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Implement Adobe
Analytics
The Ultimate Student Guide
By Jasvinder Singh Bhatia

© Jasvinder Singh Bhatia

Disclaimer: These slides are copyrighted and strictly for
personal use only

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• This document is reserved for people enrolled into the Implement Adobe
Analytics – The Ultimate Student Guide Course

• Please do not share this document, it is intended for personal use, thank you

• Happy learning!

© Jasvinder Singh Bhatia

Introduction
Adobe Analytics is a powerful analytics package from Adobe which provides real

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time digital marketing reports, analytics for websites, measuring the performance of
websites, generating useful reports for marketing campaigns and much more..

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What Adobe Says..
• Adobe Analytics is the industry-leading solution for applying real-time analytics and

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detailed segmentation across all of your marketing channels. Use it to discover
high-value audiences and power customer intelligence for your business.
• Adobe Analytics has evolved beyond simple metrics to use machine learning,
artificial intelligence and other modern data analysis to become the industry’s
leading web analytics technology — delivering more accurate customer insights,
faster than ever

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Adobe Analytics and Adobe Experience Cloud
• Adobe Experience Cloud, formerly Adobe Marketing Cloud

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• Adobe Experience Cloud – suite of digital marketing tools designed to help
businesses deliver personalized experiences across various channels.
• Adobe Experience Cloud Products: Analytics, Experience Manager Assets,
Experience Manager Sites, Campaign, Target, Audience Manager, Experience Manager
Forms etc.
• Adobe Analytics is one part of larger solution i.e. Adobe Experience Cloud

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Web Analytics Tool – How it helps?
• Collect the data generated from digital properties like Smartphone, tablets, laptops etc.

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• Generate Reports
• Analyse the data
• Make key decisions

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Questions – Web Analytics can answer
• You are interested in online revenues growing every year

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• You are interested in figuring out marketing channels that drive the revenues
• You are interested in pages and contents driving user engagements
• You need to know more than who’s coming to your site. You need to know why
• What they’re looking for and how one interaction will affect all the rest
• Web analytics can tell us which products are selling well and which ones aren't.This can
help drive inventory and even in manufacturing decisions.
• And there are plenty of questions that web analytics can answer

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What Adobe says?

Web analytics are the heart. But insights

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bring the soul.

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Pre-requisites

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Key Definitions
• Key Business Requirement (KBR): Goal or objective critical for business success.

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Example: Increase online sales
• Key Performance Indicator (KPI): Measurement of organization’s success or failure to
achieve a goal. Example: Revenue
• Business Requirements Definition (BRD): Prioritized list of KPIs, KBRs and supporting
requirements

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Pre-requisites
• Define website goals

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• Extract KBR
• Identify user actions
• Create KPI

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Define Website goals

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Objective
Website A Buy Products

Objective
Website B Generate Leads

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Define Website goals
• Company’s core business?

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• End goal of website?
• How does website support this?
• What do you want visitors to do on your site?
• What you should measure to see what visitors are doing?

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Extract KBR
• You have the goals now

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• Extract the key objectives from these goals
• Prepare BRD with your Key Business Requirements

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Identify user actions
• You have the KBRs now

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• Think about your visitors actions on your website that help you reach these KBRs –
success events
• Success Events vary depending on nature of business. Example: In Retail website,
purchasing the product could be success event.

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Create KPI
• Determine Key metrics that will measure your success

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• Examples:
v Order Conversion Rate
v Product Browse to Buy Ratio
v Customer Satisfaction Scores

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Solution Design Reference
• Implement Solution using approved Business Requirements Document and mapping

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with Adobe Analytics Variables
• SDR is a basic structure of what each variable does and how it is populated and
implemented
• SDR is a blueprint. Create it before implementing website.

