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Adobe Analytics Official Trainings

The document outlines an agenda for a three-day Vodafone Analytics user training on Adobe Analytics. Day One covers introductions and an introduction to web analytics including metrics, reports, and custom segmentation. Day Two focuses on how analytics variables work, contextual menus, and various types of reports in Analysis Workspace. Day Three is about segmentation, calculated metrics, visualizations, and virtual assistance in Analysis Workspace.

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0% found this document useful (0 votes)

275 views384 pages

Adobe Analytics Official Trainings

Uploaded by

sai_131176

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Available Formats

Download as PDF, TXT or read online on Scribd

Vodafone Analytics User Training

Adobe® Analytics

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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Agenda: Let’s go!

Day One Day Two Day Three

 Welcome & Introductions  How Analytics Variables Work?  Segmentation in Analysis

 Introduction to Analysis Workspace
 Intro to Web analytics
Workspace
 Calculated Metrics in Analysis
 Reports & Analytics Basics  Contextual Menu and Drop Zones Workspace
in Analysis Workspace
 Reports & Analytics Interface  Analysis Workspace Visualizations
 Visitor Acquisition Reporting in
 Metrics Analysis Workspace  Virtual Assistance in Analysis
 Analysing the Four Main Workspace
 Visitor Identification Reporting in
Report Groups Analysis Workspace  Practice & Questions
 Custom Segmentation  Visitor Activity & Content
Consumption Reports in Analysis
 Saving Reports Workspace

 Dashboards  Visitor Retention and Growth

Reports in Analysis Workspace

 Report Breakdown and Custom

Date Range in Analysis
Workspace

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Introductions

 What is your name?

 What’s your job role/ Where are you from?
 What’s something unique about you?
 What is your experience with Web analytics?
 What do you want to get out of this week?

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CHAPTER ONE
An Introduction to Web Analytics

Objectives:
 Define web analytics
 Describe the purpose of web analytics
 Explain the process of using web analytics

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Define Web Analytics

 Understand your online presence, so you can…

 optimize your site
 optimize your marketing
 …or both…to increase conversion

CONVERSION

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Retail Example

 What does this clothing store manager know?

 With Web Analytics you can track:
 How visitors arrive at the store
 What they look at and eventually buy
 How many times they’ve visited before
 Which campaigns influence purchases

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The Process of Using Web Analytics

1. Define & Measure KPI

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

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Using Web Analytics

5 1

4
2
3

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Using Web Analytics

1. Define & Measure KPIs:

Identify and capture KPIs that
show if you’re reaching your
business goals (KBRs)
Measure

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Using Web Analytics

1. Define & Measure KPIs:

Identify and capture KPIs that
show if you’re reaching your
business goals (KBRs)
Measure

Report 2. Report:
Generate reports
on collected data

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Using Web Analytics

1. Define & Measure KPIs:

Identify and capture KPIs that
show if you’re reaching your
business goals (KBRs)
Measure

Report 2. Report:
Generate reports
on collected data
Analyze

3. Analyze:
Evaluate site
performance

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Using Web Analytics

1. Define & Measure KPIs:

Identify and capture KPIs that
show if you’re reaching your
business goals (KBRs)
Measure

Optimize
4. Optimize:
Implement site and Report 2. Report:
marketing changes Generate reports
and TEST their on collected data
effectiveness Analyze

3. Analyze:
Evaluate site
performance

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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Using Web Analytics

1. Define & Measure KPIs:

5. Innovate: Identify and capture KPIs that
Experiment with new show if you’re reaching your
ideas to drive value Innovate business goals (KBRs)
Measure

Optimize
4. Optimize:
Implement site and Report 2. Report:
marketing changes Generate reports
and TEST their on collected data
effectiveness Analyze

3. Analyze:
Evaluate site
performance

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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Using Web Analytics

1. Define & Measure KPIs:

5. Innovate: Identify and capture KPIs that
Experiment with new show if you’re reaching your
ideas to drive value Innovate business goals (KBRs)
Measure
Align:
Ensure measurement
strategy aligns with
Optimize business goals (KBRs)
4. Optimize:
Implement site and Report 2. Report:
marketing changes Generate reports
and TEST their on collected data
effectiveness Analyze

3. Analyze:
Evaluate site
performance

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Questions

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CHAPTER TWO
Reports & Analytics Basics

Objectives:
 Describe how Reports & Analytics collects data
 Log into the Adobe Marketing Cloud and Reports & Analytics

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How Data Is Collected

1. The visitor views a web page

Web Server

Visitor Computer

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How Data Is Collected

1. The visitor views a web page

2. The web server returns the requested page

Web Server

Visitor Computer

1
2

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How Data Is Collected

 Reports & Analytics code is JavaScript code placed within the body tags
of a Web page (this can be hard coded, dynamically set by your server or set
using a Tag Management Solution such as Adobe Dynamic Tag Management)

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How Data Is Collected

3. As the page loads, the Reports & Analytics code on the page makes an image
request that passes variables, metrics and page data to the Adobe server

Web Server

Visitor Computer

1
2

3
Adobe Server

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How Data Is Collected

3. As the page loads, the Reports & Analytics code on the page makes an image
request to the Adobe server passing variables, metrics and page data
4. Adobe returns a transparent pixel
Web Server

Visitor Computer

1
2

3
Adobe Server

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How Data Is Collected

5. Web Analysis data is stored in Report Suites

Web Server

Visitor Computer

1
2

3
Adobe Server

5
Report Suites

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How Data Is Collected

5. Web Analysis data is stored in Report Suites

6. Analysts view reports to optimize their sites

Web Server

Visitor Computer

1
2

3
Adobe Server

4
Reports & Analytics Reports

5
Report Suites

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Metrics

 Measurements that tell us how much Traffic or Conversion our site received
 Examples:
 Page Views
 Revenue
 Time Spent

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Line Item Values and Metrics

 Line Item Values give context to your metrics (Page Views for which Page?
Revenue for which Product?)
 Metrics appear in both metric-based and item-based reports

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Report Suites

 Full and independent reporting on a chosen segment (generally a site-wide or

company-wide segment)
 Think of it as a bucket of your data separate from others

Site A Site B Site C

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Breakdowns

 Break down one report by another at the line item or report level
 The following graphic indicates that a breakdown is available to execute in a
report

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Segmentation

 Slicing and dicing your site and visitors by Page, Visit or Visitor groups
 Use the Segmentation Tool at the top of the interface to segment reports
 Traffic and Conversion Metrics and Line Item attributes can be used to define
segments

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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Sign In without Adobe ID

 Alternatively, access this login page at

my.omniture.com
 You will need a Company Name (account), Username and Password
 Select “Version 15”

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Questions

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CHAPTER THREE
Exploring the Reports & Analytics Interface

Objectives:
 Identify report elements in the Reports & Analytics interface
 Generate and configure a report in Reports & Analytics
 Understand the Help resource areas in Reports & Analytics

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My Recommended Reports

 This dashboard report displays the reports that you view the most
and your Key Metrics

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Questions

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CHAPTER FOUR
Reports & Analytics Metrics

Objectives:
 Learn the Definitions of Metrics Used in Reports & Analytics
 Generate and analyze Metric-based Reports from Site Metrics

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Site Metrics Reports

 How much Traffic does my site get?

 When are we getting most of our Orders?
 How many Forms have been completed?
 How many different individuals come to the site?

