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Data Analysis with Analysis Workspace
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Data Analysis with Analysis Workspace 2

Contents
Module 1 Digital Analytics: An Introduction 8

Introduction & Objectives 8
Benefits of Digital Analytics 9
Defining KBRs and KPIs 10
Digital Analytics Process 13
Introduction to Dimensions and Metrics 14
4-Step Analytics Methodology 15
Module 2 Adobe Analytics: An Overview 18

Exercise 2.1: Log in to Adobe Experience Cloud 19
Analytics Data Collection Process 22
Adobe Analytics: Key Concepts 23
Custom Variable Types 26
View Feature Access Levels 32
User Management and Permissions 34
Module 3 Introduction to Analysis Workspace 36

Analysis Workspace Advantages 37
Project Architecture 38
Analysis Workspace Templates 39
Exercise 3.1: Create a new Project 42
Analysis Workspace UI 44
Demo: Tag Components 51
Drop Zone Guides 52
Exercise 3.2: Create a Simple Report 55
Demo: Create Custom Template 57
Project Menu Bar Overview 59
Share Projects 61
Project Curation 62
VRS and Project Curation 64
Demo: Curate Project 65
Manage Projects 67
Module 4 Contextual Menus and Report Breakdowns 69

Contextual Menus 70

Exercise 4.1: Trend by Date and Adding a Time
Period Column 75
Static Rows versus Dynamic Rows 85
Dynamic Dimension Columns (in Cross Tab Reports) 87
Metric Column Settings 90
Mixed Dimension Items 94
Breakdowns 95
Exercise 4.2: Break Down a Single Line Item 96
Demo: Tracking Code with Ad-Hoc segments 97
Module 5 Adobe Analytics Metrics 101

Metrics 102
Traffic and Conversion Metrics 103

Predefined Traffic Metrics 105
Time Spent Metrics 106
Occurrences and Instances 111
Pathing Metrics 114
Custom Success Events 115
Exercise 5.1: Identify the Time Spent per Visit 116
Exercise 5.2: Convert Time Spent per Visit (seconds) to minutes 117
Exercise 5.3: View Metrics by Day 119
Exercise 5.4: Add Pathing Metrics 121
Exercise 5.5: Conversion Metrics Report 123
Commonly Used Metrics 126
Tags to Group Metrics and Dimensions 131
Demo: Revenue Participation Calculated Metrics 132
Module 6 Introduction to Segmentation 136

Custom Segments 137
Segment Container Hierarchy 138
Container Selection Impact 140
Segment Builder 141
Exercise 6.1: Identify Visitor with a Newsletter Signup 146
AND, OR, and THEN Operators 149
Exercise 6.2: View the Site Section 151
Exercise 6.3: Compare Predefined Segment Templates 153
Logic Group Example 154
Nested Container Hierarchy 156
Nested Visit Containers in a Visitor Container with the THEN Operator 157
Exercise 6.4: Create a Logic Group Segment 159
Segment Comparison (Segment IQ) 162
Exercise 6.5: Compare Segments with Segment IQ 164
Drop-down Filters in Panels 166
Demo: Create and Use Drop-Down Filters 168
Module 7 Introduction to Calculated Metrics 175

Creating Calculated Metrics 176
Ways to create a Calculated Metric 177

Metric Types 182
Calculated Metrics Workflow 183
Work with the Calculated Metric Builder 184
Exercise 7.1: Create a “Newsletter Signups per Visit” Calculated Metric 185
Metric Manager 187
Functions of the Calculated Metric Builder and Metric Manager 189
Calculated Metric Compatibility 190
Calculated Metrics Basic Function 191
Traffic Calculated Metrics 192
Conversion Calculated Metrics 193
Calculated Metric Functions and Segments 194
Demo: Segmented Calculated Metrics 195
Calculated Metric Examples 196

Module 8 Visitor Acquisition Reporting 202
Traffic Source Dimensions 203
Campaign (Tracking Code) Dimension 206
Exercise 8.1: Identify Tracking Code 208
Campaign Classifications 209
Marketing Channel Dimensions 210
Comparing External Traffic Dimensions 218
Module 9 Visitor Identification Reporting 220

GeoSegmentation Dimensions 221
Exercise 9.1: Create a GeoSegmentation Report 223
Technology Dimensions 230
Exercise 9.2: Run a Browser Report 232
Additional Visitor Profile Dimensions 234
Mobile Analytics 236
Exercise 9.3: Create a Mobile Report 238
Module 10 Visitor Activity Reporting 241

Page Dimension Reporting 242
Exercise 10.1: Sort Page Name Report by Page Views 243
Server and Site Section Dimensions 245
Exercise 10.2: Explore Site Section Dimension 246
Exit Links, Downloads, and Custom Links 248
Pages Not Found Dimension 250
Demo: Pages Not Found Dimension and Metric 251
Module 11 Content Consumption Reports 253

Pathing Flow Visualization 254
Exercise 11.1: Identify Page Flow 257
Analyze Conversion Paths by Using Fallout 261
Fallout Visualization 263
Exercise 11.2: Fallout Analysis 268
Fallout Visualization Using Metrics and Segments 274

Product Reports 277
Exercise 11.3: Compare Time Periods for Product Revenue 278
Media Reports 280
Exercise 11.4: Analyze Video Visits 281
Exercise 11.5: Identify Video Flow 282
Module 12 Visitor Retention and Growth Reports 284

Return Frequency and Days Since Last Visit Dimensions 285
Exercise 12.1: Identify Return Frequency 286
Visit Number 288
First Time Visits and Return Visits Segments 289
Exercise 12.2: Find out Visit Number 290
Customer Loyalty Dimension 292

Exercise 12.3: Identify Return Visits 293
Exercise 12.4: Identify First Time and Return Visitors 295
Module 13 Analysis Workspace Visualizations 298

Visualization Types 299
Summary Number and Summary Change Visualizations 301
Exercise 13.1: Create Summary Numbers and Summary Change Visualizations 304
Text Visualization 307
Exercise 13.2: Use Text Visualization 308
Trended Visualizations 311
Exercise 13.3: Create Freeform Source Table and Line Visualizations 312
Demo: Contribution Analysis 315
Area Visualization 317
Exercise 13.4: Create an Area Visualization 318
Cohort Table Visualization 319
Exercise 13.5: Create a Cohort Table Visualization 327
Scatter Visualization 329
Exercise 13.6: Create a Scatter Visualization 330
Venn Visualization 332
Exercise 13.7: Create a Venn Visualization 333
Map Visualization 336
Exercise 13.8: Create a Map Visualization 337
Histogram Visualization 341
Exercise 13.9: Create a Histogram Visualization 342
Bullet Visualization 345
Exercise 13.10: Create a Bullet Visualization 346
Treemap Visualization 348
Exercise 13.11: Create a Treemap Visualization 349
Parts to the Whole Visualizations 351
Demo: Area Stacked Visualization 352
Demo: Vertical Bar Visualization 354
Demo: Vertical Stacked Bar Visualization 357
Donut Visualization 359
Demo: Donut Visualization 360
Demo: Horizontal Bar Visualization 361
Demo: Horizontal Stacked Bar Visualization 362

Appendix 364
364
365
368
Appendix 369
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378

Module 1
Digital Analytics: An Introduction

Introduction
Increasing the number of site visitors and converting them into customers is the key to any online
business' success. You must analyze visitor behavior and optimize your website and its offerings
accordingly. Digital Analytics helps analyze visitor behavior and visitor acquisition and conversion.
Objectives
After completing this module, you will be able to:
• Explain the benefits of Digital Analytics
• Identify your organization’s Key Business Requirements (KBRs) and Key Performance Indicators
(KPIs)
• Explain the Digital Analytics process
• Introduce Dimensions and Metrics
• Explain the 4-step Analytics methodology
Data Analysis with Analysis Workspace Module 1 Digital Analytics: An Introduction 8

Benefits of Digital Analytics
Digital analytics is the process of analyzing and measuring site traffic to understand visitor behavior.
Visitor behavior can include data such as the number of page views, hits, unique visitors, and time spent
on a page.

Digital analytics enables you to:
• Analyze user activities on the site and improve site navigation, content, aesthetics, and conversion
processes to increase conversion
• Learn from the past marketing efforts and works to improve future campaigns to increase
conversion
• Recommend changes to the website or the marketing strategies based on analysis and relevant
data
• Convince qualified visitors to come to your site and drive them through the conversion process

Defining KBRs and KPIs
Define Key Business Requirements

Key Business Requirements (KBRs) are goals or objectives that are critical for business success. The
larger, more strategic Enterprise KBRs are broken down by smaller, focused KBRs such as website goals.

Website goals may vary by industry, type, and individual site. For example, a retail site’s final objective
is to influence visitors to buy products, but a lead generation site’s final objective is to acquire as many
qualified visitors as possible to fill in and submit a lead form.
Define Key Performance Indicators

Every KBR is mapped to Key Performance Indicators (KPIs). KPIs are metrics used to measure success or
failure towards reaching a goal. KPIs for business units in an organization may vary. For example, a
marketing manager wants to analyze campaign effectiveness to make better marketing investment
decisions, but an IT manager may have a goal to improve a visitor’s browser or device to enhance
conversion.
KPIs simplify digital analysis data reporting so that only relevant information is presented in an easy-to-
understand and actionable format.
To define KPIs:
1. Define your website KBRs
2. Define conversion events and align them with the website goals
3. Identify the metrics that help you measure progress towards these goals
Before defining KPIs, you should ask:

• What is the end goal of your website?
• What do you want people to do on the site?
• Why do you want them to do those things?
• What should you measure to see if people are doing whatever you want them to do?

Identify KPIs
The following table shows how KBRs are mapped to conversion events and how those events are
mapped to important KPIs. KPIs are not always a conversion rate. In the table, the sum of all the
purchases and the sum of all the cart additions can be KPIs. Some KPIs are a combination of the
conversion and micro-conversion metrics to form a ratio to show the completion between the two
events. For example, the checkout conversion rate shows the number of orders divided by the number
of checkouts.
KBRs Conversion Event KPIs

Increase online revenues Complete Checkout Process • Checkout Conversion Rate

• Order Conversion Rate
• Buyer Conversion Rate
• Checkout Initiation Rate
• Purchase
Increase online revenues Add Products to Shopping • Product Browse to Cart Add Ratio
Cart • Category Browse to Cart Add
Ratio
• Product Browse to Buy Ratios
• Shopping Cart Addition
Decrease customer support Drive Customers to • FAQ/Service Document Take Rate
costs Self-Service Documents • Percent of Visitors Using Search
• Search Yield Rate
• Customer Satisfaction Scores
Decrease customer support Decrease Traffic to Contact • Percent of Visitors Viewing
costs Us Pages Contact Us Pages
• Percent of Visitors Searching for
Contact-related Content
Persuade visitors to log in and Log in (or create new login), • Number of logins
apply for loans through an Start an application form • Log in to form start rate
online application process and complete an • Logins to form Completion rate
application form • Visits to form Completion
Conversion rate
Note: When defining a KPI, ask the following question: If you knew that [KPIs] were consistently ris-
ing/falling over the last week/month, you would [ACTION]. This question is paramount when defining
KPIs because it helps you tie your data to an action. The best KPIs are actionable.

Define Conversion Events and align them with Website Goals
After you define KBRs, determine the actions you want the visitors to perform on your site, such as a
purchase, filling out a form, or just consuming content.
Some examples of visitor actions are:

• Retail: Product view, check out, and purchase
• Media: Subscription, contest sign-up, page view, and video view
• Finance: Application submission, log in, and self-service tool usage
• Travel: Booking (purchase), internal campaign (click-through), and search (pricing itinerary)
• Telecommunications: Purchase, leads and self-service tools usage
• High Tech: White paper download, request for proposal, form completion, and support requests

• Automotive: Lead submission, vehicle build and price, and brochure download
These chosen site activities or conversions are called “Success Events” or “Conversion Events”.
The following screenshot (from Analysis Workspace) is an example of Conversion Events:

Digital Analytics Process
The process of using Digital Analytics is iterative and includes:

Define
Identify specific business needs within use cases while highlighting risk factors and estimating value
opportunities.
Design
Design a tracking strategy that captures the right data with the right KPIs of the business needs.
Deploy
After you determine what to track on your site, implement the technology required to capture the data
as outlined in the measurement strategy design.
Analyze
Insight-driven analyses will expose challenges as well as identify opportunities for growth. Evaluate site
performance and make site and marketing optimization recommendations to increase conversion.
Based on the KBRs and KPI reports, analyze:
• Which pages lead to conversion?
• Which internal search terms lead to conversion and which contribute to visitor fallout?
• Where do visitors fall out of intended conversion paths?
• What site or knowledge base page are visitors staying on when they contact customer service?
You will start to hypothesize on what changes will improve conversion and site performance.
Act
Leverage your analysis to inform the personalization of your customer experiences through onsite
testing, offsite acquisition, or loyalty and retention programs. The goal of digital analytics is not to just
analyze data during big site events and then stop, but to analyze report data and use it to make your
next decision. After deciding on the change that should help drive visitors through the conversion
process, you should implement the change and test against a control version. The conversion percentage
is compared against the control, and the changes you made are kept if the tests provide positive results.

Introduction to Dimensions and Metrics
Dimensions
Dimensions are descriptions or characteristics of metric data that can be viewed, broken down, and
compared in a report. These are non-numeric values and dates that correlate, subrelate, or are a

classification of the original report type metric.
The Dimension panel lists and organizes all the product dimensions from your Analytics implementation.
You can base reports on any dimension item. You can break down dimensions by other dimensions to
analyze and compare nearly anything.
The examples of dimensions include Page, Page Names, Products, Month, Day, Week, Month, Monitor
Resolution, Custom eVars, and Custom s.props.
Metrics
Metrics are quantitative information about visitor activity, such as Views, Click-Throughs, Reloads,
Average Time spent, Units, Orders, and Revenues.
They are the foundation of reports and also help you view and understand data relationships. They let
you perform side-by-side comparisons of different data sets about your website.
Adobe captures a lot of metrics “out of the box”, but you can also capture Custom Events (Success
Events).

4-Step Analytics Methodology
Adobe’s overarching, 4-step Analytics methodology includes the following fundamental concepts:
1. Visitor Acquisition (How do visitors come to your site?)

2. Visitor Identification and Segmentation (Who are they?)
3. Visitor Activity and Content Consumption (What do they do?)
4. Visitor Retention (Do they come back?)
The following examples showcase business questions and the possible dimensions and metrics that
can be used for analysis (while generating reports):
Visitor Acquisition (How do visitors come to our site?)
Campaign Analysis
• Which online marketing campaigns drive the highest site conversion?
• Which campaign types (channels) drive the highest conversion?
• Does one search engine perform better than another?
Dimensions Metrics
• Campaigns • Click-throughs
• Campaign types • Product Views
• Search engine • Revenue
• Last Touch Channel • Order Conversion percentage

Visitor Activity and Content Consumption (What do they do?)
Content Effectiveness
• Which pages/sections on your site are leading to orders?
• What are your bottom performing pages?
Dimensions Metrics
• Page • Page Views
• Site section • Revenue Participation
• Order Participation

Visitor Identification and Segmentation (Who are they?)
Visitor Segmentation
• How are new visitors behaving differently from repeat visitors?
Dimensions Metrics
• New/Repeat • Visits
• Order Conversion
• Registrations
Visitor Retention
Visitor Retention
• How many and how often visitors return to your site?
• How many visitors visited your site more than once on a given day?
Dimensions Metrics
• Return Frequency • Visits
• Return Visits • Order Conversion
• Visit Number • AOV
• Customer Loyalty

Notes

Module 2
Adobe Analytics: An Overview

Introduction
Data analysis helps a business make informed decisions and achieve business goals. However, it is a
very challenging task to analyze big data and derive actionable information. Adobe Analytics provides
many powerful and effective tools for data analysis and to extract accurate information and predictions.
With a basic knowledge of digital analytics, you can start working directly with any of the Analytics tools.
Objectives
• Log in to Adobe Experience Cloud
• Explain the key concepts of Adobe Analytics
• Differentiate between Ranked and Trended Reports
• View feature access levels
Data Analysis with Analysis Workspace Module 2 Adobe Analytics: An Overview 18

Exercise 2.1: Log in to Adobe Experience Cloud - 2 min
To log in to Experience Cloud:

1. Open a web browser and go to https://experiencecloud.adobe.com

2. Click Sign In with an Adobe ID.
3. Type your email address in the Email address field.
Note: If you do not have an Adobe ID, click the Create an account link next to New user? on the Sign In
Page. You will be redirected to a Sign Up page.

4. Click Continue.
5. Click Personal Account or Company or School Account to proceed to the password page.
6. Type your password in the Password field and click Continue.

Tip: There is a toggle switch (Stay signed in) on this page that defaults to Stay signed in. If you do not
want to stay signed in, you can click this toggle to turn off for the future. For this class, leave the box as-is.
7. Click the solution icon ( ) select Analytics.
8. Optionally, if you want to change the Experience Cloud Landing Page, click on the Profile icon
and click Edit Profile.
9. From the Landing Page drop-down menu, select Analytics and click the toggle to select Set as
Default.

10. Click Save Changes.

11. If you see the following pop-up, click OK.
12. Verify you are on the home page of Adobe Analytics and keep this page open for the exercises
in the rest of the modules.

Analytics Data Collection Process
Every page tracked by Analytics features a small snippet of Adobe-authorized JavaScript. You can
customize this JavaScript code for your needs, so the exact items you want to track are reported in
your reports.

The process by which Analytics collects data through its JavaScript code involves:
1. When a visitor types the URL of a website in the address bar of a web browser, a request is
made to the server of the website.
2. The server sends the webpage information and the webpage displays this information in the
browser. The Analytics code is the JavaScript code placed within the body tags of a webpage.
3. As the page loads, the Analytics code on the page makes an image request that passes
variables, metrics, and page data to the Adobe server.
4. The Adobe server returns a transparent pixel.
5. The Analytics data center sends the collected data into Report Suites.
Analysts view reports through a web browser to optimize their sites.

Adobe Analytics: Key Concepts
Report Suites
A report suite is the most fundamental level of segmentation in Analytics reporting—each
report suite refers to a collection of data that is considered a single site for reporting needs.

Report suites are typically broken down into development or QA (internal testing site) and production
(public site).
Note: Users will see Report Suites based on the Product Profiles that were set up by their adminis-
trators in the Admin Console.

Virtual Report Suite:
A virtual report suite (VRS) enables you to reproduce the branching concept, using segments instead of
multiple report suites. Data is sent to one report suite and is then divided according to segments. Using
the multiple brands example, you can set a prop for the brand that an item belongs to. A prop (s.prop)
or property variables are custom traffic variables that count the number of times each value is sent into
Adobe Analytics. Using segments, you can report on the items assigned to each prop. Each of these
segments become its own view, effectively creating a new report suite. You do not send data specifically
to those segments, only to the global report suite, but it functions in your reports as if it was a different
report suite.

Virtual Report Suite Architecture Example:
VRS inherits most of the service levels from the base report suite, such as eVar settings, processing rules,
and classifications. VRS does not inherit the Report Suite ID (RSID), Report Suite Name, or Permission
groups.
Virtual Report Suite versus Parent Report Suite

Virtual Report Base/Parent Report
Capabilities
Suite Suite
Real-time or current data reporting No Yes
All Analytics tools Yes Yes
Data classifications and inputs No Yes
Components: Bookmarks, targets, alerts, segments,
Yes Yes
and calculated metrics
Permission groups Yes Yes
Admin functions No Yes

Reporting Business Question Components
Any report has four important components. They are: Dimensions, Metrics, Segments, and Dates.
These four components generate a comprehensive Analytics report for data analysis.
1. Dimensions are the descriptions or characteristics of the metric data that you can view, break
down, and compare in a report. These are non-numeric values and dates that correlate,
subrelate, or are a classification of the original report type metric.
There are Predefined Dimensions, Standard Dimensions (s.prop and eVars), and Classified
Dimensions.
2. Metrics are quantitative information about visitor activity that help you view and understand

data relationships. Metrics let you perform side-by-side comparisons of different data sets about
your digital experiences.
There are Predefined Traffic and Conversion Metrics, Standard Metrics (s.events), and Calculated
Metrics.
3. Segments are the custom subsets of data or data filtered by rules that you create. Segments
allow you to identify subsets of visitors based on characteristics or website interactions. Adobe
Analytics gives you the ability to build, manage, share, and apply powerful audience segments
to your reports.
Segments are Visitor, Visit, or Hit based.
4. Date Ranges are the range of dates you choose to create the reporting data. You will learn more
about all these components in other Analytics courses.
There are preset and custom date ranges in Analysis Workspace.

Custom Variable Types
There are three types of custom variables:

• Custom Dimensions - Traffic Variables (often called props)
• Custom Dimensions - Conversion Variables (often called eVars)

• Custom Metrics - Events Variables (often called Conversion or Success Events)
These custom values form the foundation of your Analytics reporting customization.
Which one would you use?
Custom Dimensions
Traffic Variable (s.prop) — 75 available (maximum)
• Stores a dimension (up to 100 bytes)
• Does not persist past the image request
• A Page View is recorded each time a Traffic Variable is set
Conversion Variable (eVar) — 100 available (250 for Analytics premium)

• Stores a dimension (up to 255 bytes)
• Persists past the first image request
• An instance metric is recorded each time a Conversion Variable is set, but analysts usually view
these variables in association with an Event metric
Custom Metrics
Events (events) — 1,000 available
• Are metrics or Conversion Events
• Count instances of conversion (whole number, decimal, or currency)
• Are tied to Conversion Variables set on the same image request or previous image requests if the
Conversion Variable is set to persist

Traffic Variables (s.prop) versus Conversion Variables (eVar)
When determining the positioning of the variables, it is important to understand the differences between
the Prop and eVar functionalities. The main differences between Props and eVars are outlined below:
props eVars
Naming Props are considered traffic variables, which eVars are considered conversion
convention means they are used to report on the variables, which means they
popularity of various dimensions of your site. determine which dimensions of
your site contribute the most to
success events.

Persistence Props do not persist beyond the image eVars, however, are persistent. A
request they were fired on. They cannot be back-end variable is used to
associated with other variables that are not in preserve the value originally
the same image request. fired, so it can associate itself
with success events later.
Success events Success events, also known as conversion eVars are designed to report on
events, are metrics that measure the number conversion events and show
of times a visitor reaches a goal. This event you which values are most
can be anything from purchasing something successful in influencing visitors
on your site to subscribing to a newsletter. to reach your goals.
Props do not have this same functionality.
However, you can view participation metrics
if you configure your report suite correctly.
Pathing Props can use pathing, which enables your eVars cannot use pathing.
organization to see a given path that a user
took within the context of the variable being
viewed.
Potentially The metrics available between props and The metrics available between
available metrics eVars vary widely based on the variable’s props and eVars vary widely
settings and data platform/version. based on the variable’s settings
and data platform/version.


s.props, eVars, and s.events Chart
Custom Traffic (s.props) Custom Conversion Custom Success Events

(s.eVars) (s.events)
s.prop1 – s.prop75 eVar0 – eVar250 event1 – event1000
Requires an Admin to set
1. Allocation
2. Expire after values
75 s.props Analytics Select 75 eVars Analytics Select 100
Analytics Prime 100 eVars events
Analytics Ultimate 250 Analytics Prime 1000

eVars events
Analytics Ultimate 1000
events
Relationship Correlation Subrelation (Breakdown)
Reports Custom Traffic Folder Custom Conversion Folder Site Metrics Folder
Behavior Popular Based Behavior Focused
Duration Nonpersistent Persistent Counts Success Events
(expires with the page) (sticks to the user until
you instruct it to expire)
Pathing You can Path Traffic Variables You cannot Path You can enable
(s.props) Conversion Variables Participation Metrics
Pathing is not allowed for
classifications
How it is Value Counter TRACKING (Noun) COUNTERS (Verb)
used (Which value was selected
the most?)
Answers How many? Who, Which, or What How Many Success
• Used to count instances affects Conversion? Events?
of a specific value • Measures how many
• Measure traffic for a conversions took
specific segment place.