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Report Suite Architecture

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Report Suite Design
• Goal of Architectural design is to have ideal view of data from global and local

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perspective
• Two approaches:
• Multi-Suite Tagging
• Virtual Report Suites (VRS)

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Multi Suite Tagging

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Global Report
Suite

Unique Site Unique Site Unique Site

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Virtual Report Suite (VRS)

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Global Report Suite (Parent)

Secondary Report Secondary Report Secondary Report

Suite (Child) Suite (Child) Suite (Child)

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Website Data Layer

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Data Layer
• Framework of JavaScript objects that developers insert into pages.

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• Used by Tracking tools (Adobe Launch) to populate reports

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Legacy Analytics Page Code
s.pageName="Personal Details Page“; // Page Name

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s.channel="National"; // Site Section
s.hier1="US|Economy|News Articles"; // Site Hierarchy
s.prop3="Personal Content"; // Content Title
s.eVar6="Jasvinder Singh"; // Author
s.eVar7="Article"; // Content Type
s.prop14="National Economy, Currency, Elections"; // Content Topics

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Data Layer - Example
var dataSet = {
"page" : {

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"pageInfo" : {
"pageName" : "Personal Details Page",
"siteSection" : "National",
"hierarchy" : "US|Economy|News Articles" },
"contentInfo" : {
"title" : "Personal Content",
"author" : "Jasvinder Singh",
"contentType" : "Article",
"topics" : "National Economy, Currency, Elections" }
}
};

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Data Types

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Data Types
• Two types that Adobe Analytics records:

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v Metrics: Actual numbers. Example : Order and Leads
v Data Dimensions: Text Strings. Example: Gender, Internal search terms etc.

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Variables – Traffic vs Conversion
• Traffic variable values are non-persistent. Example: Page name variable.

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• Conversion variable values are persistent.

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Collect Data either Traffic or Conversion Variable

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Traffic Conversion
Automatically recorded when Set explicitly on success actions
collecting Traffic data elements
Common Traffic Metrics: Page view, Common Conversion Metrics:
Visit, Visitor etc. Product view, Orders, Revenue
Common Traffic data elements: Common Conversion data
Pages, Site etc. elements: Products, Internal Search
etc.

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Variables

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Variables
• 3 Types

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ØTraffic: Populates Traffic Reports, called s.prop in code
ØConversion: Populates Conversion Reports, called s.eVar in code. Persists across
page and visits
ØEvents: Populates Conversion Metric Reports, called s.events in code

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Traffic Variables
Variable Name Purpose

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s.pageName Page Names
s.channel Site Sections
s.server Server Name or Site Name
s.pageType 404 error page
s.prop1 – s.prop75 Any purpose

Example:
s.pageName="Personal Details Page";
s.channel="National";
s.prop3="Personal Content";
s.prop55 = "US";

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Traffic Metric Definitions
• Metrics are recorded when a prop is set

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ØPage View: One webpage load in user’s browser
ØVisit: Any number of page views within a set duration
ØUnique visitor: Number of people visiting your website during a given time

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Conversion Variables
Variable Name Purpose

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s.campaign Tracking codes
s.products Product Name, Revenue
s.purchaseID Unique Order ID
s.transactionID Unique Transaction ID
s.state Record location at time of purchase
s.eVar1 – s.eVar100 Any purpose
s.events All Conversion events are captured here
Example:
s.eVar6="Jasvinder Singh";
s.eVar7="Article";
s.campaign="Black Friday Sale";
s.products = "shoes;swimwear";

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Conversion Events
Variable Name Purpose

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purchase Record an order
scCheckout Record Checkout
prodView Record Product View
scOpen Record Shopping Cart Open
scAdd Record addition to Shopping Cart
scRemove Record removal from Shopping Cart
event1 – event1000 Any purpose (integer, decimal, currency)

Example:
s.events=“event1";
s.events=“scOpen, scAdd";
s.events=“purchase, event5";

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Adobe Experience Cloud Debugger

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Adobe Experience Cloud Debugger
• It’s a browser extension

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• Designed to read the Adobe code variables placed on the pages of a website
• Analysts use this tool to see what tags are placed on the page
• Developers use it to validate the code they placed on the page to see if they are
executing as designed.