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Types of Metrics

Traffic Metrics Conversion Metrics

Page Views Purchase Metrics
Visits - Revenue, Orders, Units
Unique Visitors Cart Metrics
- Daily, Weekly, Monthly, etc. - Opens, Adds, Checkouts, etc.
Path related metrics Custom Events
- Entries & Exits - Registrations, Form Completions, etc.
- Single Access Report-specific metrics
- Reloads - Product Views
- Time Spent on Page - Campaign click-throughs
- Average Page Depth - Instances

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Site Metrics Example

 How many Page Views and when?

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Metrics in Item-based Reports

 Use metrics to sort line items of data (e.g., Page Views per Page in March)
 Ranked by default (can also be trended)

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Page View Metric

 One Web page load in a user’s browser

 One execution of the Reports & Analytics code
 Includes reloads and back buttons
 Counts the entire page, not individual elements (“hits”)

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Visit Metric

 Any number of Page Views in one “sitting”

 Begins when person first views a page
 Lasts until image requests cease for 30 minutes or more (industry standard)
 Not the same as a browser session
 One unique visitor could make multiple visits during a given time period

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Quiz 4.1

1.A visitor views her first page at 9:00am

2.Closes her browser and restarts her
computer at 9:15am
3.Opens the same browser and views her
second page on the site at 9:20am

How many visits so far today?

1
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Quiz 4.1

1.A visitor views his first page at 10:00am

2.Goes to the second page at 10:20am
3.Views his third page at 11:00am

How many visits so far today?

2
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Quiz 4.1

1.A visitor views her first page at 1:00pm

2.Goes to the second page at 1:05pm
3.Continues to view a different page every
5 minutes until 11:30pm

How many visits so far today?

1
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Quiz 4.1

1.A visitor views his first page at 8:00am

2.Refreshes this static first page at
8:05am to update stock quotes
3.Continues to refresh the same page
every 20 minutes until 10:30am

How many visits so far today?

1
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Visit Metric Fun Fact

 Reports & Analytics terminates a visit after 12 hours of continuous activity

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Unique Visitor Metric

 “How many different people visited my site during...?”

 The calendar period selected (Unique Visitor)
 this hour (Hourly Unique Visitor)
 this day (Daily Unique Visitor)
 this week (Weekly Unique Visitor)
 this month (Monthly Unique Visitor)
 this quarter (Quarterly Unique Visitor)
 this year (Yearly Unique Visitor)

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Unique Visitor Example Reports

 Daily Unique Visitors during the Month

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Entries Metric

 The first recorded value in a visit

 Examples
 Entry page
 First internal search term
 Entries is a path metric in the Pages report by default
 Enable pathing in other Traffic reports to see Entries (in Admin Tools)

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Exits Metric

 The last recorded value in a visit

 Examples
 Exit page
 Last internal search term
 Exits is a path metric in the Pages report by default
 Enable pathing in other Traffic reports to see Exits (in Admin Tools)

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Single Access Metric

 Visits that recorded a single unique value (such as just one page name)
 Examples
 Page name of a one-page visit (ignores reloads or link clicks)
 Only one unique Internal Search Term recorded on a visit
 Single Access is a path metric in the Pages report by default
 Enable pathing in other Traffic reports to see Single Access (in Admin Tools)

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Reloads Metric

 The same value recorded consecutively

 Examples
 The Home Page is reloaded
 Reloads is a path metric in the Pages report by default
 Enable pathing in other Traffic reports to see Reloads (in Admin Tools)

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Bounces Metric

 A single hit visit with no other link event

 For example, a single page visit is a bounce if a visitor does not interact with the
page in a way that sends additional data to Adobe, such as clicking a link or a
video start

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Bounce Rate Metric

 Shows which pages on your site drive visitors away

 Bounces divided by Entries (Bounces/Entries)
 Out-of-the-box Calculated Metric

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Conversion Event Metrics

 The action you are trying to get your visitor to do (sometimes called Success
Events)
 For example…

Form Completion
Newsletter Purchase
Sign up  Revenue
 Orders
 Units

Conversion “events” have their own reports, and also become metrics
that you can place into other reports
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Calculated Metrics

 Metrics that you can create using operations such as +, −, × and ÷

 Method to create these metrics is discussed later
 Examples
 Average Order Value (Revenue / Orders)
 Checkout Conversion Rate (Orders / Checkouts)
 Leads Conversion Rate (Leads / Visits)
 Engagement (Page Views / Visits)

All calculated metric names are created by you. You should provide names
that make sense to you and your organization.

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Exercise 4.6

Run a Conversion Metrics Report

1. For the last full calendar month, how many Units did you sell?
2. Acquiring First Time Visitors can be expensive and although we continually want to drive
new traffic to the site, we’d like to make sure that past visitors are still converting on the
site. For the last full calendar month, did we sell more Units to “First Time Visits” or “Visits
of 5+ Previous Visits”?

Estimated Time: 5 minutes

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Exercise 4.7

Relationships Between Metrics

1. Run the Site Metrics > Key Metrics report and add Page Views, Visits, Revenue, Lead Form
Completions and Registrations
2. Select “Yes” on the Normalize Data option
3. When Registrations increase, do Lead Form Completions generally increase or decrease?

Estimated Time: 5 minutes

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Participation Metrics

 Allocate Conversion Metrics across Traffic Report line items such as pages
 Commonly used for Page Effectiveness (determine which pages lead to
conversion)
 Enabled in Admin Tools
 For example, 25.8% of Total Revenue came from visits that viewed the “Women”
page (line item 8)

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How Participation Metric Allocation Works (Example 1)

 A $100 purchase occurs on the fourth page

 Revenue Participation allocates full credit to current and previous pages of the
visit for the conversion
 Significance: “The ‘Women’ page was part of a path that resulted in $100 of
revenue” (the same can be said for the other pages when analyzing Page
Effectiveness)

Spring Fashion
Women Handbags Purchase Page
Microsite
$100

$100 $100 $100 $100

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How Participation Metric Allocation Works (Example 2)

 One Lead Submitted is recorded on the fourth page

 Lead Participation allocates full credit to current and previous pages of the visit
for the conversion
 Significance: “The ‘Campaign Landing’ page was part of a path that resulted in 1
Lead Submission” (the same can be said for the other pages when analyzing Page
Effectiveness)

Campaign Landing Learn More About Lead Submission

Lead Form
Page Our Software Page Page

1 1 1 1

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Questions

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CHAPTER FIVE
Visitor Acquisition

Objectives:
 Generate and analyze Traffic Sources to your site
 Understand Campaign reports and their effect on Web site success
 List examples of custom reports that help you understand visitor acquisition

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Visitor Acquisition Reports

 How did visitors come to our site?

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Traffic Sources

Search Engines
 All
 Paid
 Natural

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Referrers and Referring Domains

 Referrers captures the original page location URL that contained a link to your
site
 Referring Domains is processed by Reports & Analytics from the referrers list

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Referring Domains vs. Original Referring Domains

 Referring Domains: Visit Conversion is awarded to the first referring domain

recorded for the visit (e.g., visitor clicks through to our site from Facebook.com
today and purchases; revenue is awarded to Facebook.com)
 Original Referring Domains: Visit Conversion is awarded to the first referring
domain recorded for the visitor (e.g., visitor clicks through to our site from
Facebook.com today and purchases; the visitor first accessed the site via
Google.com 6 months ago so today’s conversion is awarded to Google.com)

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Referrer Type

 Typed/Bookmarked
 Search Engines (e.g., Google, Bing, Baidu)
 Social Networks (e.g., Facebook, Orkut, MySpace)
 Other Web Sites

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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CHAPTER SIX
Visitor Identification and Segmentation

Objectives:
 Generate and analyze Visitor Profile reports
 Understand the business questions answered by Visitor Profile reports
 Understand how to use GeoSegmentation and Technology reports to optimize the
Web site and marketing
 List examples of custom reports that help users understand visitor identification
and segmentation

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Visitor Identification & Segmentation

 Who are the visitors who come to our site?

