Implement+Adobe+Analytics+-+The+Student+Guide (1).pdf

Guide for Adobe Analytics implementation using Adobe Launch

1. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
© Jasvinder Singh Bhatia
By Jasvinder Singh Bhatia
Implement Adobe
Analytics
The Ultimate Student Guide

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Disclaimer: These slides are copyrighted and strictly for
personal use only
© Jasvinder Singh Bhatia
•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!

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Introduction
© Jasvinder Singh Bhatia
Adobe Analytics is a powerful analytics package from Adobe which provides real
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..
© Jasvinder Singh Bhatia
•Adobe Analytics is the industry-leading solution for applying real-time analytics and
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
© Jasvinder Singh Bhatia
•Adobe Experience Cloud, formerly Adobe Marketing Cloud
•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?
© Jasvinder Singh Bhatia
•Collect the data generated from digital properties like Smartphone, tablets, laptops etc.
•Generate Reports
•Analyse the data
•Make key decisions

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Questions –Web Analytics can answer
© Jasvinder Singh Bhatia
•You are interested in online revenues growing every year
•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?
© Jasvinder Singh Bhatia
Web analytics are the heart. But insights
bring the soul.

9. Pre-requisites
© Jasvinder Singh Bhatia© Jasvinder Singh Bhatia

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Key Definitions
© Jasvinder Singh Bhatia
•Key Business Requirement (KBR): Goal or objective critical for business success.
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
© Jasvinder Singh Bhatia
•Define website goals
•Extract KBR
•Identify user actions
•Create KPI

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Define Website goals
© Jasvinder Singh Bhatia
Website A
Website B
Buy Products
Generate Leads
Objective
Objective

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Define Website goals
© Jasvinder Singh Bhatia
•Company’s core business?
•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
© Jasvinder Singh Bhatia
•You have the goals now
•Extract the key objectives from these goals
•Prepare BRD with your Key Business Requirements

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Identify user actions
© Jasvinder Singh Bhatia
•You have the KBRs now
•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
© Jasvinder Singh Bhatia
•Determine Key metrics that will measure your success
•Examples:
vOrder Conversion Rate
vProduct Browse to Buy Ratio
vCustomer Satisfaction Scores

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Solution Design Reference
© Jasvinder Singh Bhatia
•Implement Solution using approved Business Requirements Document and mapping
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.

18. Report SuiteArchitecture
© Jasvinder Singh Bhatia© Jasvinder Singh Bhatia

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Report Suite Design
© Jasvinder Singh Bhatia
•Goal of Architectural design is to have ideal view of data from global and local
perspective
•Two approaches:
•Multi-Suite Tagging
•Virtual Report Suites (VRS)

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Multi Suite Tagging
© Jasvinder Singh Bhatia
Global Report
Suite
Unique SiteUnique SiteUnique Site

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Virtual Report Suite (VRS)
© Jasvinder Singh Bhatia
Global Report Suite (Parent)
Secondary Report
Suite (Child)Secondary Report
Suite (Child)Secondary Report
Suite (Child)

22. Website Data Layer
© Jasvinder Singh Bhatia© Jasvinder Singh Bhatia

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Data Layer
© Jasvinder Singh Bhatia
•Framework of JavaScript objects that developers insert into pages.
•Used by Tracking tools (Adobe Launch) to populate reports

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Legacy Analytics Page Code
© Jasvinder Singh Bhatia
s.pageName="Personal Details Page“; // Page Name
s.channel="National"; // Site Section
s.hier1="US|Economy|NewsArticles"; // Site Hierarchy
s.prop3="Personal Content"; // Content Title
s.eVar6="JasvinderSingh"; // Author
s.eVar7="Article"; // Content Type
s.prop14="National Economy, Currency, Elections"; // Content Topics

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Data Layer -Example
© Jasvinder Singh Bhatia
var dataSet= {
"page" : {
"pageInfo" : {
"pageName" : "Personal Details Page",
"siteSection" : "National",
"hierarchy" : "US|Economy|NewsArticles" },
"contentInfo" : {
"title" : "Personal Content",
"author" : "JasvinderSingh",
"contentType" : "Article",
"topics" : "National Economy, Currency, Elections" }
}
};

26. Data Types
© Jasvinder Singh Bhatia© Jasvinder Singh Bhatia

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Data Types
© Jasvinder Singh Bhatia
•Two types that Adobe Analytics records:
vMetrics: Actual numbers. Example : Order and Leads
vData Dimensions: Text Strings. Example: Gender, Internal search terms etc.

