CJA’s No value row hides two different lookup defects

Your campaign report contains a large No value row. The event may have no campaign ID, or it may carry an ID that the lookup dataset does not recognize. An Experience League feature request describes how those cases collapse in a CJA lookup dimension. The remedies belong to different owners.

Split the population before changing labels

Take a sample of event IDs, raw campaign keys and lookup attributes from the same date range. Count events with an empty key separately from events whose nonempty key fails the lookup join. Then compare both populations with the reported No value total. This creates a measurable reconciliation instead of a guess based on the display label.

Check the lookup contract

Verify the key’s format, case, whitespace, effective dates and lookup refresh timing. Check whether the lookup row exists but its requested attribute is blank. Adobe’s No value options can change presentation, but a renamed bucket cannot repair either data path. Derived fields may help expose a diagnostic category after the source cases are proven.

Give each defect a separate owner

Missing event keys point to collection or tagging. Unmatched keys point to campaign governance and lookup delivery. Publish both counts with a small row sample so marketing can judge the attribution impact and the responsible team can reproduce it.

Adovo’s view

One report label should not become one root cause. When different failures share a bucket, the first job is to restore the distinction. Attribution becomes trustworthy only when the business can see which contract broke.