Adobe® Analytics Quick-Reference Guide: Market Reports and

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Adobe® Analyticsmarketing reports and analytics

[Formerly SiteCatalyst]Quick-RefeRence Guide

Shane Closser

Adobe®

Analytics[Formerly SiteCatalyst]

marketing reports and analyticsQUICKREFERENCE GUIDE

Shane Closser

A D O B E ® A N A LY T I C S Q U I C K R E F E R E N C E G U I D EMarket Reports and Analytics (formerly SiteCatalyst®)Shane Closser

Adobe Press books are published by Peachpit, a division of Pearson Education.

For the latest on Adobe Press books, go to www.adobepress.com.

To report errors, please send a note to [email protected].

Copyright © 2014 by Adobe Press

Adobe Press Editor: Victor GavendaProject Editor: Clifford ColbyDevelopment Editor: Stacey ClosserCopyeditor: Darren MeissProduction Editor: Katerina MaloneCompositor: David Van NessIndexer: Valerie Haynes PerryCover and Interior design: Mimi Heft

N OT I C E O F R I G H T S

All rights reserved. No part of this book may be reproduced or transmitted in any form by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior writ-ten permission of the publisher. For information on getting permission for reprints and excerpts, contact [email protected].

N OT I C E O F L I A B I L I T Y

The information in this book is distributed on an “As Is” basis, without warranty. While every precaution has been taken in the preparation of the book, neither the author, Adobe Systems, Inc., nor the publisher shall have any liability to any person or entity with respect to any loss or damage caused or alleged to be caused directly or indirectly by the instructions contained in this book or by the computer software and hardware products described in it.

T R A D E M A R K S

Adobe and SiteCatalyst are registered trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners.

Many of the designations used by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in this book, and Peachpit was aware of a trademark claim, the designations appear as requested by the owner of the trademark. All other product names and services identified throughout this book are used in editorial fashion only and for the benefit of such companies with no intention of infringement of the trademark. No such use, or the use of any trade name, is intended to convey endorsement or other affiliation with this book.

Printed and bound in the United States of America

ISBN 13: 978-0-321-92694-4ISBN 10: 0-321-92694-3

9 8 7 6 5 4 3 2 1

http://www.adobepress.com

To Mom and Joe, who remain guiding lights in my life; to my editor and wife Stacey, who encouraged me to write; and to my children Jack and Avery, who fill my days with laughter and joy.

iv Adobe Analytics Quick-Reference Guide

About the Author

Shane Closser is Vice President and Worldwide Head for the Customer Experience Management (CEM) Practice at Virtusa Corp (NASDAQ:VRTU), a global IT services company that combines innovation, tech-nology leadership and industry solutions to transform

the customer experience. He manages over 500 CEM experts world-wide, who develop advanced solutions for Virtusa’s media, financial services, insurance and healthcare customers. Closser has managed over 75 programs across Fortune 500 organizations. He is a frequent speaker on CEM strategy, digital marketing, mobile, social and WCM. He is an Adobe-certified trainer, and he has over 15 years of experience leading digital engagements. Connect with him on Linkedin or via Twitter @srclosser.

v

Contents at a Glance

C H A P T E R 1 Introduction 1

C H A P T E R 2 Adobe Analytics Basics 9

C H A P T E R 3 Metrics 23

C H A P T E R 4 Reports Overview 35

C H A P T E R 5 Awareness Analytics 49

C H A P T E R 6 Acquisition Analytics 69

C H A P T E R 7 Engagement Analytics 81

C H A P T E R 8 Persuasion Analytics 93

C H A P T E R 9 Conversion Analytics 115

C H A P T E R 10 Retention Analytics 131

C H A P T E R 11 Report Distribution 141

C H A P T E R 12 Advanced Concepts 163

Index 179

vi Adobe Analytics Quick-Reference Guide

Contents

C H A P T E R 1 Introduction 1

Why Web Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2Adobe Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3What Is the Adobe Marketing Cloud? . . . . . . . . . . . . . . . . . . . .4Customer Marketing Journey . . . . . . . . . . . . . . . . . . . . . . . . . . . .5Useful Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7

