A response is considered to be a direct inexact match if Campaign cannot uniquely identify a treatment instance to credit, but the returned tracking code(s) match multiple possible target treatment instances.
To narrow down target treatment instances that will receive credit for this response, if any target treatment instance contacted the responder, Campaign then discards any treatment instances that did not contact the responder. If no target treatment instances contacted the responder, all are kept, and all will receive credit for a viral response.
After response tracking rules are applied and all invalid target treatment instances are discarded, Campaign uses different attribution methods to calculate the credit to give to any remaining treatment instances.