AA Reports & Analytics

Question 1

AA Reports & Analytics :
What are the steps of a Segmentation Workflow ?

Answer 1

1. Plan
2. Build
3. Tag
4. Admin Approval
5. Share
6. Filter
7. Favorite

Question 2

Process of using Web Analytics ?

Difference between KBR and KPI ?
Examples of web KPIs?

Answer 2

1. Define KPIs

2. Report
3. Analyze
4. Optimize
5. Innovate

KBR(O) : Key Business Requirement Objective

目的・目標

e.g. : Increase brand awareness, Generate leads, Increase eCommerce sales, Increase advertising income, reduce usage of 問い合わせ info link

K in “key” : must elicit action

KPI : Key Performance Indicator
目安（数値）Conversion Event

Subscriber rate, # leads, avg. ad income/page, avg. ad income/visitor, conversion rate, cart abandonment rate, products per order, AUR, % of forms completed, % of forms abandoned, leads/day, # content downloads, loyalty (#visits)

cost per acquisition - CPA -
Impressions>clicks>CTR>avg CPC>Cost>conversion>CPA
1,000 > 05 > 5% >$1 > $50 > 10 > $5
2,000 > 200 > 10% >$1 > $200 > 10 > $20

device proliferation and unique browsers
offer better service online & capture audience

Question 3

What’s a Beacon in web analytics ?
traffice report vs conversion report?

Answer 3

beacon = a transparent image (1x1 or 2x2 pixels)

does not contain any information.

Traffic report : 指標・ページビュー数、訪問回数、訪問数、ユニーク訪問者数、等

s.prop

conversion report : 取引と繋がったもの

e.var

ユーザー登録、購入回数、など

Question 4

does a page reload count as a view ?

Answer 4

yes it does.

after 30 minutes if there’s no activity the session is considered over.

Question 5

Fallback ID Methods ?

Answer 5

If other visitor D methods fail, Adobe sets a fallback cookie or uses a combination of IP address and user agent to identify the visitor.

if the standard s_vi or AMCV cookie is unavailable, a fallback s_fid is set with a 2 years expiration

Question 6

How does the unique visitor report work?

実訪問者数リポート

Answer 6

Adobe uses a patent-pending cookie-handshake technology to distinguish a unique visitor from a return visitor.

The cookie handshake overcomes limitations (e.g. ?) in Internet Browser cookie technology.

Question 7

What is the Key Metric Reports for?
主要指標リポートの目的は？

Answer 7

The Key Metrics Report lets you compare metrics to see whether they trend together.

e.g.

unique visitor stays constant while visits view increase = more repeat users

visitor # stays the same but page views increase = people see more pages on average. Is that a good thing? (more interest) or a bad thing (getting lost) ?

Question 8

異常値検出

Anomaly Detection

Answer 8

Anomaly Detection identifies which fluctuations are statistically significant.

goal : separate signal from noise, then identify potential factors for those signal or anomalies.

• drastic drop in average order value
• Spikes in orders with low revenue
• spikes or drops in registration
• drops in landing page views
• Spikes in video buffer events
• Spikes in low video bit-rates

upper_bound
lower_bound
forecast

Question 9

3 types of Search Keywords : what are they ?

Answer 9

1. Search Keywords : Paid
2. Search Keywords : Natural
3. Search Keywords : All

Question 10

scenario : you want to see which paid keywords lead to the most page views, which reports do you go to? what do you do there?

Answer 10

Reports & Analytics > Traffic Sources > Search Keywords - Paid Report > add metrics [page views] > sort

Question 11

Instance definition within AA

Answer 11

Instance
The number of times that a value was set for a variable.

Instances are counted for all hit types, but are not counted when a value is recorded for a variable on a subsequent hit due to persistence.

For example, if a user arrives via example.com, the first image request contains the referrer of example.com. When this value is set, one Instance is attributed to example.com even though this referrer is recorded for all pages viewed during that visit.

Question 12

Original Referring Domain ?
オリジナル参照ドメインとは？

Answer 12

Customers can visit your site multiple times and have a different referrer for each visit. The original referring domain is the one used the first time by a customer to arrive at your site.