C H A P T E R 2 Adobe Analytics Basics 9

How Adobe Analytics Works . . . . . . . . . . . . . . . . . . . . . . . . . . 10How to Log In to Adobe Analytics . . . . . . . . . . . . . . . . . . . . . 12How to Navigate to Adobe Analytics/SiteCatalyst Reporting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13Exploring the Interface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14Report Suites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17Introduction to Terms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

C H A P T E R 3 Metrics 23

Standard Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24Other Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27Traffic Variables . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31Success Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32Conversion Variables . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33SAINT Classifications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33

C H A P T E R 4 Reports Overview 35

How to Run a Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36Graph Options . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37Report Breakdowns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42How to Add a Correlation Filter . . . . . . . . . . . . . . . . . . . . . . . 45How to Use Segments Within a Report . . . . . . . . . . . . . . . . . 46Miscellaneous Custom Report Options . . . . . . . . . . . . . . . . . 47

Contents vii

C H A P T E R 5 Awareness Analytics 49

Key Metrics Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50Referring Domain and Referrers Reports . . . . . . . . . . . . . . . 52Marketing Channel Performance . . . . . . . . . . . . . . . . . . . . . . . 56Email Marketing Campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . . 58Mobile Campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59Search Engine Optimization . . . . . . . . . . . . . . . . . . . . . . . . . . . 60Paid Search . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64Online Display Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65Affiliate Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66Internal Online Campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67Multichannel and Cross-Channel Visits and Attrition . . . . 67

C H A P T E R 6 Acquisition Analytics 69

Visits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70Unique Visitor Trends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73Visitor Demographics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 76Domains . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79

C H A P T E R 7 Engagement Analytics 81

User Experience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82Engaging Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84How to Enable Video Tracking . . . . . . . . . . . . . . . . . . . . . . . . . 87Path Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89Entry/Exit Page Preferences . . . . . . . . . . . . . . . . . . . . . . . . . . . 91Other Miscellaneous Engagement-Related Reports . . . . . . 92

C H A P T E R 8 Persuasion Analytics 93

Content or Pages of Influence . . . . . . . . . . . . . . . . . . . . . . . . . . 94Users’ Technology Preferences . . . . . . . . . . . . . . . . . . . . . . . . . 96Video Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 106Bot Activity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 110Mobile Technology Influence . . . . . . . . . . . . . . . . . . . . . . . . . 111Mobile Technology Specifications . . . . . . . . . . . . . . . . . . . . . 113

viii Adobe Analytics Quick-Reference Guide

C H A P T E R 9 Conversion Analytics 115

Purchase Conversion Funnel . . . . . . . . . . . . . . . . . . . . . . . . . . 118Cart Conversion Funnel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 123Products Conversion Funnel . . . . . . . . . . . . . . . . . . . . . . . . . . 127Campaign Conversion Funnel . . . . . . . . . . . . . . . . . . . . . . . . 130

C H A P T E R 10 Retention Analytics 131

Recency . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 132Frequency . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 133Monetary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 138

C H A P T E R 11 Report Distribution 141

Downloading Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 143How to Email Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 145How to Manage Scheduled Reports . . . . . . . . . . . . . . . . . . . 148How to Link to a Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 149Data Extract Tool . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 150Bookmarking Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 151Dashboards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 153

C H A P T E R 12 Advanced Concepts 163

Custom Segmentation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 164Adobe Analytics Segments . . . . . . . . . . . . . . . . . . . . . . . . . . . 170Calendar Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 171Targets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 173Alerts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 176

Index 179

35

4

Reports Overview

This is really where the magic happens in Adobe Analytics. It’s where you take data, rules, and website information and display them in a report. This chapter discusses reports—types of reports, sections of a report, and how to configure reports.