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

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Collect Data either Traffic or Conversion Variable
© Jasvinder Singh Bhatia
TrafficConversion
Automatically recorded when
collecting Traffic data elements
Set explicitly on success actions
Common Traffic Metrics: Page view,
Visit, Visitor etc.
Common Conversion Metrics:
Product view, Orders, Revenue
Common Traffic data elements:
Pages, Site etc.
Common Conversion data
elements: Products, Internal Search
etc.

30. Variables
© Jasvinder Singh Bhatia© Jasvinder Singh Bhatia

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Variables
© Jasvinder Singh Bhatia
•3 Types
ØTraffic: Populates Traffic Reports, called s.propin code
ØConversion: Populates Conversion Reports, called s.eVarin code. Persists across
page and visits
ØEvents: Populates Conversion Metric Reports, called s.eventsin code

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Traffic Variables
© Jasvinder Singh Bhatia
Example:
s.pageName="Personal Details Page";
s.channel="National";
s.prop3="Personal Content";
s.prop55 = "US";
Variable NamePurpose
s.pageNamePage Names
s.channelSite Sections
s.serverServer Name or Site Name
s.pageType404 error page
s.prop1 –s.prop75Any purpose

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Traffic Metric Definitions
© Jasvinder Singh Bhatia
•Metrics are recorded when a prop is set
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
© Jasvinder Singh Bhatia
Example:
s.eVar6="JasvinderSingh";
s.eVar7="Article";
s.campaign="Black Friday Sale";
s.products= "shoes;swimwear";
Variable NamePurpose
s.campaignTracking codes
s.productsProduct Name, Revenue
s.purchaseIDUnique Order ID
s.transactionIDUnique Transaction ID
s.stateRecord location at time of purchase
s.eVar1 –s.eVar100Any purpose
s.eventsAll Conversion events are captured here

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Conversion Events
© Jasvinder Singh Bhatia
Example:
s.events=“event1";
s.events=“scOpen, scAdd";
s.events=“purchase, event5";
Variable NamePurpose
purchaseRecord an order
scCheckoutRecord Checkout
prodViewRecord Product View
scOpenRecord Shopping Cart Open
scAddRecord addition to Shopping Cart
scRemoveRecord removal from Shopping Cart
event1 –event1000Any purpose (integer, decimal, currency)

36. Adobe Experience Cloud Debugger
© Jasvinder Singh Bhatia© Jasvinder Singh Bhatia

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Adobe Experience Cloud Debugger
© Jasvinder Singh Bhatia
•It’s a browser extension
•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
© Jasvinder Singh Bhatia
•Experience Platform Web SDK
•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?
© Jasvinder Singh Bhatia

40. Analysis Workspace
© Jasvinder Singh Bhatia© Jasvinder Singh Bhatia

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Analysis Workspace -Overview
© Jasvinder Singh Bhatia
•Quickly build analyses to gather insights and then share those insights with others
•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
© Jasvinder Singh Bhatia
•Panels: Pages within a project that may contain many tables
•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.

43. Adobe Launch
© Jasvinder Singh Bhatia© Jasvinder Singh Bhatia

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Data Collection
© Jasvinder Singh Bhatia
•An Adobe Analytics Implementation is easier when using a tag management tool like
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
© Jasvinder Singh Bhatia
•Adobe tag-management capability, built into the Adobe Cloud Platform
•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
© Jasvinder Singh Bhatia
•Capture, define and manage data consistently between marketing products from
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
© Jasvinder Singh Bhatia
•Properties and Companies
•Adapters
•Environment
•Extensions
•Data elements
•Rules
•Publishing

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Launch –Properties
© Jasvinder Singh Bhatia
•A collection of rules, data elements, configured extensions, environments and
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
© Jasvinder Singh Bhatia
•Refer to the destination(s) where you want to deploy Launch libraries
•Flexibility to host your production libraries on your own domain

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Launch –Environment
© Jasvinder Singh Bhatia
•Set of deployment instructions for build location and format
•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
© Jasvinder Singh Bhatia
•Like apps run on Launch platform
•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
© Jasvinder Singh Bhatia
•Launch uses data elements to collect, organize and deliver data across technologies
•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
© Jasvinder Singh Bhatia
•A rule is an if this, then that formula.
•If specified event takes place, the rule is triggered and specified actions take place.