Captured at the page level. It Predefined Conversion Three Types
only lasts for that page. Variable (v0) is 1. Counter –
• 100 bytes max s.campaign known as increments by
• Not associated to a Tracking Code. one each time
cookie Normally used for an event is
external campaigns. The executed
campaign variable 2. Numeric –
identifies marketing increments by
campaigns used to bring any value
visitors to your site. The 3. Currency –
value of the campaign is input a currency

usually taken from a value
query string parameter.
Metrics Page View: One webpage a. Predefined
Available load in a user’s browser (one Events Purchase
execution of the Reports & (Revenue, Order
Analytics code). and Units),
Visit: Any number of page prodView,
views when a visitor visits to scView, scOpen,
your site. A visit ends after scAdd,
30 minutes of inactivity. scRemove, and
Unique Visitor: A person scCheckout
visiting your site for the first b. Custom Events
time during a given time c. (event1 –
frame, such as hour, day, event100)
week, month, quarter or year.
(This also includes Unique
Visitors for any time frame.)
Administration Edit Settings > Traffic Edit Settings > Edit Settings >
• Traffic Variables Conversion Conversion
• Traffic Classifications • Conversion Variables • Success Events
• Conversion • Participation
Classifications

Ranked versus Trended Reports
You can select the base report type for your data requests, such as Site Metrics, Site Content, and Video.
Ranked reports show the data element values of the dimensions dynamically ranked by the sorted
metric in Freeform Tables and Visualizations.
Trended reports show the report trended over time by the selected time period.
The following examples show Ranked and Trended reports in Analysis Workspace:
Note: Reporting & Analytics Ranked reports enable you to add a maximum of ten metrics. Analysis
Workspace Ranked reports enable you to add any number of metrics for both Ranked and Line Item
Reports.

View Feature Access Levels
You can view the level of Analytics features that your company is entitled to by navigating to Admin >
Company Settings > View Feature Access Levels.


User Management and Permissions
You can now perform all Admin functions in the Admin Console. You can create custom groups to
provide Read and Write access based on your business requirements for Analytics users at your
company.

A custom group offers these benefits:
• Grant access to users through a custom group enabled for Analysis Workspace
• Modify group permissions in the Admin Console.
• Provide permissions for Analytical Tools by selecting the Adobe Analytics Product profile in the
Admin Console.
• Create and curate projects (admins and nonadmins).

Notes

Module 3
Introduction to Analysis Workspace

Introduction
Analysis Workspace is a powerful Analytics tool by Adobe. It is a user-friendly application with a very
effective and flexible project architecture.
Objectives
• Explain Project architecture and the user interface (UI)
• Create a new Project
• Understand Tagging Components
• Use Drop Zones to Add Metrics, Filter by Segments and Filter by Date Ranges
• Create a simple report
• Share and Curate Projects in Analysis Workspace
• Explain managing Projects
Data Analysis with Analysis Workspace Module 3 Introduction to Analysis Workspace 36

Analysis Workspace
Analysis Workspace is a flexible, freeform environment where you can explore complex data
relationships. The rich data environment in Analysis Workspace behaves and feels like an application
and not a static website.

Analysis Workspace: Advantages
• Unlimited breakdowns and comparisons of data
• Application experience (drag and drop, right-click for contextual menus, and hotkeys)
• Diverse layout options (resize reports and visualizations, and modify and rearrange the layouts to
tell the story you want to tell)
• Over 20 interactive visualization types
• Curate content before sharing with others (simplify the interface for business users)

Project Architecture
Projects contain Workspaces (for example, Freeform and Blank panels, and Segment Comparison).
Workspace panels can contain Freeform Tables and Visualizations. You can rearrange and resize
Freeform Tables and Visualizations, as needed. You can also share your projects.

Analysis Workspace Templates
Analysis Workspace provides many standard templates for creating reports. You also have custom
templates to create your own workspace. You can choose to create a project from:
• A blank project (default)

• A standard template - Adobe creates these templates.
• A custom template - Users with Admin rights can create these templates.
Blank Project
In the blank area (Freeform table by default), you can create a project and add components
(dimensions, metrics, segments, and date ranges).
To create a project from a blank project, click Workspace > Create New Project, and then click Blank
Project > Create. (You must create the new project by first clicking the Create New Project button).
A blank project displays, showing a freeform panel and a data table visualization.

Standard Template
You can use the prepopulated templates to suit your needs (for example, by adding or replacing
metrics or visualizations) and save them under a new name. The following are the various (sector-
wise) templates available as out of the box, Adobe generated templates:
Media Retail
• Content Consumption • Campaign Performance
• Recency, Frequency, and Loyalty • Products
Mobile Web
• Acquisition • Acquisition
• App Usage • Content Consumption

• Journeys • Retention
• Key Metrics • Technology
• Location Other
• Messaging • People
• Performance
• Retention
To get started using the standard template, click the Create New Project button, and then click
Standard Templates. From the list of standard templates, select the template you want to use and
then click Create.

The Audio Consumption template has been added recently to Analysis Workspace. This helps you to
effectively measure your audio streaming content to know who is listening, what is trending, how
engaged the listeners are, and where there is a disruption in the streaming experience.
The Magento: Marketing & Commerce template has also been added recently to Analysis Workspace.
This helps you to break down your e-commerce conversion by marketing channel attribution, as well
as providing insight by search keyword, landing page, geographical location, and more.

To learn more about Audio Consumption templates, use the following resources:
Using the Audio Consumption Template in Analysis Workspace:

https://helpx.adobe.com/analytics/kt/using/audio-consumption-template-analysis-workspace-feature-video-
use.html
Audio Consumption Template in Analysis Workspace (video):

https://www.youtube.com/watch?v=nHbDVvwRnQw
To learn more about the Magento: Marketing and Commerce template, use the following resource:
Magento Marketing & Commerce Template (video):

https://www.youtube.com/watch?v=AQOViVLEMHw

Exercise 3.1: Create a new Project - 2 mins
To create a new project in Analysis Workspace:

1. Click Workspace at the top of the Analytics interface.

2. Click Create New Project, as shown, and then select Blank Project (the default) and click
Create. The New Project screen opens. (Alternatively, you can use a Template with a
prepopulated data tables, if required.)
3. In the upper right, click the drop-down arrow and select the correct Report Suite (data
environment). For this exercise, select JJ Esquire Training 03, as shown.
4. Click Project in the upper left and select Project Info & Settings, as shown. The Project Info &
Settings window opens.

5. In the PROJECT NAME field, replace New Project with the name of your project, and prepend
you user ID to the project name. For example, type User11 AW Exercises.

6. Click Save, as shown. A green success message appears at the top of the project, confirming the
creation of the new project.
7. Click the star icon next to the project name, as shown. Your project is now placed under My
Favorite Projects.
8. To navigate to My Favorite Projects, click Project > Open. The Open Project screen opens with
My Favorite Projects. Notice how your project now appears in the list of favorite projects, as
shown.

Analysis Workspace UI
Analysis Workspace UI consists of three main features located in the left rail of the page. They are:
Panels, Visualizations, and Components.
Panels

Panels are pages within a project that may contain many tables. Analysis Workspace has four types of
panels:
• Blank Panel — Build a completely customized analysis by adding data tables and visualizations
freely.
• Attribution Panel — Quickly compare and visualize any number of attribution models using any
dimension and conversion metric. For this to appear in your interface, it must be enabled for your
company.
• Freeform Panel — Perform unlimited comparisons and breakdowns, then add visualizations to tell
a rich data story.
• Segment Comparison Panel (Segment IQ) — Quickly compare two segments across all data
points to automatically find relevant differences.
Select the Panels icon to access and place Blank, Attribution, Freeform, and Segment Comparison
panels in your project (these are the building blocks of your project canvas). Each panel in your project
can have its own calendar timeframe. You can group reports that use the same timeframe of data into
the same panel.

Date Ranges and Segments set in a Panel are universal for all the tables within the Panel. The Panel date
defaults to This Month. If no segment is selected, the default segment is All Visits. The Freeform Table
Date Range in segments can override the Panel Date Range and Segments.
In a Blank Panel, you can view the tray of Visualization options to start building a report. You can pick
any visualization options you want and click to get started with the visualization.

You can select the Make this my default state for new projects option, if you want to use the same
Visualization consistently when using the Blank Panel.
Links in Panel tooltips:

When you click on the tooltip icon ( ) next to each of the panels, you will see links to videos and
documentation that will help you learn more about the corresponding panel.

Visualizations
Visualizations help you design various types of reports - there are about 21 different visualizations
available in Analysis Workspace that provide an opportunity for extended customization.
Click the Visualizations icon to access and place data tables, such as the Freeform table, and various
graphic data visualizations.

Links in Visualization tooltips:
When you click the tooltip icon ( ) next to each of the visualizations, you will see the links to videos
and documentation that will help you learn more about the corresponding visualization.

Components

Analysis Workspace has four types of components:
• Dimensions — Includes the line item values in your reports such as Page Name, Product Name,
Browser Type, and Campaign Name (answers the question What was the thing that was sold,
viewed, used? and so forth)
• Metrics — Includes numerical values such as Page Views, Revenue, Unique Visitors, and Custom
Conversion (answers the questions How many? and How much?). The default metric in Analysis
Workspace is Occurrences.
• Segments — Enables you to filter your metrics and dimensions by a slice of your population (for
example, a segment that shows all who responded to the Spring Campaign and purchased). The
default segment in Analysis Workspace is All Visits.
• Date Ranges — Enables you to view data by date ranges (for example, this month, last week, or
year to date). The default date range in Analysis Workspace is This Month.

Component Information
The (i) to the side of Dimensions, Metrics, Segments, or Date Ranges is for information. It gives a
preview of the data within Dimensions and Metrics, formulas in Calculated Metrics, how a segment
was built, and how a date range was built. Below is an example that shows a dimension. You can try
this with other components as well.

The Components icon has access to all the reporting Dimensions, Metrics, Segments, and Date
Ranges.. Nearly all your report data resides here. You will likely have many components in your
project. You can use search, as shown, to quickly filter and find a Component (shows all the
Component classes).
Click the Components tab at the top for shortcuts to create Metrics, Segments, and custom Date
Ranges.

If you want to see just one Component type, you can click the Component name. You can also click
Show All at the bottom of that Component.

Component Actions
You can manage components (individually or by selecting more than one) using several methods.
Right-click a component to get to Component Actions.
Component Action Description

Tag Organize or manage components by applying tags to them.
Favorite Add the component to your list of favorites.
Approve Approve the component to make it canonical.
Share Applies only to Segments.
Delete Applies only to segments.

Demonstration: Tag Components - 1 min
You can apply tags to existing components to expedite your search.
To tag components:

1. Access your project that you saved under My Favorite Projects.
2. In the METRICS section, select Page Views, Unique Views, and Visits. (Press Shift+click to
multi-select adjacent metrics or CMD/Crtl+click to select non-adjacent metrics in the METRICS
section.)
3. With the components selected, right-click them to open the Component Actions menu.
4. Select Tag and type 1_Traffic Metrics in the Add Tags field for the tag name.
5. Press Enter. The Save button is enabled.
6. Click Save.
7. In the Search Components field, type #1_Traffic Metrics and press Enter to locate the tag you
just created.
Note: Typing # provides options to select multiple components including Approved, Tagged, Favorite proj-
ects, and Components.

Drop Zone Guides
Creating a Trended Report through Drop zones
In a Freeform Table, dropping a metric in the Drop a Metric Here (or any other component) area

creates a Trended Report. For example, if you drop Page Views in the Drop a Metric Here (or any
other component) area, Analysis Workspace will generate a Trended Report, as shown:
When applying dimensions, metrics, segments, or time periods, use the add guides as the guides to
place components correctly. To place one component beside another, drag the desired component
until a guide line appears to the left or right of the other component.
You can multi-select the metrics by pressing Shift+click.

To position a single component on multiple components, multi-select the components and drag and
drop the single component over them. When you drag a Segment over a Metric, you will see the
Filter By option.

When you drag a Date Range component over a Metric, you will see the Filter By option.
To replace one component with another component, drag the desired component over the
component to be replaced until it is outlined in blue and then release your mouse button.
The yellow or red guides alert you when you are executing an action that is not recommended or is
prohibited, such as stacking two metrics one on top of the another, which leads to invalid data.

Dropping a metric or dimension in the Drop a Dimension Here (or any other component) area
produces a different report. If you drop Page Views in the Drop a Dimension Here (or any other
component) area, Analysis Workspace will generate the results, as shown:

You can view a report in many ways based on where a component is placed. You can generate a
completely different report by the positioning of a component. Drop Zones are the key for reporting in
Analysis Workspace. It is flexible, but requires attention.

Exercise 3.2: Create a Simple Report - 2 mins
Ranked versus Trended Report
Ranked Report

1. Add a new Freeform Table to the project. In the Project menu, click Insert and then click on
New Freeform Table in the Visualizations section, as shown.
2. Drag and drop the Campaign Name dimension to the table.

3. Add the Tracking Campaign Instance metric.
Note: If you do not see the Tracking Code Instances metric, use the Campaign Click-throughs metric.
Campaign Click-throughs has been renamed as Tracking Code Instances.
Trended Report
1. Add a new Freeform Table to the project.
2. Add the Tracking Campaign Instance metric.

3. Look at the dimension that is pre-populated. When a metric is dropped in the Freeform Table
first, the Day dimension will be automatically displayed.

Demonstration: Create Custom Template - 2 mins
Users with admin rights can turn any project they create into a custom template.
To create custom templates:

1. Click Project > Open. The Open Project screen opens.
2. Click Create New Project.
3. Click Custom Templates > My New Template (Template) and click Create, as shown. A success
message appears.
Note: If you did not save the changes to your project in the previous exercise, a Save Changes dialog box will
appear. Click Save.
4. Add the components (Dimensions, Metrics, Segments, and Date Ranges) according to your
requirements.
5. Go to Project > Save As Template. The Save Project As Template dialog box opens.
6. Name the project appropriately in the PROJECT NAME field. For example, enter AW Exercises
(Template), as shown.
7. (Optional) Update the PROJECT DESCRIPTION field.

8. Click Save Project As Template, as shown. A green success message appears at the top of the
project.

The project is saved with the current project name, followed by the word (Template) in parentheses.
For example, AW Exercises (Template). Only admins can change this name by editing the template.

Project Menu Bar Overview
Project Menu

New Project
This is the default title for a new project. You can click this title to edit and
rename the existing title. After the project is saved, a star appears next to
the title. When you click the star, the star changes from clear to yellow and
the project is added to your favorites.
Project Menu:
This menu enables you to:

• Create a new project
• Open an existing project
• Save the project
• Save as a new project
• Save as a template
• Set the project as your Analysis Workspace landing page
• Refresh the project if the data is not updating
• Download the project in CSV format
• Download the project in PDF format
• View project information (for example, who created it, last
time modified, tags, and description)
• Option to count repeat instances (for example, Page Reloads,
any other repeating values — this does not apply to
graphical reports like Fallout and Flow)
Note: Save your Project frequently. Expand the Panels and
Visualizations to view as CSV, PDF, or print the file.

Project Color Palette
Color Palettes let you choose a palette of your choice or create a custom palette to meet your
branding needs.
To access the Project Color Palette, go to the Project Menu > Project Info & Settings. Here, you can
either pick a predefined color palette or select Custom Palette and type/provide 2-26 comma-
separated hex values.

Share Projects
You can share projects with individuals or groups or share a link to a Project with your Analytics
colleagues.
You have many options under the Share menu:

• Share Project: You can choose the Analytics users as recipients and share projects with them.
• Get Project Link: You can get the link and share the project with users.
• Send File Now: You can generate a Comma-Separated Value (CSV) or PDF file and send it to one
or more recipients.
• Send File on Schedule: You can schedule the File be shared at a particular time and frequency. It
can be sent to one or more email recipients at regular intervals.
• Curate Project Data: You can curate your project’s components (Dimensions, Metrics, Date
Ranges and Segments) before sharing a project, so the users will get a limited list of specific
components for the project. This prevents occasional users from getting lost in numerous other
components that are useless. However, they can still access the other components as required.
Note: Ensure all the Visualizations are expanded before sharing. Expand all the Visualizations before shar-
ing so they appear in the PDF file shared.

Project Curation
As you have seen so far, Analysis Workspace makes it easy to create beautiful projects to tell your data
story with visualizations and freeform tables. When you share projects, your project recipients may
want to add additional dimensions, metrics, segments, and date ranges to reports that are not already

in the data tables. Curating limits the metrics, dimensions, segments, and date ranges that are
available in the project (noncurated components are still accessible, if needed).
This option simplifies the available project components in the left rail and makes interacting with your
project easier and less overwhelming for the report consumer (for example, ten relevant metrics
available instead of 150 metrics).
Quick Copy
You can highlight data in a Freeform Table with your mouse and copy using command/Crtl+C and
paste it into MS Excel.
Download
You can download your entire Project in CSV or PDF format from Project > Download CSV or Project
> Download PDF. Please note that collapsed visualizations appear collapsed in PDF downloads.

Send and Schedule
To send a CSV or PDF file by email, go to Share > Send File Now or Share > Send File on Schedule.
You have the option to send the CSV or PDF to individual users, groups, or type in an email address.

VRS and Project Curation
When you curate projects or virtual reports suites (VRSs), you essentially filter out components so that
your audience sees only those project/VRS components (dimensions, metrics, segments, and date
ranges) that you want them to use.

Note: Component permissions are the primary mechanism governing which components a user can
see. They are managed through Admin Tools. Curation is a secondary filter.
The curation experience has recently been improved. Here is an overview of what the Show All button
reveals, in addition to the curated components already available, in different curated experiences and
by permission levels:
Curation Type Admins NonAdmin project owners Non-Admins

Curated VRS All noncurated VRS Noncurated VRS components that this Noncurated VRS components
components role owns or that were shared with that this role owns or that
them were shared with them
Curated Project All noncurated project All noncurated project components Noncurated project compo-
components nents that this role owns or
that were shared with them
Curated Project in a All noncurated compo- All noncurated project components Noncurated VRS and project
Curated VRS nents, shown under components that this role
Noncurated VRS components that this owns or that were shared with
Noncurated Project role owns or that were shared with them
Components them
Noncurated VRS
Components
Table Text Sans Table Text Sans All noncurated VRS components All noncurated VRS compo-
Paragraph Style Paragraph Style nents
Warning: VRS curation is always applied before project curation, so even if your curated project includes
certain components, they will be filtered out if the curated VRS does not include them.

Demonstration: Curate Project - 3 mins
1. Click Share in Analysis Workspace and select Curate Project Data.

2. Drag and drop the time component Last 53 full weeks from the Date Range section on the left
onto the DATE RANGES section in the Curated Components menu. (You can expand the DATE
RANGES component list at the left by clicking Show All to display all the available time metrics,
which includes the Last 53 full Weeks as well).
3. Add additional components in a similar fashion to DIMENSIONS, METRICS, SEGMENTS in the
Curated Components menu.
4. Click Done.
5. View Components in the left rail to verify only the curated components are available and save
your project by click Done.

Removing Curation:
You can also remove curation from a project.

1. Go back to the Share menu and select Curate Project Data.

2. Select Remove Curation.

Manage Projects
You may potentially create many Projects in Analysis Workspace. Manage Projects allows you to
organize, add, and delete projects.
1. Click Workspace at the top of the page.

2. Click Manage Projects on the Workspace landing page to access the manager.
3. Select the project(s) you want to modify and modify them using the following ways from the
Manage Projects menu:
• Add is the same as the Create New Project button on the Workspace landing page.
• Tag enables you to search by tags — helpful when searching through a very large number of
projects.
• Share enables you to share selected projects with groups or individuals.
• Delete lets you delete one or multiple projects.
• Rename lets you rename one project at a time.
• Approve features a built-in approval tag that tells others in your company the project is officially
sanctioned — it does not change your project in any other way.
• Copy builds a new project using the foundation of another.
• Export to CSV exports all the project data into CSV format for use in spreadsheet tools such as
Microsoft Excel.
You can search for your projects by:

• Tags, Report Suite, Owners, or other filters such as Approved, Favorites, or Projects that belong to
you
• Project title

Notes

Module 4
Contextual Menus and Report

Breakdowns in Analysis Workspace

Introduction
Analysis Workspace is a flexible tool that provides many options for customizing a report. Workspace
architecture is structured to facilitate multiple access areas that help simplify the process of creating
reports. The contextual menu and breakdowns are good examples of options you can use in Analysis
Workspace to customize your reports.
Objectives
• Explain the Contextual Menus (Dimension, Metric, and Data Element Menus)
• Create Intelligent Alerts
• Remove Unspecified/None using Filters
• Explain Dynamic Rows and Static Rows
• Describe Row Settings
• Create Dynamic Dimension Columns (in Cross Tab reports)
• Configure Metric Column Settings with Workspace Totals
• Use Mixed Dimension items
• Breakdown Reports
Data Analysis with Analysis Workspace Module 4 Contextual Menus and Report Breakdowns in Analysis Workspace 69
Contextual Menus
The Analysis Workspace was created to have the look and feel of a standalone program, rather than that
of using a browser. One of the main advantages that this design has over most browser-based user
interfaces (UI) is it offers a wide variety of contextual menus. When you right-click most parts of the

Analysis Workspace UI, you will see a context-specific menu rather than the usual browser menu
options.
The contextual menu in Analysis Workspace enables you to:

• Manage projects easily
• Modify projects by staying in the project
You have different contextual menus for Freeform Tables and Visualizations.
Metric Contextual Menus

The Metric Contextual Menu (green) is available throughout your workspaces and its available options
can differ based upon the type of metric. You can use the Search option to search for the desired
component.
Traffic Metric Menu
Conversion Metric Menu

The Metric Menu for one metric selected shows the following:
• Create metric from selection: You can quickly create a calculated metric.
• Copy to Clipboard: You can copy the Dimension and Metric information to the clipboard.
• Add time period column: Adding a time period column adds one additional column to your
report for comparison. The options available will be dependent upon the timeframe that you have
in your report.

The Add Time Period Column options are context-sensitive based on what is selected.
• Compare time periods: The Compare time periods option adds two columns to the report, one
for the selected Compare Time Periods and the other one for the Percentage Change.

• Modify Attribution Model: The Modify Attribution Model option is available for conversion
metrics and custom success events. It opens the Column Attribution Model window where you
can change the attribution model for a metric and select the attribution lookback window
settings.
In Analysis Workspace the two attribution lookback window settings available are Visit and Visitor.
• Compare Attribution Models: The Compare Attribution Model option is available for conversion
metrics and custom success events. The Compare Attribution Model option adds a column to the
report with a selected attribution model and attribution lookback window setting.

When two metrics are selected, the metric menu shows the following:
• Create metric from selection: You can quickly add a calculated metric with the following options:
›› Divide
›› Subtract
›› Add
›› Multiply
›› Percent Change
›› Open in Calculated Metric Builder
Exercise 4.1: Trend by Date and Adding a Time
Period Column - 2 mins
What does the trend show for the last week?

1. Add a Freeform Table.

2. Add the Units metric in the Drop a Metric Here (or any other component) area.
3. Filter by Last Week by clicking the date ranges in the upper right, selecting Last Week from the
drop-down menu, and clicking Apply.
4. Right-click Units and select Add time period column > Prior week to this date range.
5. Hover over the Day dimension and click the gear icon, as shown. The Row Settings dialog box
opens.
6. If not selected by default, select the Align dates from each column to all start on the same
row (applies to entire table) checkbox. Click anywhere away from the dialog box to close it.
Creating an Intelligent Alert
• Create alert from selection: You can navigate to the Alert Builder that will help you set the alert
for the selected metric.