Reports are designed to interpret data, but ultimately they’re used to summarize trends and offer performance metrics for your website.

36 Adobe Analytics Quick-Reference Guide

How to Run a Report

1 After you’ve signed on to the Adobe Marketing Cloud, navigate to Adobe Marketing Cloud > SiteCatalyst > SiteCatalyst Reporting.

2 Use the Reports list to navigate to Site Content > Pages.

Segment data

Edit date range—Allows you to

recreate the report on different date ranges

Graph selector—Depending on the report, you can change how the graph is displayed (Pie, Bubble Plot, Line, Bar, an so on).

Report Configuration—Select the report details relevant to your analysis. The

choices will vary based on the report.

Data displayed as a graph—Whenever you change the report details, options, or date, the graph will reload with updated information.

Filter—As long as the report has items in the list, you can filter by any term. You can use partial words and negative matches with the Advanced feature.

Report details—Hard data used to create the graph. Selected metrics and their values will be represented in columns on the right.

The Pages report is used here as an example, as it illustrates the basic features of most reports.

4: Reports Overview: 37

Graph Options

Running a report is just the first step in gathering data for analysis. Next, you’ll want to customize the report data. Depending on your report analysis, you’ll want to choose a useful graph presentation. There are several graph configurations, and not all of them are avail-able for every report.1 Run the desired report. Click Configure Graph. (This example

shows a standard vertical bar graph.)

Configure Graph drop-down menu

Number of items shown in graph

Display options

Vertical Bar graph – Pages report


Stacked Vertical Bar Graph

Stacked Vertical Bar graph – Pages report

Horizontal Bar Graph

Horizontal Bar graph – Pages report


Stacked Horizontal Bar Graph

Stacked Horizontal Bar graph – Pages report

Pie Graph

Pie graph – Pages report


Scatter Graph

Scatter graph – Pages report

Bubble Graph

Bubble graph – Pages report


Trend Line Graph

Trend Line graph – Page Views report

Area Graph

Area graph – Page Views report


Report Breakdowns

A report breakdown is a type of segmentation that allows you to see how two or more reports relate to each other. They provide context around the metrics in Adobe Analytics.

Report breakdowns give you a further way to drill down on a report. For example, if you are viewing the Pages report, you can see the most popular pages by page views. However, you may want more information about these pages, so you break down the report by Time Spent per Visit metric, which allows you to see different inter-vals of time that visitors spent on a specific webpage, such as the home page.

Click the Breakdown icon to break down this report by another.

Pages report [Site Content > Pages]


How to Break Down a Report

1 Navigate to the report you want to break down. Scroll down to the details section and click the Breakdown icon. (The Pages report is used here as an example.)

Breakdown icon

2 Select report from Breakdown list.


3 Analyze data.

Selected Pages—Displays the webpage name selected for the breakdown

Displays time intervals that visitors interacted with the webpage. In this example 35% of the page traffic viewed this webpage for 10 to 30 minutes.

Different metrics can be selected to see correlations between time spent on the webpage and its relation to other metrics.

Pages report broken into Time Spent Per Visit


How to Add a Correlation Filter

A correlation filter is another way to break down a report.1 Navigate to the report you’d like to filter. (In this example, the

Pages report is used.) Select Correlation Filter.

Correlation Filter

2 Click OK to reload the report.T I P � If the Correlation Filter option is not visible, the feature is either not enabled or not available for that report.


How to Use Segments Within a Report

To create custom subsets of data, use the segmentation feature in Adobe Analytics. Segments can be based on pages, visits, and visi-tors, and can be applied to reports, reportlets, dashboards, and book-marks. Here are some examples of how segments can be used:

� How many visitors to your website originated from Facebook � Which campaign delivered the most first-time visitors in the last

month � The amount of revenue derived from repeat customers during the

last quarter

1 Run the desired report. Click the desired segment from the report page.The report reloads with the segment applied.

Segment drop-down menu—Displays which segment is

currently applied to the report.

