{"id":9920,"date":"2024-09-27T10:28:45","date_gmt":"2024-09-27T10:28:45","guid":{"rendered":"https:\/\/axamit.com\/?post_type=glossary-article&#038;p=9920"},"modified":"2024-09-27T10:28:46","modified_gmt":"2024-09-27T10:28:46","slug":"evar","status":"publish","type":"glossary-article","link":"https:\/\/axamit.com\/glossary\/adobe-analytics\/evar\/","title":{"rendered":"What is an eVar in Adobe Analytics"},"content":{"rendered":"<div class=\"custom-toc\"><ul><\/ul><\/div>\n<p class=\"wp-block-paragraph\">In <a href=\"https:\/\/axamit.com\/blog\/adobe-analytics\/what-is-adobe-analytics\/\">Adobe Analytics<\/a>, an eVar (short for &#8222;Conversion Variable&#8220;) is a type of variable used to capture and store data related to visitor interactions and behaviors on a website or application. eVars are highly versatile and can be used to track various types of information, such as campaign tracking, product views, internal search terms, and more.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Key Features of eVars<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Conversion Attribution: eVars play a crucial role in conversion attribution, allowing you to understand which marketing campaigns, content, or interactions led to successful conversions (e.g., purchases, leads, or other desired actions).<\/li>\n\n\n\n<li>Visitor Segmentation: By capturing specific visitor data in eVars, you can segment your audience based on their behaviors, interests, or characteristics, enabling more targeted analysis and personalization.<\/li>\n\n\n\n<li>Customizable: eVars are highly customizable, allowing you to define the data you want to capture and how it should be processed and reported.<\/li>\n\n\n\n<li>Persistent: eVars can be set to persist across multiple page views or visits, enabling you to track visitor behavior over time and across multiple sessions.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Setting up eVars<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">To set up an eVar in Adobe Analytics, follow these steps:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Log in to the Adobe Analytics interface.<\/li>\n\n\n\n<li>Navigate to the &#8222;Admin&#8220; section and select &#8222;Report Suites.&#8220;<\/li>\n\n\n\n<li>Choose the desired report suite and click on &#8222;Edit Settings > Conversion > Conversion Variables.&#8220;<\/li>\n\n\n\n<li>On the Conversion Variables page, click the Expand icon [+] next to the conversion variable you want to modify. Or click Add New to add an unused eVar to the report suite.<\/li>\n\n\n\n<li>Select the conversion variable fields you want to modify. See Conversion Variables &#8211; Descriptions. Some fields let you type directly in the field. Others let you select from a drop-down list of supported values.<\/li>\n\n\n\n<li>Click Save<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Using eVars in Reports<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Once you&#8217;ve set up eVars, you can use them in various reports and visualizations within Adobe Analytics. Here are a few common use cases:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Conversion Attribution: Use eVars to track marketing campaigns, referrers, or internal search terms, and then analyze their impact on conversions using the &#8222;Conversion Funnel&#8220; or &#8222;Conversion Path&#8220; reports.<\/li>\n\n\n\n<li>Visitor Segmentation: Create segments based on eVar values to analyze specific audience groups and their behaviors.<\/li>\n\n\n\n<li>Merchandising Analytics: Track product views, add-to-cart events, and purchases using eVars to gain insights into product performance and customer journeys.<\/li>\n\n\n\n<li>Content Analysis: Capture content interactions (e.g., video views, file downloads) using eVars to understand content engagement and optimize your content strategy.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Best Practices<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">To make the most out of eVars in Adobe Analytics, consider the following best practices:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Plan ahead: Carefully plan which eVars you need and how you&#8217;ll use them before implementation to ensure efficient data collection and analysis.<\/li>\n\n\n\n<li>Naming conventions: Establish clear naming conventions for eVars to make them easily identifiable and maintainable.<\/li>\n\n\n\n<li>Allocation logic: Choose the appropriate allocation logic (e.g., linear, last non-direct click, or custom) based on your analysis goals and attribution models.<\/li>\n\n\n\n<li>Expiration settings: Set appropriate expiration settings for eVars to ensure accurate data collection and reporting.<\/li>\n\n\n\n<li>Documentation: Document the purpose, implementation, and usage of each eVar to facilitate knowledge sharing and maintenance within your organization.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">By leveraging eVars effectively, you can gain valuable insights into visitor behavior, optimize your marketing efforts, and make data-driven decisions to improve your digital experiences.<\/p>\n","protected":false},"author":12,"featured_media":5015,"menu_order":0,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"glossary-category":[44],"class_list":["post-9920","glossary-article","type-glossary-article","status-publish","has-post-thumbnail","hentry","glossary-category-adobe-analytics"],"acf":{"post_title":"eVar"},"_links":{"self":[{"href":"https:\/\/axamit.com\/de\/wp-json\/wp\/v2\/glossary-article\/9920","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/axamit.com\/de\/wp-json\/wp\/v2\/glossary-article"}],"about":[{"href":"https:\/\/axamit.com\/de\/wp-json\/wp\/v2\/types\/glossary-article"}],"author":[{"embeddable":true,"href":"https:\/\/axamit.com\/de\/wp-json\/wp\/v2\/users\/12"}],"version-history":[{"count":1,"href":"https:\/\/axamit.com\/de\/wp-json\/wp\/v2\/glossary-article\/9920\/revisions"}],"predecessor-version":[{"id":9921,"href":"https:\/\/axamit.com\/de\/wp-json\/wp\/v2\/glossary-article\/9920\/revisions\/9921"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/axamit.com\/de\/wp-json\/wp\/v2\/media\/5015"}],"wp:attachment":[{"href":"https:\/\/axamit.com\/de\/wp-json\/wp\/v2\/media?parent=9920"}],"wp:term":[{"taxonomy":"glossary-category","embeddable":true,"href":"https:\/\/axamit.com\/de\/wp-json\/wp\/v2\/glossary-category?post=9920"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}