Adobe Analytics Fundamentals - Evars, Props and Events
One of the key differences between Adobe Analytics and Google Analytics is Adobe’s use of props, eVars and events. To fully understand customer behaviour all 3 need to be correctly used and implemented on a website.
The main difference between props/eVars and events is that props and eVars are dimensions so they denote a category that a qualitative value can be assigned to. An example would be eVar37 may stand for ‘Product Type’ and the value assigned to it could be ‘Kitchenware’.
Events are metrics and are therefore quantitative, for example a customer adding a product to a basket will be tracked using an ‘Add to cart’ event and therefore if 5 products are added to the basket then the value against this event will be 5.
The main difference between a prop and an eVar is down to how long they persist. Props are traffic variables and therefore are only tracked against other variables in the same hit, an example prop could be the ‘Page name’. The benefit of a prop is that because it does not persist across the whole journey therefore can be used for pathing. Pathing lets you see a customer’s journey step by step. The path can be viewed in a flow diagram, example below.
Evars are conversion variables that persist so unlike props, when a value is set against a visitor Adobe will hold on to that value until it expires. Evars are used to track against the main conversion journey eg. buying a product, and also for mini conversions such as completing a registration form. Evars should always be coupled with events. For example an eVar may capture the ‘Product Name’ at the beginning of the checkout journey. Events will then be set for each step of the checkout eg. event34 = ‘Checkout Step 1’, event35 = ‘Checkout Step 2’, event36 = ‘Checkout Confirmation’. Because the eVar persists you can associate the ‘Product Name’ against each step of the journey. Below is an example report using an eVar and events.