Segment information icon—If you have permission to edit the segment, the edit and delete icons will also appear here.

Adding a segment to a report

See Chapter 12 for more information on custom segmentation.


Miscellaneous Custom Report Options

Table 4.1 Miscellaneous Custom Report Options

N A M E AC T I O N D E S C R I P T I O N

Copy Report Graph Copy a report to use it as a graph in a presentation or document.

More Actions > Copy Graph

Create Custom Report

(Admin only)

Copy the report configuration to use at a later time.

More Actions > Create Custom Report

Compare Dates Compare two separate date ranges on ranked reports.

Run Report; click Calen-dar and select Compare Dates; select dates and click Run Report.

Normalize Report Data Display the percent of change between two reports.

Select Yes on the Normal-ize Data option.

Compare Report Suites Display data from two sepa-rate suites in one report.

Run Report; click Com-pare to Site link, select report suite, and click OK.

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Index 179

A

acquisition analyticsdomains, 79explained, 69metrics, 24–25purpose, 6report examples, 6unique visitor trends, 73–75visitor demographics, 76–78visits, 70–72

Adobe Analytics. See also SiteCatalystbreakdowns, 20Calendar, 14Co-branding, 15Community, 14creating report suites, 18–19dashboards, 161described, 4Download, 14Favorites, 14Favorites Search, 15features of, 3function of, 10–11Help, 14interface, 14–16Layout, 14logging into, 12metrics, 20More Actions, 14navigating to, 13Notices, 14Print, 14Report Menu, 15Report Search, 15report suite models, 18report suites, 17Save As, 14Search, 15Segments, 15segments, 21Site Overview layout, 16Site Overview report, 16

Adobe Experience Manager, 4Adobe Marketing Cloud

Adobe Analytics, 4Adobe Experience Manager, 4Adobe Media Optimizer, 4Adobe Social, 4Adobe Target, 4

Adobe Media Optimizer, 4Adobe SiteCatalyst. See Adobe Analytics;

SiteCatalystAdobe Social, 4Adobe Target, 4affiliate marketing reports, 66alerts

creating, 176–177deleting, 178editing, 178

analytics. See Adobe Analytics; web analyticsawareness. See also brand awareness

metrics, 24purpose, 6report examples, 6

B

bookmarking reports, 151–152Bot Activity, 110brand awareness. See also awareness

affiliate marketing, 66attrition, 67–68email marketing campaigns, 58–59internal online campaigns, 67Key Metrics report, 50–52marketing channel performance, 56–57mobile campaigns, 59offline research studies, 49online analytics and tools, 49online display marketing, 65paid search, 62–63referrer report, 52–55referring domain report, 52–55SEO (search engine optimization), 60social media, 64third-party providers, 49tracking, 49visits, 67–68

Browser Types report, 98Browser Width report, 99Browsers report, 97

C

calculated metrics, 28–30calendar events

creating, 171–172deleting, 172editing, 172

Index


Campaign Conversion Funnel, 130Cart Additions/Removals report, 125Cart Conversion Funnel

Cart Additions/Removals report, 125Carts report, 124Checkouts report, 126Number of Carts report, 124using, 123

Carts report, 124Checkouts report, 126clickstream data, analyzing, 89–90Connection Types report, 105conversion analytics

Campaign Conversion Funnel, 130Cart Conversion Funnel, 118–122explained, 115funnel report structure, 116funnel types, 117metrics, 26Products Conversion Funnel, 127Purchase Conversion Funnel, 118–122purpose, 6report examples, 6report structure, 116

conversion variables, 33Cookies report, 104copying report graphs, 47correlation filters, adding to reports, 45Customer Loyalty report, 138customer marketing journey, 5–6

