Lesson 2

Question 1

Adobe Analytics data is divided in 2 categories:

Answer 1

Variable

Event

Question 2

Variable:

Answer 2

qualitative data regarding an action performed by the customer (ex: what filter was selected,
tender type used, internal keyword searched, etc..)

Question 3

Event:

Answer 3

numeric count of a specific action/event that
occurred on the website (ex: # of internal searches, # of
filter submit, etc..)

Question 4

Variables are then divided in 2 groups:

Answer 4

eVar

sProp

Question 5

eVar:

Answer 5

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..)

Question 6

sProp:

Answer 6

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

Question 7

Note: eVar and sProp may track the same value. The difference is…

Answer 7

…the persistence of the variable and what metric/event can be tied to it

Question 8

Adobe Analytics Infrastructure

Answer 8

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

Question 9

A Report Suite defines…

Answer 9

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

Question 10

Adobe Analytics Report Suites

Answer 10

Virtual Report Suite

Global Report Suite

Question 11

Virtual Report Suite:

Answer 11

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

Question 12

Global Report Suite:

Answer 12

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)

Question 13

Adobe Analytics Multi-Suite Tagging

Answer 13

Bottom-up

Top-down

Question 14

Bottom-up:

Answer 14

data is collected for each individual site, then

aggregated for Hilton Worldwide

Question 15

Top-down:

Answer 15

data is collected in aggregate for Hilton Worldwide, then passed to the individual site’s Report Suite

Question 16

Benefits of Top-down Multi-Suite Tagging

Answer 16

Summary Metrics
Cross-Website Pathing
De-Duplicated Unique Visitors
Improved Campaign Attribution

Question 17

Summary Metrics:

Answer 17

all success events and traffic metrics are aggregates of corresponding metrics from individual Report Suites

Question 18

Cross-Website Pathing:

Answer 18

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

Question 19

De-Duplicated Unique Visitors:

Answer 19

Global Report Suites will only count the individual as one Unique Visitors if visited multiple sites

Question 20

Improved Campaign Attribution:

Answer 20

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

Question 21

General Report Suite Settings

Answer 21

Site Title
Base URL
Time Zone
Conversion Level
Base Currency

Question 22

Site Title:

Answer 22

friendly name for the Report Suite, seen by end user

Question 23

Base URL:

Answer 23

there as a reminder of which website data is being collected

Question 24

Time Zone:

Answer 24

determines the time zone for which data is associated (ex: EST or CST)

Question 25

Conversion Level:

Answer 25

determines whether your organization has the conversion aspects of AA (success events and conversion variables)

Question 26

Base Currency:

Answer 26

sets the currency of the Report Suite

Question 27

Visit:

Answer 27

is a session of no more than 12 hours of continuous

activity, with no more than 30 min of inactivity

Question 28

Visitor:

Answer 28

is a single, unique cookie IDVisitor: is a single, unique cookie ID

Question 29

A single “person” can have multiple Visits and be counted as…

Answer 29

multiple Visitors

Question 30

Metrics Report Settings

Answer 30

• View by
• Day of Week
• Configure Graph
• Date Range

Question 31

View by:

Answer 31

allows you to change the report to see data by

Day, Week, Month, Quarter, or Year

Question 32

Day of Week:

Answer 32

allows you to filter to see data only for a specific day (ex: Mondays)

Question 33

Configure Graph:

Answer 33

change the graph type

Question 34

Date Range:

Answer 34

clicking the calendar will provide the ability to select specific dates or date ranges

Question 35

Ranked Report

Answer 35

The goal of this report is to show traffic metric, success
event metrics, or calculated metrics data associated with
a traffic or conversion variable.

Question 36

Ranked Report Settings

Answer 36

Report Type
Selected Metrics
Data Filter
Compare to Site

Question 37

Report Type:

Answer 37

allows you to toggle between Ranked and

Trended views of the report

Question 38

Selected Metrics:

Answer 38

shows you which metrics are being

used

Question 39

Data Filter:

Answer 39

applies a text filter to Ranked reports

Question 40

Compare to Site:

Answer 40

allows you to compare the current report from the current Report Suite to the same report for another Report Suite (similar Compare to Segment)

Question 41

Pathing Report

Answer 41

Shows a sequence in which values are collected in AA
traffic variable (ex: how often visitors go from page A to
page B).