In the Alert Builder, you can:
›› Build alerts based on anomalies (90%, 95%, 99%, 99.75%, and 99.9% thresholds, % change;
and above or below).
›› Preview how often an alert will trigger.
›› Send alerts by e-mail or SMS with links to auto-generated Analysis Workspace projects.
›› Create "stacked" alerts that capture multiple metrics in a single alert.
To create an alert in Alert Builder, the setup consists of the following required information:
›› Title: Provide a name for the alert.
›› Time Granularity: Specify how often the alert will be generated and what will be included.
›› Recipients: Specify who to alert in order to receive SMS texts or emails. You can specify
individuals, groups, or cellphone numbers.
›› Expiration Date: The default is a year from now.
›› Select An Alert When: Set the alert criteria.
• Visualize: You can select from several visualization types from your Freeform Table to make your
visualizations analytically related. This topic will be discussed in detail in a later module. The
following visualization options are available:
›› Cohort Table
›› Fallout
›› Flow
›› Map
›› Area
›› Area Stacked
›› Bar
›› Bar Stacked

›› Bullet
›› Donut
›› Histogram
›› Horizontal Bar
›› Horizontal Bar Stacked
›› Line
›› Scatter
›› Summary Change
›› Summary Number
›› Text
›› Treemap
›› Venn
• Download as CSV: You can download the table in .csv file format, which you can then open and
view in a spreadsheet application such as Microsoft Excel.
• Create segment from selection: You can create segments from the selected metric.
• Reset column widths: You can reset the column width.

• Delete Selected: You can delete the selected metric.
Dimensions Contextual Menu

You can use the Search option to search for the following necessary options:
• Copy to Clipboard: Copy the dimension.
• Delete: Delete the selected dimension.
• Create alert from selection: Create an alert from that selection.
• Visualize: Create a visualization from the selected table.
• Download as CSV: Download the report as a .csv file.
• Display only selected rows: Choose to display only the selected rows to create a static report
with only those selected data element values.
Dimension Contextual Menu - Filter

If you hover over the Dimension, the Filter icon appears. When you click on the Filter icon, you can see
the following options:
• Show Advanced: The Show Advanced option allows the following criteria:
›› Contains the phrase
›› Contains the term
›› Contains all terms
›› Does not contain any term
›› Does not contain the phrase
›› Equals
›› Does not Equal
›› Starts with
›› Ends with
• Include Unspecified (None): The ability to easily remove Unspecified (None) has been added as
an option to Report Filters.
›› Conversion Dimensions (eVars) will have Include Unspecified (None) selected ("turned on")
by default.
›› Traffic Dimensions (sprops) and out of the box Dimensions will have Unspecified (None)
deselected ("turned off") by default.

• Search Word or Phrase: When a filter is applied it updates the Filter icon. In the following
example, the shopping filter is applied to the Pages (s.pageName) Dimension.
Data Element Menu

If you right-click a line-item (yellow) in your dimension table, you will see the following options:
• Copy to Clipboard
• Create alert from selection
• Breakdown
• Visualize
• Download as CSV
• Trend selection
• Create segment from selection: You can create an Ad Hoc Segment generating an OR statement
when more than one value of a data element is selected.
• Run in Segment Comparison
• Display only selected rows
Panel Contextual Menu

If you right-click a Panel, you can:
• Copy Panel: Copy a Panel from the existing panel into another project to report with a different
Report Suite.
• Duplicate Panel: Copy a Panel in the same project.
• Collapse All Panels: Collapses all the Panels (pages) in the project. This enables the project to
load faster.
• Expand All Panels: Expands all the Panels (pages) in the project. This option is recommended
when scheduling or downloading to PDF or CSV.
• Collapse All Visualization in Panel: Collapses all the visualizations in the Panel.
• Expand All Visualization in Panel: Expands all the visualizations in the Panel.
• Edit Description: Add/edit a description to the Panel. It enables you to document your panel
(page).
• Get Panel Link: Copy and share the link to send to others, so when they receive the link, they can
click it and go directly to this Panel (page). Users must log in to the Experience Cloud to access the
link. As each Panel has link information, it can be used to create a Table of Contents, as shown:
Static Rows versus Dynamic Rows
Static Rows
Any time you manually select the data element values and drop a specific metric, segment, data
range, or individual dimension item into a table, the result is a static row.

Select the component line items (Shift+click each line item for multiple selections) and drag them to
the table. The static rows are generated. Notice that only for the static rows in the table, you can see
the option for deleting the row – an X icon and there is a lock icon to the right of the data element
value.
Dynamic Rows
Analysis Workspace tables generate dynamic rows when you drop a dimension into the table. For
example, when you drag the Referring Domain dimension into the table, all the corresponding
dimension items dynamically get pulled into the table.
Row Settings
The Calculate percentage by row setting forces the Freeform table to calculate the cell percentages
across the row as opposed to down the column. This is especially useful for trending percentages,
such as trending how a 1-dimension value fares against the rest over time. It is turned on by default
when clicking the Visualize icon.
If line items are selected via the Display only selected rows option, then Dynamic Rows appear with
the Column Percentage options.
Dynamic Dimension Columns (in Cross Tab Reports)
Previously, when creating a Cross Tab Report, a dimension was dropped on a column, and the top five
values for the non-time dimension displayed.
For Time Dimension Cross Tab Reports, 15 values are displayed.
By default, these values are static.

From now on, by default, reports show dynamic values instead of static ones, with the option to turn
them into static values. When hovering over a static dimension column, you will see a lock icon,
indicating that the dimension is static. A dynamic dimension column that is copied or moved becomes
static.
Click (i) on the dynamic dimension and you will see the ranking (top 1 of 5) and dimension type.
As your data updates, the dynamic dimension columns will update to show the current five-dimension
items and up to 15 dimension items for time dimensions.

You can also make a Dynamic item Static by right-clicking the item and clicking Make Item Static.
Metric Column Settings
Column settings let you configure the metric column formatting, some of which can be conditional.
In a Freeform Table, when the column settings icon is clicked, you can access the column settings. You

can edit settings for multiple columns all at once. To do this, select multiple columns and click the
settings icon of any one of those columns. Any changes that you make apply to all the columns with
cells selected in them.
Workspace Totals in Metric Column Settings
A total row appears at each breakdown level and can show two totals:
• Show Totals (black number) - This total is typically equal to or a subset of the Grand Total. It
reflects any table filters applied within the freeform table, including the Include None option.

• Show Grand Total (gray "out of" number) - This total represents all hits that have been collected,
sometimes referred to as "report suite total". When a segment is applied either at the panel level
or within the freeform table, this total adjusts to reflect all hits that match the segment criteria.
Column Elements and the Description

Element Description
Number Determines if a cell shows/hides the numeric value for the metric.
Percent Determines if a cell shows/hides the percent value for the metric.
Anomalies Determines if anomaly detection is run on the values in this column.
This setting is selected by default. It enables you to wrap the header
text in Freeform tables to make headers more readable and tables
Wrap Header Text more shareable. This is useful for .pdf rendering and for metrics with
long names. (To text wrap multiple columns, press Shift+click and
select the columns and then select the Wrap Header Text option.)
Interpret zero as no Determines whether to show a 0 or a blank cell. This is useful when
value you look at data for each day of a month.
Determines if a cell shows/hides all cell formatting, including the bar
Background
graph and conditional formatting.
Shows a horizontal bar graph representing the cell’s value relative to
Bar Graph
the total for the column.
Applies formatting to the upper, midpoint, and lower limits that you can
Conditional Formatting
define.
Shows a preview of how each cell appears with the selected formatting
Table Cell Preview
options.
You can select the Use non default attribution model setting here to
Data Settings use any of the ten attribution models on conversion metrics or custom
events.
Conditional Formatting
Applying conditional formatting such as colors to cells based on data values within Freeform tables is
automatically enabled on breakdowns, unless Custom limits are selected.
Conditional Formatting Elements and their Description
Element Description
Enables you to use upper, midpoint, and lower limits based on
percentage values for each metric. This works for metrics that are solely
Use Percent Limits
percentage-based (like Bounce Rate) as well as for metrics that have a
count and a percentage (like Page Views).
Automatically generates limits for conditional formatting. The upper
Auto-generated limit is the largest value in this column. The lower limit is the lowest,
and the midpoint is the average of the upper and lower limits.

You can manually assign the values for the Upper, Midpoint, and
Custom
Lower Limit fields for conditional formatting.
Mixed Dimension Items
Mixed dimensions are having different dimensions in the same table. This helps analyze different
dimensions all at once. You can also add mixed dimension items to the table by placing a dimension
item (for example, from Page Dimension) in the table. You can then select other dimensions items (for

example, from Product and Campaign Name) and place them on the Dimension header (column).
You can see that the Dimension name changes to Mixed Dimensions. The dimension items display
the respective data in the same table. This is useful for comparing different Dimension Data Element
values.
Breakdowns
You can breakdown your data in many ways depending on your business needs. You can build queries
using relevant metrics, dimensions, segments, timelines, and other analysis breakdown values.

For example:
• What products are purchased by those that responded to our Summer Sale Campaign?
Exercise 4.2: Break Down a Single Line Item - 1 min
Scenario
You want to understand which site sections are performing best and dig deeper to see which are the
top pages within a particular section.

1. Create a Freeform table.
2. In the DIMENSIONS list, search for Site Sections (s.channel) and drag and drop it into the
Freeform table.
3. Replace Occurrences with the Page Views metric.
4. Specify Last month as the date range.
5. Add the All Visits segment to the Segment area.
6. Drag and drop the Pages (s.pageName) dimension on one of the Site Section results to
breakdown the results by Pages.
Demo: Tracking Code with Ad-Hoc segments (by
Countries, Regions, Cities, and Products) - 4 mins
Scenario
Which are the top five revenue-generating tracking codes? For your top tracking code, what is the top
product? Let us analyze it even further. Geographically, which are the top country, region and city for

the visitors who purchase that product? In this case, you want to get the numbers for last month.
1. Add a new Freeform Table.
2. Add the Tracking Code (s.campaign) dimension, Revenue metric, and Last month date range
to the table.
3. Open the Countries dimension, find the United States data element, and then drag and drop it
on the Drop a Segment Here drop zone on top of the report.
4. From here, drag and drop United States on top of Last month in the report.
You just created an ad-hoc segment.

5. Remove Unspecified for the Tracking Code dimension by clicking on the Filter Icon.
6. Deselect Include Unspecified (None) checkbox. Click Apply.
7. Break down the top Tracking Code by Countries by dragging and dropping the Countries
dimension onto Tracking Code.
8. Break down the top country by Regions by dragging and dropping the Regions dimension onto
Countries.
9. Break down the top region by Cities by dragging and dropping the Cities dimension onto
Regions.
Notes
Module 5
Adobe Analytics Metrics

Introduction
Analyzing user behavior is the key to the success of any website. Metrics help measure visitor activity,
such as views, click-throughs, reloads, average time spent, dates, and orders. Adobe Analytics provides
metrics to gauge site traffic and conversions.
Objectives
• Explain the commonly used Metrics
• Describe traffic and conversion Metrics
• Create Metric Based Reports and apply metrics to Line-item reports
• Understand Pathing Metrics
• Understand Participation Metrics
Data Analysis with Analysis Workspace Module 5 Adobe Analytics Metrics 101
Metrics
Analytics metrics answer all sorts of questions about traffic and conversion on your site, such as:
• How much traffic does the site get?
• When is it getting most of our orders?

• How many forms were completed?
• How many different individuals come to the site?
There are two types of metrics in Analytics:

• Traffic metrics: Measures your visitors’ engagement with your site content.
• Conversion metrics: Measures whether visitors execute conversion events on your site or app.
(Conversion means a visitor completes or executes an action that you wanted them to.)
The following table lists the values both the traffic and conversion metrics measure:
Traffic metrics Conversion metrics

Page Views Purchase metrics
Visits Revenue, Orders, and Units when specified with
the Product Variable
Unique Visitors Cart Metrics
Path-related metrics Custom Success Events
- Entries & Exits Registrations, Form Completions, and so on
- Single Access Report-specific metrics
- Reloads Product Views
- Time Spent on Page Campaign click-throughs (Tracking Code Instance)
Referrer Instances
Searches
Conversion Variable Instances
Traffic and Conversion Metrics
Traffic Metrics in Traffic Reports

There are two kinds of traffic reports, instance-based and visit-based.

Instance-based Traffic Reports
The name instance-based Traffic reports refer to the reports that are typically recorded in Analytics on a
page-by-page basis, including the most popular Pages, Site Sections and Servers, and the Custom
Traffic Reports (s.props). These reports are populated by variables that typically change from page to
page.
Visit-based Traffic Reports

In these reports, the values are repeated in each click of the visit, even if they are set only on the first
click. In Analytics, these reports are often measured by Visits or Visitors.
Traffic Metrics in Conversion Reports

You can also add traffic metrics to conversion reports. The value of the conversion report becomes a
filter for the traffic metric. For example, if you are using the Campaign Management feature in Analytics
to measure the online success of your marketing activities, you are probably setting a tracking code for
each link that brings people to your site. When they click on your site, you capture the tracking code and
it is written into the s.campaign variable.
Conversion Metrics in Conversion Reports

The conversion settings of the custom eVar reports do not affect other kinds of conversion reports, but
they do affect all the evars.
Conversion Metrics in Traffic Reports

The ability to place a conversion metric in a traffic report is available in Analytics. When a success event
(conversion event) happens on your site, the code relays it to Analytics. This typically happens on a
confirmation or Thank You page. For example, after someone completes a registration, that event is sent
to Analytics on the registration confirmation page, and one instance of that event is recorded.
Metrics in Metric-based and Item-based Reports
You can view metrics alone (in metric-based reports) or you can use them as the sort metric for item-
based reports. For example, you can view the Page Views metric alone (metric-based report) or view
the Page dimension and sort it by the Page Views metric (item-based report).
The following screenshot shows an example of Page Views in the last 60 days:

The following report example shows an item-based report with the Page dimension that uses Page
Views as a sort metric. Item-based reports are ranked by default, but they can be trended as well.
Predefined Traffic Metrics
Page View
Page View is defined as one webpage load in a user’s browser:

• One execution of the Analytics code
• Includes Reloads and back buttons
• Differs from link events, which are also sent in Analytics code, but do not increment Page Views
Visit
A Visit is defined as one or more Page Views in one sitting or session:
• Begins when a person first views a page
• Lasts until an image request ceases for 30 minutes or more (industry standard)
• One unique visitor could make multiple visits during a given time period
A visit can last for several hours, if the visitor loads at least one page every 30 minutes. A visit is
sometimes called a session, but it does not necessarily coincide with a browser session. This also
means if a visitor stays on one page for 35 minutes, the visit will close and process, and a new visit will
start if they click through to another page. Visits are tracked by cookies.
Unique Visitor
Unique Visitor is defined as the number of different people who visit your site during a chosen time
frame. While one person may visit your site many times and view many pages during a reporting
period, the Unique Visitors metric records and reports that person just once in the reports, so you can
tell exactly how many individuals are coming to your site.
Time Spent Metrics
Time Spent Metrics
This table lists the various Time Spent metrics, their definitions, and where in Analytics you

can use them:
Metric Definition Available In

Total seconds spent Represents the total amount of time visitors • Analysis Workspace
interact with a specific dimension item. • Reports & Analytics
• Report Builder (called total
Includes the instance of a value and time spent)
persistence across all the subsequent clicks. • Data Warehouse
In the case of props, time spent is counted
across subsequent link events as well.
Time spent per visit Total seconds spent/(visit-bounces) • Analysis Workspace
(Seconds) • Reports & Analytics
Represents the average amount of time
visitors interact with a specific dimension
item during each visit.
Time spent per Total seconds spent/(unique visitor - bounce • Analysis Workspace
visitor (Seconds) unique visitors) • Reports & Analytics
Represents the average amount of time

visitors interact with a specific dimension
item across the visitor’s lifetime (length of
their cookie).
Metric Definition Available In
Average time spent Represents the total amount of time visitors • Analysis Workspace
on site (Seconds) interact with a specific dimension item, per • Reports & Analytics (shown
sequence with a dimension item. It is not just in minutes)
limited to site averages as the name suggests. • Report Builder (shown in
For more information on sequences, see the minutes)
How Time Spent is Calculated section.
Note: This metric may differ from Time

Spent per Visit at a dimension item-level due
to the differences in the denominator in the

calculation.
Average time spent Deprecated metric. • Report Builder (when a
on page dimension is in the request)
Adobe recommends that you use Average
time spent on site if the average time for a
dimension item is needed.
Total session length Mobile App SDK only. Determined the next • Analysis Workspace
time the app is launched, for the previous • Reports & Analytics
(Also known as: session. Calculated in seconds, this metric • Report Builder
Previous session does not count when the app is in the • Mobile Services UI
length) background. It counts only when the app is
in use. This is a session-level metric.
For example: You install ABC app, launch

and use it for two minutes, and then close
the app. No data is sent about it for this
session time. The next time you launch it,
the Total Session Length will be set with a
value of 120 (seconds).
Average session Total Session Length/(Launches – First • Report Builder
length (mobile) Launches) • Mobile Services UI
Mobile App SDK only. This is a session-level

metric.
Time Spent Dimensions
This table lists the various Time Spent dimensions, their definitions, and where in Analytics
you can use them:
Dimension Definition Available In

Time spent per visit - granular The total time spent during the • Analysis Workspace
visit truncated to the nearest
second, and applied to every
click that was part of the visit.
This is a visit-level dimension.

Time spent per visit - bucketed The granular dimension • Analysis Workspace
bucketed into nine different • Reports & Analytics
ranges. This is a visit-level • Report Builder
dimension. Ranges include:
Less than 1 minute - 1 minute

1–5 minutes
5–10 minutes
10–30 minutes
30–60 minutes
1–2 hours
2–5 hours
5–10 hours
10–15 hours
15+ hours
Note: Visits longer than a total
of 12 hours can occur when
clicks are received out of order.
Time spent on page - granular The total time spent on each • Analysis Workspace
click, truncated to the nearest
second. It is a click-level
dimension and includes both
page views and link events. It is
not just limited to the page
dimension, as the name
suggests.
Dimension Definition Available In
Time spent on page - bucketed The granular dimension • Analysis Workspace
bucketed into ten different • Reports & Analytics
ranges. However, the bucketed
dimension only counts page
views and excludes link events.
This is a click-level dimension.
Ranges include:
Less than 15 seconds

15–29 seconds

30–59 seconds
1–3 minutes
3–5 minutes
5–10 minutes
10–15 minutes
15–20 minutes
20–30 minutes
More than 30 minutes
Occurrences and Instances
Occurrences metrics are available in Analysis Workspace. Occurrences are the number of times a specific
value is captured, and the number of page views for which the given value persisted. In other words,
Occurrences are the sum of page views and page events.

• Instances: The number of times that a value was set for a variable.
• Occurrences: The number of times a specific value is captured, plus the number of page views for
which the given value persisted.
Occurrences higher than Instances

This is to be expected for conversion variables, as occurrences also include the number of times the
variable was defined (instances).
Instances higher than Occurrences

This is not possible in reporting, as all the instances are recorded in occurrences as well.
Instances equal to Occurrences
This is most common for traffic variables, as by function, they do not persist beyond the image
request.

Entries and Exits
The Entry Page dimension shows you, by percentage and by total visits, which pages on your site are
the first ones seen by new visits.
• Entry Pages Dimension: Displays, by percentage and by total visits, which pages on your site are
the first pages seen by a new visit. This is a useful way to use the Page View metric and see which
Entry Pages drive the most page views.
Metrics on an Entry Pages Report

• Entries: The same as instances or occurrences, entries reflect how many times the specified page
is the entry page for a visit.
• Visits: Visits details in how many visits was this specific page the entry page. This metric should
equal the number of entries.
• Exits: Exits are the number of times an exit occurred where the entry page was the one specified.
If you want to see the number of times the entry page was also the exit page, use the Bounces
metric instead of the Exit metric.
• Entry Page Original Dimension: Shows the first page viewed by the first-time visitors to your site.

• Single Page Visits Metric using the Page Dimension: Shows the pages that are both the entry
and exit pages, without viewing any other pages.
• Exit Pages Dimension: Displays, by percentage and total visits, the pages on your site that were
the last pages that the visitors viewed before leaving your site.
Pathing Metrics
Pathing metrics are recorded based on the order of when a dimensional value is recorded. Path metrics
include:
• Entries: The number of times a value is the first recorded value in a visit (Entry Page in the Page

dimension or Entry Internal Search Term, that is the first term searched by a visitor during a visit,
recorded in the Internal Search Term dimension).
• Exits: The number of times a value is the last recorded value in a visit.
• Single Access: The number of times a value is both the first and last recorded in a visit (for
example, a single Page visit recorded in the Page dimension).
• Reloads: The number of times a value is counted twice in a row.
• Bounces: These are single page visit with no additional link clicks.
• Bounce Rate: Bounces/Entries, an out of the box calculated metric that shows you which pages
the visitors touch before bouncing or leaving your site without any additional page views (single
page visit).
Custom Success Events
Custom success events are the conversion events that are defined as the action you want the visitor to
execute.
Conversion events are recorded by Analytics and can be viewed alone as trended values or applied to

dimensions. For example, if you were to apply Newsletter Sign-ups, Form Completions, or even
Revenue to a Campaigns report, you would quickly learn which types of Campaigns lead to these
Conversion Events and which do not, so you can adjust your marketing spend.
These metrics are captured in another system, so you may wonder where the value is. You may have
other systems that tell you how much revenue you made this month, or how many registrations were
completed. The value in Analytics is to tell you why these conversions happened. You can apply each
of these Conversion metrics to a dimension that tells you the why. Instead of just seeing how many
orders your site earned last month, you can see:
• Which products or groups of products comprise those orders?
• Which search engines drove the maximum number of orders on your site?
• How much time people are spending on your site when they place an order?
• Which campaigns drove the maximum number of orders?
• Which kinds of site visitors place orders?
Exercise 5.1: Identify the Time Spent per Visit - 3 mins
Using an existing report, find out on which page visitors spend the most time per visit.
Carry out the following steps to identify:

2. Add the Pages (s.pageName) dimension and then add the Time Spent per Visit (seconds),
Page Views, Visits, and Unique Visitors metrics, Last month date range, and All Visits
segment to the table.
3. Hover over the Time Spent per Visit (seconds) total and you will see an arrow below (in its
corresponding column).
4. Click the arrow to sort by ascending/descending values.
Exercise 5.2: Convert Time Spent per Visit
(seconds) to minutes - 3 mins
Using an existing report, convert Time spent per Visit (seconds) to minutes using a Calculated Metric.
Carry out the following steps to convert:
1. Duplicate Exercise 5.1 by right-clicking the panel and selecting Duplicate Panel.

2. On the Component left hand rail, click the + symbol next to METRICS.
3. Give the new metric a name, User#_Time Spent Per Visit (Mins).
4. Click the Format drop-down menu and select Time.
5. In the DEFINITION section, drag and drop the Time Spent per Visit (seconds) metric.
6. Click Save.
7. Add the new calculated metric to the table in your latest project (from duplicating the panel), as
shown:

8. Notice how the seconds are converted to minutes, as shown:
Exercise 5.3: View Metrics by Day - 2 mins
Scenario
You are the content editor of a website. You have been experimenting with new content presentation
every day for the last two weeks. You want to understand which date had the most page views.

Create the report based on the following components:
• Dimension: Day
• Metrics: Page Views, Visits, Unique Visitors
• Date Range: Last 2 full weeks
Carry out the following steps to create the report:

1. Add a new Freeform Table (Alt+1).
2. Name the Freeform Table, View Metrics by Day (Trended).
3. Click Components and add the Page Views metric to the Freeform table to the Drop a Metric
here (or any other component) drop zone.
Note: If the Page Views metric is added first, the Day dimension will automatically be added to the report.
4. Add the date range Last 2 full weeks above Page Views.
5. Multi-select Visits and Unique Visitors metrics (use Command/Ctrl+click to select) and drag
and drop to add to the right of Page Views.