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List of Solutions - Adobe Experience Cloud Debugger
• Experience Platform Web SDK

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• Adobe Analytics
• Adobe Target
• Adobe Launch
• Experience Platform Tags
• Dynamic Tag Management
• Adobe Audience Manager
• Experience Cloud Id

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How Adobe Analytics collect data?

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Analysis Workspace

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Analysis Workspace - Overview
• Quickly build analyses to gather insights and then share those insights with others

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• Using the drag-and-drop browser interface, you can craft your analysis, add
visualizations to bring data to life, curate a dataset, and share and schedule projects
with anyone you choose

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Analysis Workspace - Features
• Panels: Pages within a project that may contain many tables

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• Visualizations: Help you design various types of reports and visually bring data to life.
• Components
ØDimensions
ØMetrics
ØSegments
ØData ranges
• Data Dictionary: helps both users and administrators keep track of and better
understand the components in their Analytics environment.

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Adobe Launch

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Data Collection
• An Adobe Analytics Implementation is easier when using a tag management tool like

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Launch, by Adobe.
• Get a single view into all the data being collected on your web and mobile
properties for better quality control and sharing
• Most of the JavaScript syntax is taken care of through the Launch tool. You still need
to understand the basics of Adobe Analytics and its variables to correctly determine
the best implementation approach.

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Launch - Introduction
• Adobe tag-management capability, built into the Adobe Cloud Platform

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• Tag management solution – Manage tags for Adobe solutions and third parties in
one place
• Deploy client-side web products using integrations called extensions.
• Build and manage extensions directly and independently within the Adobe Cloud
platform

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Launch - Introduction
• Capture, define and manage data consistently between marketing products from

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Adobe
• Define the way data is captured and deploy web apps easily
• Share data across your teams so that right people have access to right data
• Create unlimited development environments
• Automate deployments through APIs
• Integrate Launch APIs with your internal systems

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Launch – Key Components
• Properties and Companies

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• Adapters
• Environment
• Extensions
• Data elements
• Rules
• Publishing

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Launch – Properties
• A collection of rules, data elements, configured extensions, environments and

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libraries
• A property is basically a container that you fill with extensions, rules, data elements,
and libraries as you deploy tags to your site
• Launch Company accounts contain one or more properties
• You can opt to have one company that contains all properties or have a company
account that contains several properties for each site you manage
• Example: Say 3 properties A, B and C within company account where A contains
blog sites, B contains e-commerce sites and C contains lead-generation sites
• Best Practice - multiple properties in a single company

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Launch – Adapters
• Refer to the destination(s) where you want to deploy Launch libraries

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• Flexibility to host your production libraries on your own domain

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Launch – Environment
• Set of deployment instructions for build location and format

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• One-to-one relationship with embed code
• Three environments:
ØDevelopment: Develop and Test libraries
ØStaging: Test and approve the library before it is published
ØProduction: Host the live, customer-facing site

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Launch – Extensions Catalog
• Like apps run on Launch platform

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• Packaged set of code that extends the Launch interface and the library functionality
• Provides 3 views:
ØInstalled: Displays all installed extensions
ØCatalog: Displays all available extensions
ØUpdates: Displays updates to installed extensions

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Launch – Data Elements
• Launch uses data elements to collect, organize and deliver data across technologies

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• Data elements are Launch’s version of a data layer. They can store values from your
own data layer object, cookies, local storage objects, query string parameters, page
elements, meta tags, etc.
• Built-in data dictionary that enables data reuse and multiple source inputs
• Element type available to you is dependent on the extensions you have installed. Say
for Launch Core extension, the data element type available: Cookie, JavaScript
Variable, Page Info, Query String Parameter etc.

