Lesson 2 Flashcards
Adobe Analytics data is divided in 2 categories:
Variable
Event
Variable:
qualitative data regarding an action performed by the customer (ex: what filter was selected,
tender type used, internal keyword searched, etc..)
Event:
numeric count of a specific action/event that
occurred on the website (ex: # of internal searches, # of
filter submit, etc..)
Variables are then divided in 2 groups:
eVar
sProp
eVar:
conversion variable that allows us to tie revenue to
a specific value and are usually tied to an event
(ex: Filter Type, Internal Search Keyword, etc..).
They are persistent and can have different expirations
(visits, purchase, 1 day, etc..)
sProp:
traffic variable that can only be tied to visits,
visitors and page views. They are not persistent (value
overwritten on each hit) but allow pathing analysis
Note: eVar and sProp may track the same value. The difference is…
…the persistence of the variable and what metric/event can be tied to it
Adobe Analytics Infrastructure
Adobe Analytics is built on a shared infrastructure - all data collected is routed to central data collection servers and shared with companies based on Company Logins, Report Suites and Rollups.
Data is collected from
a visitor cookie
Routed to central
collection servers
Grouped in
Report Suites
Displayed in Reports
A Report Suite defines…
the complete, independent reporting on a
chosen website, set of websites, or subset of web pages
Usually, a Report Suite is one website, but it can be a global segment where you have combined several sites’ numbers to get totals
Adobe Analytics Report Suites
Virtual Report Suite
Global Report Suite
Virtual Report Suite:
data access for users is based on specific segments by applying a segment to a Report Suite and creating a new view (virtual Report Suite) based on that combination
Global Report Suite:
A view of all properties in one Report Suite. Obtained through multi-suite, which sends image requests into a ‘global’ Report Suite in addition to individual Report Suites (or Vista/Processing rules)
Adobe Analytics Multi-Suite Tagging
Bottom-up
Top-down
Bottom-up:
data is collected for each individual site, then
aggregated for Hilton Worldwide
Top-down:
data is collected in aggregate for Hilton Worldwide, then passed to the individual site’s Report Suite
Benefits of Top-down Multi-Suite Tagging
Summary Metrics
Cross-Website Pathing
De-Duplicated Unique Visitors
Improved Campaign Attribution
Summary Metrics:
all success events and traffic metrics are aggregates of corresponding metrics from individual Report Suites
Cross-Website Pathing:
if a person visits the website of both Brand A and Brand B, AA recognizes that person as the same individual in the global Report Suite and allows you to see how he/she navigated the site
De-Duplicated Unique Visitors:
Global Report Suites will only count the individual as one Unique Visitors if visited multiple sites
Improved Campaign Attribution:
Someone comes to Brand A’s site from paid search then clicks over to Brand B’s website. Without multisuite tagging the purchases in Brand B would not be attributed to paid search
General Report Suite Settings
Site Title Base URL Time Zone Conversion Level Base Currency
Site Title:
friendly name for the Report Suite, seen by end user
Base URL:
there as a reminder of which website data is being collected
Time Zone:
determines the time zone for which data is associated (ex: EST or CST)
Conversion Level:
determines whether your organization has the conversion aspects of AA (success events and conversion variables)
Base Currency:
sets the currency of the Report Suite
Visit:
is a session of no more than 12 hours of continuous
activity, with no more than 30 min of inactivity
Visitor:
is a single, unique cookie IDVisitor: is a single, unique cookie ID
A single “person” can have multiple Visits and be counted as…
multiple Visitors
Metrics Report Settings
- View by
- Day of Week
- Configure Graph
- Date Range
View by:
allows you to change the report to see data by
Day, Week, Month, Quarter, or Year
Day of Week:
allows you to filter to see data only for a specific day (ex: Mondays)
Configure Graph:
change the graph type
Date Range:
clicking the calendar will provide the ability to select specific dates or date ranges
Ranked Report
The goal of this report is to show traffic metric, success
event metrics, or calculated metrics data associated with
a traffic or conversion variable.
Ranked Report Settings
Report Type
Selected Metrics
Data Filter
Compare to Site
Report Type:
allows you to toggle between Ranked and
Trended views of the report
Selected Metrics:
shows you which metrics are being
used
Data Filter:
applies a text filter to Ranked reports
Compare to Site:
allows you to compare the current report from the current Report Suite to the same report for another Report Suite (similar Compare to Segment)
Pathing Report
Shows a sequence in which values are collected in AA
traffic variable (ex: how often visitors go from page A to
page B).