6. Hover over the Page Views total and click the arrow to sort by Page Views.
Your report is ready for review.
Exercise 5.4: Add Pathing Metrics - 3 mins
1. Duplicate Exercise 5.1 by right-clicking on the Freeform Table menu and clicking Duplicate
Visualization.

2. Delete Time Spent per Visit (seconds).
3. Add the Entries, Exits, Single Access, Reloads, Bounces, and Bounce Rate metrics, as shown.
4. Sort by each metric.
5. Replace the date range Last Month with Last 14 Days, as shown:
6. Click on the funnel icon next to the Page dimension.
7. The Search dialog box opens. Click Show Advanced.
8. Open the Criteria dropdown menu and apply the following filters:
a. Select Contains any term, and then type the term, shopping

b. Click Add Row, select Does not contain any term, and then type the term, billing
c. Click Apply.
For your analysis:

• What kind of content does a high Bounce Rate have? What type of optimization would you
suggest?
• Which page has the most Reloads? Is it significant? Why or why not?
Exercise 5.5: Conversion Metrics Report - 3 mins
In this exercise, you will analyze the conversion metrics for the time period Last 2 full weeks of your
site.
Carry out the following steps to analyze:

1. Duplicate Exercise 5.3 by right-clicking on the Freeform Table Menu and clicking Duplicate
Visualization.
2. Replace the existing traffic metrics with the following conversion metrics e11 Newsletter
Sign-up, e12 Registrations, and Revenue, as shown:
3. Right-click any metric value (total) and select Trend selection from the drop-down list.

4. Remember to deselect (by clicking) the selected metric value to view all the values trended.
5. Hover over the right corner of the Line Visualization to view the gear icon and click the gear
icon. The Visualization Settings dialog box opens.
6. Select Normalization and Anchor Y Axis at Zero. Normalization forces metrics to equal
proportions making it easier to track trends amongst these metrics.
Commonly Used Metrics (Reference)
Average Page Depth

Displays on average how far within a visit each value was fired. This metric is valuable in determining

how far within a visit your audience reaches a given page or prop value. Average Page Depth is
available on any variable with pathing enabled.
Average Time Spent

Represents the average time per sequence of a given value within a visit.
Bounces
A visit that consists of a single server call. For example, a single page visit is a bounce if a visitor does
not interact with the page in a way that sends data to Adobe, such as clicking a link or a video start. If
more than a single click is received in a visit, a bounce is not counted.
Bounce Rate
Shows the percentage of visits that contain a single hit.
Calculated Metrics
Calculated metrics enable you to combine metrics to create mathematical operations that are used as
new metrics. You can create these metrics for a report to which you add metrics. Administrators can
create calculated metrics for all the users of a report suite.
Campaign-Specific Metrics
Campaign-specific metrics are fixed numeric values associated with a campaign, such as the cost for a
campaign.
Cart Additions
Cart additions are the number of times an item was added to a shopping cart. This value comes from
the Add event.
Cart Open
The number of times a customer opened a shopping cart by adding the first item. Occurs the first time
an item is added to the shopping cart. This value comes from the scOpen event.
Cart Removals
Number of times an item was removed from a shopping cart. This value comes from the scRemove
event.
Cart Views
Event in which the contents of the shopping cart are viewed by the customer.
Checkouts
An event that occurs when customers arrive at the checkout stage of a purchase. The checkout stage
usually occurs just before a purchase is finalized, and usually involves the customer entering personal
information (such as their shipping and billing information). You have control over the events on your
site that qualify as checkouts. This value comes from the scCheckout event.
Click-throughs (Tracking Code Instances)

Click-throughs represent campaign instances and marketing channel instances.
Custom Metrics
Custom metrics let you track additional success metrics on your site.
Daily Unique Visitors

The number of unduplicated (counted only once) visitors to your website over the course of a single
day. The visit for the Daily Unique Visitor ends at midnight for the time zone selected in the report
suite.
Entries
Entries represent the number of times a given value is captured as the first value in a visit. Entries can
occur only once per visit. However, it is not necessarily the first click if the variable is not defined.
Exits
The number of times a value is captured as the last value in a visit. Exits can occur only once per visit.
Instances
The number of times a value was set for a variable. Instances are counted for all click types, but are
not counted when a value is recorded for a variable on a subsequent click due to persistence.
Mobile Views
The number of times a page is viewed or a dimension is set when accessed through a mobile device.
Available in Ad hoc analysis only.
Monthly Unique Visitors

The number of unduplicated (counted only once) visitors to your website over the course of a single
month.
New Engagements
New Engagements is a Marketing Channel reporting metric that indicates a first-touch channel has
been newly set for a visitor. This can occur the first time a visitor visits the site or when the visitor
returns to the site after a previous first-touch channel has expired.
Occurrences
The number of times a specific value is captured, plus the number of page views for which the given
value persisted. In other words, Occurrences are the sum of page views and page events. Occurrences
are available in Analysis Workspace and in Ad Hoc Analysis.
Orders
The number of orders made on your website during the selected time period. You can break down
individual time periods by other metrics to show the items (such as products or campaigns) that
contributed to the maximum number of orders during that timeframe.
Page Depth
The average number of clicks it takes users to get to a certain page in the website.
Page Events
Page events consist of image request data from nonstandard image requests. Sources of nonstandard
image requests are download links, exit links, and custom link tracking.
Page View
A Page View is counted for each server call sent. This metric represents total instances of Page View.
TrackLink calls are not counted as page views and do not increment the Page Views metric.
Path Views
The Path Views metric is based on pathing data, which is tracked for all the users who accept
persistent cookies.
People
The People metric is an Analytics reporting metric that helps you attribute devices to people.
Product Views
Instance of the Product View being set. Occurs when the product detail page is viewed. This value
comes from the prodView event.
Reloads
Counted when the same page name is loaded twice (two times) in-a-row. This typically indicates the
page was refreshed.
Revenue
Revenue is captured on the purchase event, and is defined as the total dollar amount for the sum of
the order for each product. This value comes from the purchase event.
Searches
The recommended default metric for search engines and keywords. This metric represents instances
of a click-through, and shows the page associated with a specific engine or keyword. Searches also
search metric data, which can be reported retroactively to the beginning of the data set.
Single Access
Single Access is defined by the number of visits to your site that contains a single unique Page Name
value. If a user comes to your site and clicks a tracked link, triggers an event (such as a video view), or
reloads a page, the visit is still considered a Single Access visit.
Time Spent
The sequence calculation and metrics that report on the amount of time visitors spend on a page, site,
or per visit (Total Time Spent, Time Spent per Visit, and Time Spent per Visitor).
Unique Visitors
A unique visitor refers to a visitor who visits a site for the first time within a specified time period. For
example, the unique visitor can visit a site 10 times in a week, but if the time period is week, a single
unique visitor is counted only once for that week.
Units
The total units ordered for the selected time period. Because you have many units purchased per
order, Units is a vital metric that reveals general inventory movement.
Visits
A sequence of page views in a sitting. The Visits metric is commonly used in reports that display the
number of user sessions within the selected time period.
Visitors
The number of unique visitors to your site for a selected hour, day, week, month, quarter, or year.
Weekly Unique Visitors

A unique visitor refers to an individual who visited a site for the first time within a certain time period.
For example, the unique visitor could have visited a site 10 times in a week, but if the time period
specifies unique visitors for that week, a single unique visitor will be counted only once for that week.
After that week is over, that unique visitor can be counted again for a new specified time period.
Tags to Group Metrics and Dimensions
Traffic Metrics - #Predefined Traffic Metrics
Pathing Metrics - #Pathing_Metrics
Conversion Purchase Metrics - #Purchasing_Components
Demonstration: Revenue Participation
Calculated Metrics - 2 mins
With the Calculated Metric builder, anyone can create a Participation Metric.
Scenario: You are a content owner and want to see which pages contributed to (participated in)
the visits that contained an order. Carry out the following steps:
1. Click the + sign beside METRICS. The Calculated Metric Builder page opens.
2. Provide an appropriate title. For example, User50_Revenue Participation.
3. Drag Revenue into the DEFINITION canvas.
4. Click the gear icon next to Revenue, as shown, and select the Use non-default attribution
model checkbox. The Column Attribution Model dialog box opens.
5. From the Model dropdown menu, select Participation, as shown.
6. Select Visit and click Apply, as shown:
7. Verify the definition you just created looks similar to this:
8. Click Save.
10. Add the Pages (s.pageName) dimension and Revenue metric to the table.
11. Add the newly calculated participation metric, User50_Revenue Participation, to the table, as
shown:
Notes
Module 6
Introduction to Segmentation
Introduction
Adobe Analytics enables you to build, manage, share, and apply powerful, focused audience segments
to your reports by using the available Analytics capabilities. Analytics provides you with the opportunity
to create your own segments in multiple ways.
Objectives
• Describe Adobe Analytics Segments
• Explain the Segment Container Hierarchy and Container Segment Impact
• Learn how to create Segments with Segment Builder
• Understand when to use AND, OR, and THEN in Segment Builder
• Learn about the Logic Group Container
• Create reports with Segment Comparison (Segment IQ)
• Manage Segments using the Segment Manager
• Learn about Panel Drop-down Management
Data Analysis with Analysis Workspace Module 6 Introduction to Segmentation 136

Custom Segments
The Analytics Segment Builder enables you to:

• Build sophisticated segments that go beyond what is possible with ad hoc segmentation in
Analysis Workspace.
• Create Visitor, Visit, and Hit-based segments and sequential segments.
• Use combinations of Dimensions, Metrics, and Segments to slice and dice audiences.
Primary Types of Segmentation
Visitor-based
• New versus repeat visitors, registered versus nonregistered, new customers versus loyal
customers, age, gender, geographic segmentation, and so forth
Visit-based
• Campaign-spawned visits, logged in versus not logged in, conversion visits, and visits touching key
content, and so forth
Hit-based
• Types of pages, link tracking calls
Segment Container Types

The Analytics Segment Builder offers four types of segments:
• Visitor (Multi-session)
• Visit (Single session)
• Hit (Single page, link tracking call, and trackAction calls from mobile SDKs)
• Logic Group (Used with the THEN operator. Disregards order in THEN statements for anything
nested within this container type)

Segment Container Hierarchy
You will look at a couple of segmentation scenarios to better understand how the Visitor, Visit, and Hit
containers used in the Segment Builder affect our reports. The following examples assume just four
visitors visited your site.
Visitor Container
Suppose you create a segment with the following criteria:
Visitor with a purchase on the site. In this case, how many Unique Visitors, Visits, and Hits would be
there if you applied this segment to the population?

Visit Container
Visits with the purchase on the site. In this case, how many Unique Visitors, Visits, and Hits would be
Hit Container
Hits with a purchase on the site. In this case, how many Unique Visitors, Visits, and Hits would be

Container Selection Impact
How do each of these segment containers impact what you see in your reports?
Visitor Container
• Used for multi-session analysis as it includes every session after the criteria are met
• Changes based on the date range
Visit Container
• Captures behavior for the entire session after the criteria are met
• Provides a good understanding of what is happening in relation to something during a visit
Hit Container
• Captures server call or hit-level data
• Isolates behavior within a particular site section or for a variable that changes values during the
visit
• Pinpoints a specific value when an action occurs (marketing channel when an order is placed)
• Captures the values of different variables at a specific point in time (debugging)
Permissions
All users can create, delete, and share their own Segments (sharing is limited to other individuals).
Admins can create, delete, and share any Segments and share them with groups or the whole
company.

Segment Builder
There are multiple ways to access Segment Builder:

• Click the + sign on top of the component column to create a segment, as shown.
• In the Analysis Workspace menu, go to Components > New Segment
(Shift+command/Crtl+E).
• In the Analytics menu, go to Components > Segments, and then click on Add ( ) .

Segment Components
Select Dimension, Metrics, Segment, or Date Range components from the left rail for use in the
segment definition. You will instantly see the results of your segment (based on Traffic metrics) in the
validation chart. This preview graphic shows how much of your previous 90 days of data fit this
segment. If the numbers all go to zero, or if they look unbelievable, there might be something wrong
with your segment definition.

Creating Segments
1. Provide a descriptive title for your segment.
2. Provide a good segment description describing its purpose.
3. Select the top-level container type (Visitor, Visit, or Hit).
4. Drag and drop dimensions and/or events into container and indicate segment criteria (in this
example, “Order exists").
5. Add tags to the segment to more easily locate the segment in the future.
6. Click Save.

Applying Segments to Reports
• Click the (i) to quickly see how segments were built.
• Click the pencil shortcut to edit the segment in the Segment Builder.

Identify Segment Templates
You can use segments you previously built in your new segments. You can also use Adobe Segment
Templates (prebuilt segment building blocks). In the following example, the Return Visits template
has been used to build a segment. You will be able to identify the Segment Template through the icon
below.

Exercise 6.1: Identify Visitor with a
Newsletter Signup - 3 mins
Scenario
Your company initiated a Summer Sale campaign and wants to know for the last month how many
people made purchases adding up to at least $500 on your site.
Carry out the following steps to find out:

1. Create a new segment:
a. In the SEGMENTS menu on the left rail, click the + symbol, as shown. The Segment Builder
page opens.
b. In the TITLE field, type User# Visitor Purchase Segment.

c. (Optional) Add a description in the DESCRIPTION field.
d. (Optional) Add the created tags in the TAGS field to tag this segment.
e. Choose the Visitor container from the Show drop-down list.
f. Drag the Revenue metric to the DEFINITION section box.
g. Select is greater than or equal to from the drop-down list for the field next to the Revenue
metric.
h. Type 500 in the field to the right of is greater than or equal to.

i. Click Save in the upper right. (The Save As button appears only if you have already created
the segment and are now modifying it. In addition, the Save button only appears when you
enter all necessary values.)

3. Name the table as Visitor Purchase and Visits.
4. Drag the Campaign Name (Tracking Code) dimension to the table.
5. Drag the Revenue, Visits, and Unique Visitors metrics to the table, replacing the default
Occurrences metric.
6. Filter by Last month.

7. Filter your report by adding the newly created segment above the metric columns.
8. Click the Filter icon next to Campaign Name. In the Search window, deselect the Include
Unspecified (None) checkbox. Click Apply.
9. Break down your top Campaign Name by the Product dimension.

10. Click the Filter icon next to Product. Deselect the Include Unspecified (None) checkbox. Click
Apply.

AND, OR, and THEN Operators
You can use these operators (AND, OR, and THEN) between Events, Dimensions or Containers, or even
between the Container elements. You can set a THEN sequential segment designator to:
• Default: Event, Dimension, or Container occurs after
• After: Set a time period or indicate the number of page views or hits that must occur
• Within: Set a time period or indicate the number of page views or hits that must occur
• After/Within: Both run at the same time to provide a start and end point
Single Container Visitor Segment with “AND” operator

Criteria:
• Visitor signed up for a newsletter and completed a lead form
Result: All visit data on visitors that meet the above criteria.

Single Container Visit Segment with “OR” operator and “Exclude”
Criteria:
• Includes all the visits except from those people who view the site from an IP address of these
regions: Yukon Territory, Canada or Northern Territory, and Australia.
Result: All visit data on visits that meet the above criteria.
Single Container Hit Segment with “OR” operator
Criteria:
• A person viewing the site must have interacted with pages in the Virtual Catalog or Beauty &
Fragrance site sections.
Result: All data that was sent to Analytics on the same hit (page) as the site sections (a search term
searched from one of these site sections) would be sent on the same hit.

Exercise 6.2: View the Site Section - 3 mins
Scenario
Your manager wants to analyze all the visitors who have viewed either the Beauty & Fragrance site
section or the Jewelry & Accessories site section in the duration of last month.
1. Add a Freeform Table. Name the table as Viewing the Site Section.
2. Add the Site Section dimension to the table.
3. Add the Unique Visitors metric to the table, as shown, and filter by Last month.
4. Remove Unspecified from the Site Section dimension. Click on the filter icon next to Site
Section. Deselect Include Unspecified (None). Click Apply.
a. In the SEGMENTS menu on the left rail, click the + symbol. The Segment Builder page
opens.
b. In the TITLE field, type User# Site Section as the title.
c. (Optional) Add a description and tag.
d. Select Hit from the Show drop-down list.
e. Drag the Site Section dimension to the DEFINITION section box, as shown.
f. Ensure the drop-down list next to the Site Section dimension is set to equals.
g. Click the drop-down arrow next to the equals field and select Jewelry & Accessories, as
shown. It should read Site Section equals Jewelry & Accessories
h. Drag and drop the Site Section dimension again.
i. Ensure the drop-down list next to the Site Section dimension is set to equals.
j. Click the drop-down arrow next to the equals field and select Beauty & Fragrance, as
shown. It should read Site Section equals Beauty & Fragrance.
k. Select the operator Or.

Your screen should look as shown below:
l. Click Save to save the segment.

6. Filter the Freeform Table by the newly created User# Site Section segment on top of the Last
month date range, as shown.
7. Break down both the Site Sections by the Page dimension, as shown:

Exercise 6.3: Compare Predefined
Segment Templates - 2 mins

2. Name the table as Comparing Predefined Segment Templates.
3. Add the Campaign Name dimension to the table.
4. Add the Tracking Code Instances metric twice, as shown.
5. Filter the first Tracking Code Instances by using the Visits from Campaign segment template.
6. Filter the second Tracking Code Instances by using Visits with a Referrer segment template.
7. Filter both the Tracking Code Instances by Last month, as shown:

Logic Group Example
Logic Groups are used when you apply the THEN operator. They provide a way to ignore any order
except for only the parts of sequential segments.
Example usage:
• Requirement: See if visitors view the Campaign Landing page first, the Order Confirmation page
last, and the Product Demo page and the Coupon Page somewhere in the middle.
• Challenge: You can view the Product Demo page and Coupon Page in any order (not a typical
Fallout report).
• Solution: Use a Logic Group for the two middle pages (if both are viewed, regardless of the order
between the two, the segment criteria will be met).
Example: The Visitor container contains three nested containers (two Hit containers and one Logic
Group). The “THEN” operator used between the containers requires container criteria to occur in an
order. A Logic container uses an “AND” operator requiring both the pages to be seen, but in no
particular order.
Before or After Sequence Option

In the case of the following Visitor segment shown, the default Include Everyone means that any
Visitors, with activity that matched the sequence, will have all their hits from before this sequence and
after the sequence included as part of the segment.
You can opt to include only hits from the Visitor from the time before their activity matched the
sequence or just hits from the Visitor after they meet the requirements of the sequence. Both the Only
Before Sequence and Only After Sequence options include the hits from the sequence defined in the
segment.

Nested Container Hierarchy
Nested containers are read from the outer container to the inner container. Data that does not match
the rules in subsequently read containers is discarded.
If you nest containers, Hits usually go inside Visits, and Visits inside Visitors, although you can break
this “rule” (for example, a Visitor container could be nested in a Visit container though this is less
common). If you need to create a complex sequential segment that breaks and ignores sequences
within the container, use the Logic Group container. The Logical Group can only be used with the
THEN operator.

Nested Visit Containers in a Visitor
Container with the THEN Operator
Visitor Container segments with two nested Visit Containers can use the THEN operator. The Visitor
Container shows everything about the visitors with at least two visits that meet the criteria.
Visit 1 criteria:
• Arrived through the Summer Sale campaign
• AND started the Checkout process
• AND did not place an Order
Visit 2 criteria:
• Occurred sometime after Visit 1 (“THEN” sequential segment designation)
• AND placed an Order
Result: All visit data.
..

Exercise 6.4: Create a Logic Group Segment - 6 mins
Scenario
You want to know about all the people that have purchased, registered, and signed up for a
newsletter, in the last month, and are not from the GeoSegment region of California. The Purchase
event must have occurred in not more than 30 days after the Registration and Newsletter Signup. In
addition, either the Registration or the Newsletter Signup can be the first event to have occurred.
a. Open the Segment Builder.
b. Type User# Sign up and order _AWS for the TITLE field.
c. Select Visitor from the Show drop-down list.
d. Click Options and select Add Container.
e. Select Hit from the square icon beside the gear icon.
f. Add the Regions dimension.
g. Select equals for the field next to the Regions dimension.
h. Select California (United States) for the value.
i. Click the gear icon in the current container and select Exclude. Notice how the container
color changes to red, as shown. Containers being excluded appear in red color.
j. Click Options at the top and select Add container.
k. Change the And operator to Then.
l. Change the Hit container to a Logic Group container.
m. Add the e11 Newsletter Signups metric and for the field next to it, select exists.
n. Add the e12 Registrations metric below e11 Newsletter Signups.
o. Select exits for the field next to the e12 Registrations metric.
p. Click Options and Add container. Configure this container as a Hit container.
q. Click the clock icon next to Then in the current container and select Within.
r. Type 30 and select Day(s) from the drop-down list.
s. Add the Orders metric and select exists.
t. Save the segment.

3. Name the table as Sign up and Order.
4. Add the Regions dimension to the table.
5. Add the e11 Newsletter Signups, e12 Registrations, and Orders metrics.
6. Filter by the Last month date range.
7. Add the newly created segment User# Sign up and Order to the table.
8. Place the ad hoc segment where Countries = United States on top of the Sign up and Order
segment.

Segment Comparison (Segment IQ)
The Segment Comparison panel displays the most statistically significant differences between two
segments. This automated analysis reviews every metric and dimension associated with the segments.
You can compare two of your custom segments or one segment against the default Everyone Else
segment. The Segment Comparison report shows overlap between the two audiences. It also shows
the greatest differences between both metrics and dimensions. In this example, Visits with a Tracking
Code has a very high number of Bounces per Visitor compared to the Return Visits (Difference score
of “1” means large, and a difference of score “0” means no difference).

Example of a segment comparison:
You can delete the line items you do feel are not relevant within the Segment Comparison report. You
can rearrange reports as needed and curate the available components for shared Segment Comparisons
(exclude components to simplify the user interface for business users).
Statistical Methods Used for Segment Comparison

There are two types of statistical tests employed to generate the difference scores:
• For the Top Metrics table, a Mann-Whitney U test is used.
• For the Top Dimension Items and Top Segments table, a risk difference comparison is used.
Note: For more information on the computation of the scores go to the Knowledge Base: https://market-
ing.adobe.com/resources/help/en_US/analytics/analysis-workspace/statistical-test.html

Exercise 6.5: Compare Segments with Segment IQ - 2 mins
To identify statistically significant differences between two segments, you can use Segment Comparison.
Follow the steps below for comparing segments:
1. Click the Panels icon on the left rail.
2. Drag and drop a Segment Comparison panel to your project.
3. Add the Visits with a Tracking Code and Return Visits segments to compare them.
4. Click Build.

You will see all the possible metric and dimensional value comparisons as shown below:

Drop-down Filters in Panels
The panel drop zone has drop-down filtering capabilities. These filters let you interact with the project
data in a controlled way so that you can do deep-dive analysis, simplify your projects, and/or share
insights with others.
Here is an example of a simplified project: Suppose you have several versions of a project/panel to
provide country-specific reporting. You can now collapse those projects/panels into a single panel, and
add in a country dropdown instead to filter between different data sets.

When you right-click pane dropdown, you can:
• Delete a drop-down (this option is always present)
• Delete a label (if a label is showing)
• Add a label (if no label is showing)
Points to Remember:
• You can drop in multiple components (or dimension items), and then switch between them in a
drop-down to filter the panel contents.
• You can also create multiple drop-down lists on the same panel.
• You can customize the title of the drop-down list by clicking the title and modifying it, or removing
the title altogether by clicking the x next to it.
• You can create drop-down filters using any component type: Dimensions, date ranges, segments,
and metrics. Note that the drop-down date ranges will always override the panel date ranges.
• The component colors are maintained from the left rail: Yellow for dimension item dropdowns,
green for metrics, blue for segments, and purple for date ranges.
• The drop zone still creates hit-level segments for items dragged in as segments. You can modify
these as usual by clicking the information icon (i) next to the segment and then clicking the pencil
(edit) icon, and editing it in the Segment Builder.

