Like it or not, but analyzing marketing performance is a key requirement for any digital analytics solution. Even solutions that try to find a niche by self-branding themselves as “product analytics” tools have some more-or-less developed feature to analyze marketing performance. In Adobe Analytics, we can use the Marketing Channels feature to analyze where the traffic on our website is coming from. So far, so neat! However, Marketing Channels in Adobe Analytics have one big drawback: They rely on comparatively simple Processing Rules. In those Processing Rules, we have to find a way to identify traffic for a given channel only by using what is available during data collection. Many customers use the Tracking Code dimension to achieve that, forcing them to use campaign codes like “searchads-123” to identify traffic from paid search ads. In the Processing Rules, they would then configure a rule like this to identify SEA traffic: […]