 What can you tell us about them?

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Visitor Profile Submenus

 GeoSegmentation and Technology reports are probably the most commonly

used Visitor Profile reports

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GeoSegmentation Reports

 Based on IP address

GeoSegmentation Countries Report example:

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GeoSegmentation Definitions

 Country: the largest geographic division.

 Region: a geographic area arbitrarily created by Reports & Analytics that is
smaller than a country, but larger than a city. In some countries, it’s a state,
province or prefecture. In other areas, it’s a constituent country, department or
metropolitan region.
 City: the smallest geographic division.
 U.S. DMA: media market divisions for radio and television throughout the United
States. DMA stands for Designated Market Area.
 U.S. States: a heat map showing visitors to each state of the United States.

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Exercise 6.1

Run the GeoSegmentation report that answers the following questions:

1. Last month, what was the region that sent the most traffic to our site?
2. Within that region, what was the top city?

Hint: To quickly break a region down by its cities, simply click on the magnifying glass button
to the left of the region.

Estimated Time: 5 minutes

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Exercise 6.2

GeoSegmentation Conversion
1. Last month, which country purchased the most Units on our site?
2. Did that country also have the most Newsletter Signups?

Estimated Time: 5 minutes

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Technology Reports

 Which technologies are most popular?

 Which drive the most conversion?
 Does my site support our users and their tech preferences?

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Technology Reports

 Tip: Analyze line items by applying ratios (Calculated Metrics)

 For example, if the 1600x1200
Monitor Resolution had a
lower “Checkout Conversion” Monitor Resolutions Report example:
compared to other screen
resolutions, we may need to
modify the site to better
accommodate visitors with
that monitor resolution
 Buttons may be below the fold
 There may be other display
problems at this resolution

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Exercise 6.3

Run the Technology report that answers the following question:

1. Last month, which browser was responsible for the most Registrations?

Estimated Time: 3 minutes

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CHAPTER SEVEN
Visitor Activity and Content Consumption

Objectives:
 Generate Site Content reports
 Understand Mobile Device usage on your site
 Perform Path Analysis
 Generate Product reports
 Understand how custom reports can be used to measure visitor activity and
content consumption on your site

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Visitor Activity & Content Consumption

 What are people doing on our site?

 What content is being looked at?

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Conversion Events

 Visitors “do” or complete Conversion Events on your site

 This report shows total “Registrations” for the period

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Site Content Reports

 The Site Content menu contains reports about pages, groups of pages, links, and
even missing pages.

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The Pages Report

 Get Page Views, Visits, Unique Visitors, Time Spent and more

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Exercise 7.1

Configure the Pages Report to answer the following questions:

1. Last month, which page had the most Page Views?
2. How many times was it the Entry Page?
3. How many times was it the Exit Page?
4. How many times was it the only page they saw during the visit (Single Access metric)?
5. Use the filter to determine Page Views for pages that contain the word “shopping”.

Estimated Time: 10 minutes

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Site Sections (Groups of Pages)

 Analyze entire groups of pages called Site Sections

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The Hierarchies Report

 Tree-type report allows you to drill down into groups of pages on your site

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Downloads and Exit Links

 Downloads are automatically recorded for files types with the following
extensions: exe, zip, wav, mp3, mov, mpg, avi, wmv, doc, pdf, xls
(your IT group can make sure additional file types are tracked at your request)
 Exit Links track, by default, any link that leaves your site
 Both reports use URLs by default (IT can provide friendly names in place of the
URLs)

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Exercise 7.2

Time Spent per Site Section

1. On which Site Section do visitors spend the most time?
2. Is it the same Site Section that gets the most Unique Visitors?

Estimated Time: 5 minutes

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Mobile Reports

 Mobile tracking
 Improved visitor identification
 Mobile-specific collection enhancements
 Mobile device reporting

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Exercise 7.4

Breaking Down Mobile Reports

1. Run a Mobile > Manufacturer report to answer the question:
Which manufacturer has the highest revenue this month?
2. Breakdown the Manufacturer with the highest revenue by Devices by clicking
the breakdown icon ( ).
Which device by that manufacturer has the highest revenue?
3. Now run a Mobile > Devices report:
Is the device with the highest overall revenue the same device you found
previously in the Manufacturer report?
4. Breakdown the Devices with the highest revenue by Time Spent per Visit using
the breakdown icon ( ).
How much time is spent by the group that spends the most money on our site?

Estimated Time: 5 minutes

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Path Analysis and Reporting

 Do people go where I want them to go?

 If not, where do they go, and why?

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Next Page Flow Report (graphical)

 From a chosen page, what is the next page that a visitor visits?
 Next Page Flow graphs up to 10 second- and 5 third-level branches from the
origin page

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Next Page Flow Report (tabular)

 Tabular format also available

 Click on the “+” to drill down to the third level

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Next Page Report

 Next Page provides an exhaustive list of next pages from origin page (2nd level)

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Previous Pages Reports

 Previous Page and Previous Page Flow are simply inverted Next page and Next
Page Flow reports

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Page Summary Report

 Track traffic and paths through your most important pages in one report
 Other Page Analysis Reports: Reloads, Time Spent on Page, Clicks to Page

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Entry, Exit and Single Page Visits Reports

 Entry Pages: Credits conversion during the visit to the first page
 Exit Pages: Last page of the visit
 Single Page Visits: Page that is both the first and last page of the visit

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Product Reports

 Use the filter to find specific products

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CHAPTER EIGHT
Visitor Retention and Growth

Objectives:
 Generate Visitor Retention reports to see how often people return to the site
 Run Sales Cycle reports to understand customers’ purchase behaviors
 Understand how custom reports can be used to measure visitor retention and
growth on your site

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Visitor Retention and Growth

 Are people returning to our site?

 How often?

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Return Frequency Report

 For all Visits during the period, how long has it been since the last visit?

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Return Visits Report

 All 2nd+ visits to the site

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Daily Return Visits Report

 All Return Visits preceded by a visit from the same visitor within the last 24
hours

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Visit Number Report

 Understand on which Visit Number conversion occurs

 Understand visitor loyalty

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Sales Cycle Reports

 ALL Sales Cycle reports are based on the “Purchase” event, so these reports are
only applicable to retail sites (unless “Purchase” is repurposed)

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Unique Customer Reports

 Any Daily, Weekly, Monthly, Quarterly or Yearly Unique Visitor that purchased
 This example shows Monthly Unique Customers

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Customer Loyalty Report

 New Customers: First purchase on our site

 Return Customers: Second purchase on our site
 Loyal Customers: Third purchase and beyond on our site

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Exercise 8.1

Visit Number
1. On which visit number do we get the most Revenue from our visitors?
2. Is it the same as the visit that gives us the most Registrations?

Estimated Time: 4 minutes

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CHAPTER NINE
Marketing Channels

Objectives:
 Learn how to use the Marketing Channels Reports
 Learn how to set up Marketing Channels
 Learn how to apply Costs, Budgets and Classifications to Marketing Channels

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Purpose of the Marketing Channels Reports

 See how effective each channel is at acquiring and converting visitors

 Allocate metrics on a First and Last Touch basis between competing acquisition
channels

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How Does First Touch (Original Value) Allocation Work?