Demo: Create and Use Drop-Down Filters - 4 mins
1. Add a Freeform Table to the Panel.

2. Name the Panel as Drop-Down Filters in Analysis Workspace
3. Ctrl+click to multi-select Last Month, Last 7 Days, and This month from the left rail and, while
holding down the Shift key, drop them into the Drop a Segment Here (or any other
component) drop zone.
Note: This will turn the components into a drop-down list, rather than into a segment. (You can
also still add segments by holding down the Shift key.)
4. Click the drop-down arrow to view the added Date Ranges, as shown:

5. Press Shift and add Yesterday to the Last month drop-down list, as shown:
6. Verify all four Date Ranges are displayed.
7. Edit the Date Range label by clicking the pencil (edit) icon.
8. Rename the default Time drop-down title as Select a Time Frame, as shown:

9. If you need to delete the drop-down or delete the label, right-click the date range drop-down,
as shown, and select Delete dropdown or Delete label, as needed.
10. Click on SEGMENTS to show all the segments. By doing this you can see only the Segments in
the left rail. You can always click on the X on the left side of Segments to go back to the normal
view).
11. Search for Visits.
12. Select Return Visits, First Time Visits, Visits from Campaign, and Visits with a Referrer.
13. Press Shift to create the segment drop-down list after the values have been selected, as shown:

14. View the Segments drop-down values.
15. Rename the default Segments drop-down as Select a Segment.

16. Search for the Countries Dimension and click on the arrow icon to view the Data Element
values.
17. Search for "United". Select and add United Kingdom and United States, and then add Canada
to the Panel to create a drop-down. (Ensure you press Shift to create the Countries drop-down
after the values have been selected.)
18. Rename the Countries drop-down as Select a Country.
19. Click on Metrics to show all the metrics. Search for Orders. Add Orders in the Segment Drop
Zone by pressing Shift.
20. Search for "event". Select and add event 11 and event12 to the Metric Drop-Down Filter by
pressing the Shift key. Add Tracking Code Instances to the Metric Drop-Down.
21. Rename the Metrics drop-down as Select a Metric that must exist.

22. Create the Freeform Reports to apply the drop-down filters. Add the Cities Dimension with the
Page Views, Visits, Unique Visitors, and Tracking Code Instances metrics to the Freeform
Table. With no filters selected, all the Cities for all the Countries are shown:
23. Select the Last 7 Days with the Return Visits segment for the United States country when the
Tracking Code (s.campaign) Instances metric exists, as shown:

24. Add a new Freeform Table to the Panel.
25. Add the Campaign Name dimension.
26. Add the Tracking Code Instances, e11 Newsletter Signups, e12 Registrations metrics, as shown:
27. Select the Last month with the Visits from Campaign segment for the United States country
when the e12 Registrations metric exists, as shown:

Notes

Module 7
Introduction to Calculated Metrics
Introduction
Often, you may want to create new metrics for data analysis based on business requirements. This is
because your requirements may change after your company’s Adobe Analytics implementation and
Analytics metrics may not be enough for new requirements. The Calculated Metric Builder feature in
Adobe Analytic Workspace helps you create new custom metrics. The custom metrics you create are
called calculated metrics and are generally built from your existing Analytics metrics.
Objectives
• Create and customize Calculated Metrics
• Learn about Metric Builder and Metric Manager
• Create Calculated Metrics using basic functions
Data Analysis with Analysis Workspace Module 7 Introduction to Calculated Metrics 175
Creating Calculated Metrics
You can use calculated metrics to create conversion ratios. Calculated metrics created in Analysis
Workspace will also be available in all other Adobe Analytics tools, such as Reports & Analytics,
Report Builder, and Data Warehouse.
The advantages of calculated metrics include the following:
• Create metrics across Analysis Workspace, Reports & Analytics, Ad Hoc Analysis, Report Builder,
Anomaly Detection, and Contribution Analysis
• You can create metrics derived at report run time, without implementation changes.
• You can share metrics across report suites.
• You can incorporate statistical functions to help you better describe your data.
Metric Operations and Formats

You can create calculated metrics from a combination of:
• Analytics Metrics
• Analytics Segments
• Operations such as +, −, ×, and ÷
• Statistical functions
You can use these available formats:

• Decimal (#)
• Percent (%)
• Currency ($)
• Time (HH:MM:SS)Ways to create a Calculated Metric
Ways to create a Calculated Metric
The Calculated Metrics Builder provides a canvas to drag and drop Dimensions, Metrics, Segments,
and Functions to create custom metrics based on container hierarchy logic, rules, and operators. This
integrated development tool lets you build and save simple calculated metrics or complex advanced
calculated metrics.
There are different ways to get to the Calculated Metric Builder:

• In the Components left rail, click + next to the METRICS menu header.
• In the toolbar of an open project, click on Components > New Metric.
• In the main Adobe Analytics menu at the top of the place, go to Components > Calculated
Metrics and then click Add, as shown.
• In a Freeform Table, right-click on the selected metric (in the table) and click the Create metric
from selection option to open a secondary menu. Select a metric from the list of available
metrics to quickly create a calculated metric. This calculated metric is directly applied to the
table in real time.
• In a Freeform Table, you can multi-select two metrics (in the table), right-click, and select the
Create metric from selection option to open a secondary menu. Again, elect a metric from the
list of available metrics to quickly create a calculated metric.
Opening in the Calculated Metric Builder will allow the Calculated Metric to be saved as a
Calculated Metric that can be used across Projects. The user can also add places after the decimal
point.
Note: The default Ad Hoc Calculated Metric has no places after the decimal and is only available to be used in
the project where the Ad Hoc Calculated Metric was created.
When the metric is saved, the user will be able to see it listed on the right side, under Metrics with
the calculated icon to the right.
Metric Types
1. Standard Metrics are useful for creating calculated metrics specific to each individual line item.
For example, #/# takes orders for that specific line item and divides it by the number of visits for
that specific line item.
2. Grand Total Metrics are useful for creating calculated metrics that compare against site total
data. For example, #/# shows the proportion of orders against ALL visits to your site, not just the
visits to the specific line item.
Note: Attribution is available only for Conversion Metrics.
Calculated Metrics Workflow
When you create and configure a calculated metric, the setup process follows this workflow:
1. Planning: Outline which calculated metrics will be widely used and how they will be defined,
especially for metrics that must be officially “approved”.
2. Building: Build and edit calculated and advanced calculated metrics for use in Adobe Analytics
components.
3. Tagging: Tag calculated metrics for ease of organization and sharing.
4. Approving: Approve calculated metrics to make them "recognized". Recognized, calculated
metrics means that they are available for various levels of application or specific departments or
groups.
5. Applying: You can apply metrics directly from a report using the Metric Selector.
6. Sharing: Share your metrics with the intended audience in other Analytics tools and other
Adobe products such as Adobe Target and the Adobe Experience Cloud.
7. Filtering: In the Metric Selector, click Advanced Selection and filter by tags, owners, and other
filters (Show All, Mine, Shared With me, Favorites, and Approved).
8. Marking as Favorite: Marking metrics as favorites is another way to organize them for ease of
use. Doing this allows you to not only save time but reuse curated calculated metrics that you
use regularly.
Work with the Calculated Metric Builder
To create a new Calculated Metric in the Metric Builder:

1. Give the new metric a friendly name but also one that you will help you identify its unique
purpose. The name is how it will display in your reports.
2. Provide a description based on what it means and how to use it. Doing this ties into Step 1.
3. Select a Format option (Decimal, Percentage, Currency, or Time).
4. Type in a number after Decimal Places (the default is zero spaces after the decimal).
5. Show Upward Trend As - Good (Green) or Bad (Red).
6. Provide tags if needed (this makes searching and retrieving the metric easier in the future).
7. In the box under Definition, add metrics, mathematical operations, functions, and, optionally,
segments.
8. Click Save.
Exercise 7.1: Create a “Newsletter Signups
per Visit” Calculated Metric - 2 mins
You are the manager of an e-commerce store. You want to connect more with your customers by
offering a newsletter. After a few months, you want to see if regular and new customers are signing-up
for it, but you have several campaigns that you run on a weekly, semi-monthly, and monthly basis. You
want to identify which campaign generates the most newsletter sign-ups per visit. How can you do it?
1. Click on + next to Metrics in the Components menu.
2. Create a new calculated metric:
›› TITLE: User#_Newsletter Signups per Visit
›› FORMAT: Decimal (default selection)
›› DECIMAL PLACES: 2
›› SHOW UPWARD TREND AS: Good (Green) (default selection)
›› DEFINITION: e11 Newsletter Signups / Visits (Drag the e11 Newsletter Signups (event11)
and Visits metrics to the DEFINITION area. Verify you have the formula set up correctly,
using the screenshot below.
3. Click Save in the upper right.
4. Go to your Project in Analysis Workspace and insert a new Freeform Table into a Panel.
5. Add the Campaign Name (Tracking Code) dimension and filter by the Last month time period.
6. For the Campaign Name dimension, deselect the Include Unspecified (None) filter.
7. Add the e11 Newsletter Signups and Visits metrics to the table.
8. Locate your User#_Newsletter Signups per Visit calculated metric and place it into the report,
as shown. Which campaign generates the most Newsletter Signups per Visit?
Metric Manager
The Calculated Metric Manager offers many ways of curating metrics, such as sharing, filtering, tagging,
approving, copying, deleting, and marking metrics as favorites.
The Calculated Metric Manager shows you all the segments you own and those that were shared with
you. Admin-level users can see all the custom metrics in an organization. This overview presents the
user interface and the capabilities of the Calculated Metric Manager. To go to the Calculated Metric
Manager, in the main Adobe Analytics menu, click on Components > Calculated Metrics.
• Add: Creates a new calculated metric.
• Tag: Makes it easier to find/increase calculated metric organization.
• Share: Shares the calculated metric with other analysts. Only an Administrator can share a
calculated metric with the entire Organization and Groups.
• Delete: Deletes a calculated metric.
• Rename: Renames a calculated metric.
• Approve: Designates a calculated metric as officially sanctioned, but does not change its
functionality. Only an Administrator can approve a calculated metric.
• Copy: Builds new calculated metrics from existing calculated metrics or ones you already built.
• Export: Exports to a Comma-separated values (CSV) file. This exports calculated metric metadata
such as Owner, Report Suite, Tags, and Date Modified.
Functions of the Calculated Metric
Builder and Metric Manager
Calculated Metric Builder Calculated Metric Manager

• Create unified metrics • Share metrics with others
• Add segments inline to calculated metric • Approve and curate metrics (by an
formulas Administrator)
• Compare segments in the same report (for • Organize (tag) your metrics so people can
example, compare local visitors versus find them
international visitors) • Copy metrics
• Use statistical functions • Delete metrics
• Provide detailed metric descriptions (show • Rename metrics
what it does, where to use it, and where NOT
to use it)
• Copy definitions into new metrics
• Provide an in-line metric preview
• Set metric polarity, which indicates whether it
is good or bad if a given custom event (metric)
increases
• Tag metrics
Calculated Metric Compatibility
Role-Based Rights
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Calculated Metrics Basic Function
The Calculated Metrics Builder helps you apply statistical and mathematical functions to build advanced
calculated metrics.
Most calculated metrics are created to show a relationship between existing metrics, such as Revenue
per Unique Visitor, Units per Order, or Page Views per Visit. The mathematical formula is simple: the
first metric is divided by the second metric, such as Revenue divided by Unique Visitors. You can see
such values via the Decimal or Currency format.
Sometimes, these relationships are displayed as rates, such as Conversion Rate, Completion Rate, and
Attrition Rate. Rates use the Percentage format. Let us look at a simple metric relationship:
Traffic Calculated Metrics
Traffic sources provide you with traffic information related to your site. You can learn a lot of information,
such as who visited your site, how many page views did the visitor visit, and so forth. These traffic
metrics can further be broken down to get more detailed information by creating calculated metrics.
The following table provides examples of Traffic metrics used as the Calculated Metric formula, metric
type, and description. You can find many of these metrics as Calculated Metric Templates.
Name Formula Metric Type Description

Same as Bounce Rate, but gives a higher value to
Weighted (Bounces/Entries)*
pages viewed more often on the site, thus pushing
Bounce (Page Views/Total Percent
your most popular pages with this problem to the
Rate Page Views)
top of the list.
When applied to a site level: What is the average
number of pages in a visit?
Page
Views Page Views/Visits Numeric
When applied in the Pages Report: What is the
per Visit
average number of times this specific page was
viewed per visit?
Page Views/Daily
Page
Unique Visitors, Page What is the average number of pages per visitor
Views
Views/Weekly Numeric (daily unique, weekly uniques, monthly uniques,
per
Unique Visitors, and and so on)?
Visitor
so on
In the Pages Report, when a page is part of a visit,
Exit Rate Exits/Visits Percent
how often is it the exit page?
Entry In the Pages Report: When a page is part of a visit,
Entries/Visits Percent
Rate how often is it the entry page?
Conversion Calculated Metrics
Conversion metrics are metrics that provide information about conversion events in your site. You can
further break down these conversion metrics to get more detailed information by creating calculated
metrics.
The following table provides examples of Conversion metrics used as Calculated Metrics formulas,
specifies the metric type, and includes a description.
Metric
Name Formula Description
Type
Average Order Revenue/
Currency Average revenue per order
Value Orders
Order
Orders/Visits Percent What percentage of visits results in an order?
Conversion
Buyer
Orders/Visitor Percent What percentage of visitors results in an order?
Conversion
Checkout
Orders/
Conversion Percent What percentage of checkouts results in an order?
Checkouts
Rate
Checkout Checkouts/
Percent What percentage of visits results in a checkout?
initiation Rate Visits
Average Order How many items are purchased per order on
Units/Orders Numeric
Size average?
Event
Events/Visits Percent Available for ANY custom success event.
Conversion
Product ViewOrders/ Available in the product reports only. It is the
Percent
Conversion Product View percentage of product views that results in an order.
Cart Adds How many cart additions did not result in an order?
Abandoned Numeric
minus Orders Effective at a product level as well as at a site level.
1 minus
Abandonment What percentage of people put something in their
(Orders/Cart Percent
Rate cart and then do not buy it?
Adds)
Calculated Metric Functions and Segments
The following table provides examples of calculated metrics formulas using Segments and metric
functions.
Metric
Name Formula Description
Type
Estimates what a piece of content would generate
in terms of revenue if it were promoted such that
Estimated (Revenue/Visits)*perc
Currency it was in the 85th percentile, weighted at 80%
Revenue entile(Visits,85)*0.80
because conversion is not as high for trafficked
pages.
(Unique Visits Metric
Percent in a segment where Percentage of visitors who visit content from a
Mobile Device Type is a Percent mobile device. Use on Pages report to see which
Visitors Phone or Tablet)/ content is frequented by mobile devices.
Unique Visitors Metric
Revenue per Visit for products with non-trivial
Filtered
If (visits > 100, traffic. Uncovers products with opportunity for
Revenue per Currency
revenue/visits,0) promotion, while filtering out products with high
Visit
revenue per visit but little traffic.
If the number of standard deviations an item is
Standard away from the mean, use this in a ranked or
Z-score(metric) Decimal
Deviations trended report to identify the outlier in the report
for any metric.
Unique Visitors Metric Shows the number of new visitors acquired. Use
New Visitors in a segment where Number this globally or in ranked reports to identify how
Visit Number = 1 new visitors interact with the site.
Demo: Segmented Calculated Metrics
Create a Segmented Metric for Silver Membership Visits.

1. Click the + sign beside METRICS. The Calculated Metric Builder page opens.
2. Provide an appropriate title. For example, UserXX_Silver Membership Visits.
3. Drag the Silver Membership v33 segment into the DEFINITION canvas.
4. Drag the Visits metric within the Silver Membership v33 segment.
5. Click Save.
6. Create a Freeform Table named Segmented Calculated Metric.
7. Drop in the Referring Domain Dimension. Add the Referrer Instances, UserXX_Silver
Membership Visits, and Visits metrics.
8. Filter the Visits metric by the Silver Membership v33 segment.
Calculated Metric Examples
The following are some of the examples of Segment Metrics, IF conditional statement, Percentile, and
Z-score.
Create Metrics Using Segments

Metrics are derived at report run time with no implementation work required to report out. The
following screen shows an example of a calculated metric created using a segment.
IF Conditional Statements
• Help you to set a floor AND/OR ceiling or use for any given metric.
• Are useful for reports that rely on the rate percentage (%) ranked, which is sort of like bounce rate
or conversion rates.
The screenshot below shows an example of an IF condition statement.
Estimated Revenue at X% Percentile of Visits
You can create projections on revenue potential based on visit percentile for a given period with
weighting. The following screenshot shows an example of percentile of Visits.
1. Start by adding two containers. This creates the two () x ().

2. Place Revenue / Visits in the first container as shown:
3. In the second container, click Add > Function. In the Select... drop-down list, add Percentile, as
shown, and place Visits as the metric and K with the value of 85. Make sure to leave include_
zeros empty, as shown:
4. Place another container inside the second container as shown:
5. Click Add and select Static Number. Specify the Static Number value as .75 in the second
container as the second test, as shown:
6. Change the operator to multiplication (X), as shown.
Z-Score Advanced Function

Z-score is the number of standard deviations an observation is from the mean (0 score). A Z-score can
be + or -, indicating whether it is above or below the mean and by how many standard deviations. The
following screen shows an example of a calculated metric using the Z-score function.
Notes
Module 8
Visitor Acquisition Reporting
Introduction
Visitor Acquisition is the attraction, enticement, gain, or addition of new visitors to a website. Visitor Acqui-
sition reports are very useful to understand customer behavior and site traffic. With Visitor Acquisition
reports, you will be able to understand and interpret customer behavior on your site and get insights
about traffic sources. Analytics Standard offers three types of external traffic dimensions: Traffic
Sources, Campaigns (Tracking Code), and Marketing Channels. The Marketing Channels Dimen-
sion is the recommended approach for measuring external traffic performance.
Objectives
• Define Visitor Acquisition
• Explore Traffic Source Dimension
• Explore Campaign (Tracking Code) Dimension
• Explore the Marketing Channel Dimension
• Understand First Touch/Last Touch Channels and First Touch Channel Detail/Last Touch Channel
Detail Dimensions
• Compare the types of External Traffic Reports
Data Analysis with Analysis Workspace Module 8 Visitor Acquisition Reporting 202
Traffic Source Dimensions
Traffic Sources are populated via the query string parameter defined within Paid Search Detection Rule
and the Referring Domain of the visit.
• Traffic sources are primarily looking to understand if the traffic came from a paid or organic search
engine.
• Traffic Source Dimensions are configured to have a last touch allocation and an allocation
expiration of a visit by default. You cannot change these settings.
• Success Events within the Traffic Sources can be inflated because it does not have the ability to
de-duplicate a conversion from multiple touchpoints that occur within a visit.
›› For example: If within a visit, a user comes to the site through Natural Search, leaves the site
to come back via Paid Search and completes an application, both Natural Search and Paid
Search will receive credit for the completed application.
• It is recommended to use Marketing Channels reports for holistic external traffic reporting and
analysis. Traffic Source Dimensions should only be used as a secondary resource to understand
search traffic.
These dimensions fall into the following three categories:

• Search Engines
• Search Keywords
• Referrers and Referring Domains
Referrers and Referring Domains
Referrers and Referring Domains dimensions capture all the referring links, through every channel,
that visitors click through to your site. This might be a referral through a search engine, email, social
link, partner website, and so forth. This can include traffic that is earned, owned, or paid. Remember,
these are links clicked to access your site.
Each referring URL is listed in the very granular Referrers dimension. The Referring Domains dimension
consolidates these many Referrers into a high-level acquisition report.
Referring Domains versus Original Referring Domains

Visit Conversion is awarded to the last referring domain recorded for the visit for the Referring
Domains report. For example, a visitor clicks through to your site from Facebook.com today and
purchases. The revenue is awarded to Facebook.com. Referring Domains uses Last Touch allocation.
Original Referring Domains use First Touch Allocation. For example, Visit Conversion is awarded to the
first referring domain recorded for the visitor within the Original Referring Domain dimension. For
example, a visitor clicks through to your site from Facebook.com today and purchases. The visitor first
accessed the site through Google.com six months ago, so today’s conversion is awarded to Google.
com within the Original Referring Domain dimension.
Referrer Type
By tracking and recording the visitors' referring sites for each visit, you can determine how visitors
found out about your site for each visit.
The list below defines the various types of referrers:

• Other websites: Referrers are recorded when visitors click a link located on a page on another
website (not defined as part of your site) and arrive at your website.
• Search engines: Search engine referrers are recorded when visitors use a search engine to access
your site. The referring value must be considered by Adobe to be a search engine and cannot be a
subdomain that is not considered a search engine (for example, mail.yahoo.com is not a search
engine as this domain is used for emails).
• Social Networks: Traffic from known social networks. The referring value must be considered by
Adobe to be a social network.
• Email: A referring domain is considered as an email referring domain when visitors click an
emailed message link containing the protocol imap:// or mail:// and arrive at your site. For
example, anything coming from http://mail.yahoo.com is not counted as an email referrer because
the protocol is http://. Emails from MS Outlook are reported in the Typed/Bookmarked line, while
any referrer with an HTTP protocol, where the domain is a known search engine, is reported in
the Search Engine line.
• Typed/Bookmarked: This line items occurs in reporting where a referrer for an image request is
not present. This issue can occur under any of the following circumstances:
›› A user types your URL directly into their browser.
›› A user bookmarks a specific page on your site and references it later.
›› Internal URL filters are incorrectly defined.
›› The s.referrer variable does not contain data or is unavailable.
›› Redirects are implemented without the necessary implementation to keep the referrer
beyond the redirect.
›› When a visitor clicks through from an email opened in a nonbrowser-based email program,
such as Microsoft Outlook.
• Inside Your Site: These items are URLs that are tagged by the internal URL filters. These items are
not counted as referrer instances but can be seen when reporting on other metrics.
Campaign (Tracking Code) Dimension
The Campaign (Tracking Code) Dimension helps analyze your campaigns at their most granular level,
as well as zoom out for aggregate analysis. The Campaign (Tracking Code) Dimension is based on your
campaign IDs (called Tracking Codes in Analytics). Every marketing click-through link that includes a
Tracking Code is included here. These dimensions display conversion performance over a time frame
that you set up for your team, usually between a week and a month - this is set up in the Analytics
Report Suite Admin Console.
The Tracking Code Dimension is the most granular campaign dimension. It captures the identifier for
each campaign creative. If your organization sets up classifications of your tracking codes, you will
have extra dimensions that group your campaign IDs into channels, names, ad platforms, and so forth.
The Tracking Code is a unique campaign ID that identifies exactly which link a visitor clicked to access
to your site. This might be a paid ad, an email, partner and affiliate links, display, and even radio or TV
ads. As your Marketing Department creates campaigns, they must assign Tracking Codes to each
destination URL, so Analytics can identify the creative. This may be done in conjunction with the IT
Department or under the direction of the Analytics implementation lead.
Note: If the Tracking Code variable s.campaign or v0 dimension has been renamed, then the metric is
called Tracking Code Instances. Every Conversion Variable generates its own Conversion Variable
Instance metric.
The Campaign (Tracking Code) Dimension is populated via the campaign query string parameter
defined in the appMeasurement file (s.campaign). This Dimension ignores paid search detection.
• Since the Campaign (Tracking Code) Dimension is populated via the campaign query string
parameter, it will not report on traffic from Organic Search, Direct traffic, or any other Referring
Domains that would not have a Campaign Tracking Code associated with them.
• The Campaign (Tracking Code) Dimension can be configured to have a first- or last-touch
allocation. You can also configure the allocation expiration.
• It is recommended to use Marketing Channels Dimension for holistic external traffic reporting and
analysis. The Campaign (Tracking Code) Dimension should only be used as a secondary resource
to understand campaign traffic.
The Tracking Code dimension may contain values that are easily decipherable, or they may be completely
cryptic depending on how your campaigns are set up and what your preference are as an analyst. The
codes themselves may or may not reveal what kind of a campaign they represent. If you do not have
data in your Tracking Code report, contact your Analytics admin and ask if there are plans to track the
external marketing on your site.
Note: The Tracking Code Instances metric is also called Campaign Click-throughs in standard report
suites.
Exercise 8.1: Identify Tracking Code - 1 min
Scenario
You are responsible for your company’s digital marketing efforts. You want your team to create a basic
report listing the top tracking codes for various campaigns.
1. Add a Freeform table.