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Launch – Rules
• A rule is an if this, then that formula.

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• If specified event takes place, the rule is triggered and specified actions take place.

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Launch – Publishing
• After creating extensions, data elements and rules, you need to publish them

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• The process consists of:
ØCreating and editing libraries
ØTesting the functionality of libraries
ØDeploying the libraries to your production site

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Launch – Working with Analytics Extension Components
• Extension supports client-side Analytics Implementation using AppMeasurement.js

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• AppMeasurement for JavaScript is a new library that provides the same core
functionality of s_code.js, but is lighter and faster for use on both mobile and desktop
sites

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Launch – Working with Analytics Extension Components
• Library Management

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• General
• Global Variables
• Link Tracking
• Cookies
• Configure Tracker using Custom code
• Adobe Audience Manager

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Launch – Working with Analytics Extension Components
• General

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ØEU Compliance: When Enable EU Compliance for Adobe Analytics option is
selected, system checks to see if the Launch sat_track_cookie is set to true. If the
cookie does not exist or is not set to true, Analytics code will not collect data
ØTracking Server: Domain at which image request and cookie are written. Eg:
s.trackingServer=“example.com”
• Global
ØReferrers: Links a visitor clicks to access your site

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Naming Pages

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Introduction
• Page Names are the foundation of your implementation

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• Imagine opening up the Adobe Analytics Pages report and seeing a list of URLs or
page names. It can frustrate any web analyst
• Use the concepts in this module to make reports that involve page names as easy to
understand as is possible with the context and size of your site

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Page Naming
• Important Aspect of page naming

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How they interact
with your site?

What visitors are

doing?
What level you
need to
understand?

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Effective Page Naming

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Contextual Context focuses on URL structure system which helps to identify
where a page resides

Clear Ensure it is clear and easily identifiable for infrequent users

Concise Primarily focus on making URL structure as short as possible and keep
the page name as short as possible to maximize limited character
space

Clean Avoid tagging issues which can fragment a single page into multiple
variations

Consistent Maintain a uniform structure across different sections of the site and
over time as well

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Unique Value Thresholds
• Each company needs to determine the page naming granularity required for its site’s

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low level pages
• Traffic metrics are always recorded but fall under separate line items listed as “Low-
Traffic” for page names not in the first 500,000 page recorded during the month

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Unique Value Thresholds

500,000 unique values threshold 1,000,000 unique values threshold

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After recording 500,000 unique page names in one A page that needs to be viewed more than 100
month, Analytics places new low-traffic page names times in a day to not get placed in “Low-Traffic”
in a “Low-Traffic” line item in the Pages report. after the report reaches the 1,000,000 unique
values threshold.
For example:
A new page name not yet recorded by Analytics For example:
(unique) that received less than 10 pageviews today If you run a large media site and pass 500,000
would be recorded as “Low-Traffic” if we had unique page names in your first two to three weeks,
already exceeded 500,000 unique page names this you will still see new story pages appear in the
month. Pages report as long as it is not filtered out because
of extremely low traffic.

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Product Detail Pages

Aggregate Unique

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Product Details Product Details
Tools: Screwdrivers:Product Details Craftsman: 18 pc Screwdriver Set

Product ID or product name is not included in the Product name included in page name
page name No flow within page name – one product page
Product name is passed into Analytics via the regardless of how the page is generated
s.products variable and the prodView event is Allow path analysis for specific product pages
executed Increases page name uniques
Allow path analysis for aggregate page names
Reduces page name uniques

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Selecting the Appropriate Detail Level
• The following questions may help you define your page name:

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ØWhat site was the user on?
ØWhat template served the site content?
ØIn which process was the user involved?
ØWhat content did the user see?
ØWhat event happened next?
ØWhat conditions existed within specific state of page?