 The First Touch Channel is the first Marketing Channel to engage a visitor and is stored
for the duration of the Visitor’s Engagement Period
 The Visitor Engagement Period can be adjusted (default is to reset after 30 days of
inactivity)
 First Touch Allocation Example: Purchase credit is awarded to the Social Networks
channel
Visit 4

Visit 2 Purchase

Direct
Visit 3
Visit 1 Paid Search

Email
Social Networks

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How Does Last Touch (Most Recent) Allocation Work?

 The Last Touch Channel is the conversion channel meaning the last channel to engage
the visitor that resulted in a conversion
 The Last Touch Channel can change with every return visit to the site (First Touch
Channel remains the same during the entire Visitor Engagement Period)
 Last Touch Allocation Example: Purchase credit is awarded to the Direct channel
 Option to disable Last Touch Channel override (discussed later)
Visit 4

Visit 2 Purchase

Direct
Visit 3
Visit 1 Paid Search

Email
Social Networks

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Examples of Channel Reports

 First Touch shows Revenue and Units from visitors and their original entry
channel. The number of new engagements (haven’t been to the site in 30 days
or more) is listed by entry channel
 Last Touch shows Registrations, Newsletter Signups and Click-throughs from
visitors and the channel through which they entered the site to convert

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Examples of Channel Detail Reports

 Channel Detail reports show the channel values

 Breakdowns can segment Channel Details by Channel

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CHAPTER TEN
Segmentation

Objectives:
 Understand Hit-, Visit-, Visitor- and Item-based Segments
 Learn how to use the Segment Builder

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Traffic Segmentation Example

 Groups of Pages
 Kinds of Visits
= 10,000 Page Views
 Types of Visitors My Site

2500 Trial Users

6000
PV 4000
2500
PV
PV 5000 Public Visitors
7000 PV
Not Logged in Customers
Logged in PV 3000
PV

Product Pages Info Pages

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Segmentation vs. Metrics

 Metrics count the things that happen on your Web site

 Page Views, Visits, Visitors, Orders, Registrations, etc.
 Segmentation lets you determine who or what is responsible for the metrics
 Types of Visitors
 Kinds of Visits
 Groups of hits (e.g., Page Views, Link Tracking Calls)

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Primary Types of Segmentation

 Hit-based
 Types of pages, link tracking calls
 Visit-based
 Campaign-spawned visits, logged in vs. not logged in, conversion visits, and visits
touching key content, etc.
 Visitor-based
 New vs. repeat visitors, registered vs. non-registered, new customers vs. loyal
customers, age, gender, geographic segmentation, etc.

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Applying Segments to Reports

 Click the “i” to quickly see how segments were built

 Click the pencil shortcut to edit the segment in the Segment Builder

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Comparing Segments

 Use “Compare to Segment” in report configuration to view and analyze

secondary segment in your reports

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Questions

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CHAPTER ELEVEN
Saving Reports

Objectives:
 Download reports to your machine
 Create bookmarks for easy report retrieval
 Learn about Custom Reports
 Access bookmarks from a mobile device

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Report-Saving Options

 Downloaded Report: Save a static report to your machine

 Bookmark: Save and retrieve one dynamic, configured report
 Custom Reports: Push a configured report to every users’ report menu
 Dashboard: Save and retrieve several dynamic, configured reports on one
“canvas” (discussed later in the course)

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Download Reports

 Instantly download reports

 Default of 50 line items or rows of data
 Select “Advanced Download Options” for more line items

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Advanced Download Options

 Download in PDF, CSV, Excel or Word formats

 500 line item limit except for CSV
(up to 50,000 line items)

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Bookmarking Reports

 Configure the report with all desired customized settings

 Saves time — no need to reconfigure on next run
 For example,
customized settings in
this Pages Report include:
 Date is this month
 Graph is pie chart
 Filtered pages by
“shopping”
 Percent shown as graph
 Metrics are PVs, Visits
and UVs

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Saving the Bookmark

 Saving
 Name Bookmark
 Designate Folder
 Options
 Make Public
 Display report upon login

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Accessing the Bookmark

 Go to View All Reports > Bookmarks > [Your Folder] > [Your Bookmark
Name]
 Save unlimited bookmarks in unlimited folders

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Questions

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CHAPTER TWELVE
Distributing Reports

Objectives:
 Use the Print button to get a better print view
 Email a report to yourself
 Learn how to set up scheduled reports for automated report delivery

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Printing Reports

 Open a print-friendly view, without menus and tools

 On the Toolbar, select More > Print

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Emailing and Automating Reports for Delivery

 PDF, CSV, Excel, HTML, Word and Mobile formats

 Send report immediately or schedule for delivery
 Limit of 500 line items per format type except for CSV (up to 50,000 line items)

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Basic Delivery Options

 Scheduling: Daily sends previous day, Weekly sends previous week, etc.
 Best Practice: Match report time frame to delivery time frame

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Advanced Report Options

1. Name your Report

2. Choose Format
3. Report Contents
4. Digital Signature file
5. Report Destination

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Advanced Scheduling Options

1. Fixed or rolling dates

2. Frequency
3. Start date conditions
4. End date conditions

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Questions

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CHAPTER THIRTEEN
Reports & Analytics Dashboards

Objectives:
 View the Dashboard in Reports & Analytics
 Add Custom Reportlets to the Dashboard
 Schedule a Dashboard for email delivery

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Custom Reportlets

 Different from regular reportlets because they are not derived from full-sized
Reports & Analytics reports
 Custom Reportlets can display data, text and even images with a variety of
aesthetically pleasing options

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Example: Metric Gauge types

Dial Bar Bulb

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Example: Text

 Copy and paste in text or pull from web location

 Support for HTML tags within text body

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Example: RSS Feeds

 Links to web content within an RSS Feed reportlet are active

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Example: HTML

 Links to web content within an HTML reportlet are active

 Not available in downloaded or scheduled dashboards

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Scheduling Dashboards for Delivery

 Send in PDF or HTML format

 Same scheduling options as other reports

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Questions

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CHAPTER THREE
How do Analytics Variables Work?

Objectives:
 Explain how Analytics collects data
 Install the Adobe Experience Cloud Debugger
 Describe Custom Variable types
 Explain the difference between Traffic and Conversion variables
 Introduce Marketing Campaigns and Tracking Codes

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Custom Variable Types

 There are three custom variable types:

 Custom Traffic Variables (s.props)
 Custom Events ( Conversion or Success Events)
 Custom Conversion Variables ( eVars)

These custom values form the foundation of your Analytics reporting customization.

2
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Props, eVars and events

• 75 available • 100 available (250 for Analytics • 1,000 available

• Stores a dimension (up to 100 premium) • Are metrics or Conversion Events
bytes) • Stores a dimension (up to 255 • Tied to Conversion Variables set
• Does not persist past the image bytes) on the same image request or
request • Can persist past the first image previous image requests if the
• A Page View is recorded each time request Conversion Variable is set to
a Traffic Variable is set • An instance metric is recorded persist
each time a Conversion Variable is
set

Traffic Variable Conversion Events

(prop) Variable (eVar) (events)

3
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Marketing Campaigns and Tracking Codes (Admin user only)

 To determine which campaign creative resulted in the most conversions on your site, you need to
give each campaign creative an identifier. This identifier is called the tracking code.

 In marketing campaigns, you need to acquire traffic or drive traffic to your website or another
location.

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Questions?

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CHAPTER FOUR
Introduction to Analysis Workspace

Objectives:
 Explain the benefits of Analysis Workspace
 Explain project architecture and the UI
 Create a simple project
 Share and curate projects in Analysis Workspace

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What is Analysis Workspace?