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Launch –Publishing
© Jasvinder Singh Bhatia
•After creating extensions, data elements and rules, you need to publish them
•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
© Jasvinder Singh Bhatia
•Extension supports client-side Analytics Implementation using AppMeasurement.js
•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
© Jasvinder Singh Bhatia
•Library Management
•General
•Global Variables
•Link Tracking
•Cookies
•Configure Tracker using Custom code
•Adobe Audience Manager

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Launch –Working with Analytics Extension Components
© Jasvinder Singh Bhatia
•General
ØEU Compliance: When Enable EU Compliance for Adobe Analytics option is
selected, system checks to see if the Launch sat_track_cookieis 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

58. Naming Pages
© Jasvinder Singh Bhatia© Jasvinder Singh Bhatia

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Introduction
© Jasvinder Singh Bhatia
•Page Names are the foundation of your implementation
•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
© Jasvinder Singh Bhatia
•Important Aspect of page naming
What level you
need to
understand?
What visitors are
doing?
How they interact
with your site?

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Effective Page Naming
© Jasvinder Singh Bhatia
ContextualContext focuses on URL structure system which helps to identify
where a page resides
ClearEnsure it is clear and easily identifiable for infrequent users
ConcisePrimarily focus on making URL structure as short as possible and keep
the page name as short as possible to maximize limited character
space
CleanAvoid tagging issues which can fragment a single page into multiple
variations
ConsistentMaintain a uniform structure across different sections of the site and
over time as well

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Unique Value Thresholds
© Jasvinder Singh Bhatia
•Each company needs to determine the page naming granularity required for its site’s
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
© Jasvinder Singh Bhatia
500,000 unique values threshold1,000,000 unique values threshold
After recording 500,000 unique page names in one
month, Analytics places new low-traffic page names
in a “Low-Traffic” line item in the Pages report.
For example:
A new page name not yet recorded by Analytics
(unique) that received less than 10 pageviews today
would be recorded as “Low-Traffic” if we had
already exceeded 500,000 unique page names this
month.
A page that needs to be viewed more than 100
times in a day to not get placed in “Low-Traffic”
after the report reaches the 1,000,000 unique
values threshold.
For example:
If you run a large media site and pass 500,000
unique page names in your first two to three weeks,
you will still see new story pages appear in the
Pages report as long as it is not filtered out because
of extremely low traffic.

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Product Detail Pages
© Jasvinder Singh Bhatia
AggregateUnique
Product Details
Tools: Screwdrivers:ProductDetails
Product Details
Craftsman: 18 pc Screwdriver Set
Product ID or product name is not included in the
page name
Product name is passed into Analytics via the
s.productsvariable and the prodViewevent is
executed
Allow path analysis for aggregate page names
Reduces page name uniques
Product name included in page name
No flow within page name –one product page
regardless of how the page is generated
Allow path analysis for specific product pages
Increases page name uniques

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Selecting the Appropriate Detail Level
© Jasvinder Singh Bhatia
•The following questions may help you define your page name:
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?

66. Implement Pre-defined Traffic Variables
© Jasvinder Singh Bhatia© Jasvinder Singh Bhatia

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Introduction
© Jasvinder Singh Bhatia
•Implementing pre-defined traffic variables is an essential part in Analytics
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
© Jasvinder Singh Bhatia
Server
s.server
Used to show the domain of webpage (to show the
domains people come to).
Site Sections
s.channel
Often used to identify a section of your site. For example
sections like Electronics, Kitchen etc.
Hierarchies
s.hier1-5
Used to determine the location of a page in your site’s
page structure.
404 Error Pages
s.pageType
Captures the errant URL and referring URL when 404
Error Page is displayed

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Standard Variables
© Jasvinder Singh Bhatia
•s.server
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 = “ ”

70. Implement Custom Traffic Variables
© Jasvinder Singh Bhatia© Jasvinder Singh Bhatia

71. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Introduction
© Jasvinder Singh Bhatia
•As you implement Adobe Analytics code, you may need to capture certain values
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.propin the code and numbered from s.prop1
to s.prop75.