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Implement Pre-defined Traffic Variables

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Introduction
• Implementing pre-defined traffic variables is an essential part in Analytics

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implementation
• Apart from s.pageName, there are many other predefined Traffic Variables that are
available. These variables, except for hierarchy and error page variables, function just
like s.pageName.

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Standard Variables

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Server Used to show the domain of webpage (to show the
s.server domains people come to).
Site Sections Often used to identify a section of your site. For example
s.channel sections like Electronics, Kitchen etc.
Hierarchies Used to determine the location of a page in your site’s
s.hier1-5 page structure.

404 Error Pages Captures the errant URL and referring URL when 404
s.pageType Error Page is displayed

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Standard Variables
• s.server

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Øs.server = “mainserver.globalclothiers.ca”
Øs.server = “Global Clothiers United Kingdom”
• s.channel
Øs.channel = “Electronics”
Øs.channel = “Women”
• s.pageType
Øs.pageType = “errorPage”
Øs.pageName = “ ”

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Implement Custom Traffic Variables

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Introduction
• As you implement Adobe Analytics code, you may need to capture certain values

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that are custom to your site. If Analytics does not have a Predefined Traffic variable
to capture the data, you must use a Custom Traffic variable.
• As an implementer, you have the option to enable and use up to 75 Custom Traffic
variables. These variables are called s.prop in the code and numbered from s.prop1
to s.prop75.

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Capturing Custom Values
• The purpose of custom variables is to capture the specific data that helps determine

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if the goals are met.
• In the code, whatever goes into s.prop1 shows up in the Custom Insight 1 report
• s.prop1 is the first Custom Traffic Variable
• Example:
Øs.prop2 = “registered user” // Traffic by registration status
Øs.prop15 = “English Page” // Page views to page by language

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s.Props Notes
• s.props behave the same as predefined traffic variables such as s.pageName, s.channel

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and s.server
• s.props are limited to 100 bytes of data and do not persist from page to page
• There are 75 Custom Traffic Variables available for use
• If you have multiple levels of groupings such as subsections or sub-subsections, s.prop
helps
• You can create/edit Custom Traffic Variables in Admin > Report Suites > Edit
Settings > Traffic > Traffic Variables

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Grouping by kinds of Pages
Øs.prop22 = “Home” // Home Page

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Øs.prop22 = “Category Pages” // Product Category Pages
Øs.prop22 = “Subcategory Pages” // Product Subcategory Page
Øs.prop22 = “Product Pages” // Product Pages

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Language Page Example
• If your site attracts people who speak different languages, you may have several

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versions of pages that have been translated for their convenience. You may then want
to know which language pages have the most traffic.
• The property variable s.prop7 is set on every page that belongs to a language
segment.

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Language Page Example

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Page 1 Page 2 Page 3
Start Visit
s.prop17=“” s.prop17=“EN” s.prop17=“FR”

Page 6 Page 5 Page 4

End Visit
s.prop17=“EN” s.prop17=“EN” s.prop17=“FR”

Page Views
Page Language (s.prop17)
EN 3 (60%)
FR 2 (40%)

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Traffic Variable Features and Functions
• List Prop/ Delimited Prop

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ListProp allows you to capture multiple values but breaks the values up so that they
appear as separate line items in the report

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Traffic Variable Features and Functions

Page Views

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Adobe Product Survey (s.prop19)
Flex, Illustrator, Photoshop 50%
Dreamweaver, Flash Pro, Photoshop 50%

Page Views
Adobe Product Survey (s.prop19)
Flex 30%
Illustrator 30%
Photoshop 10%
Dreamweaver 20%
Flash Pro 10%

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Pathing
• The optimum path engine records the entire path of your online visitors and

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customers and allows you to dissect these paths to reveal hidden behaviour patterns.
• Its defined as changing from one value to another value.
• Allows you to track how site visitors move between Site sections

Search for Search for “Hand Search for

“Leather Bag” Bag” “Wallet”

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Custom Traffic Variable – Scenario

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Go on…
• A scenario where a visitor has been to our website before and filled out

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survey capturing his age.
• He is now returning to our site.