 Analysis Workspace is a flexible, freeform environment where you can explore complex data relationships.
The rich data environment in Analysis Workspace behaves and feels like an application and not a static
website.

Analysis Workspace: Advantages

 Unlimited breakdowns and comparisons of data
 Application experience (drag and drop, right-click for contextual menus, and hotkeys)
 Diverse layout options (resize reports and visualizations, and modify and rearrange the layouts to tell the story
you want to tell)
 Interactive visualizations
 Curate content before sharing with others (simplify the interface for business users)

7
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Project Architecture

Projects contain Workspaces (for example, Freeform and Blank panels, and Segment Comparison).
Workspace panels can contain Freeform Tables and Visualizations. You can rearrange and resize Freeform
Tables and Visualizations as needed. You can also share Projects.

8
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Analysis Workspace Templates

1. A blank project (default).

2. A standard template. Adobe
creates these templates.
3. A custom template. Only users
with Admin rights can create
these templates.

9
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UI Navigation

Analysis Workspace UI consists of three main features located in the left rail of the page:
1. Panels
2. Visualizations
3. Components

10
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Panel

 Panels are pages within a project that may contain many tables. Analysis Workspace has three types of
panels: Freeform Panel, Blank Panel, and Segment Comparison

11
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Visualizations

 Visualizations help you design various types of reports -

there are about 21 different visualizations available in
Analysis Workspace that provide an opportunity for
extended customization.

12
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Components

 Analysis Workspace has four types of components: Dimensions, Metrics, Segments, and Time

13
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Exercise 3

Tagging Components

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Menu Bar Overview

 Project
 Edit
 Insert
 Components
 Share
 Help

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Managing Projects

 You may potentially create many Projects in Analysis Workspace. Enter Manage Projects to organize, add,
and delete projects. Click Manage Projects on the Workspace landing page to access the manager.

16
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Exercise 4

Create a new project

Create a Simple Report

Scenario
You are a marketing manager of a company called
JJ Esquire. You are planning for a new marketing
campaign and want to know what were the top
pages viewed or visited during the period of last
month by unique visitors.

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Sharing Projects

19
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Questions?

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CHAPTER FIVE
Contextual Menu and Drop Zones in Analysis Workspace

Objectives:
 Explain the Contextual Menu
 Describe multiple ways of using Drop zones

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Contextual Menu

The Contextual Menu in Analysis Workspace enables you to:

 Manage projects easily
 Modify projects by staying in the project

You have different Contextual Menus for the Reports/Tables and the Visualizations.

22
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Drop Zones

23
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Report variations through Drop zones

24
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Report variations through Drop zones (cont.)

25
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Dynamic Rows

26
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Mixed Dimension Items

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Column Settings

 To access Column Settings, click the gear icon in the column

heading.
 Hover over the column heading to view the icons.

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Column Settings

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Conditional Formatting

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Questions?

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CHAPTER SIX
Adobe Analytics Standard Metrics

Objectives:
 Explain commonly used Metrics
 Describe Traffic and Conversion Metrics
 Define Participation Metrics
 Create metric-based reports and apply metrics to line-item reports

Add Traffic Metrics to the Page Dimension

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Exercise 1 (Solution)

Identify Time Spent per Page

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Exercise 2 (Solution)

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CHAPTER SEVEN
Visitor Acquisition Reporting in Analysis Workspace

Objectives:
 Create and analyze Traffic Sources reports
 Analyze campaign effectiveness

 Visitor Acquisition reports are very useful to understand the customer behavior and site traffic. With Visitor
Acquisition reports, you will be able to understand and interpret the customer behavior on your site. These
reports are often the most important ones for marketing teams

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Traffic Sources

 Traffic Sources dimensions are passed to Adobe Analytics via the HTTP headers of the browser.

Search Engines Search Keywords

Referrers and
Referrer Type
Referring Domains

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List of Traffic Sources Dimensions and Metrics

Traffic Sources Dimensions Traffic Sources Metrics

Original Referring Domains (for the Referrer Instances
Visitor) Searches
Paid Search
Referrer
Referrer Type
Referring Domains (for the Visit)
Search Engine
Search Engine - Natural
Search Engine - Paid
Search Keyword
Search Keyword - Natural
Search Keyword Paid

Identifying the Top Search Engine

You are responsible for Search Engine Optimization (SEO)
for your company. You want to see the traffic from the
various search engines that occurred during last month and
the numbers of conversions that result. What will you do?

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Exercise 1 (Solution)

Identifying Referrer Type by Top Referring

Domains
You now have the Search Engine and the Search Keyword
data. You are also in charge of social marketing for your site,
and you want to create a report listing the top social
referring domains.

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Exercise 3 (Solution)

 Tracking Code is a unique campaign ID that tells you exactly which link a visitor clicked to access to your site
such as a paid ad, email, partner and affiliate links, display, and so forth.
 Classification reports allow you to create custom campaign reports by grouping tracking codes.
 Examples:
 Campaign Name
 Campaign Headline
 Channel

Identifying Tracking Code

You are responsible for your company’s digital marketing
efforts. Let us create a basic report listing the top tracking
codes for our various campaigns.

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Exercise 4 (Solution)

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Campaign Classifications

 Adobe Analytics has a classification feature that helps the admin to group Tracking Codes to create
aggregate campaign reports.

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Exercise 6

Creating Campaign Classifications report

Your new site and the campaign are effective and you are
seeing the improved results. However, you are not very
happy, as the improvement is not as expected. You want to
try more strategies with different kinds of campaigns. You
also want to study the existing data about your campaigns.

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Exercise 6 (Solution)

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CHAPTER EIGHT
Visitor Identification Reporting in Analysis Workspace

Objectives:
 Create GeoSegment reports and explain how Analytics tracks visitors by location
 Create Technology reports and explain how Analytics records visitor browser and system information

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GeoSegmentation Dimensions

 One of the most critical visitor dimensions is visitor location. Adobe Analytics uses the IP address to do a
reverse look-up to determine location. The GeoSegmentation dimensions in Adobe Analytics include
Countries, Regions, and Cities.

 GeoSegment Definitions

Country

Region

City

Create a GeoSegmentation Report

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Exercise 1 (Solution)

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Technology Dimensions

Technology Dimensions are based on the settings of the browser and device. These dimensions include:
 Browsers (browser and version)
 Browser Types (browsers grouped by browser family)
 Browser Width - Bucketed
 Browser Height - Bucketed
 Operating Systems (operating system and version)
 Operating System Types (operating systems grouped by OS family)
 Monitor Resolutions
 Java Enabled (if Java is enabled or not)
 Cookies (if Cookies are enabled or not)
 Connection Types
 Mobile Carrier (shows the wireless service provider when the visitor accessed the site or app)

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CHAPTER NINE
Visitor Activity and Content Consumption Reports in Analysis Workspace

Objectives:
 Create Pages, Site Sections, and Path reports to analyze how visitors move through a conversion path
 Create Products and Video reports to understand how visitors interact with assets on the site
 Create Mobile reports

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Page Dimension Reporting

 The Page Dimension shows which pages are viewed the most, meaning the pages and content that are
most important to site visitors.
 The Visits and Unique Visitors metrics are de-duplicated numbers for the page, showing how many visits a
page participated in and how many different people saw the page during the selected time period.

Finding out Page Views

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Exercise 1 (Solution)

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Site Sections and Servers Dimensions

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Downloads and Exit Links

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Path Visualization - Flow

 Graphically shows the order in which values were recorded

Identifying Site Section Flow

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Exercise 3 (Solution)

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Define Conversion Path for Analysis

 Fallout shows you how many users Fallthrough and Fallout of a specific path you designate.
 Fallout is based on Touchpoints (user may engage in other activities in between Touchpoints and still
Fallthrough as long as the Touchpoints are hit in the order you set).