D

Daily Return Visits report, 136dashboards. See also report distribution

Adobe Analytics, 161content options, 155creating, 153–154editing, 158–159managing, 157reportlets, 156sharing, 160using, 153

Data Extract tool, using, 150Days Before First Purchase, 132–133deleting

alerts, 178calendar events, 172segments, 168–169targets, 175

Device Type report, 112–113Devices report, 111display advertising

metrics, 65reports, 65

Domains reports, 79

downloading reports, 143–144Downloads report, 92

E

email marketing campaigns, 58–59emailing reports, 145–147engagement analytics

Downloads report, 92enabling video tracking, 87–88engaging content, 84–86entry/exit page preferences, 91Exit Links report, 92explained, 81metrics, 25–26Page Not Found errors, 82path analysis, 89–90purpose, 6report examples, 6Single Page Visits, 83user experience, 82–83

entry/exit page preferences, 91Exit Links report, 92

F

First Time Visits segment, 170frequency

Daily Return Visits report, 136explained, 134Return Frequency report, 134Return Visits report, 135Unique Customers report, 137

funnelsCampaign Conversion, 130Cart Conversion, 118–122email marketing campaigns, 58mobile campaigns, 59online display marketing, 65paid search, 62–63Products Conversion, 127Purchase Conversion, 118–122report structure, 116social media, 64

G

graph optionsArea, 41Bubble, 40Horizontal Bar, 38Pie, 39Scatter, 40Stacked Horizontal, 39Stacked Vertical Bar, 38Trend Line, 41Vertical Bar, 37

Index 181

P

Page Not Found errors, 82Pages report, 36paid search

keyword performance, 62metrics, 63reports, 63

participation metrics, 27path analysis, 89–90performance, tracking against targets, 173–175persuasion analytics

Bot Activity reports, 110Browser Types report, 98Browser Width report, 99Browsers report, 97Connection Types report, 105content of influence, 94–95Cookies report, 104Device Type report, 112–113Devices report, 111explained, 93JavaScript report, 103Languages report, 102mobile technology specifications, 113–114mobile technology influence, 111–113Monitor Resolution report, 100Operating Systems report, 101pages of influence, 94–95purpose, 6report examples, 6users’ technology preferences, 96Video Detail report, 108Video Host report, 109Video Overview, 106Video report, 107

Product Categories report, 129Products Conversion Funnel

Product Categories report, 129Products Cross Sell report, 129Products report, 128using, 127

Products Cross Sell report, 129Products report, 128Purchase Conversion Funnel

Orders report, 121Revenue report, 120Units report, 122using, 118–119

Purchasers segment, 170

R

recencyDays Before First Purchase, 132–133explained, 132

J

JavaScript report, 103

K

Key Metrics report, 50–52keyword optimization, 61

L

Languages report, 102linking to reports, 149

M

marketing channelsattrition, 67–68performance, 56–57visits, 67–68

metricsacquisition, 24awareness, 24calculated, 28–30conversion, 26conversion variables, 33engagement, 25–26explained, 23participation, 27SAINT classifications, 33success events, 26, 32traffic variables, 31video, 27

mobile campaigns, 59mobile technology

influence, 111–113specifications, 113–114

monetary reportsCustomer Loyalty, 138using, 138Visit Number, 139

Monitor Resolution report, 100

N

Non-Purchasers segment, 170notification system. See alertsNumber of Carts report, 124

O

online display marketing, 65Operating Systems report, 101Orders report, 121organic search

keyword optimization, 61reports, 60


organic search, 60Page Not Found errors, 82Pages, 36paid search, 62–63Path Analysis, 89–90Product Categories, 129Products, 128Products Conversion Funnel, 127–129Products Cross Sell, 129Purchase Conversion Funnel, 118–122Referrers, 52–55Referring Domain, 52–55Return Frequency, 134Return Visits, 135Revenue, 120Rich Media, 85–86rich media, 85–86running, 36segment data, 36segments, 46Single Page Visits, 83SMS campaign effectiveness, 59social media, 64Time Spent per Visit, 84–85Unique Customers, 137Unique Visitors, 73–75Units, 122using, 35Video, 107Video Detail, 108Video Host, 109Video Overview, 106Visit Number, 139Visitor Demographics, 76–78visits and attrition, 67–68

retention analyticsfrequency, 133–137monetary reports, 138–139purpose, 6, 131recency, 132–133report examples, 6