Let us see how we would use Traffic Variables (s.props) to record his
behavior

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Go on…

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1
s.pageName = “Home Page”; Page Name
s.channel = “Home Page”; Site Section
s.prop20 = “40-44”; Age Group (custom value captured
through a registration form)

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Go on…

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1 2
s.pageName = “Home Page”; s.pageName = “Electronics LP”;
s.channel = “Home Page”; s.channel = “Electronics”;

s.prop20 = “40-44”; s.prop20 = “40-44”;

v Traffic Variables DO NOT PERSIST.

v They must be repopulated on each page.
v They are visitor’s footprint.

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Go on…

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1 2 3
s.pageName = “Home Page”; s.pageName = “Electronics LP”; s.pageName = “Men:Activewear”;
s.channel = “Home Page”; s.channel = “Electronics”; s.channel = “Men”;

s.prop20 = “40-44”; s.prop20 = “40-44”; s.prop20 = “40-44”;

v Traffic Metrics such as Page Views, Visits and Unique Visitors are calculated automatically.
v No need to send Traffic Metrics through code.

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Tracking Campaign Conversion

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Introduction
• Why do we track our campaigns?

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Because we want to know how much conversion we get from certain
campaigns. Knowing this, we can make better judgements about how to
spend our marketing funds on future campaigns

• In order to tie Success Events on your site to the Tracking Codes of all
your creatives, we first have to capture the Tracking Code.

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Record Tracking Codes
• Identify and capture each unique Campaign ID, also called as Tracking

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Code.
• Two basic ways to capture Tracking Codes:
ØSet the Tracking Code to a specific landing page (less common)
s.campaign = “tracking code”
ØAccess the Tracking Code in the query string of URL (most common)
www.shopxyz.com/page.html?src=bn_345

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Grabbing Query String Parameter
• Use Launch to grab the value of parameter in question

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OR
• Use an Analytics plug-in (Util.getQueryParam) to grab the Tracking Code.

www.shopxyz.com/page.html?src=bn_345

Launch can grab the

tracking code from
the parameter or you
can use the plugin
s.campaign=“bn_345”

Tracking Code Report

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Assigning Conversion Credit Across Visits
• The s.campaign has a persistence and allocation value that can be adjusted

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in the Admin Menu.
Q: Is the purchase on Tuesday
because of Sunday’s Banner Ad?

A: Yes, no or maybe. Campaign

allocation depends on the length of
the Conversion Cycle

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Internal vs External Campaigns

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Internal Campaigns External Campaigns
Drive traffic to one part of your website Drive traffic from another source
from another part or is a “call to action” completely outside of your website
Should be tracked with a Custom Should be tracked with the Campaign
Conversion Variable Variable

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Marketing Channels Auto Setup

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Advertising Analytics Setup
Advertising Analytics lets you see all your Google, Bing and Yahoo Gemini

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Paid Search data side by side in Adobe Analytics. Once setup, you will get
the data from these search engines, bring them together and you can
analyse it by using the power of Analysis Workspace

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Working with Conversion Events

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Introduction
• An event also called as Success Event, is defined as a point on your

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website in which a successful conversion occurs.
• Example, if a product is added to the customer’s shopping cart, the
scAdd event is used to capture the Success Event.
• Consider events as Conversion Metrics.

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Tracking Conversion on your website
• Adobe offers both Predefined and Custom Events.

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• Predefined Events are related to Retail Conversions and have specific
names.
• Custom Events can be used for any purpose, commonly used for
conversion activities like registrations, downloads, sign-ups etc.
• General syntax for s.events variable:
s.events = “[Adobe Analytics event name]”;

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Predefined Events

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Predefined Retail Success Usage
Events
prodView Visitor views product detail page
scOpen Visitor opens shopping cart for the first time
scView Any time shopping cart is viewed
scAdd Any time product is added to shopping cart
scRemove Any time product is removed from shopping cart
scCheckout Occurs on the first page of a checkout
purchase Occurs on the Final page of checkout, includes Revenues, Orders etc.