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More Examples of Fallout Visualization

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Product Reports

 If you have a retail site or even a retail section on a very large site, you will frequently use the Products
reports. These reports help you understand which products or groups of products people view and buy the
most.

Finding out Product Revenue

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Exercise 5 (Solution)

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Video Reports

 You can understand and analyze video consumption on your site with Analytics. You can see videos by
starts, completions, and total time viewed. You can also find out which videos lead to views of other videos
through Flow reporting.

Video Metrics
 Video metrics are found in the Video Events reports. You can view these metrics alone or you can apply
them to a Video Dimension report.

Video Flow Visualization

 You can use the Flow visualization to see how visitors engage with your video content.

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CHAPTER TEN
Report Breakdown and Custom Date Range in Analysis Workspace

Objectives:
 Examine your data using breakdowns in reports
 Create custom date ranges by using Date Range Builder

 You can breakdown your data in various ways

as per the business need.
 You can build queries using relevant metrics,
dimensions, segments, time lines, and other
analysis breakdown values.

For example:
 Which pages do 10-24 year-olds view on your
site?
 What products are purchased by those that
responded to the Summer Sale Campaign –
from which country, region, and city?

Breaking Down a Single Line Item

You want to understand which site sections are performing
best, and to dig deeper and to see which are the top pages
within a particular section.

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Exercise 1 (Solution)

Breaking Down Multiple Line Items

You want to investigate your mobile traffic. You want to see
which types of devices your visitors are using, and then dig
down deeper to discover where your mobile traffic is
coming from.

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Exercise 2 (Solution)

Product Breakdown
Identify the revenue by State for the Products of your
company.

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Exercise 3 (Solution)

Product Breakdown
Which are the top five revenue-generating tracking codes?
For your top tracking code, what is the top product? Let us
analyze it further, geographically: what are the top country,
region, and city for the visitors who purchase that product?
Get the numbers for last month.

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Exercise 4 (Solution)

Selected Elements in a Line Item Report

The Brand Team needs a Campaign Report, sorted by
Revenue, with the following Campaign Names:
• Summer Sale
• Order Updates
• Brand Email
• Star Watch Application

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Exercise 5 (Solution)

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Custom Date Range

 Analysis Workspace has useful out-of-the-box date ranges. You can create custom date ranges in the Date
Range Builder. Out-of-the-box and custom time periods are available in the calendar preset menu.

88
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Exercise 1

View Metrics by Day

Which date had the most Page Views in the last 7 days?

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Exercise 1 (Solution)

Compare Date Ranges

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Exercise 2 (Solution)

Trend by Date

What does the Trend show between these two years?

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Exercise 3 (Solution)

Creating a Custom Date Range - I

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Exercise 4 (Solution)

Creating a Custom Date Range - II

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Exercise 5 (Solution)

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CHAPTER ELEVEN
Visitor Retention and Growth Reports in Analysis Workspace

Objectives:
 Create reports to understand visitor retention
 Analyze loyalty reports and make recommendations for website optimization

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Visitor Retention

Return Frequency shows the number of days between repeat

visits from your visitors.

The Return Frequency report shows the number of days

between repeat visits from your visitors. For example, if a
visitor was to visit today and your previous visit was six weeks
ago, the number of days between repeat visits for your visit
would be “longer than 1 month.”

Identifying Return Frequency

How do you identify the number of days in range between
repeat visits from your visitors?

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Exercise 1 (Solution)

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Visitor Retention

 This report shows the overall number of times a visitor went to your site. When someone comes to your site
this month, the report will tell you if this was their first or 300th time visiting your site.

 If you are viewing this report for the month of January, and you see some visitors are on their 300th visit on
your site, this does not mean they visited your site 300 times in January. It just means their 300th visit
happened to have occurred in January (the other 299 could have happened in previous months).

 The Visit Number report also shows which visits made by customers impacted your site’s success metrics.

Finding out Visit Number

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Exercise 2 (Solution)

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Customer Loyalty

Assigns orders to one of three buckets based on a visitor’s previous activity:

 New Customer = First purchase
 Return Customer = Second purchase
 Loyal Customer = Third purchase and above

Identifying Return Visits

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Exercise 3 (Solution)

Identifying New and Return Visitors

Objectives:
 Describe Adobe Analytics Segments
 Explain Segment hierarchy
 Create and manage Segments
 Create reports with advanced segmentation

Segmentation is the ability to apply powerful, focused audience segments to your Analytics reports, and
share them to the Adobe Marketing Cloud for use in Adobe Target and other integrated Adobe products.

Attribute-driven Behavior-driven
 Browser: Google Chrome  Page views: >= 5
 Referrer: Facebook  Exit Page: Sign-in Page
 Country: US  Revenue: >= $500

Combo
Country: US AND
Revenue: >= $500
114

The segment containers you select will directly impact the amount of data returned.

Matches across sessions within the selected time

Visitor period and returns all data associated with matched
visitors. It is the broadest container.

Matches within a session in the selected

Visit time period.

Matches at the hit (server call)

level. It is the most specific
container.

The Segment Builder lets you build simple or

complex segments that identify visitor attributes
and actions across visits and hits.

It provides a canvas to drag and drop metric

dimensions, events, or other segments in order to
segment visitors based on hierarchy logic, rules, and
operators.

1. Name your segment and 4

provide a description.
2. Tag the container by selecting 1 9

an existing tag or creating a

new one.
3. Choose your Segment
Container.
4. Drag a Dimension, Metric, or 2

Segment to the Definitions

field. 3 7

5. Set the operator from the 5 6

drop-down menu.
8

6. Enter or select a value for the 4

item selected.
7. Evaluate if any advanced 1 9

options are needed (for

example, nested containers
and exclude container).
8. Add additional criteria if
needed using logical operators 2

of AND, OR, or THEN.

9. After building the segment, 3 7

view the 90 day preview to see 5 6

what % and absolute number
of page views, visits, and 8

unique visitors match the

segment you created.
10. Click Save. 10

Containers in Both the Include and Exclude Canvas

 When using both the Include and Exclude canvas, you can obtain a much more detailed set of data to report
against.

Define multiple containers within a single canvas

 When dragging multiple segments adjacent to each other, they are considered an OR statement. All
containers in the canvas are reviewed against all data, and any data that matches any of the containers are
included in reporting.

Nest containers within each other

 When creating segment containers within other containers, you are (in essence) creating a segment within a
segment.

Between containers Between rules

Hit
Visitor Visit
Visit Rule #1
Hit
OR
AND Rule #2

Visit OR
Hit Rule #3

Within Visit Across Visits Visit

Visit Visitor

Checkpoint #1 Visit #1 Visit

Checkpoint #2 Visit #2
Hit

Hit

 Captures the behaviors for the entire session once the  Primarily, useful for multi-session analysis as it includes
rule is met. every session once the criteria is met.
 Good for understanding what is happening in relation  Most susceptible to change based on the date range.
to something during a visit.

Sequence Within Visit Sequence Across Visits

Visit Visitor

Checkpoint #1 Visit #1

THEN
THEN
Hit Checkpoint #2
Visit #2
THEN

Checkpoint #3

 How many took the following client journey from the Shopping Cart > Shopping Checkout >
Shopping Shipping > Shopping Billing > Shopping Order Confirmation.

