Understanding the Differences Between Props and eVars in Adobe Analytics

Introduction

In the realm of digital analytics, Adobe Analytics stands out as a powerful tool for understanding user behavior and optimizing marketing strategies. Among its many features, Adobe Analytics provides two key data tracking mechanisms: props (short for “properties”) and eVars (short for “events variables”). Both are essential for capturing and analyzing user interactions, but they serve different purposes and have distinct functionalities. This blog post delves into the differences between props and eVars, offering a comprehensive guide to help you effectively use these tools in your Adobe Analytics setup.

Problem Statement or Background

Adobe Analytics is a robust platform for tracking user behavior and gathering insights to drive business decisions. However, the terms props and eVars often cause confusion among users. Understanding the nuances between these two types of variables is crucial for setting up accurate tracking, generating meaningful reports, and making data-driven decisions. Proper use of props and eVars ensures that you capture the right data and gain actionable insights into user interactions.

Key Concepts or Terminology

• Props (Properties): Variables in Adobe Analytics that track and capture page-level data. Props are used for capturing attributes of a hit (or page view) and are not persisted beyond the page load.
• eVars (Event Variables): Variables designed to track and persist data over multiple hits. eVars can be used to capture data related to specific events or actions and can persist information across sessions and visits.
• Hits: Individual interactions or events that are tracked and recorded by Adobe Analytics, such as page views, clicks, and transactions.
• Persistence: The ability of a variable to retain its value beyond the initial hit, allowing data to be carried over multiple hits or sessions.

Detailed Explanation

Props or Traffic Variables:

• Purpose: Props are used to capture and report on page-level data. They are ideal for tracking metrics like page names, campaign IDs, or any attributes that are relevant to the specific page view.
• Scope: The data captured by props is available only within the context of the page view. Once the page view is completed, the prop data is not carried forward.
• Reporting: Props are useful for generating reports related to specific page interactions. They can be used to segment data and analyze performance metrics at the page level.
• Configuration: Props are configured in the Adobe Analytics admin console, where you define the variables and assign them to specific page elements or interactions.

eVars or Conversion Variables:

• Purpose: eVars are used to capture and persist data across multiple hits and sessions. They are suitable for tracking variables related to user interactions, such as campaign tracking or user attributes that need to be analyzed over time.
• Scope: eVars can retain their values beyond the initial hit, allowing for more in-depth analysis of user behavior across sessions and interactions.
• Reporting: eVars are valuable for analyzing user journeys, conversion rates, and the impact of specific actions over time. They help in understanding how different variables influence user behavior and conversion.
• Configuration: eVars are also configured in the Adobe Analytics admin console. They require setting up persistence rules to define how long the data should be retained and how it should be associated with events.

Step by Step Guide

1. Determine Your Tracking Needs:
   • Assess whether you need to capture page-level data (use props) or data that needs to persist across multiple hits and sessions (use eVars).
2. Set Up Props in Adobe Analytics:
   • Navigate to the Adobe Analytics admin console.
   • Access the props configuration section.
   • Define the props according to the page attributes you want to track.
   • Implement the tracking code on your website to capture the desired page-level data.
3. Set Up eVars in Adobe Analytics:
   • Go to the eVars configuration section in the Adobe Analytics admin console.
   • Define the eVars based on the events or actions you want to track.
   • Configure persistence settings to determine how long the eVars should retain their values.
   • Implement the tracking code to capture eVar data related to user interactions.
4. Test and Validate:
   • Use Adobe Analytics’ debugging tools to ensure that props and eVars are correctly implemented and capturing the intended data.
   • Review reports to confirm that the data is being tracked and reported accurately.
5. Analyze and Optimize:
   • Use the data captured by props and eVars to generate reports and analyze user behavior.
   • Adjust your tracking setup as needed to improve data accuracy and insights.

Best Practices or Tips

• Align Tracking with Business Goals: Ensure that your use of props and eVars aligns with your business objectives and reporting needs.
• Use Clear Naming Conventions: Clearly label your props and eVars to avoid confusion and make it easier to manage and analyze data.
• Regularly Review and Update: Periodically review your props and eVars setup to ensure it remains relevant to your changing business needs and objectives.
• Leverage eVar Persistence: Use eVar persistence settings effectively to capture data that provides meaningful insights over time.

Case Studies or Examples

• Case Study 1: A retail company used props to track page views and product categories, allowing them to analyze page-level interactions. They employed eVars to track campaign performance and user attributes across sessions, resulting in improved marketing ROI and customer insights.
• Case Study 2: An e-commerce site utilized props to capture data on product views and filter selections. They used eVars to track user interactions with promotions and purchases, helping them understand the impact of various marketing efforts on conversions.

Troubleshooting and FAQ

• Issue: Data captured by props is not appearing in reports.
  • Solution: Check the implementation code to ensure that props are correctly configured and that data is being sent to Adobe Analytics. Verify that the prop settings in the admin console are accurate.
• Issue: eVar data is not persisting as expected.
  • Solution: Review the eVar persistence settings to ensure they are configured correctly. Check for any issues with the tracking code or data collection setup.

Conclusion

Understanding the differences between props and eVars in Adobe Analytics is essential for effectively capturing and analyzing user data. Props are ideal for tracking page-level metrics, while eVars are designed for tracking data that persists across sessions and interactions. By following the guidelines and best practices outlined in this post, you can optimize your Adobe Analytics setup to gain valuable insights and drive data-informed decision-making.