訪問者の最初に記録された参照ドメイン。
例：６ヶ月前にGoogle.comからサイトにアクセスし、今日はYahoo.co.jpからアクセスしても、「オリジナル参照ドメイン」はGoogle.comになります。

Question 13

what are the referrer types in Reports & Analytics ?

Answer 13

• Other websites
• Search Engines
• Social
• Typed/Bookmarked

The following line items might display when running this report :

• Inside your site : URLs tagged by the internal URL filter. Not counted as a referrer instance
• No Java Script : type was unidentifiable. Not counted as a referrer instance
• Usenet (Newsgroup) - URL starts with news://

Question 14

“Campaign” definitions in the Adobe Marketing Cloud

Answer 14

Adobe Marketing Cloud : Campaigns determine what content is displayed to whom, where and when.

Report & Analytics : a marketing effort to bring visitors to website. Also a product feature or advertised product concept.

Target : Campaign also know as Activity in Target, is the mean of controlling what content to show to whome and when. (MVT, A/B, Optimizing campaigns, landing page campaigns, etc.)

Question 15

Tracking Codes Report

Answer 15

Tracking Codes Report
Measure how various advertising tracking codes affect different conversion events on your site.

used to measure specific campaign performance.

general properties :

references data from the s.campaign variable
based on a conversion variable (it can persist beyond the page view)

admin must ensure that all paid campaigns* include a tracking code.

* PPC, email campaign, affiliate links, banner, even radio or TV ads.

Question 16

What are** First Touch** and Last Touch metrics ?

which report do they appear in?

Answer 16

First touch and last touch are channel attributes that show how many engagements result from a visitor’s activity in the channel.

When a success event occurs, Analytics looks at the entire visitor’s activity and history. It notes the first channel the user came through, as well as the most recent channel, then gives credit to each channel.

e.g.
Paid search ad > product view > Exit
then
Email Campaign > product view > cart > Purchase

Paid search would have : first touch order, first touch revenue
Email campaign would have : last touch order, last touch revenue

Marketing Channel Over Report

Question 18

Prop と eVar の違い

Answer 18

Prop と eVar の主な違いは :

Persistence, naming convention, success events, pathing, potentially available metrics, breakdowns

永続性、ネーミング規則、成功イベント、パス、使用可能な指標、クロス集計

ネーミング規則 : Prop はトラフィック変数と呼ばれ、様々な切り口によるデータのランキングをレポートするために使用されます。eVar はコンバージョン変数と呼ばれ、サイトの何が成功イベントに最も貢献しているかを判断するために使用されます。

Naming convention: Props are considered traffic variables, meaning they are used to report on popularity of various dimensions of your site. eVars are considered conversion variables. They are used to determine which dimensions of your site contribute the most to success events.

永続性 : Prop は、それが発生したイメージリクエストより長く維持されません。Prop は、同じイメージリクエストでセットされなかった他の変数には関連付けられません。それに対して、eVar は永続的です。サーバー上の保管領域に値を保持することで、その後の成功イベントに関連付けられます。

Persistence: Props do not persist beyond the image request they were fired on. They cannot be associated with other variables that are not in the same image request. eVars, however, are persistent. A backend variable is used to preserve the value originally fired so it can associate itself with success events later on.

成功イベント : 成功イベントは、コンバージョンイベントとも呼ばれ、訪問者が目標に達した回数を測定する指標です。このイベントは、サイトでの購入やニュースレターの受信登録など、何でも構いません。eVar は、コンバージョンイベントをレポートし、訪問者の目標達成に最も影響力のある変数を示します。トラフィック変数にはこれと同じ機能はありません。ただし、レポートスイートを正しく設定すると、パーティシペーション指標を表示することができます。

Success events: Success events, also known as conversion events, are metrics that measure the number of times a visitor reaches a goal. This event can be anything from purchasing something on your site, to subscribing to a newsletter. eVars are designed to report on conversion events, to show you which values are most successful in influencing visitors to reach your goals. Traffic variables do not have this same functionality. However, you can view participation metrics if you configure your report suite correctly.

パス : Prop はパスを使用できます。これにより、表示されている変数のコンテキスト内でユーザーがたどったパスを見ることができます。リクエストに応じて、アドビ担当者はパスを有効化します。eVar はパスを使用できません。

Pathing: Props can use pathing, which allows your organization to see a given path a user took within the context of the variable being viewed. An Adobe representative can enable pathing, if requested. eVars cannot use pathing.

