Adobe Analytics Business Practitioner Practice Exam

Which Adobe Analytics Dimension should an analyst use to see First and Last Touch Metrics for specific campaigns or keywords?

1. Entry

2. Referring Domain

3. Marketing Channel Detail

4. Campaign Overview

The correct answer is: Marketing Channel Detail

Choosing the Marketing Channel Detail dimension is appropriate for analyzing First and Last Touch Metrics related to specific campaigns or keywords. This dimension provides insights into how different marketing channels contributed to conversions, allowing analysts to see which channels served as the initial interaction point (first touch) and which were the final point of engagement before a conversion (last touch). The Marketing Channel Detail dimension encompasses various marketing efforts, including campaigns, and breaks down the channels, providing granularity that is essential for understanding campaign performance over the complete customer journey. This enables analysts to attribute credit more accurately for conversions between different marketing initiatives. In contrast, other dimensions such as Entry focus more on the specific pages where users land, Referring Domain tracks the origin of traffic but lacks specific campaign detail, and Campaign Overview, while it gives a broader view of campaigns, does not provide the level of detail needed to distinguish between first and last touch metrics. Thus, Marketing Channel Detail becomes the go-to choice for insights into campaign behavior in terms of first and last interactions.