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Custom Events
• The 1,000 Custom Events enable you to define any conversion event

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that you want to track. For example if your site has newsletter, your
success event might be Newsletter Subscription
• Syntax for Custom Events:
s.events=“event1[,event2]”

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Event Serialization
• It is the practice of adding a unique Event ID

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• Prevents events from being recounted by using serial number for each
event instance
• 3 settings to control unique event recording: Always Record event,
Record per visit or Use Event Id

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Non-Retail Conversions
• Identify Conversion Actions

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Example: Lead generation
Request for Information > Form Submit Confirmation
• Assign Events to Actions
Request for Information = event1
Success Confirmation
• Tag Pages with Events
Request for Information: s.events=“event1,event101”
Success Confirmation: s.events=“event2”

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Implement Product Variable with Events

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Introduction
• With each Retail event, you must specify the product that is viewed,

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checked out or purchased.
• Do so with Conversion Variable i.e. Products Variable.

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Explain Predefined Events
• Specify Predefined Retail Event on the same page as Products Variable

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• Products Variable does not persist across pages
• Syntax for s.products variable:
Øs.products=“Category;Product;Qty;TotalPrice;Incrementor;Merchandising”
Øs.products=“;Product;Qty;TotalPrice;Incrementor;Merchandising”
Øs.products=“;Laptops;3;2500.00;events;eVars”

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Event Usage
Relationship between scenarios and product string fields

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Øs.products=“;Product;Qty;TotalPrice;Incrementor;Merchandising”
ØProduct -> General Use
ØProduct;Qty;TotalPrice -> Purchase
ØProduct;Qty;TotalPrice;Incrementor ->Event Increment
ØProduct;Qty;TotalPrice;Incrementor;Merchandising -> Merchandising

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General Use (Non-Purchase)
The format used:

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s.events=“prodView”
s.products=“;Sports Shoes”
Most common events used with product name are:
üprodView
üscAdd
üscView
üscCheckout

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Implement Purchase Confirmation

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Introduction
• At the end of order process, you find the Confirmation page

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• Purpose is to confirm the purchase made by the visitor
• Here most of the fields of the product string are used

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Purchase Event – How to code?
• Set the purchase event on the Final Confirmation Page (“Thank You”) of

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the order process
• On this Page, Product name, quantity, price are captured in the Products
Variable
s.products=“;Product;Qty;TotalPrice;”

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Purchase Variables
• s.events = “purchase”

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• s.products = “;Headphones;1;18.99”
• s.purchaseID (Recommended)
• s.state – Do not persist for more than a page
• s.zip – Do not persist for more than a page
• s.transactionID – makes it possible to tie offline data to online
transactions

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Why do we need Purchase ID Variable?
• Most commonly set to the order ID already on your website

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• Products on the confirmation page will only be counter once per
s.purchaseID
• Stores saved information from Confirmation page
• Keeps all conversion data from being counted double in reports
• Prevents duplicate orders on the purchase page

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Event Incrementor
• Allows you to specify custom number or currency for specific products.

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• 5th field in product string, often used for tax or postage charges
s.products=“;Product;Qty;TotalPrice;Increment Amount”
s.products=“;`Sofa Bed;1;1199.00;event3=200.00 | event4=40.00,
;Table;1;599.00;event3=50.00 | event4=20.00”

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Non-Retail Example
Example: Travel & Hotel Bookings

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§ Identify Conversion events
Packages -> Enter Travel Dates -> Review Order -> Confirmation
§ Assign events to pages
View Packages (incl. Hotel) = prodView
§ Tag pages with events
• s.events = “prodView”
• s.products = “;Hotel Name;1;399.00”;