 How many people go from the

Shopping Cart department on to
the Shopping Order Confirmation
subsection without seeing the
Shopping Comparison
department during a visit?
 In order to exclude something
within a sequential segment, you
need to put the rule in its own
container.

 How many people go

from the Shopping Cart
department on to the
Shopping Order
Confirmation subsection
without seeing the
Shopping Comparison
department during a
visit?
 In order to exclude
something within a
sequential segment, you
need to put the rule in its
own container.

 Identify visitor page view hits by matching limited by a specific duration of time, granularity, and counts
between checkpoints. Use the Within and After operators built in to the header of each container to define
the time, events, and count.

 You can limit matching to a specified duration of time by using the Within and After containers and
specifying a granularity and count. The Within operator is used to specify a max limit on the amount of time
between two checkpoints. The After operator is used to specify a minimum limit on the amount of time
between two checkpoints.

Time Between segments allow you to define time duration between any two tracked actions.

Visitor
Checkpoint #1

THEN After X TIME Within Y TIME

Checkpoint #2
Time Units Interactions
 Minutes  Occurrences
 Hours  Page Views
Days  Visits
0 1 Week


2
Weeks
Weeks
 Months
 Quarters
 Years
AFTER 1 Week & WITHIN 2 Weeks
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Choosing the right container

The container you choose will depend on the behavior you are trying to isolate.

 Primarily useful for multi-session analysis as it includes every session once the criteria is met.
 Most susceptible to change based on date range.

 Captures the behaviors for the entire session once the rule is met.
 Good for understanding what is happening in relation to something during a visit.

 Isolate behavior within a particular site section or for a variable that changes values during visit.
 Pinpoint a specific value when an action occurs (marketing channel when order placed).
 Capture the values of different variables at a specific point in time (debugging).

The Segment Manager (Analytics > Components > Segments) offers many ways of curating segments, such
as sharing, filtering, tagging, approving, copying, deleting, and marking as favorites.

3 5 6 1 4

1. Establish a consistent naming

convention and ensure all
segments adhere to it. Adobe
recommends leading with “source”
across all products (see next slide
for examples).
2. Include definitions in the segment
builder.
3. Apply Tags to all the segments for
better organization.

Help documentation: https://marketing.adobe.com/resources/help/en_US/analytics/segment/seg_manage.html

3 5 6 1 4

4. Approve segments to
standardize definitions across
report suites & the organization.
Do not create the same segment
in multiple suites.
5. Share approved segments with
all users, and more specific
segments with only those that
need them.
6. Unshare & Delete duplicate
segments to prevent confusion.
Take a phased approach to
segment deletion to prevent
disruption in existing processes.

Help documentation: https://marketing.adobe.com/resources/help/en_US/analytics/segment/seg_manage.html

As a best practice, always confirm your segment was 1

built as expected using a two-pronged approach.

1. Leverage the 90-day preview in the segment

builder to make sure the volume of the data is
expected. Also confirm the segment is
2
compatible with the Adobe products you need
to use it with.
2. Go to the report that most closely aligns to the
segment criteria and make sure the expected
data is returned.

If an event does not exist in your implementation, you can use segments within the calculated metric builder
to create new metrics.

Identifying Visitor Purchase and Visits

Your company initiated a Summer Sale Campaign and
wants to know about people who have made a purchase of
at least $500 on your site. The company also wants to
understand how many people visited the site during the last
month. How can you find out?

Understanding Response to Campaigns

Your boss at JJ Esquire company wants to know how a new
segment of interest responds to campaigns and products in
comparison with All Visits on your site. Your boss would like
a breakdown report listing all Campaign Names by all
Products for the segment “Females from the United States”.
How would you run this report?

Viewing the Site Section

Your manager wants to analyze all Visitors who have
viewed both the Beauty & Fragrance site section and the
Jewelry & Accessories site section for the duration of last
month. How would you derive this data?

Understanding high value purchasers

You have multiple campaigns and want to understand your
high-value purchasers’ behavior. You also want to know the
number of visitors who visit frequently but have not
purchased during the last month.

Identifying campaign visits

You want to understand all visits and conversion details for
a Campaign called “Brand Email” that was initiated three
months ago. How can you do this?

Creating advanced segments

You need data from several sources: Visits from people that
have made at least ten visits to the site, or visits from people
that enter the site through the All Name Brands on Sale
campaign; and generate at least $100 of Revenue during the
visit. You need this data from the past two months. How will
you get it?

Identify Products Generating the most

Revenue
The Marketing team would like to understand which
products generate the most revenue from a specific visitor
population with the following characteristics and/or
behaviors:

• Visitors who do NOT fall into the 18-24 year old age
range.
• These visitors must have placed an order.
• They must have used only the Google Chrome Browser.
• Visited a page in the Commerce Site Section.

Registrations that did not have conversion

Your boss wants to see data about 40-49-year-old women
that have registered and signed up for a newsletter, but did
not place any orders during the last month. These
conversions could occur on one visit or between multiple
visits.

Creating a Logic Group segment

You want to know about all people that have purchased,
registered, and signed up for a newsletter in the last month,
and are not from the GeoSegment region of California. The
Purchase event must have occurred no more than 30 days
after the Registration and Newsletter Signup. Either the
Registration or Newsletter Signup can be the first event to
have occurred.

Ad Hoc Segment and Cross Tab Analysis

You want to view Revenue per Product report for the
default segment All Visits as well as for a segment of all who
accessed the site through the Summer Sale campaign. How
can you do that?

 The Segment Comparison (Segment IQ) Tool discovers

the most statistically significant differences among an
unlimited number of segments through an automated
analysis of every single metric and dimension you have
access to.

 “Everyone Else” Segment

 Size and Overlap
 Population Summaries

Comparing Segments

While creating a segment:

 Consider the audience
 Determine the segment Scope
 Describe the importance of segments
 Define the time
 Decide the elements of the segment
 Define the approval process
 Use segment Library for reuse

 Identify the business question for analysis

 Decide the dimensions
 Identify the relevant metrics
 Test and preview the segment
 Optimize the processing by using Hit or Visit
containers

 Verify that the segment is acting as expected. When a filter is

applied, check a report that pertains to the filter.
 Example: If a Hit container is used and the filter is based on
“page contains,” check the Pages report to make sure only
pages with your criteria are included in the report.

 When building a segment, be sure to test first. Run data for a

small period of time, verify that the data appears the way it is
expected, and then run the query for the time frame needed.
 If a filter is applied, look at the report that pertains to the
filter.

 Rename segments with prepended DO NOT USE for unnecessary segments

 Apply Tags to all the segments for better organization
 Approve segments to standardize definitions across the company
 Share approved segments with some or all users
 Check key reports to ensure DO NOT USE segments are not in use
 Email Analytics users to let them know segment clean-up is underway
 After a certain grace period, delete DO NOT USE segments

 A Manager wants to measure all the instances occurring from Social media from the Entry Pages report.
How would the analyst create the segment?
A. Use the segment container with “Hit”, where Referrer type equals “Social Network”
B. Use the segment container with “Visit”, where Referrer type equals “Social Network”
C. Use the segment container with “Hit”, where Referrer type contains “Social Network”
D. Use the segment container with “Visit”, where Referrer type contains “Social Network”

 How do you standardize segment definitions across your company?

A. Approve segments
B. Share segments
C. Bookmark segment
D. Create a tag to the segment

 Access Segment Builder through the following path:

A. Click New at the top of the component column and select Create Segment.
B. Click Project > Create Project > New > Create Segment.
C. In the Adobe Analytics menu, go to Components > Segments.
D. Click File > New > Segment.

