Omniture Standard Variables - props, eVars and events

If you are working on Adobe Analytics (Omniture/Site Catalyst) then it becomes very necessary to understand standard variables in Adobe Analytics and their capabilities and limitation.

Omniture provides three types of variables:
  • Traffic variables (s.Props)
  • Success Events (s.events)
  • Conversion variables (e.Vars)
In this blog we will cover Traffic variables

Traffic variables (s.Props) : Traffic Variables are custom variables  used to count number of times certain values are sent into Omniture . Omniture offers predefined Traffic Variables (s.pageName, s.channel, and s.server) as well as Custom Traffic Variables (s.props).
As you understand Page views, Unique Visitors and Visits are the traffic metrics Prop variables helps us to breakdown these metrics into meaningful buckets
e.g.  You see total number of page views and unique visitors for your websites and if you want to know how many page view and unique visitor is associated with home page or product page you need to store page name in traffic variable to get more meaning full report

Features of Traffic variables are mentioned below

Persistence: These variables are not persistent .Once the data is sent to Omniture the variable value is reset and is ready to accept new value.

Pathing: Pathing can be enabled on any traffic variable. It helps you to understand the order in which the values are passed to a variable within a specific visit. Let’s say you have eCommerce shoes website and you are capturing search term in prop1. User searches “black shoes” and then “white shoes” then you can able to see percentage of time user searches from black shoes to white shoes terms.

Correlations: Break down traffic reports by other traffic reports to see key traffic relationships.

List Prop is a traffic variable that can accept multiple values at once. Values are passed in using delimited list (delimiter can be comma, colon etc.) and it broken into its own line item after data is collected.
  • No Pathing can be enabled for List Prop
  • Page views is the only metrics that can be used with the list prop

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