Adobe Analytics: Difference Between Props vs eVars

Just starting off with Adobe Analytics? Here’s a primer on what props and eVars are!

First off, they are two different types of custom variables to give you more flexibility in tracking analytics. Most of the time, out-of-the-box variables are just not enough to get the full value of Adobe Analytics. Adobe Analytics allows you to fully customize your analytics infrastructure the way you want it.

How? Through props and eVars, of course!

Props are traffic variables geared to understand volume and popularity. They are only counted on the page it was integrated on. If you want to segment by page or Hit (term within Adobe Analytics), you’d need to make sure it’s tagged on that page individually.

What if you want to see if one prop variable influenced a conversion? You can create a segment like such to work around the prop limitations.

VISIT = Container (HIT = Page contains “home page”)  AND Container (HIT = Page contains “order confirmation”)

In that session, a user hit the home page at one point, and also hit the order confirmation at another point. By separating the HIT’s in different containers, they are identified as two different actions. However, they are all contained within one visit.

Because props fire every time, you can use props towards pathing of page behavior. How do people normally navigate through your site? A streamlined workaround for eVars is actually create HIT segments and apply them to funnels in Analysis Workspace.

eVars are conversion variables linked to success events, so they persist the entire session without having to fire multiple times. As long as they are fired once, it gets attributed to other success events to the same cookie.

One widely used example is when a user logs in, the eVar fires once at initial sign in and will “follow” the cookie wherever it goes. In Adobe Analytics, you can use conversion metrics like Orders, Transactions, and more. It will give a unique count based on if the eVar fired within the same session as the order automatically. No need for a custom Visit segment like above.

There are always workarounds, but when you set up your analytics infrastructure... think about the reporting end. How easy would it be for someone to pull this data?

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