使用可能な指標 : Prop と eVar の間で使用可能な指標は、変数の設定とデータプラットフォームおよびバージョンによって大きく異なります。 次のリストに、デフォルトでは無効ですが、有効にできる指標を示します。レポートに特定の指標が必要で、それが見つからない場合は、貴社のサポートユーザーを通じて ClientCare にご連絡ください。

Potentially available metrics: The metrics available between Props and eVars vary widely based on the variable’s settings and data platform/version. The following list illustrates what can be enabled, not what is enabled by default. If you want a specific metric in reporting but do not see it, have one of your organization’s supported users contact ClientCare.

Prop と eVar の両方 :

• インスタンス、ページビュー数、訪問回数および訪問者数
• バウンス、直帰率、 入口、出口、合計滞在時間
• パーティシペーション指標と計算指標

Prop （トラフィック変数） :

• 平均滞在時間、 平均ページの深さ、リロード回数、直帰数（Single Access）

eVar （コンバージョン変数） :

• すべての買い物かご指標
• すべての購入指標（注文件数、数量、売上高など）
• すべてのカスタムコンバージョンイベント

クロス集計 : Prop は相関を設定すれば、同じイメージリクエストで発生した他のトラフィック変数とクロス集計可能です。eVar は、サブリレーションを設定すると、他のコンバージョン変数との紐付けが可能です。

Breakdowns: Props use correlations, which display page views for other traffic variables fired in the same image request. eVars use subrelations, which provide a breakdown on other conversion variables in relation to success events.

Question 19

トラフィックとコンバージョンの分け方

Answer 19

トラフィック変数　：アクセスの分析

• 標準変数
• カスタムトラフィック変数（s.prop#) 　　最大75

コンバージョン変数：取引と繋がった数値の分析

• 標準変数
• カスタムコンバージョン変数（s.evar#) 　　最大75

Question 20

What does VISTA stand for in Adobe Report & Analytics ?
what is it?

Answer 20

**VIST​A **

• Visitor
• Identification
• Segmentation and
• Transformation
• Architecture

is a server side approach to populating report variables.
VISTA uses visitor segmentation rules to create real-time segmentation of all online data, without the need to implement complex logic on your site.

An unlimited number of visitor rules can be defined in VISTA.

VISTA processing occurs after data is collected but before it displays in marketing reports, data warehouses, ASI or ad hoc analysis.
Server-side data manipulation is done as the data comes in through the image request.

Question 21

Bounce and Single Access

バウンスと直帰数

Answer 21

• *Bounce** : a single server call
• *Single Access** : a single unique Page Name
• *バウンス**：単一のイメージリクエストで必ず構成される直帰
• *Single Access** : If a user come to your site, triggers something (a video, etc.) or reloads the page, the visit is considered a Single Access Visit.
• *直帰数**：複数のイメージリクエストで構成される可能性のある直帰

Kind of a bad translation. 直帰数should be 単独ページ 　and bounce should be 直帰

Question 22

If a customer comes to page A, reloads it twice within 3 seconds then leaves out of boredom, is it a Bounce or a single Access ?

訪問者がページAに来て、３秒で２回リロードしてから去っていく。　　それは「バウンス」か「直帰数」か？

Answer 22

Single Access, as there was more than one image request.

Question 23

パーティシペーション
Participation

Answer 23

Participation metrics assign full credit from success events to all values of an eVar that were passed during a visit.

used to determine which pages or campaigns contribute the most to success.

3 ways :

First, last, linear.

e.g.

1. user navigate to your site, searches for “shoes”
2. then for “tennis shoes”
3. then purchases tennies shoes for $120

• *First** : “shoes” gets $120 credit
• *Last** : “Tennis Shoes” gets $120 credit
• *線形　linear** : both get $60 credit

Question 24

階層レポート
Hierarchy Report

Answer 24

Displays the hierarchical layout of the pages on your website and displays those pages in order based on how they are configured in the hierN variable. This report is populated using proper variable configuration that you set for each page that you want to take part in the hierarchy. This report lets you see selected metrics (such as Unique Visitors) for the hierarchy.