2. Place the Tracking Code dimension to the table.
3. Add the Tracking Code Instances, Visits, and Revenue metrics.
4. Filter by the Last 2 full weeks time period.
5. Sort by the Tracking Code Instances metric, as shown.
6. Observe which Tracking Code had the maximum number of click-throughs. In this case, it is
soc:103, as shown.
Campaign Classifications
Analytics has a classification feature that helps the admin group Tracking Codes to create aggregate
campaign reports. These reports help you answer questions like:
• Do email campaigns drive more conversion on the site than Pay-per-click (PPC) keywords?
• Do blue banners work better than red banners?
• Do links at the top of the email campaigns work better than links at the bottom?
• Are Mary’s campaigns more effective than John’s campaigns?
Typically, grouped or classified dimensions contain the granular source dimension’s name in
parenthesis after the classification name. For example, Campaign Name (Tracking Code).
Note: Classifications are created by an administrator and the values in the classifications are populated
using either Classification Importer or Classification Rule Builder.
Marketing Channel Dimension
The Marketing Channel Dimension is populated via rules configured in the Admin tools. The Marketing
Channel Dimension takes into account all factors: Paid Search Detection, s.campaign, and other elements
defined in the Admin rules (such as Referring Domains) to provide a holistic view into the performance of
all external traffic to the site.
Marketing Channels are considered the most robust external traffic sources dimensions in Analytics
Standard, and are the recommended reports to use for the external traffic reports and analysis.
• Marketing Channel provides flexibility to choose between First Touch and Last Touch attribution
or to view First and Last Touch Attribution side-by-side within the reporting interface.
• Marketing Channels use a Visitor Engagement Period rather than a standard expiration period.
One of the key reasons that many companies use digital analytics is to determine how visitors found
their web properties—essentially which channel (email, display ads, paid search, social networks, and
so forth) led them to a particular web property. As a marketer, you want to know which of these
marketing channels is the most effective, and with whom, so you can better target your efforts and
receive a better return on your marketing dollars. In Adobe Analytics, the Marketing Channel Dimensions
are one of the tools that can help you track the influence of different channels on your web properties
and give you useful channel insights.
A set of Marketing Channel Processing Rules are configured in the Report Suite Admin Console
interface to assign traffic to various Marketing Channels using a basic waterfall approach. You will then
have a First Touch and Last Touch Attribution view that shows how each channel performed in terms
of traffic volume and conversion metrics. You can subsequently drill into details for each channel,
depending on how you have set up your reporting for each one. You need to understand how the
data is processed and flows through the system into the reports to get the most out of Marketing
Channels.
Marketing Channel Dimensions
Analysis Workspace has six Marketing Channel Dimensions:

1. First Touch Channel
2. First Touch Channel Detail
3. Last Touch Channel
4. Last Touch Channel Detail
5. Marketing Channel
6. Marketing Channel Detail
Identifying Marketing Channel Dimensions
Marketing Channel, Last Touch Channel, and First Touch Channel are the higher granularity
bucketing of visits, often containing values of Paid Search, Natural Search, Email, Display, Social
Networks, Orders, and Referring Domains.
First Touch Channel

Displays metrics showing data about a specific First Touch Channel. In these reports, you can break
down a channel and show the details of each channel. First Touch Attribution is a very common
model used. It gives the credit to the first channel that brought in each visitor.
First Touch Channel Detail

Displays details such as Page Names and Referrers, which are taken from the channel values the
Administrator set up in the Set the channel value to option when configuring rules. Channel Detail
Dimensions let you closely examine the channel detail values.
Last Touch Channel
Displays metrics showing data about a specific Last Touch Channel. In these reports, you can break
down a channel and show the details of each channel. Last Touch is the most common attribution
model used currently. It gives the credit to the last channel that brought in each visitor.
Last Touch Channel Detail

Displays details such as Page Names and Referrers, which are taken from the channel values the
Administrator set up in the Set the channel's value to option when configuring rules. Channel
Detail Dimensions let you closely examine the channel detail values.
Marketing Channel
Marketing Channel Detail
Compare Marketing Channels First and Last Touch
First Touch and Last Touch are channel attributes that let you see how many new engagements result
from a visitor's activity in the channel. Every time a success event occurs, Adobe Analytics looks at the
entire visitor's activity and history (back to the visitor's engagement expiration). It notes the first channel
the user came through and the most recent channel. It then credits the success event to each appropriate
channel. If there were additional channels involved with this visitor, they are discarded. Marketing
Channels only cares about the first channel and most recent channel when the event fires.
The following example helps illustrate the differences between First and Last Touch attribution:
• Visit 1: A prospect sees a mention of Adobe Photoshop on a favorite photography blog and clicks
on an affiliate link to Adobe.com.
• Visit 2: Adobe sends the prospect an email, which includes a link to try the free Photoshop Express
App. The prospect opens the email and uses the link to try the app.
• Day 3: The prospect searches for "Lightroom" on Google, comes to the site organically, and signs
up to receive special email offers.
• Day 4: The prospect is on Google and clicks on an ad for Adobe Photoshop. The prospect then
buys a Photoshop subscription.
Which one of those marketing channels should get the credit for the purchase? How do we know what's
working?
Visit 1 - Affiliate link
Visit 2 - Email
Visit 3 - Natural Search
Visit 4 - Paid Search
Last Touch Attribution Model
Last Touch is the most basic and common attribution model. The Last Touch model gives 100% credit
to the touchpoint occurring immediately before conversion. The Last Touch attribution model gives you
an idea of which channels bring in customers who are ready to buy and is commonly used by teams
managing search marketing or analyzing internal search keywords. The last touch attribution model
does not tell you about all of the other touchpoints that visitors went through before deciding to buy.
First Touch Attribution Model

First Touch attribution is also a common model useful for analyzing marketing channels intended to
drive brand awareness or customer acquisition. The First Touch model gives 100% credit to the touch
point occurring first in the attribution lookback window. First touch attribution helps you understand
the top channels bringing in new visitors and is frequently used by Display or Social marketing teams.
However, it does not tell you which channel actually converted the customer.
Note: Analysis Workspace supports ten different attribution models: First Touch, Last Touch, Same Touch,
Linear, U Shaped, J Curve, Inverse J, Time Decay, Participation, and Custom. Adobe Analytics Attribution IQ
lets you compare any supported attribution model to each other, visualize the key marketing sequences lead-
ing to conversion with fallout and flow visualizations, trend any marketing channel or campaign easily to see
performance over time, and more.
Comparing External Traffic Dimensions
Campaign
Traffic Sources Marketing Channels
(Tracking Code)
Populated via the
campaign query string Populated via rules that are
Populated via the paid
How it works parameter defined in configured in the Report
search detection rule
the s_code file Suite Admin Console
(s.campaign)
General > Paid Search N/A - defined in the s_
Admin Console Report Suite Admin Console
Detection code
User-defined. Can be Marketing Channel, First
First Touch, Last Touch, Touch, and Last Touch (three
Allocation Last Touch
or Linear (even credit separate dimensions
distribution) created)
User-defined. Typically set to
User-defined. Default 30 days. "Engagement
Expiration Visit
setting is 30 days. period" will roll with user
based on site engagement.
Ignores Paid Search
Detection defined in the
Ignores s.campaign, Report Suite Admin Marketing Channel data
Drawbacks Allocation and expiration Console. Unable to cannot be updated
cannot be changed. define natural channels retroactively.
without additional
plug-in.
Yes - Marketing Channel
Dimensions take into
Recommended
account all factors: Paid
for holistic
No No search Detection, s.
External Traffic
campaign, and other
Reporting?
elements defined in the
Report Suite Admin Console.
Notes
Module 9
Visitor Identification Reporting
Introduction
Good marketing requires a good understanding of customer behavior. You need to analyze customer
data and make actionable decisions. Analysis Workspace provides several tools to customize and study
the relevant customer data.
Objectives
• Create GeoSegmentation reports and explain how Adobe Analytics tracks visitors by location
• Create Technology reports and explain how Analytics records a visitor's browser and system
information
• Create a Mobile Report and explain how Analytics records mobile information
Data Analysis with Analysis Workspace Module 9 Visitor Identification Reporting 220
GeoSegmentation Dimensions
One of the most critical visitor dimensions is visitor location. Analytics uses the IP address to perform a
reverse look-up to determine a visitor’s location. The GeoSegmentation dimensions in Analytics include
Countries, Regions, and Cities.
• Countries: The largest geographic division.
• Regions: A geographic area that is smaller than a country, but larger than a city. In some countries,
it is a state, province, or prefecture. In other areas, it is a constituent country, department, or
metropolitan region.
• Cities: The smallest geographic division.
GeoSegmentation Dimensions Specific to the United States
• U.S. DMA: Media market divisions for radio and television throughout the United States. DMA
stands for Designated Market Area.
• U.S. States: Shows visitors segmented by federal units called states within the United States of
America.
Using GeoSegmentation Information

GeoSegments help identify both high-volume and high-conversion demographics and target campaigns
for those regions. By analyzing campaigns and conversion by GeoSegment, you can understand what
works in certain regions and change marketing strategies in geographic regions that underperform.
Note: You can add conversion success event metrics to GeoSegmentation dimensions.
Exercise 9.1: Create a GeoSegmentation Report - 4 mins
1. Create the following calculated metrics, as shown in the screenshots:

• Avg Order Value (AOV)
›› TITLE: Average Order Value (AOV)
›› FORMAT: Currency
›› DEFINITION: Revenue / Orders (Drag the Revenue and Orders metrics to the DEFINITION
area. Verify you have the formula set up correctly, using the screenshot below.)
• Revenue / Visits
›› TITLE: Revenue/Visits
›› FORMAT: Decimal
›› DEFINITION: Revenue / Visits (Drag the Revenue and Visits metrics to the DEFINITION
• Page Views / Visit
›› TITLE: Page Views / Visit
›› FORMAT: Decimal
›› DEFINITION: Page Views / Visits (Drag the Page Views and Visits metrics to the
DEFINITION area. Verify you have the formula set up correctly, using the screenshot below.)
2. Make sure to click Save every time after configuring the above-mentioned calculated metrics.
3. In a Freeform Table, add the Regions dimension and add the above-mentioned calculated
metrics.
4. Create an ad hoc segment where Countries = United States at the Hit level.
Note: The Revenue/Visits and Page Views/Visits are now out of the box as a Calculated Metric Template.
5. Multi-select the three metrics (you created in step 1) in the report and filter by the ad-hoc
United States segment.
6. Verify the report now contains the ad hoc segment, so you can remove the ad hoc panel
segment, as shown:
8. Add the Revenue and Orders metrics, as shown, to better understand how the Average Order
Value (AOV) was calculated. In some cases, a weighted calculated metric (you will learn how to
create your own custom metrics later) may be necessary to remove outliers.
9. Sort by Orders, as shown. Observe the AOV of the Region with the maximum number of
Orders.
10. Using just the metrics in the current report, sort by Revenue / Visits and then by Page Views
per Visit, as shown. Based on the fictitious data, check if the Regions with high Revenue per
Visit also appear to have a high AOV. Check if regions with high Page Views per Visit also have a
high AOV.
11. Right-click Regions and select Trend Selection. The Trended Line Visualization will show the
aggregate metrics (but not the metrics per region).
12. Click the Manage Data Source icon (the green dot next to Line Graph in the visualization). The
Data Source Settings dialog box appears.
13. Select Lock Selection so the graph shows the Region metric totals regardless of where you
click in the data table.
14. Click Visualization Settings (gear icon) in the upper right of the Line visualization. The
Visualization Settings dialog box opens.
15. Select the Normalization and Anchor Y Axis at Zero checkboxes. Keep the rest of the default
options selected as is, as shown, and observe if the metrics follow the same trend. In addition,
verify if there is a strong correlation between Page Views per Visit and the other metrics.
16. Sort the data table by Revenue.
17. Break down the top revenue Region by the Cities dimension (use the contextual menu) or drag
the Cities dimension from DIMENSIONS and drop it on the top revenue Region (in this case,
the top revenue region is California). Observe which is the top revenue city within this region.
After the settings are updated, the Line visualization is updated in real time, as shown. Notice that the
visualization does not cover the cities, as you have locked the position to the Regions dimension. Also,
notice that the visualization is normalized.
18. Save your work.
Technology Dimensions
Technology dimensions are based on the browser settings and the device. These dimensions include:
• Browsers (browser and version)
• Browser types (browsers grouped by browser family)
• Browser width - Bucketed
• Browser height - Bucketed
• Operating systems (operating system and version)
• Operating system types (operating systems grouped by OS family)
• Monitor resolutions
• Java enabled (if Java is enabled or not)
• Cookies (if cookies are enabled or not)
• Connection types
• Mobile carrier (shows the wireless service provider when a visitor accessed the site or app)
Technology Reports
Technology reports can help you determine what technology visitors are using so you can optimize
your site to accommodate them.
For example, by analyzing monitor resolutions, browser width, and browser height reports, you can
optimize your site design to keep the key content such as promotions, buttons, and navigation within the
view of a visitor. You can apply conversion rate metrics to technology reports to spot technological
problems on your site. For example, for large populations, it is assumed there should be very little
difference between the conversion rates of visitors who use Google Chrome and visitors who use Mozilla
Firefox. If there is a major difference, it may mean there are some site issues, and you need to address
those issues for your business goals. These technology reports can help you zero in on the issues.
Exercise 9.2: Run a Browser Report - 2 min
1. In a Freeform Table, add the Browser dimension.

2. Apply the Orders and Checkouts metrics.
3. Create a new calculated metric called Checkout Conversion:
›› TITLE: Checkout Conversion
›› FORMAT: Percent
›› DEFINITION: Orders / Checkout (Drag the Orders and Checkout metrics to the DEFINITION
›› Click Save.
4. Apply the calculated metrics Checkout Conversion and the Page Views per Visit metrics, as
shown.
5. Sort by Orders, as the fictitious data set is small.
6. Filter by the Last month time period, as shown:
7. In the report, look at the browsers that contributed to the maximum number of orders.
8. Notice None in the list of browsers in the report. To remove None from the browsers' list:
a. Hover to the right of the Browser dimension and click the filter icon that appears. The
Search dialog box opens.
b. Deselect the Include Unspecified (None) checkbox. Click Apply.
Notice how None is now removed from the Browser column, as shown:
Additional Visitor Profile Dimensions
Even though some of these additional reports might not be as commonly used as the GeoSegmentation
and Technology reports, they can be very valuable to focus your marketing or optimize your site for
visitor segments.
The Language Dimension

The Languages Report is populated by the browser setting and enables you to see the language set by
the user (likely the visitor’s native language).
An Example of Site Optimization

Information in the Languages Report can help you decide how to tailor your site to other language
speakers. For example, you are noticing a large number of German-speaking customers generate
product views, but very little shopping cart or purchase activities. This means there may be a language
barrier between the visitor and conversion (in this case, a purchase).
In this case, translate your site into that language and implement a marketing campaign to drive traffic
to your German site. You can then refer to this report to see if more German-speaking customers
complete the purchasing process on the new site than they did on the old site. If the numbers are
substantial, a permanent, additional site language may be advisable.
Domain Dimension
The Domain dimension shows the domain of the visitor accessing your site (usually their Internet
Service Provider (ISP) or employer's domain). For example, if an Adobe employee accesses your
website, the adobe.com domain would appear in the report.
Time Zones
This GeoSegment report groups visitors by world time zones.
Visitor State and Visitor Zip/Postal Codes Dimensions

To contain any data, Visitor State must be populated during the conversion process when the
conversion events fire. The Visitor Zip/Postal Codes dimension is also generally set with Visitor State.
However, you can configure Analytics implementation to set the postal code in Visitor Zip/Postal
Codes based on GeoSegment data. Generally, this data is set on a retail site when shipping or billing
information is collected, but these variables can be set on any site type.
Mobile Analytics
Analytics provides mobile tracking to identify and monitor the devices accessing your websites. Analysis
Workspace helps analyze activities on native apps and mobile user activities on your website. After you
know who your mobile visitors are and what types of devices they are using to access your site, you can
optimize your content specifically for those mobile devices.
The following list contains the mobile dimensions available in Analysis Workspace:
• Devices Report: Mobile devices that visitors use to access your website.
• Device Type Report: Device groups such as phone, tablet, eReader, and game console.
• Manufacturer Report: Mobile device manufacturer.
• Screen Size, Height, and Width Reports: Shows the screen size (height and width together) with
the option to view the height and width dimensions individually for all devices.
• Cookie Support Report: Indicates if a mobile device accepts cookies.
• Image Support Report: Indicates how many devices support certain image types (for example,
jpg, gif, png, and so forth).
• Color Depth Report: Indicates the number of colors supported on the device.
• Audio Support Report: Groups mobile devices by the audio formats they support. If a device
supports multiple audio formats, then each format reported will be incremented by one.
• Video Support Report: Groups mobile devices based on the type of video they support.
• Mobile Carrier: Name of the mobile carrier that provides the visitor’s voice and data plan.
• Net Protocols: Groups mobile devices by network protocols such as EDGE, GPRS, and so forth.
• Mail URL Length: Groups devices by the maximum supported character length for an email URL.
• Browser URL Length: Groups devices by the maximum supported character length for a URL.
Exercise 9.3: Create a Mobile Report - 2 mins
1. In a Freeform table, add the Mobile Device Type dimension.

2. Remove Unspecified from the Mobile Device Type dimension:
a. Hover to the right of the Mobile Device Type dimension and click the filter icon that
appears. The Search dialog box opens.
b. Deselect the Include Unspecified (None) checkbox.
c. Click Apply.
3. Apply the Page Views and Visits metrics.
4. Set the time period to Last month.
5. Sort by Visits.
6. Apply the Mobile Hits segment to the Freeform table.
7. Break down each of the Mobile Device Types by the Pages (s.pageName) dimension, as
shown:
Notes
Module 10
Visitor Activity Reports in Analysis Workspace
Introduction
However strong your marketing strategies are, if you do not constantly study your visitor activity on
your site, it will be difficult to survive in the competing markets. In Analysis Workspace, you can create
Visitor Activity reports to track the visitor activity on your site.
Objectives
• Create Pages, Site Sections, and Server reports
• Create Downloads, Exit Links, and Custom Links reports
• Create the Pages Not Found report (s.pageType)
Data Analysis with Analysis Workspace Module 10 Visitor Activity Reports in Analysis Workspace 241
Page Dimension Reporting
The Page Dimension shows which pages are viewed the most, meaning those pages and content that
are most important to site visitors.
Traffic metrics help you understand more about your pages. For example, the Average Time Spent on
Site (Seconds) on Page metric tells you how much time people are spending on a specific page before
moving to another page. The Exits metric tells you how many times a page was the last page of a visit,
showing you where people may have lost interest in your site.
The Visits and Unique Visitors metrics are de-duplicated numbers for the page, showing how many
visits a page participated in and how many different people saw the page during the selected time
period.
Exercise 10.1: Sort Page Name Report by Page Views
Metric - 3 mins
1. In a Freeform table, add the Pages (s.pageName) dimension.

2. Apply the Page Views, Visits, Unique Visitors, Entries, Exits, Bounces, and Bounce Rate
metrics to the table.
3. Filter by the Last month time period and sort by Page Views.
4. Click on the Filter icon on the Pages (s.pageName) dimension.

a. Click Show Advanced.
b. Specify the filters:
i. Select Contains any term, and then type shopping
ii. Select Does not contain any term, and then type billing
c. Click Apply.
5. Looking at your results from the last month, observe:
a. Which page had the most Page Views?
b. If the top Page by Page Views also has the maximum number of Visits, Unique Visitors, and
Entries for the period.?
c. Which page is the top Exit page?
d. Which page has the highest Bounce Rate?
Server and Site Section Dimensions
When you have a large number of pages, you must first analyze traffic at a high level before drilling
down to page-level traffic. Site Sections show you traffic by groups of pages. Which groups of pages
have the most traffic? Depending on your Analytics implementation, these groups of pages generally
mirror your site navigation.
The Servers dimension may not be used as much as the Site Sections dimension (let alone as often as
the Pages dimension), but can be helpful, especially in a global environment. The most common use
of the Servers report is to differentiate among websites in a global environment.
If you have several websites to track, you can set the site name into the Servers report. This has little
meaning to you when you are looking at a Report Suite for just one site. However, when multiple sites
are aggregated into a Global Report Suite, the Servers dimension makes it possible to compare traffic
and conversion among sites and can be used for segmentation by site in custom segments.
Exercise 10.2: Explore Site Section Dimension - 2 mins
1. Duplicate Exercise 10.1 and replace the Pages (s.pageName) dimension with the
Servers (s.server) dimension.
2. Sort by Page Views and observe which Servers (s.server) draws the most Page View traffic.
3. Break down the top Servers (s.server) by Site Sections (s.channel). In this example, the top
Server is jjesquire.com.
4. At the breakdown level, sort by Exits.
5. Break down the highest Exit Site Section by Pages (s.pageName), so you can see exactly which
pages are part of this site section. In this example, the highest Exit Site Section is Commerce.
6. At the breakdown level, sort by Exits. Observe which Pages has the highest exit within this Site
Section.
7. Break down the highest Page by Campaign Name (Tracking Code), so you can see exactly
which campaigns are part of this Page. In this example, the highest Page is Shopping Cart.
8. At the breakdown level, sort by Exits. Observe which Campaign Name has the highest exit
within this Page. If Unspecified is the highest Campaign Name, use the Advanced Filter to
remove Unspecified from the report.
9. Break down the highest Campaign Name by Tracking Code, so you can see exactly which
tracking codes are part of this campaign. In this example, the highest Campaign Name is
Summer Sale.
10. At the breakdown level, sort by Exits.
Observe which Tracking Code has the highest exit within this campaign.
Exit Links, Downloads, and Custom Links
Link reports show you the links that visitors click when on your website, including links a visitor clicks to
leave your site as well as links to download files.
Adobe Analytics has three sets of Link Dimensions:

• Exit Link
• Download Link
• Custom Link
Exit Link: Displays the links the user clicked to leave your website. These links include links to partner
or affiliate websites. The URL is recorded by default, but you can modify your implementation, so that
friendly names are recorded if this would be helpful for analysis). You must use the Exit Link
Instances with the Exit Link dimension.
Download Link: Displays the files that were downloaded from your website. These files can be any
type of file you want to track, including user manuals, presentations, and audio or video files. This
report requires the installation of link tracking code on the site you are tracking. You must use the
Download Link Instances metric with the Download Link dimension.
Custom Links: Displays the links your site visitors prefer, helping you understand the navigation
patterns within your site. Custom links are specific to your website. You must modify the specific links
that you want to track with special tags. You should use the Custom Link Instances metric with the
Custom Link dimension.
Pages Not Found Dimension
The Pages Not Found dimension helps you identify the pages that contain broken links and to measure
traffic to pages that do not exist. These pages are commonly referred to as 404 Pages. You can use this
report to see where visitors are accessing these broken pages and how often.
Properties
• This report references data directly from the pageType variable implemented on your website.
• You can view this report in both trended and ranked formats.
• Clicking the magnifying glass icon shows you the top referrers to the specific page referenced.
Demonstration: Pages Not Found Dimension and
Metric - 2 mins

2. Add both the Pages Not Found dimension and the Pages Not Found metric to the table, as
shown:
Notes
Module 11
Content Consumption Reports
Introduction
Studying the content consumption on your site will help you survive in competing markets. In Analysis
Workspace, you can create Content Consumption reports to track how the content is being consumed
on your site.
Objectives
• Understand Click Stream Analysis using the Pathing Flow and the Fallout Visualization
• Create Products Reports
• Create Media Reports
Data Analysis with Analysis Workspace Module 11 Content Consumption Reports 253
Pathing Flow Visualization
Pathing flow visualizations such as Flow and Fallout help you understand where visitors go after they
arrive on your site. How do they navigate? How long do they stay? What are they looking at? These
visualizations enable you to examine visitor movement on your site and optimize accordingly.
Path visualizations answer questions such as:

• Do people go where I want them to go?
• If they do not, where do they go and why?
• How effectively does the site guide visitors down a desired conversion path?
• Which pages help? Which pages hurt?
Flow Visualization
Flow shows the order in which values were recorded. Flow visualizations are most commonly used
with the Pages or Site Section dimensions but can be used with various dimensions such as Internal
Search Term or Internal Campaign. Flow is generally used for dimensions that change in value over
the course of a Visit or over the life of the Visitor. Dimensions can even be mixed in the flow report.
• The dimension value that you bring in to the Flow visualization is called the Root. When you
hover over the right side of the root, you will see all the branches including the Exits.
• In the Flow Visualization Settings in the upper right, select Wrap Labels, so the value of the
dimension wraps around.
• By default, the Flow visualization shows the number of visitors that progress from each
touchpoint, but you must select Visit or Visitors. Visit constrains the paths to a visit which is the
default view. Visitor ties visits together showing cross-session pathing.
• Focus on this node: Enables the flow to focus on the selected node. You can find an asterisk on
the focused node. (In this example, it is Home Page at the center.)
• Start Over: Enables you to start over with a new Flow visualization.
• Create segment for this path: Create segments for the selected path.
• Break down: Choose to break down for more information from the selected path.
• Trend: Trend a visualization from the selected path.
• Expand entire column: Expand the entire column. This is helpful to view the complete picture of
the selected path.
• Collapse entire column: Collapse the entire column.
Exercise 11.1: Identify Page Flow - 3 mins
1. Add a new Panel to your project and select Flow visualization.
From the Pages (s.pageName) dimension, drag and drop Shopping Cart into the Dimension or
Item "box" of the Drop a Dimension or Dimension at one of the points below drop zone. (You
can drop only one value of a dimension here.)
2. Set the date range to Last month in the panel.