Return Frequency report, 134Return Visits report, 135Revenue report, 120rich media, 85–86

S

SAINT classificationsAdGroup, 34AffiliatePartnerID, 34Campaign Cost, 34Campaign Country, 34Campaign ID, 34Campaign State, 34Campaign Status, 34

Referrers report, 52–55Referring Domain report, 52–55report breakdowns, 42–44report data, normalizing, 47report distribution. See also dashboards

Data Extract tool, 150explained, 141–142

report graphs, copying, 47report suites, comparing, 47reportlets, creating, 156reports

adding correlation filters, 45affiliate marketing, 66attrition and visits, 67–68bookmarking, 151–152Bot Activity, 110Browser Types, 98Browser Width, 99Browsers, 97Campaign Conversion Funnel, 130Cart Additions/Removals, 125Cart Conversion Funnel, 123–126Carts, 124Checkouts, 126comparing dates, 47configuration, 36Connection Types, 105Cookies, 104custom options, 47Customer Loyalty, 138Daily Return Visits, 136details, 36Device Type, 112–113Devices, 111domains, 79downloading, 143–144Downloads, 92edit date range, 36emailing, 145–147Entry/Exit pages, 91Exit Links, 92filter, 36graph options, 37–41graph selector, 36internal online campaigns, 67JavaScript, 103Key Metrics, 50–52Languages, 102linking to, 149managing scheduled, 148mobile technology specifications, 113–114mobile technology influence, 111–113Monitor Resolution, 100Number of Carts, 124Operating Systems, 101Orders, 121

Index 183

technical documents, 7Time Spent per Visit report, 84traffic variables, 31

U

Unique Customers report, 137Unique Visitors report, 73–75Units report, 122users’ technology preferences, 96

V

video, 27Video Detail report, 108Video Host report, 109Video Overview, 106Video report, 107video tracking, enabling, 87–88Visit Number report, 139Visitor Demographics reports, 76–78visits, measuring number of, 70–72Visits from Facebook segment, 170Visits from Social Sites segment, 170Visits of more than 10 Minutes segment, 170Visits with 5+ Previous Visits segment, 170

W

web analytics. See also Adobe Analytics; SiteCatalystacquisition, 6awareness, 6conversion, 6engagement, 6fundamentals, 6persuasion, 6purpose of, 2–3retention, 6

websitesAdobe Marketing Cloud, 5support, 8technical documents, 7

Category, 34Channel Name, 34Channel Type, 34CreativeID, 34Keyword, 34Keyword Type, 34Marketing Objective, 34Referring Domain, 34Sub-Category, 34

scheduled reports, managing, 148segments

adding, 164–167deleting, 168–169editing, 168–169First Time Visits, 170Non-Purchasers, 170Purchasers, 170Visits from Facebook, 170Visits from Social Sites, 170Visits of more than 10 Minutes, 170Visits with 5+ Previous Visits, 170

SEO (search engine optimization)metrics, 61organic search, 60reports, 61tracking data, 60

Single Page Visits, 83SiteCatalyst, accessing, 8. See also Adobe

AnalyticsSiteCatalyst Reporting, navigating to, 13SMS campaign effectiveness

measure, 59metrics, 59report, 59

social media reports, 64success events, 26, 32support website, 8

T

targetscreating, 173–174deleting, 175editing, 175

Documents

Adobe® Analytics Quick-Reference Guide: Market Reports and