By specifying the hierarchy depth (the default is 10 levels), you can view the overall hierarchy, as well as the position and data for specific pages in the selected hierarchy. You can specify names for your hierarchies and, depending on the service level you have purchased, view hierarchies according to Page Views, Visits, or Visitors.

Question 25

exit links
離脱先リンク

Question 26

コンテントベロシティ

Answer 26

コンテントベロシティ＝
ページビュー数のパーティシペーション÷訪問者数

特定のページを閲覧した後で閲覧したページ数の平均

Question 27

パス分析
Paths Analysis

Fallout

Path Finder

Answer 27

お客様の回遊レポート
Paths > Site Sections >

• Next page flow
• Next page
• Previous Page flow
• Previous page
• Fallout
• Full Paths
• PathFinder
• Path Length
• Page Analysis
• Entries and Exits

​
コンバージョンパスの定義

Question 28

Return frequency report ​
再来訪頻度

Answer 28

• Less than one day
• One to three days
• Three to seven days
• Seven to fourteen days
• Fourteen days to one month
• Longer than one month

Shows the length of time that passes between visits from returning visitors, and the number of visits that fall into each time length category. Use the report to see the average amount of time that repeat visitors go without visiting your site, and the trends in repeat customers.

Use this information to market effectively to visitors who have gone a certain period of time without visiting your site.

You can:

Identify the number of return visitors and the frequency of their return visits.
Evaluate your website’s appeal and relevance to visitors over time.
Know how sticky your site is to visitors and how often they feel compelled to return for further interaction or updates.
Identify the impact of your website’s content and promotions on your visitors.

By default, this report has the following time lengths:

Less than one day
One to three days
Three to seven days
Seven to fourteen days
Fourteen days to one month
Longer than one month

Notes

This report does not record any first-time visitors, as there is no prior visit to compare against.
The date range in this report uses the time in which the visit occurred. For example, a visitor comes to your site in April, then comes back twice in the same day in October. Pulling a Return Frequency report for the month of October would show one visit under “longer than 1 month”, and one visit under “less than 1 day”.

Question 29

In Japanese please?

Visit Number
Days Before First Purchase
Daily Unique Customers

Answer 29

通算訪問回数

Visit Number

初回購入までの日数
Days Before First Purchase

日別ユニーク顧客数
Daily Unique Customers

Question 30

Impression vs Vieweable Impressionの定義

Answer 30

Viewable impression の定義
広告の50％以上の面積が画面に1秒以上露出
した広告になります。

Impression=表示回数
Viewable impression=視野に入る表示回数

Question 31

two types of Reports & Analytics Breakdowns
クロス集計の二種類

Answer 31

• Traffic breakdown : correlations

トラッフィククロス集計・コリレーション

• conversion breakdown : sub-relations　

コンバージョンクロス集計・サブリレーション

Traffic and Conversion are separate

Traffic Breakdowns are multi-level (up to 20 - Instance)

トラフィッククロス＝ネスト可能

Conversion Breakdowns are Single-Level
コンバージョンクロス＝ネスト不可能

e.g. Site sections most viewed by American women 18-24
Country [U.S.] > Age Group [18-24] > Gender Registration [Female] > Site Sections

e.g. Which campaign works best with new users?
Customer Loyalty [New Customers] > Campaign/Tracking Code/Campaign Name

Question 32

Segmentation vs Metrics

how do you display the Segment Builder ?

Answer 32

Metrics count what happens : PV, Visits, Visitors, Orders, Registrations, etc.

Segmentation qualifies the metrics :

• types of visitors
• groups of pages
• groups of products
• kinds of campaigns

how do you display the Segment Builder ?
[Show Segment] under the report name

Question 33

Primary types of Segmentation

Answer 33

1. ヒット　　Hit-Based (page types)
2. 訪問　　　Visit-Based (Campaign-spawned visit, visit with special promotion views)
3. 訪問者　　Visitor-Based (Loyalty, Age, Gender, etc.)

Question 34

In Reports & Analytics, in which menu do you log real-life events ?

Answer 34

Components > Calendar Events

Question 35

what are the two types of alert in Report & Analytics?

Answer 35

1. Metric-based alerts
2. Item-based alerts

Question 36

Data Extract
データ抽出