3. Verify the Flow visualization appears as shown:
4. Click the Visualization Settings gear icon. The Flow Settings dialog box appears.
5. Select the Visit for the Flow Container option. Visit constrains the paths to a visit that is the
default view. Visitor ties visits together showing cross-session pathing.
6. Select the Wrap Labels checkbox, as shown. This option enables the titles of the Page name to
wrap around. Click away from the dialog box to close it.
Tip: Right-click any node to reveal the contextual menu. The contextual menu enables you to Focus on
this node (moves node to the center of the diagram), Start Over (resets everything), Create Segment
for this path (leads you to the Segment Builder), Breakdown (creates an ad hoc segment and applies it to
your choice of Dimension, Metric, or Time), Trend (trends node value in a Line visualization that appears
above the current Flow visualization) and Expand or Collapse entire column.
7. Shift+click on Shopping Cart > Shopping Checkout > Shopping Shipping > Shopping Billing
> Shopping Order Confirmation.
8. To create a Breakdown report, on the Shopping Order Confirmation node, right-click it and
select Breakdown > Dimensions > Product. A report displaying Product, Occurrences, and
Flow:Page is displayed.
9. Replace the Occurrences metric with the Page Views metric, as shown:
10. On the ad hoc flow segment, click the information (i) icon and then the edit icon (pencil), as
shown, to view the segment.
Tip: To see the information (i) icon, scroll to the right in the ad hoc flow segment dialog box.
Analyze Conversion Paths by Using Fallout
To optimize the paths that you want visitors to take:

1. Define a conversion path
2. Run a detailed analysis with Fallout
3. Look for problem areas
4. State the hypothesis
5. Test the hypothesis (make changes and validate with A/B or multivariate tests)
Define the Conversion Path

Most sites have many path variations, but your site likely has at least one terminal conversion event
that defines success. You can analyze these linear paths through the Fallout visualization. Some
conversion paths may consist of just a few pages (for example, newsletter registration), whereas others
consist of many more (for example, lengthy mortgage application).
To define your conversion path, first determine the pages that lead to the conversion event. Start with
the convergence pages (pages every user must touch to complete the process) and map the path as
the most direct route between start and finish.
It is likely your site has many pages or possible path deviations between major path pages. For
example, if a user enters a Retail site and views multiple products and site sections before buying an
item, their path (as recorded in the Flow visualization) is likely unique and matching no other visitor.
Analyzing individual paths can be fruitful, but also time-consuming. Fallout narrows your analysis to
the convergence pages on the conversion path. From there, you can analyze where non-converting
visitors go if they drop out of the conversion path.
As you might have guessed, being familiar with your site structure is important for path analysis (well,
it can be said it is important for nearly all your analysis). To set up your Fallout visualization, you will
need to know the names of your pages as recorded by Adobe Analytics. If you do not know the Adobe
names of your pages (for example, do we refer to our Home Page as Home Page, HP, or something
else?), install the Adobe Experience Cloud debugger on your web browser. After it is installed, run the
debugger tool while viewing one of your site pages. A pop-up window will display the page name in
addition to the other values that Adobe has recorded from the page.
Run a Detailed Analysis

1. Analyze your conversion path with the Fallout visualization (checkpoint-based analysis)
2. Use the Flow visualization to understand the visitors who drop out of the conversion path
(direct path analysis)
Look for Problem Areas

Look for the pages that cause visitors to leave your site before conversion can take place. Use Fallout
and Flow. Visitors do leave from somewhere on your site, so do not make false assumptions from the
Exit Pages dimension or Fallout visualization. However, if a substantial percentage of visitors leave
from the middle of your conversion process, then that is a problem you must address. Remember to
analyze everything within the context. Understand your site and its structure.
State the Hypothesis

At this point, with all your Analytics data coupled with the knowledge of your site, you are ready to
state your hypothesis for change. For example, you may learn through Fallout analysis that people are
leaving the checkout process from the “Shipping Information” page. In fact, you further learn they are
also leaving the site from that page quite often, making it the Exit page.
Now that you have this data, you can examine the page and look for problems. Are the shipping costs
too high causing people to look elsewhere for a deal? Are the shipping costs so ambiguous that they
cannot really tell what they are going to have to pay? Is it possibly a navigation problem? Use path
analysis to understand your site and drive change to improve conversion.
Test the Hypothesis

After you analyzed the Analytics data, found a problem, and made your best guess for a change,
proceed to make the change to your site or marketing. Finally, you must test to validate your changes.
Fallout Visualization
The Fallout visualization shows where visitors left (fallout) and continued through (fallthrough) a
predefined series of touchpoints.
Fallout is based on touchpoints (user may engage in other activities in between touchpoints and still
Fallthrough as long as the touchpoints are clicked in the order you set – this accounts for the
variability of each user’s activity on your app). Touchpoints can be Dimension Data Element values,
Metrics, and Segments.
Fallout shows you how many users continue through (Fallthrough) and (Fallout) of a specific path you
designate.
• Fallthrough (show in green) shows the immediate hit after this touchpoint for the visitors who
made it to the next touchpoint.
• Fallout (shown in grey) shows the immediate hit after the previous touchpoint for the visitors who
never made it to this touchpoint.
When you hover over the last touchpoint in the example, the following will appear.
• TOTAL SUCCESS %: Shows the percentage of the original Visits that hit the touchpoint in
question. In this example, from All Visits to Shopping Order Confirmation, 8.0% continued.
• TOUCHPOINT %: Shows the percentage of the Visits that advanced from the previous touchpoint.
In this example, the touchpoint percent of 50.9% represents the percentage that continued from
Shopping Billing to Shopping Order Confirmation.
When you right-click a touchpoint, the following options appear:
• Trend touchpoint: Select the touchpoint and trend to visualize the data.
• Trend touchpoint (%): You can trend the selected touchpoint percentage instead of individual
items.
• Trend all touchpoints (%): You can trend all the available touchpoints.
• Breakdown fallthrough at this touchpoint: You can break down Fallthrough at the selected
touchpoint, which shows the immediate hit after this touchpoint for the visitors who made it to
the next touchpoint.
• Breakdown fallout at this touchpoint: Breakdown fallout at the selected touchpoint. Fallout
shows the immediate hit after the previous touchpoint for the visitors who never made it to this
touchpoint.
• Create segment from touchpoint: You can create a segment from the selected touchpoint. If
selected, you will be redirected to Segment Builder.
Exercise 11.2: Fallout Analysis - 6 mins
Scenario
You are a clothing company manager responsible for online retail sales. As a business strategy, you
have introduced three membership types (Silver, Gold, and Platinum). With Analytics reports, you
know that your site is being visited regularly and has good page views. You want to jump to the next
level and understand at which exact point are people dropping out or falling out from the site.
Fallout visualization helps you perform a drop-out study for all the membership types at one time.
1. Click Add a Blank Panel from the Panel.
2. Select Fallout in the blank panel tray, as shown:
(Alternatively, you can drag and drop Fallout from the VISUALIZATION list).
3. Open the v33 Membership Type dimension, as shown, and place the ad-hoc segments Silver,
Gold, and Platinum in the Fallout drop zone one by one.
4. Remove the All Visitors segment from the drop zone, as shown. As you can see, it will still
appear in the Fallout. Later on in this exercise, you will learn how to remove it.
Your screen should look as shown in the screenshot:
5. Notice the Add Touchpoint drop zone on the bottom. Here you can drag and drop dimension
items, segments, or metrics.
6. Open the Pages (s.pageName) dimension (click the > arrow next to the Page dimension) and
add the following touchpoints individually in the following order:
›› Shopping Cart
›› Shopping Checkout
›› Shopping Shipping
›› Shopping Billing
›› Shopping Order Confirmation
7. Notice how even after you remove the All Visits segment, it still remains in the list. To remove
All Visits from the list, click the Visualization Settings icon to access Fallout Settings and
cancel the selection for the Show “All Visits” as the first touch point checkbox. All Visits is
removed from the list.
8. Right-click the last touchpoint (in this case, Shopping Order Confirmation) and select
Breakdown fallthrough at this touchpoint, as shown, to create a Breakdown Fallthrough
report.
Note: The Fallout Report shows where visitors continue through (fallthrough) and leave (fallout) through
a prespecified sequence of pages.
You will get a basic report that includes ad-hoc segments based on the Fallthrough. You can add
additional custom success events and a time frame as needed. In this case, Last month is added to
the report.
9. Right-click the last touchpoint (in this case Shopping Order Confirmation) and select
Breakdown fallout at this touchpoint, as shown, to create a Breakdown Fallout report.
You will get a basic report that will include ad hoc segments based on the Fallout. You can add
additional custom success events and a time frame as needed. In this case, Last month is added to
the report.
10. You can also create a segment to use for other reports, by clicking Create segment from
touchpoint.
The following is a predefined segment that you can save and use for other visualizations:
Fallout Visualization Using Metrics and Segments
Example 1: Fallout visualization combining Metrics and Dimension Data Element Values and generate
AND statements in the touchpoint.
Note: When both Dimension Data Element Values and Metrics are selected as checkpoints, an AND state-
ment is generated.
Example 2: Fallout visualization checkpoints can combine Segments and Dimension Data Elements.
Note: When a Segment and Dimensions are selected as checkpoints, an AND statement is generated.
Example 3: Creating a Conversion Funnel using the Fallout Visualization.
Note: When more than one Metric is selected, it generates an OR statement. If the components in the
checkpoint are of different colors, then an AND statement is generated. Whenever multiple values of the
same component are selected, an OR statement is generated.
Product Reports
If you have a retail site or even a retail section on a very large site, you will frequently use the Products
reports. These reports help understand which products or groups of products people view and buy the
most.
Very large retail sites may sell tens of thousands of products. Analyzing a very large amount of sales
for so many products can be made a little easier through classifications. Classification reports are
groupings of granular reports.
Exercise 11.3: Compare Time Periods for Product
Revenue - 2 mins
1. In a new Freeform table, add the Product dimension.

2. Add the Revenue metric.
3. Filter by Last month time period.
4. Right-click the Revenue metric column header and select Compare time periods > Prior
month to this date range, as shown. A column called Percentage Change appears.
Data Analysis with Analysis Workspace Module 11 278

5. Break down the top Product (in this exercise, Gypsy Leather Pink Hobo) by the Campaign
Name dimension. Deselect Include Unspecified (None) for the Campaign Name dimension.
6. Break down the top Campaign Name by the Tracking Code (s.campaign) dimension. Deselect
Include Unspecified (None) for the Tracking Code (s.campaign) dimension. In this example,
the top Campaign Name is Summer Sale.

Media Reports
You can understand and analyze video consumption on your site with Analytics. You can see videos by
starts, completions, and total time viewed. You can also find out which videos lead to the views of other
videos through Flow reporting.
Media Content Events

• Video Time Viewed: Total time viewed for all videos by day (HH:MM:SS).
• Video Views: Total number of views indicating when a video was started.
• Video Completes: The video is viewed until the completion point (completion point determined
during implementation). For example, counting 95% as completed.
Video Flow Visualization

You can use the Flow visualization to see how visitors engage with your video content. After they
watch a certain video, what do they view next? What do they view before viewing a specific video? Do
you have a series of videos you designed to be viewed linearly? Build a Video Fallout visualization to
see if viewers follow the intended viewing path.

Exercise 11.4: Analyze Video Visits - 2 mins
Scenario
You are working at a company called JJ Esquire. You are launching a new product and your team
decides to release a video with the information related to the new product and its launch. You want to
understand how many visitors viewed the video. You also want to study how many of them
completed watching the video. For the rest of the people who decided to close the video midway, you
want to understand what the amount of time is they spent watching the video.
Dimensions: v51 Videos

Metrics: v51 Video Instances, e82 Video Views, e83 Video Completes, and e81 Video Time Viewed
Date Range: Last month
1. In a new Freeform Table, place the v51 Videos (eVar51) dimension, and add the v51 Video
Instances, e82 Video Views (event82), e83 Video Completes (event83), and e81 Video Time
Viewed (event81) metrics.
2. Sort by e83 Video Completes (event83).
3. Set the date range to Last month. Observe which video was viewed completely the maximum
number of times.

Exercise 11.5: Identify Video Flow - 2 mins
1. Add a new Panel to your project.

2. Add a Flow visualization to your project.
3. Set the time period to Last year.
4. Add the c24 Videos dimension. (The Flow visualization will use the Data Element value of c24
Videos that occurs the most as the root).
5. Click the Visualization Settings icon (gear icon) to access Flow Settings.
6. Select the Visit container and select the Wrap Labels checkbox.
After visitors watch the One of a Kind video, what video do they view next?
What do they view before viewing the One of a Kind video?
If you had a series of videos you designed to be viewed linearly, a flow visualization could help
you understand if visitors are following the intended series path.

Notes

Module 12
Visitor Retention and Growth Reports

in Analysis Workspace
Introduction
Adobe Analytics provides many tools to generate the Visitor Retention and Growth reports.
Loyal customers are the key for a successful business. You need to strategize to gain loyal customers. So,
visitor retention is an important study in digital marketing.
Objectives
• Create reports to understand Visitor Retention (Return Frequency and Days Since Last Visit)
• Learn about the importance of Visit Number
• Analyze the Customer Loyalty Report
• Work with First-time Visits and Return Visits Predefined Segment Templates
Data Analysis with Analysis Workspace Module 12 Visitor Retention and Growth Reports in Analysis Workspace 284
Return Frequency and Days Since
Last Visit Dimensions
Return Frequency and Days Since Last Visit dimensions help you determine how frequently people
return to the site. The Return Frequency dimension shows the number of days between repeat visits
from your visitors. For example, if a visitor was to visit today and their previous visit was six weeks ago,
the number of days between repeat visits for the visit would be “longer than 1 month.”
Remember that only repeat visits appear in this report — first-time visits have no place in Return
Frequency. You can use this initial data as a baseline measurement as you work to optimize your site
and marketing in order to increase your return frequency.
Exercise 12.1: Identify Return Frequency - 1 min
How do you identify the number of days in range between repeat visits from your visitors?
1. In a new Freeform table, place the Return Frequency dimension and add the Visits and Orders
metrics.
2. Add the All Visits segment and set the date range to Last Month, as shown.
3. Look at the data.
For all your return visits during the period, what is the most common Return Frequency bucket? In
other words, what is the most common amount of time that passes between visits that were
recorded during the period and previous visits? For all visitors who order on your side, what is the
most common period of time between repeat orders during this reporting period?
4. Break down the 1 to 3 Days component using the Days Since Last Visit dimension, as shown.
The following screenshot may vary depending on the results.
Visit Number
This report shows the overall number of times a visitor went to your site. The Visit Number Dimension
should be used with your Custom Success Events. When someone comes to your site this month, the
report will tell you if this was their first or 300th time visiting your site. If you are viewing this report for
the month of January and see some visitors are on their 300th visit on your site, this does not mean they
visited your site 300 times in January. It just means their 300th visit happened to have occurred in
January (the other 299 could have happened in previous months).
The Visit Number report also shows which visits made by customers impacted your site’s Custom
Success Events (event1 - event1000). For example, this report allows you to determine whether
customers place orders on their first visit or whether they are more likely to wait until subsequent
visits to order (all other Custom Success Events can be applied).
First Time Visits and Return Visits Segments
You may receive reporting requests for such things as First Time Visits or Return Visits. These types of
reports use the Visit Number dimension in a segment.
• New Visitors have a Visit Number = 1.
• Return Visitors have a Visit Number that is greater than 1.
You can trend this dimension over longer periods of time to see if your site is getting visitors to come
back. If it is less expensive for you to get traffic and conversion from those who have visited your site
before versus attracting new visitors, this report can help you gauge your success.
Exercise 12.2: Find out Visit Number - 2 mins
1. In a new Freeform table, place the Visit Number dimension.

2. Add the Orders, Visits, Revenue, and e12 Registrations metrics.
3. Add the All Visits Segment.
4. Add Last month for the date range.
5. Look at the data. During the reporting period, what percentage of visits came from first-time
visitors?
6. Right-click on the Revenue column and select Visualize > Bar from the drop-down list.
Customer Loyalty Dimension
The Customer Loyalty dimension tells you whether sales come from visitors who are New, Return,
Loyal Customers, or Not a Customer. This report is built off the Purchase event (s.events=“purchase”).
The values in this report are defined as follows:

• New Customer = First purchase
• Return Customer = Second purchase
• Loyal Customer = Third purchase and above
• Not a customer = No purchase on our site
The calculation and concept of this report is like Visit Number. Therefore, a Loyal customer is
someone that purchased three times during the reporting period, right? Not necessarily. It just means
the customer’s third purchase (or more) occurred during the reporting period (the other purchases
could have taken place in previous months).
If most of your orders are placed by new customers, consider encouraging repeat visitors to purchase
by emailing them special offers that give them an incentive to come back to order more items on your
site. It may also be less expensive to market to past visitors than attracting new visitors.
Exercise 12.3: Identify Return Visits - 2 mins

2. Add the Day dimension.
3. Replace the Occurrences metric with the Visits metric.
5. Add the Return Visits segment. Keep in mind that a Visit becomes a Return Visit when the Visit
number is greater than 1.
6. Right-click on one of the Visits metric values (for example, Sep 1, 2019) and select Trend
selection.
7. Once the Line visualization appears, click on the selected metric value again to deselect it. Now,
you can see all the values in the visualization.
Exercise 12.4: Identify First Time and
Return Visitors - 2 mins
1. In a new Freeform Table, place the Visits metric into the table body (not the metrics header),
where you would normally place a dimension.
2. Add these additional metrics, Revenue, Page Views, e12 Registrations (event12), and e11
Newsletter Signups (event11), into the table body.
Notes: When adding the above metrics, drag and drop them onto the Metrics area. If you drop them
below the Visits metric, the metric you just dropped will become a subset of the Visits metric.
3. Filter by Last 53 full weeks and click Apply.

4. Replace the All Visits segment with the First Time Visits and Return Visits segments, as
shown.
5. You can also use the Segments as Dimensions. Swap the components. Place the First Time
Visits and the Return Visits onto the table and place all the metrics onto the vertical column.
What do you see?
Notes
Module 13
Analysis Workspace Visualizations
Introduction
Presenting data using different visuals helps communicate and compare complex information easily.
In Analysis Workspace, you choose the visualizations based on the projects and contexts.
Objectives
• Explain different visualization types
• Summarize Key Performance Indicators (KPIs)
• Document Business Questions using the Text Visualization
• Identify Trends using Area and Line Visualizations
• Analyze a group of people sharing a common characteristic using the Cohort Table
• Demonstrate relationships using the Scattered and the Venn Visualizations
• Compare and demonstrate the parts to the whole using several Visualizations
• Show distribution of data with the Map and Histogram Visualization
• Measure goals with the Bullet Visualization
• Display hierarchical data with the Tree Map Visualization
Data Analysis with Analysis Workspace Module 13 Analysis Workspace Visualizations 298
Visualization Types
Analysis Workspace has multiple visualization options:

• Freeform Table
• Cohort Table
• Fallout
• Flow
• Map
• Area
• Area Stacked
• Bar
• Bar Stacked
• Bullet
• Donut
• Histogram
• Horizontal Bar
• Horizontal Bar Stacked
• Line
• Scatter
• Summary Change
• Summary Number
• Text
• Treemap
• Venn
Trended Graphs
• Area
• Bar
• Horizontal Bar
• Line Graph
• Stacked Bar and Stacked Area are also available to stack
similar metrics or trended dimensions
Choose the right Visualization to tell your story:
Visualization Settings
To access Visualization Settings, drag a visualization to the Freeform Panel, and then click the
Visualization Settings gear icon.
• Percentages: Shows values in percentages.
• Legend Visible: Toggle legend to display or not display the visualization's legend.
• Limit Max Items: Option to reduce the number of data points. The minimum number is 1; the
maximum number is 25. By default, 14 is selected.
• Display Dual Axis: Availability depends on Visualization.
• Normalization: Availability depends on Visualization.
• Anchor Y Axis at Zero: When off, the lower limit of the graph is zero to increase the graph size.
• Show anomalies: Shows anomalous data outside of the expected range automatically.
• Allow Anomaly Detection to scale to Y Axis: Provides option to disallow anomaly detection from
the scaling chart.
Note: The visualization settings available depends on the visualization selected. Not all settings apply
to all visualizations. In addition, some advanced settings appear only for specific visualizations, such
as the Histogram settings.
Summary Number and Summary Change Visualizations
Summary Numbers and Summary Changes are Visualizations that can add drama to your storytelling.
You use them to boldly display the value of a key takeaway to be found in your data. These graphics also
make it much easier for others to see at a glance some of the most important lessons found in your
data. Finally, visual learners may glean more information than they would from information in a table.
The Summary Number Visualization helps:

• Select the total of the column if no cell is selected.
• Show the summary for that cell if a single cell is selected.
• Show the first cell selected if more than one cell is selected.
• Pick the first cell value in the column if the column is selected.
The Summary Change Visualization:

• Compares the first two cell values in the column if no cell is selected.
• Shows 0 if one cell is selected, because it compares the cell value to itself.
• The first selected cell is taken as numerator and the second as denominator if two cells are selected.
• Only considers the first two for comparison if more than two cells are selected.
• Compares the first to the last cells selected in the range if a range of cells is selected.
• Compares the first value to itself, which shows a change of 0.
Summary Change Visualization Settings

Click the gear icon next in the upper right corner of the visualization (itself) to configure the Summary
settings:
• Percentages: Use percentages instead of raw numbers.
• Legend Visible: Display the metrics used.
• Summary Number Options: Abbreviate Value: Select from 0 to 3 decimal places for abbreviated
values.
• Summary Change Options: Show Percent Change: Display the change, in percent (%), between
the two numbers.
• Summary Change Options: Show Raw Difference: Display the raw difference between the two
numbers.
Visualize > Summary Change
1. Select the first metric value and then Shift+Left-Click on the second metric value to select both
metrics. Right-click the selected metrics and select Visualize > Summary Change.
2. Click the dot next to the Summary Change title to access the Data Source Settings. Select the
Lock Selection option.
3. Select Selected Positions from the Lock Selection drop-down menu.
Data Source Settings

• Select the Data Source: Display the data source of the Visualization.
• Option to show and hide the Data Source: Toggle to show or hide the Data Source. Hiding the
Data Source makes it possible to create a simple and completely visual dashboard with no data
tables.
• Option to Lock Selection: Selecting this option means you can lock whatever it is you selected in
a Data Source to graph, to Selected Position, or Selected Items.
›› Selected Positions: Lock the Visualization to selected positions (first line item, second line
item, and so on) in the Data Source.
»» Example: Always graph the top three Campaigns with the most click-throughs.
›› Selected Items: Lock the Visualization to specific values in the Data Source regardless of
position.
»» Example: Always graph the New Products campaign regardless of its rank compared to
other campaigns.
Exercise 13.1: Create Summary Numbers and
Summary Change Visualization - 4 mins

2. Add the All Visits segment into the dimension drop zone.
3. Add the Unique Visitors metric twice.
4. Filter the first Unique Visitors by Last month time period and the second Unique Visitors by
This Month time period, as shown.
5. Select the first Unique Visitors total and Shift+Left+Click on the second Unique Visitor total,
so they are both selected, as shown.
6. Right-click and select Visualize > Summary Change.
7. Click the dot next to left of the Summary Change text. When the Data Source Settings window
appears, select Lock Selection to lock this number.
8. Click X to close the Data Source Settings window.