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Custom Conversion Variables

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Introduction
• The Custom Insight Conversion Variable (or eVar) is placed in the

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Adobe code on selected webpages of your site. Its primary purpose is
to segment conversion success metrics in custom marketing reports.
vConversion Variables are persistent and hold their value for longer than one
page
vYou decide how long they hold their value by configuring the Conversion
Variable settings in the Admin Menu
vEach conversion is credited to all Conversion Variable values that are associated
with visitor

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How eVars work?
• Conversion reports are used to answer questions about what led to

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conversion event on the website.

s.evar1=“Handbags”
4
Conversion
3

1 s.evar1=“Search Term”

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Use of Conversion Variable (eVars)
• Internal Search Terms

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• Merchandising Categories
• Campaign Tracking
• User Types

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Cross Category Merchandising
s.products=“Category;Product;Qty;TotalPrice;Incrementor;Merchandising”

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Syntax Examples:
Finding BasketBall in the Sporting goods section
s.events=“prodView”
s.products=“;BasketBall;;;;eVar6=Sporting Goods”

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Example - Merchandising
Basketball available in multiple areas or sections of website

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ØSporting Goods
ØToys
ØDeals for You
ØNew Items
If found or viewed in “New Items” section, code on product detail page will be:
s.events=“prodView”
s.products=“;BasketBall;1;25.99;;eVar6=New Items”

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Unique Visitor Variable
• You can assign and store a Unique Visitor ID for your visitors that you can

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use for marketing purposes
• Visitor ID is specific to your company and separate from Adobe ID
cookies.
• You can use the Data Warehouse to extract a list of these Unique Visitor
IDs for remarketing purposes

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Counter eVar
• eVar56 is enabled as Counter eVar

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• s.eVar1 = “designer bags”; // captures Internal Search Term
• s.eVar19 = “+1”; //increments Internal Search by one

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 Conversion Variable – eVar in action
• Visitor comes to your website through Google Ad

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• s.campaign variable -> automatically populates with tracking code say
‘google_ad_5’ and is stuck to the visitor

Website Home ‘getQueryParam’

Visitor Page utility in global JS file
captures the tracking
1 code

s.campaign = “google_ad_5”;

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 Conversion Variable – eVar in action
• So we have identified this visitor (they have been to our site before) and

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decided to input his Age (eVar3) and UserID (eVar4) into custom
conversion variables

Website Home
s.campaign = “google_ad_5”;
Visitor Page
s.eVar3 = “40-44”;
1 s.eVar4 = “123334”;

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 Conversion Variable – eVar in action
• On Website’s Home Page, the visitor searches for s.campaign = “google_ad_5”;

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“designer bags” s.eVar3 = “40-44”;
s.eVar4 = “123334”;

search Website Home

Visitor Page

1
“Designer Bags”

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 Conversion Variable – eVar in action
• On Search Results Page, the Internal Search Term s.campaign = “google_ad_5”;

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(eVar5) is populated into another conversion s.eVar3 = “40-44”;
variable and stuck to our visitor s.eVar4 = “123334”;

search Website Home Search Results Page

Visitor Page

1 2
s.eVar5=“Designer Bags”

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 Conversion Variable – eVar in action
• On the Products Page, visitor clicks purchase.. s.campaign = “google_ad_5”;

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s.eVar3 = “40-44”;
s.eVar4 = “123334”;
s.eVar5=“Designer Bags”

search Website Home Search Results Page Products Page

Visitor Page

1 2 3

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 Conversion Variable – eVar in action
• Purchase credit (the metric Order in Reporting & s.campaign = “google_ad_5”;

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Analytics) gets all values and still stuck to the s.eVar3 = “40-44”;
visitor at the time of purchase s.eVar4 = “123334”;
s.eVar5=“Designer Bags”

search Website Home Search Results Page Products Page Purchase

Visitor Page Confirmation Page

1 2 3 4
s.event=“Purchase”

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