AD0-E207 - Adobe Analytics Architect Master

When different parts of a website use different methods to implement Adobe Analytics (hard-coded vs. tag management system), it can lead to inconsistencies in data reporting. This is because the two methods might not be perfectly synchronized in terms of how they handle data collection, processing rules, or variables. Despite using the same AppMeasurement version and operating on the same domain, differences in the deployment method can cause issues such as discrepancies in variable persistence, tracking cookies, or firing sequence of the analytics calls. These inconsistencies can make it difficult to maintain and accurately report on the collected data.

In Adobe Analytics, non-sequential segments allow for the inclusion of conditions that do not necessarily occur in a specific order. Since the specific product demo page and coupon page can be viewed in any order between the landing page and the order confirmation page, non-sequential containers are the appropriate choice. They allow for the creation of a segment whereusers must have started their visit from a campaign and completed an order, without enforcing a strict sequence for intermediate steps.

ï‚· Business Requirement: The company wants to ensure that the original search term ("Mobile") receives credit for the purchase, despite subsequent searches.

ï‚· Understanding Merchandising eVars: Merchandising eVars are used to attribute success events (like purchases) to specific values captured earlier (like search terms).

ï‚· Allocation and Expiration Settings:

Original Value (First) Allocation: This setting ensures that the first value captured (in this case, "Mobile") remains attributed to the visitor, regardless of subsequent values.

Expiration Setting: Setting the expiration to the purchase event ensures that the value ("Mobile") remains active until the visitor makes a purchase.

ï‚· Explanation:

Configure an eVar as Merchandising Variable: This allows tracking specific values like search terms in relation to product views and purchases.

Original Value (First) Allocation: Ensures that the initial search term ("Mobile") gets credit.

Expiration to Purchase Event: Keeps the eVar value until the purchase is made, ensuring accurate attribution.

ï‚· Verification: According to Adobe Analytics documentation on Merchandising eVars, using Original Value allocation with appropriate expiration settings ensures correct attribution of original search terms to final purchases (Adobe Analytics Implementation Guide).