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Capturing Custom Values
© Jasvinder Singh Bhatia
•The purpose of custom variables is to capture the specific data that helps determine
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.PropsNotes
© Jasvinder Singh Bhatia
•s.propsbehave the same as predefined traffic variables such as s.pageName, s.channel
and s.server
•s.propsare 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.prophelps
•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
© Jasvinder Singh Bhatia
Øs.prop22 = “Home” // Home Page
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
© Jasvinder Singh Bhatia
•If your site attracts people who speak different languages, you may have several
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
© Jasvinder Singh Bhatia
Page 1
s.prop17=“”StartVisit Page 2
s.prop17=“EN”
Page 3
s.prop17=“FR”
Page 4
s.prop17=“FR”
Page 5
s.prop17=“EN”
Page 6
s.prop17=“EN”End Visit
Page Views
Page Language (s.prop17)
EN 3 (60%)
FR 2 (40%)

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Traffic Variable Features and Functions
© Jasvinder Singh Bhatia
•List Prop/ Delimited Prop
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
© Jasvinder Singh Bhatia
Page Views
Adobe Product Survey (s.prop19)
Flex, Illustrator, Photoshop50%
Dreamweaver, Flash Pro, Photoshop50%
Page Views
Adobe Product Survey (s.prop19)
Flex30%
Illustrator30%
Photoshop10%
Dreamweaver20%
Flash Pro10%

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Pathing
© Jasvinder Singh Bhatia
•The optimum path engine records the entire path of your online visitors and
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
“Leather Bag”
Search for “Hand
Bag”
Search for
“Wallet”

80. Custom Traffic Variable –Scenario
© Jasvinder Singh Bhatia© Jasvinder Singh Bhatia

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Go on…
© Jasvinder Singh Bhatia
•A scenario where a visitor has been to our website before and filled out
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…
© Jasvinder Singh Bhatia
s.pageName = “Home Page”;
s.channel= “Home Page”;
s.prop20 = “40-44”;
Page Name
Site Section
Age Group (custom value captured
through a registration form)
1

83. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Go on…
© Jasvinder Singh Bhatia
vTraffic Variables DO NOT PERSIST.
vThey must be repopulated on each page.
vThey are visitor’s footprint.
s.pageName = “Home Page”;
s.channel= “Home Page”;
s.prop20 = “40-44”;
1
s.pageName = “Electronics LP”;
s.channel= “Electronics”;
s.prop20 = “40-44”;
2

84. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Go on…
© Jasvinder Singh Bhatia
vTraffic Metrics such as Page Views, Visits and Unique Visitors are calculated automatically.
vNo need to send Traffic Metrics through code.
s.pageName = “Home Page”;
s.channel= “Home Page”;
s.prop20 = “40-44”;
1
s.pageName = “Electronics LP”;
s.channel= “Electronics”;
s.prop20 = “40-44”;
2
s.pageName = “Men:Activewear”;
s.channel= “Men”;
s.prop20 = “40-44”;
3

85. Tracking Campaign Conversion
© Jasvinder Singh Bhatia© Jasvinder Singh Bhatia

86. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Introduction
© Jasvinder Singh Bhatia
•Why do we track our campaigns?
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.

87. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Record Tracking Codes
© Jasvinder Singh Bhatia
•Identify and capture each unique Campaign ID, also called as Tracking
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

88. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Grabbing Query String Parameter
© Jasvinder Singh Bhatia
•Use Launch to grab the value of parameter in question
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 plugins.campaign=“bn_345”
Tracking Code Report

89. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Assigning Conversion Credit Across Visits
© Jasvinder Singh Bhatia
•The s.campaignhas a persistence and allocation value that can be adjusted
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

90. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Internal vs External Campaigns
© Jasvinder Singh Bhatia
Internal CampaignsExternal Campaigns
Drive traffic to one part of your website
from another part or is a “call to action”
Drive traffic from another source
completely outside of your website
Should be tracked with a Custom
Conversion Variable
Should be tracked with the Campaign
Variable

91. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Marketing Channels Auto Setup
© Jasvinder Singh Bhatia

92. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Advertising Analytics Setup
© Jasvinder Singh Bhatia
Advertising Analytics lets you see all your Google, Bing and Yahoo Gemini
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

93. Working with Conversion Events
© Jasvinder Singh Bhatia© Jasvinder Singh Bhatia

94. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Introduction
© Jasvinder Singh Bhatia
•An event also called as Success Event, is defined as a point on your
website in which a successful conversion occurs.
•Example, if a product is added to the customer’s shopping cart, the
scAddevent is used to capture the Success Event.
•Consider events as Conversion Metrics.

95. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Tracking Conversion on your website
© Jasvinder Singh Bhatia
•Adobe offers both Predefined and Custom Events.
•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.eventsvariable:
s.events= “[Adobe Analytics event name]”;

96. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Predefined Events
© Jasvinder Singh Bhatia
Predefined Retail Success
Events
Usage
prodViewVisitor views product detail page
scOpenVisitor opens shopping cart for the first time
scViewAny time shopping cart is viewed
scAddAny time product is added to shopping cart
scRemoveAny time product is removed from shopping cart
scCheckoutOccurs on the first page of a checkout
purchaseOccurs on the Final page of checkout, includes Revenues, Orders etc.

97. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Custom Events
© Jasvinder Singh Bhatia
•The 1,000 Custom Events enable you to define any conversion event
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]”

98. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Event Serialization
© Jasvinder Singh Bhatia
•It is the practice of adding a unique Event ID
•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

99. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Non-Retail Conversions
© Jasvinder Singh Bhatia
•Identify Conversion Actions
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”

100. Implement Product Variable with Events
© Jasvinder Singh Bhatia© Jasvinder Singh Bhatia

101. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Introduction
© Jasvinder Singh Bhatia
•With each Retail event, you must specify the product that is viewed,
checked out or purchased.
•Do so with Conversion Variable i.e. Products Variable.

102. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Explain Predefined Events
© Jasvinder Singh Bhatia
•Specify Predefined Retail Event on the same page as Products Variable
•Products Variable does not persist across pages
•Syntax for s.productsvariable:
Øs.products=“Category;Product;Qty;TotalPrice;Incrementor;Merchandising”
Øs.products=“;Product;Qty;TotalPrice;Incrementor;Merchandising”
Øs.products=“;Laptops;3;2500.00;events;eVars”

103. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Event Usage
© Jasvinder Singh Bhatia
Relationship between scenarios and product string fields
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

104. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
General Use (Non-Purchase)
© Jasvinder Singh Bhatia
The format used:
s.events=“prodView”
s.products=“;Sports Shoes”
Most common events used with product name are:
üprodView
üscAdd
üscView
üscCheckout

105. Implement Purchase Confirmation
© Jasvinder Singh Bhatia© Jasvinder Singh Bhatia

106. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Introduction
© Jasvinder Singh Bhatia
•At the end of order process, you find the Confirmation page
•Purpose is to confirm the purchase made by the visitor
•Here most of the fields of the product string are used

107. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Purchase Event –How to code?
© Jasvinder Singh Bhatia
•Set the purchase event on the Final Confirmation Page (“Thank You”) of
the order process
•On this Page, Product name, quantity, price are captured in the Products
Variable
s.products=“;Product;Qty;TotalPrice;”

108. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Purchase Variables
© Jasvinder Singh Bhatia
•s.events= “purchase”
•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

109. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Why do we need Purchase ID Variable?
© Jasvinder Singh Bhatia
•Most commonly set to the order ID already on your website
•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

110. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Event Incrementor
© Jasvinder Singh Bhatia
•Allows you to specify custom number or currency for specific products.
•5th field in product string, often used for tax or postage charges
s.products=“;Product;Qty;TotalPrice;IncrementAmount”
s.products=“;`Sofa Bed;1;1199.00;event3=200.00 | event4=40.00,
;Table;1;599.00;event3=50.00 | event4=20.00”

111. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Non-Retail Example
© Jasvinder Singh Bhatia
Example: Travel & Hotel Bookings
§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”;

112. Custom Conversion Variables
© Jasvinder Singh Bhatia© Jasvinder Singh Bhatia

113. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Introduction
© Jasvinder Singh Bhatia
•The Custom Insight Conversion Variable (or eVar) is placed in the
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

114. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
How eVarswork?
© Jasvinder Singh Bhatia
•Conversion reports are used to answer questions about what led to
conversion event on the website.
1
2
3
4
Conversion
s.evar1=“Search Term”
s.evar1=“Handbags”

115. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Use of Conversion Variable (eVars)
© Jasvinder Singh Bhatia
•Internal Search Terms
•Merchandising Categories
•Campaign Tracking
•User Types

116. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Cross Category Merchandising
© Jasvinder Singh Bhatia
s.products=“Category;Product;Qty;TotalPrice;Incrementor;Merchandising”
Syntax Examples:
Finding BasketBallin the Sporting goods section
s.events=“prodView”
s.products=“;BasketBall;;;;eVar6=Sporting Goods”

117. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Example -Merchandising
© Jasvinder Singh Bhatia
Basketball available in multiple areas or sections of website
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”

118. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Unique Visitor Variable
© Jasvinder Singh Bhatia
•You can assign and store a Unique Visitor ID for your visitors that you can
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

119. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Counter eVar
© Jasvinder Singh Bhatia
•eVar56 is enabled as Counter eVar
•s.eVar1 = “designer bags”; // captures Internal Search Term
•s.eVar19 = “+1”; //increments Internal Search by one

120. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Conversion Variable –eVar in action
© Jasvinder Singh Bhatia
•Visitor comes to your website through Google Ad
•s.campaignvariable -> automatically populates with tracking code say
‘google_ad_5’ and is stuck to the visitor
Visitor
Website Home
Page
s.campaign= “google_ad_5”;
1
‘getQueryParam’
utility in global JS file
captures the tracking
code

121. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Conversion Variable –eVar in action
© Jasvinder Singh Bhatia
•So we have identified this visitor (they have been to our site before) and
decided to input his Age (eVar3) and UserID(eVar4) into custom
conversion variables
s.campaign= “google_ad_5”;
s.eVar3 = “40-44”;
s.eVar4 = “123334”;
Visitor
Website Home
Page
1

122. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Conversion Variable –eVar in action
© Jasvinder Singh Bhatia
•On Website’s Home Page, the visitor searches for
“designer bags”s.campaign= “google_ad_5”;
s.eVar3 = “40-44”;
s.eVar4 = “123334”;
“Designer Bags”
Visitor
Website Home
Page
1
search

123. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Conversion Variable –eVar in action
© Jasvinder Singh Bhatia
•On Search Results Page, the Internal Search Term
(eVar5) is populated into another conversion
variable and stuck to our visitor
s.campaign= “google_ad_5”;
s.eVar3 = “40-44”;
s.eVar4 = “123334”;
s.eVar5=“Designer Bags”
2
Search Results Page
Visitor
Website Home
Page
1
search

124. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Conversion Variable –eVar in action
© Jasvinder Singh Bhatia
•On the Products Page, visitor clicks purchase..s.campaign= “google_ad_5”;
s.eVar3 = “40-44”;
s.eVar4 = “123334”;
s.eVar5=“Designer Bags”
Search Results Page
Visitor
Website Home
Page
1
search
3
Products Page
2

125. NOT FOR DISTRIBUTION © Jasvinder Singh Bhatia
Conversion Variable –eVar in action
© Jasvinder Singh Bhatia
•Purchase credit (the metric Order in Reporting &
Analytics) gets all values and still stuck to the
visitor at the time of purchase
s.campaign= “google_ad_5”;
s.eVar3 = “40-44”;
s.eVar4 = “123334”;
s.eVar5=“Designer Bags”
Search Results Page
Visitor
Website Home
Page
1
search
3
Products Page
2 4
Purchase
Confirmation Page
s.event=“Purchase”