Objectives:
 Create and customize Calculated Metrics
 Describe Metric operations and Formats
 Create Calculated Metrics using basic and advanced functions

 Calculated Metrics are metrics you can create using

operations such as +,-,x and /. Through these useful
metrics, you can create Conversion Ratios that are the
most important metrics you will apply to your reports.

Advantages of Calculated Metrics

 Create unified metrics across Reports & Analytics, Ad
Hoc Analysis, Report Builder, Anomaly Detection,
Freeform Analysis, and Contribution Analysis.
 Create metrics derived at report run time, without
implementation changes. You can view these
historically because they are based on segments.
 Share metrics across report suites.

 Incorporate statistical functions to help you better

describe your data.

You can create calculated metrics from a combination of:

 Analytics metrics
 Analytics segments
 Operations such as +, −, ×, and ÷
 Statistical functions

You can use these available formats:

 Decimal (#)
 Percent (%)
 Currency ($)
 Time (HH:MM:SS)

 There are different ways to get to the Calculated Metric Builder:

There are two main metric types: Standard and Total.

 Standard: Number of instances for a line item (for example, 500 Page Views for the Home Page).
 Total: Total number of instances for the site regardless of the report line item (for example, 10,000 Page
Views for the site, displayed on every line item).

Default allocation will allocate Conversion metric credit as originally intended by your implementation. You
may, however, change the allocation model to any of the following:

 Linear: The metric credit split between conversion variables passed in on the visit with this Conversion
Metric.
 Visit Participation: The full metric credit given to every conversion variable passed in on the visit with the
Conversion Metric.
 Last Touch: The metric credit for the Conversion Metric is given to the last associated variable value.
 Reporting Window Participation: Like Visit Participation, except this metric credit is awarded to variables
during the period analyzed in your reports (beyond visit).
 Marketing Channel Allocation: First and last touch allocation can be applied to metrics used in the
Marketing Channel reports.

Marketing
Channel
Reports

Fully
Processed
Data

Current Data

Admin-level users Non-Admin-level users

 Creating
 Creating
 By default, users can create calculated metrics.
 Admins can create calculated metrics as well
However, these rights may be limited by
as share. Administrators.
 Sharing  Sharing
 Can share with entire company, user groups,  Can share with individual users only.
and individual users.  Viewing/Managing
 Viewing/Managing  Can view/edit/delete/and so on only their own
 Can view/edit/delete/and so on their own and calculated metrics. Non-admin users must have
other users' calculated metrics. access to all the component events to be able to
see a shared metrics.
 Approving
 Approving
 Can approve calculated metrics as canonical.
 Can only consume approved calculated metrics;
 Applying cannot mark as approved.
 Can apply any calculated metrics across the  Applying
whole organization.  Can apply their own calculated metrics and
segments that were shared with them.

 The Calculated Metrics Builder helps you apply statistical and mathematical functions to build advanced
calculated metrics.

Create a “Newsletter Signups per Visit”

Calculated Metric

You are the manager of an e-commerce store. You want to

connect more with your customers by offering a newsletter.

After a few months, you want to see if regular and new

customers are signing-up for it but you have several
campaigns that you run on a weekly, semi-monthly, and
monthly basis.

You want to identify which campaign generates the most

newsletter sign-ups per visit. How can you do it?

 You can access advanced functions by clicking Functions (under Components in the left rail) in the New
Calculated Metric window.

Table Functions versus Row Functions

 A table function is one where the output is the same for every row of the table. A row function is one where
the output is different for every row of the table.

IF Conditional Statements
 Helps you to set a floor AND/OR ceiling or for any given metric.
 Are useful for reports that rely on rate % ranked sort of like bounce rate or conversion rates.

 Estimated Revenue at X% Percentile of Visits (worked example)

 Create projections on revenue potential based on visit percentile basis for a given time period with
weighting

189
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Metric Examples
Create Metrics Using Segments
 Metrics are derived at report run time with no implementation work required to report out.
 Can be viewed historically because they are based on segments.
 Enable Instance Counts, Segment Counts, Sequence Counts, Serialized Counts, and Filtered Counts.

Z-Score Advanced Function

 Z-score is the number of standard deviations an observation is from the mean (0 score).
 A Z-score can be + or -, indicating whether it is above or below the mean and by how many standard
deviations.

192

Create an On-Demand Metric

You want to capture Internal Search instances, but did not

record that metric in your original implementation. You
decide to use a custom Segment and custom Calculated
Metric to create this on-demand metric.

Create a Site-Section Calculated Metric

You want to understand your Orders per visit. How can you
do it?

Create a Filtered Metric with an Advanced

Function
A Calculated Metric shows Revenue per Visit for products
with non-trivial traffic. It also uncovers products with
opportunity for promotion, while filtering out products with
high revenue per visit, but with little traffic and therefore
little opportunity. You need more advanced functionality.
What will you do?

Create a Z-Score Calculated Metric

 The two main Metric types are:

A. Calculated
B. Total
C. Standard
D. Segmented

 Which function helps you to set a floor AND/OR ceiling or for any given metric?
A. If Condition
B. Z-Score Condition
C. Percentile Condition
D. Less Than or Equal

Objectives:
 Explain visualization types
 Describe various visualizations available in Analysis Workspace
 Create visualizations

Analysis Workspace has multiple visualization options:

 Freeform Table
 Cohort Table (analyze related groups)
 Fallout

 Flow

 Map
 Bar and Area (stacked versions, too)

 Bullet
 Donut

 Histogram

 Horizontal Bar (and stacked)

 Line Graph

 Scatter

 Summary Change (display percentage difference between two values)

 Summary Number (display a single number such as a column total)

 Text (a way to provide contextual information in your project)

 Treemap

 Venn

 Area, Bar, Horizontal Bar, Line Graph, Stacked bar, and Area also available to stack similar metrics

 A cohort is a group of people sharing common characteristics over a specified period of time. Cohort
Analysis makes it easy to analyze and compare groups of visitors who complete a conversion event.

Objectives:
 Detect anomalies and analyze the reasons
 Create alerts for the detected anomalies
 Create Virtual Report Suites

Adobe Analytics Virtual Analyst continuously analyzes data

and uses predictive algorithms and machine learning to deliver
personalized alerts and insights into unknown anomalies
impacting your business.

 The combination of Anomaly Detection and Contribution

Analysis helps you automate the most common and
expensive data science workflows to identify the reasons for
driving unusual behaviors in your data.

 Intelligent Alerts proactively identify and notify you of

those anomalies.

 Virtual Report Suites help you to segment the Report

Suites.

Perform a Contribution Analysis

The Alert Manager allows you to:

 Access the Alert Builder by clicking + Add.
 Tag alerts which helps you to organize them for ease
of use.
 Delete alerts.
 Rename alerts.
 Approve alerts.
 Copy alerts.
 Enable/disable alerts.
 Renew an alert expiration date.
 Export an alert to a .CSV file.

 Create a simple alert filtered by two segments

 Create an alert from a Table Selection

 Consolidate (stack) Alerts instead of creating multiple alerts

Objectives:
 Define Marketing Channels
 Configure Marketing Channel reports
 Recommend reports for manual setup
 Explain the difference between Tracking Codes Report and Marketing Channel Report
 Explain key takeaways for configuring and using Marketing Channel Reports

 Marketing Channel reporting lets you know how much revenue your marketing channels generate. These
reports include an overview report of the first and last-touch channel allocation with critical, standard
metrics such as revenue, orders, and cost.

 Channel Overview
 First-Touch or Last-Touch Channel
 First-Touch or
Last-Touch Channel Detail

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