issue, but I agree it's very annoying. This will be addressed ASAP in #19328 |
Yes, I investigated again, and it does look like the attribution of revenue/conversions is working. GA would just also attribute the sessions so that our conversion rates would be more accurate. Example
Visitor 2
GA Matomo Let me know if I'm misunderstanding something. |
Hi DevTeam!
I have gathered some questions and thoughts about the Matomo Attribution Model. I have tried to explain it as best as I can, but I’m not sure if I’m correct. So please correct me if I’m wrong.
First we have the questions from a client, then I have added my thoughts and findings below the Results headline.
From client:
MATOMO ATTRIBUTION RULES
https://matomo.org/faq/troubleshooting/faq_50/
https://matomo.org/faq/general/what-is-the-default-attribution-model-used-in-matomo/
Data that support/ contradicts these rules
What we can see is that:
Why? How?
In the Matomo reporting interface:
Referrers.getReferrerType
".MarketingCampaignsReporting.getSource
" & "MarketingCampaignsReporting.getMedium
"Having examined the contents of these respective files, specifically looking for fields related to campaign activity, I can observe the following:
Referrers.getReferrerType
contains ONLY Label (which is the Campaign Name)MarketingCampaignsReporting.getSource
contains ONLY SourceMarketingCampaignsReporting.getMedium
contains ONLY MediumWhat I assume is happening is:
Referrers.getReferrerType
is correct (it is last non direct touch) - it allows for a count of the totalecommerceOrders
for each campaign. I assume that this data is written to Matomo Using the values contained in the_pk_ref
cookie because having examined the contents of that cookie, the ONLY campaign information that is present is the Campaign NAMEMarketingCampaignsReporting.*
queries do not use the_pk_ref
cookie because they can't. It does not contain additional campaign parameters. These reports can only use what it has available which is essentially data from the Visits Log and that is LAST TOUCH (see#1
above)Re-cap:
Our aim is to get:
A potential solution would be to extend the contents of the
_pk_ref
cookie to include these parameters and write them to either theReferrers.getReferrerType
data set (or a new data set) then subsequently update the respectiveMarketingCampaignsReporting.*
data sets to refer to this data.Tasks
Results
After thorough analysis of the SQL queries, I have come to the following conclusions:
#A1
Referrers.getReferrerType
, runs about 30+ queries in the DB. (I have stored all Query logs and attached them in a zip-file).matomo/plugins/Referrers/Archiver.php
Line 84 in f226904
campaignNameDetected
// Name if detectedcampaignKeywordDetected
// Keyword if detectedreferralTs
// Current time the user visits the sitereferralUrl
configConversionAttributionFirstReferrer
Goals-Archiver.sql
.log_conversion
table, meaning that it shouldn’t be able to know anything about Multi Channel Attribution, because all the information is already in that table.referer_keyword
referer_name
referer_type
campaign_content
campaign_group
campaign_id
campaign_keyword
campaign_medium
campaign_name
campaign_placement
campaign_source
MarketingCampaignsReporting-Archiver.sql
matomo_log_visit
andlog_conversion
These queries are very complex and hard to fully understand if one isn’t familiar with the datasets. And it’s too soon for me to assess if it’s supposed to be like this, if the reports are correct or not. It could be related to configuration, as I’ve learned reading the code now, there is that
configConversionAttributionFirstReferrer
setting for an example.In the file called
customer-journey.sql
I reproduced the steps we did together.
_ses
Cookie and close the tab.And I can see in the last query that it attributes to my campaign. Which is the correct behavior, right? Last non direct touch.
#A2
The MarketingCampaignsReporting plugin uses the logs, but the logs are updated with the referral data. So it should be the same behavior. But that doesn’t exclude the possibility of the query(ies) to be wrongly formatted.
What I mean is that the referrer data is the same, it is there. But for some reason, it is not respecting the last non touch approach.
Conclusion:
We need Matomos Core Team to help us to fully understand which report is correct and how we can get the data we need.
Could it be that the campaign info is missing from the inserts in:
matomo/plugins/Referrers/Archiver.php
Line 61 in 1155273
queries.zip
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