9. Right-click on the Summary Change title and select Duplicate Visualization. Rename the
duplicated visualization to Summary Change Amount.
10. Hover over the Summary Change Amount Visualization and click the gear icon (Visualization
Settings icon). Select Show Raw Difference and leave the Abbreviate Value option as-is.
11. Right-click on the second Unique Visitors total and select Visualize > Summary Number.
12. Select Lock Selection in the Data Source Settings window on the Summary Number visualization
to lock this number to the selected fields.
Text Visualization
Text Visualization allows users to add user-defined text to their Workspace. After dragging a Text
visualization into a panel and adding text, you can format the text by adding heading levels, changing
the text's appearance (bold/italic/underline), text color, and so on.
To add hyperlinks, highlight the text you want to hyperlink and click the hyperlink icon in the
formatting menu.
Exercise 13.2: Use Text Visualization - 2 mins
1. Open the Summary Number Visualization by clicking the lock icon to the left of the Summary
Number text.
2. Click on the Lock Selection Help icon, as shown.
3. Click on the Synchronize Visualization with a data source link to go to this page:
https://experiencecloud.adobe.com/resources/help/en_US/analytics/analysis-workspace/t_sync_
visualization.html
4. Scroll down the webpage to the Lock Selection section in the table. Copy the text in the
Description column for Selected Positions and Selected Items.
5. Go back to your Workspace.
7. Drag and drop the Text Visualization from the Visualizations panel to the Freeform Table.
8. Click inside the Text area.

9. Paste the Help text you copied from the webpage.
10. Apply bold font to Selected Positions and Selected Items.
Note: Formatting may be carried over. If it was not carried over, apply bold font as indicated in Step 10.
11. Click on the checkmark icon in the lower-right corner of the text box, as shown, to Submit.
12. Right-click on the Summary Number Visualization and select Get Visualization Link.
13. Click Copy and copy the link.

14. Click X to close Share Link dialog box.
15. In the Text visualization, type a link name and highlight the text.
16. Click on the Link icon, as shown.
17. Delete the text in the Enter link text box and paste the new “share” link you just copied.
18. Click Save.
19. Click on the checkmark icon in the lower corner of the text box to Submit.
20. Click on the link you just created. You will be taken to the linked Summary Number
Visualization within your project.
Trended Visualizations
The following Visualizations fall under the Trended Visualizations category:

• Freeform Trended Report
• Line
• Area
• Vertical Bar
Exercise 13.3: Create Freeform Source Table
and Line Visualizations - 2 mins
1. In your Workspace, add a Freeform Table visualization.

2. Add the Day dimension.
3. Add the Visits metric.
4. Filter by Last 2 full months.
Note: A Freeform Table that uses Time Dimensions will automatically display anomalies. You can
analyze the Anomalies using Contribution Analysis.
5. Right-click on a metric value and select Trend selection.
6. Deselect (click the metric value again, so the blue highlight no longer appears) so the entire
table is trended.
7. In the Line Visualization, hover over the right corner and click the gear icon (Visualization
Settings) to open the Visualization Settings dialog box. Select Day for Granularity.
8. Close the Visualization Settings dialog box. Observe the changes to the Line Visualization.
Demonstration: Contribution Analysis
Contribution Analysis rapidly identifies what caused significant changes in your data. Contribution
Analysis discovers hidden patterns within your data to explain statistical anomalies and identify
correlations behind unexpected customer actions, out-of-bound values, and sudden spikes or dips for
selected metrics across convergent audience segments.
In a Freeform Trended Table, Line Visualization By Day and Area Visualization By Day, locate and
select an anomalous data point.
Click the Analyze option (right-click on one of the data cells) to run Contribution Analysis, which
automatically creates a Contribution Analysis Panel.
• Contribution Analysis queries tens of millions of data points and applies advanced statistics and
machine learning to identify items that significantly impacted the anomaly being analyzed.
• Dimensions analyzed include: Analytics variables (props, eVars, and out-of-the-box),
Classifications, Mobile, video, Adobe Target, and Adobe Social data.
• Contribution Analysis performs analysis on the top 50,000 items per dimension.
• You may find it is best in much of your analysis (but perhaps not all) to exclude Time Parting
Dimensions (if an anomaly occurs on a Friday, it is likely that a Time Parting day of week value of
“Friday” would be a contributor — since this is already known, you may want to exclude this).
• You may also find it useful to exclude some of the Technology Dimensions (like Browser Type).
• Drag and drop dimensions that you want to exclude to the Excluded Dimensions area in the
panel.
Contribution Summary shows top items by Contribution Score

• Contribution Score (measured by Cramér’s V), falls between -1 and 1
• 1 = complete association on an anomaly spike, inverse association on a dip
• -1 = complete association on an anomaly dip, inverse association on a spike
• 0 = no association
Area Visualization
This visualization is like a line graph, but with a colored area below the line. Use an area graph when
you have multiple metrics and want to visualize the area expressed by the intersection of two or more
metrics.
Exercise 13.4: Create an Area Visualization - 3 mins
1. Duplicate the previously created Freeform Table Trended Report.

2. Rename the table to Area Visualization Data Source.
3. Add the Unique Visitors metric.
4. Right-click on a metric value under Unique Visitors and select Visualize > Area.
5. Deselect the metric so that all values are shown.
6. In the Area Visualization, click on the gear icon (Visualization Settings) and select Display Dual
Axis.
Cohort Table Visualization
A Cohort Table is a subset of behavioral analytics that takes the data from a given data set and rather
than looking at all users as one unit, it breaks them into related groups for analysis.
• A cohort is a group of people sharing common characteristics over a specified period of time.
• Cohort Analysis makes it easy to analyze and compare groups of visitors who complete a
conversion event.
Cohort analysis is useful, for example, when you want to learn how a cohort engages with a brand.
You can easily spot changes in trends and respond accordingly.
After creating a cohort report, you can curate its components (metrics and segments) and share the
cohort report with anyone. See Curation/Sharing overview.
Use cohort analysis to:

• Launch campaigns designed to spur a desired action.
• Shift marketing budget at exactly the right time in the customer lifecycle.
• Identify which campaigns drive more user retention and apply success factors to other campaigns.
• Understand product purchase influence on other product sales.
• Recognize when to end a trial or an offer to maximize value.
• Gain ideas for A/B testing in areas such as pricing, upgrade path, and so on.
For all visitors who subscribe to our Newsletter, do they come back to our site?
• Granularity: Monthly, last full 13 months
• Inclusion metric: Newsletter Subscriptions
• Return metric: Visits
For all visitors who install my iOS app, how many times do they use the app?
• Granularity: Monthly, last full 13 months
• Inclusion metric: Installs
• Return metric: Sessions or launches
Adobe released a new and significantly enhanced version of Cohort Analysis within Analysis
Workspace. It allows for much more fine-tuned control over the cohorts you are building. Here are the
featured enhancements:
Note: The Cohort Table does not require a data source table.
Element Description
Inclusion You can apply up to ten inclusion segments and up to three inclusion metrics.
Criteria
The metric specifies which metric places a user in a cohort. For example, if the inclusion metric is Orders,
only users who placed an order during the time range of the cohort analysis will be included in the initial
cohort. The default operator between metrics is AND, but you can change it to OR. In addition, you can add
numeric filtering to these metrics. For example: "Visits >= 1".
Return Criteria You can apply up to ten return segments and up to three return metrics.
The metric indicates whether the user has been retained (retention) or not (churn). For example, if the
return metric is Video Views, only users who viewed videos during subsequent time periods (after the
period in which they were added to a cohort) will be represented as retained. Another metric that
quantifies retention is Visits.
Granularity The time granularity of Day, Week, Month, Quarter, or Year.
Type Retention (default): A retention cohort measures how well your visitor cohorts return to your property
over time. This is the standard cohort that we have always had and indicates return and repeat user
behavior. A Retention Cohort is indicated by the color green in the table.
Churn: A churn (also known as "attrition" or "fallout") cohort measures how your visitor cohorts fallout of
your property over time. Churn = 1 - Retention. Churn is a good measure of stickiness as well as
opportunity by showing you how frequently customers do not come back. You can use churn to analyze
and identify areas of focus (for example, which cohort segments could use some attention). A Churn Cohort
is indicated by the color red in the table (similar to fallout in our Flow visualization).
Settings Rolling Calculation: Calculate retention or churn based on the previous column, rather than the Included
column (default). Rolling Calculation changes the calculation method for your "return" periods. The normal
calculation independently finds users who meet "return" criteria and were part of the inclusion period,
regardless of whether or not they were in the cohort for the previous period. Instead, Rolling Calculation
finds users who meet "return" criteria and were part of the previous period. Return criteria are applied to
each of the periods leading up to the selected period. Therefore, Rolling Calculation filters and funnels the
users who continually meet the "return" criteria period over period.
Latency Table: A latency table measures the time that has elapsed before and after the inclusion event
occurred. Latency is great to use for pre-/post-analysis. For example, if you have an upcoming product or
campaign launch and you want to track behavior before as well as see how it performs after, the Latency
table will display the pre- and post-behavior side-by-side to see the direct impact. The pre-inclusion cells
in the Latency Table are calculated by users who meet the "inclusion" criteria on the inclusion period and
then meet the "return" criteria in the periods before the inclusion period. Note that Latency tables and
Custom Dimension Cohort cannot be used together.
Custom Dimension Cohort: Create cohorts based on the selected dimension, rather than time-based
cohorts (default). Many customers want to analyze their cohorts by something other than time and the
new Custom Dimension Cohort feature provides you with the flexibility to build cohorts based on dimen-
sions of their choosing. Use dimensions such as marketing channel, campaign, product, page, region, or any
other dimension in Adobe Analytics to show how retention changes based on the different values of these
dimensions. The Custom Cohort Dimension segment definition applies the dimension item only as part of
the inclusion period, not as part of the return definition.
After choosing the Custom Dimension Cohort option, you can drag and drop whichever dimension you
want into the drop zone. This allows you to compare similar dimension items across the same time period.
For example, you can compare performance of cities side by side, products, campaigns, and so on. It will
return your top 14 dimension items. However, you can use a filter (access it by hovering on the right of
the dimension that was dragged on) to display only the dimension items you want. A Custom Dimension
Cohort cannot be used with the Latency Table feature.
Building a Cohort Table
1. Add a Cohort Table to the Panel.
2. Set the Panel time period.
3. Add the Visit metric under Inclusion Criteria.
4. Add the Orders metric under Return Criteria.
5. Optional: Add Inclusion Segments or Return Segments.
6. Select a GRANULARITY, in this exercise, use Day. Your options include Day, Week, Month,
Quarter, or Year.
7. Select a TYPE. By default, Retention is selected.
8. Click Build to build the Cohort Table.
Editing a Cohort Table
After building the cohort table, you can edit it by clicking on the pencil icon, as shown.
Retention Table
A Cohort report returns visitors. Each data cell shows the raw number and percentage of visitors in the
cohort who performed the action during the specified time period. You can include up to three metrics
and up to ten segments.
Churn Table
A Churn cohort is the inverse of a retention table and shows the visitor who fell out or never met the
return criteria for your cohort over time. You can include up to three metrics and up to ten segments.
Rolling Calculation
Enables you to calculate retention or churn based on the previous column, not the included column.
Latency Table
Measures the time that has elapsed before and after the inclusion event occurred. This is an excellent
tool for pre-/post-analysis. The "Included" column is in the center of the table and time periods before
and after the inclusion event are shown on both sides, as shown.
Custom Dimension Cohort
Create Custom Dimension cohorts based on a selected dimension not time-based cohorts. Time-based
cohorts are the default. Use dimensions such as marketing channel, campaign, product, page, region, or
any other dimension in Adobe Analytics to show how retention changes based on the different values
of these dimensions.
Exercise 13.5: Create a Cohort Table Visualization - 3 mins
1. Add a Cohort Table to the Panel.

2. Set the Panel time period to Last 7 days.
3. Add the Visits metric under Inclusion Criteria.
4. Add the Orders metric under the Return Criteria.
5. Select Day under GRANULARITY.
6. Select Retention under TYPE.
7. Click Build.
8. Click on the pencil icon if you need to make changes to the Cohort Table.
9. OPTIONAL: Right-click on a value (in the Included column) and select Create Segment From
Cell. The Segment Builder opens, allowing you to build a new segment from your Cohort
Table.
Scatter Visualization
A Freeform table associated with a Scatterplot Visualization requires at least two metric columns.
• The first metric defines the Y axis.
• The second metric defines the X axis.
• If there is a third metric available, the Scatter Visualization uses it to determine the radius of the
dot. In other words, columns 1, 2, and 3 map to Y, X, and the dot radius.
Exercise 13.6: Create a Scatter Visualization - 3 mins
1. Add a Scatter visualization over an existing Freeform Table in your project.

2. In the Scatter Data Freeform table, add the Pages (s.pageName) dimension.
3. Add the Time Spent per Visit (seconds), Page Views, and Unique Visitors metrics to the
Scatter Data table.
4. Filter by the Last Month time period.
5. In the Scatter Data table, filter by the Visits with a Referrer segment.
6. In the Scatter Visualization, click on the gear icon (Visualization Settings) and deselect
Legend Visible.
7. Hover over the highest node in the Scatter Visualization to display the corresponding data.
Venn Visualization
A Venn Visualization is a diagram that uses circles to represent sets, with the position and overlap of the
circles indicating the relationships between the sets. Using a Venn visualization, an analyst using Analysis
Workspace can correlate and see the overlap of different segments.
The Venn visualization lets you drag and drop up to three segments (from Components) and one
metric to build a Venn diagram.
• You can then hover over the segments to gain more insight into percentages and so forth.
• To turn the Venn diagram into a Freeform table, click the colored dot next to the Venn header.
• Select Manage Data Sources > Show Data Sources to view the corresponding Data Sources'
information.
Exercise 13.7: Create a Venn Visualization - 3 mins
1. At the bottom of you project, click on the + sign to add a Blank Panel.
2. In the new Blank Panel, click Venn, as shown.
3. Add the Visits from Mobile Devices, Visits from Campaign, and Return Visits segments to the
Add Segment area in the visualization.
4. Add the Unique Visitors metric to the Add Metric area.
5. Click Build.
6. Optional: You can create a segment by right-clicking on one of the visualization areas and
selecting Create Segment from Selection.
Note: You can only perform the action, Create Segment from Selection, from an area in the Venn dia-
gram where there is overlap.
7. Click the dot to the left of the Venn Visualization title text to open the Data Source Settings
window and select Show Data Source.
Note: Venn Visualization does not require a data source table. It creates its own data source.
8. Click X to close the Data Source Settings window. You can now see the Data Source of the
visualization.
Map Visualization
The Map Visualization allows you to view either mobile (latitude/longitude) or web (IP address) data
against a dynamic map, giving you an idea of customer usage based on the context of their location.
The Map Visualization in Analysis Workspace:

• Allows you to build a visual map of any metric (including calculated metrics).
• Is useful for identifying and comparing metric data across different geographic regions.
• Can support two data sources: latitude/longitude from mobile usage or geographic dimension for
web usage.
• Supports PDF export.
• Leverages Web Graphics Library (WebGL) for graphics display. If your graphics drivers do not
support WebGL rendering, you may need to update your drivers.
Exercise 13.8: Create a Map Visualization - 3 mins
1. Add a Blank Panel to your project.

2. Click Map to add a Map Visualization.
3. Add the Unique Visitors metric to the Add Metric area. By default, the Geographic Dimension
option will be selected. Click Build.
4. Click on the gear icon (Visualization Settings) in the upper right of the Map visualization. Under
MAP TYPE, if not already selected by default, select Bubbles. Under Styles, for Color Theme,
select Heatmap. For Map Style, select Satellite.
5. Duplicate the Bubbles Map Visualization by right-clicking the Panel and selecting Duplicate
Visualization, as shown.
6. Rename the new Map Visualization to Heat Map.

7. Click the gear icon (Visualization Settings) in the upper right, as shown. Under MAP TYPE,
select Heatmap. For Map Style, select Streets.
8. Zoom in to view different areas. You can also left-click and use the hand to “grab” and “move”
the map. You can right-click and use the hand to tilt the map. You can also right-click the map
and select Reset Map to reset it to its original orientation.
.
Histogram Visualization
Histograms allow you to visualize the distribution of a metric across your visitors, visits, and hits to find
high- and low-value segments.
A histogram is similar to a bar chart, but it groups numbers into ranges (buckets). Analytics automates
the “bucketing” of numbers into ranges, but you can change the settings in Advanced Settings.
To create a histogram:
1. Click Visualizations in the left rail.
2. Drag a Histogram to the panel.
3. Choose a Metric to drag to the Histogram visualization (X Axis) and click Build.
Histogram Settings What it does

Starting Bucket Determines which bucket the histogram starts with. “1” is the default. You
can set starting numbers from 0 to infinity (no negative numbers).
Metric Buckets Allows you to increase/decrease the number of data ranges (buckets.) The
maximum number of buckets is 50. The default number of buckets is 12.
Metric Bucket Size Allows you to set the size of each bucket. For example, you can change the
bucket size from 1-page view to 2-page views.
Counting Method Allows you to choose among Visitor, Visit, or Hit (Y Axis) for the counting
method. For example, page views per visit or page views per visitor or page
views per hit. For Hit, “Occurrences” is used as the y-axis metric in a
freeform table.
Exercise 13.9: Create a Histogram Visualization - 2 mins

2. Click Histogram.
3. Add the Page Views metric to the Add Metric area.
4. Click Build.
5. Click the gear icon (Visualization Settings) to change any of the settings for your Histogram, if
needed.
6. Click on the dot to the left of the Histogram text. In the Data Source Settings dialog box, select
Show Data Source.
7. Verify the Data Source for the visualization appears below the histogram.
Bullet Visualization
Let us see how a value you are interested in compares to or measures against other performance goal
ranges.
The bullet graph features a single, primary measure (for example, current year-to-date revenue),
compares that measure to one or more other measures to enrich its meaning (for example, compared
to a target revenue), and displays it in the context of qualitative ranges of performance, such as high,
mid, and low. You can specify goal ranges in the Visualization Settings.
Exercise 13.10: Create a Bullet Visualization - 3 mins

2. Add the Bullet visualization.
3. To the Bullet Data table, add the Campaign Name dimension.
4. Add the Revenue metric.
5. Filter by the Visits with a Tracking Code or deselecting Include Unspecified (None).
6. Filter by Last Month.
7. In the Bullet Visualization, click on the gear icon (Visualization Settings).
8. Under Bullet Options, type the following:
›› High Goal: 2000000
›› Mid Goal: 1000000
›› Low Goal: 50000
9. Select a Data Element Value(s) in the Bullet Data Freeform Table and notice that the Bullet
Visualization changes based on your selection(s).
Treemap Visualization
The Treemap Visualization is a method for displaying hierarchical data using nested rectangle figures.
Each branch of the tree is given a rectangle, which is then tiled with smaller rectangles representing
sub-branches.
Exercise 13.11: Create a Treemap Visualization - 3 min
1. Duplicate the Bullet Data Freeform Table and rename it Treemap Data.
2. In the Freeform Table, add the Page Views, Visits, and Unique Visitors metrics before
Revenue.
3. Filter by the Visits with a Tracking Code or deselecting Include Unspecified (None).
4. Right-click on one of the metric values and select Visualize > Treemap.
5. Select all the values under Page Views, Visits, and Unique Visitors to see the Treemap
Visualization for these values.
Parts to the Whole Visualizations
• Area Stacked
• Vertical Bar
• Vertical Bar Stacked
• Donut
• Horizontal Bar
• Horizontal Bar Stacked
Demonstration: Area Stacked Visualization
This visualization is like an Area Chart, but each series begins at the top of the previous series.
1. Add a Blank panel to your project.
3. Add the Unique Visitors metric.
4. Filter by the Last Month date range.
5. Filter by the Mobile Hits segment.
6. Filter by the Mobile Device Type by placing the Dimension under the Unique Visitor metric to
create a Cross Tab Report
7. Remove the Other, Gaming Console and EReader columns by clicking on the X to the right of
each value. The Mobile Phone and Tablet dimensions columns remain.
8. Select all the values in the table by left-clicking and dragging over the the values in the table,
right-click on the selected values, and selecting Visualize > Area Stacked.
9. Notice that the Number of Unique Visitors appears on the Y-axis.
10. Duplicate the Area Stacked Visualization and rename it Area Stacked using Percentage and
100% Stacked.
11. Click on the gear icon (Visualization Settings) and select 100% Stacked.
12. Notice the percentages are shown on the Y Axis when you hover over the visualization with
your mouse.
Demonstration: Vertical Bar Visualization
This visualization shows vertical bars representing many values across one or more metrics. A granularity
drop-down in the visualization settings lets you change a trended visualization (for example, line, bar,
and so on) from daily to weekly to monthly, and so on.
2. Add the Referrer Type domain to the dimension drop zone.
3. Add the Visits metric three times.
4. Filter by the Country = United States data Element value.
5. Filter by the Country = United Kingdom data Element value.
6. Filter by the Country = Canada data Element value.
7. Filter by Last Month.
8. Right-click on one of the metric values and select Visualize > Bar.
9. Deselect to include and view all values.
10. Verify the Bar Visualization appears.
11. Click on the gear icon (Visualization Settings) and select Percentages. Now, when you mouse
over the bars in the visualization, you will see their corresponding percentages.
12. Select a few values in the data table and lock the Vertical Bar Visualization by clicking the dot to
the left of the Bar Visualization's title text.
Demonstration: Vertical Stacked Bar Visualization
This visualization is like an Area Chart, but each series begins at the top of the previous series. A new
visualization setting on bar stacked visualizations turns the chart into a “100% stacked” visualization.
1. Right-click on a metric in the Vertical Bar and Vertical Bar Stacked Source data and select
Visualize > Bar Stacked.
2. Deselect to view all the values.
3. Duplicate the Bar Stacked Visualization.
4. In the duplicated visualization, click on the gear icon (Visualization Settings) icon and select
100% Stacked.
5. Verify this is what the Vertical Bar Stacked Visualization looks like with 100% Stacked.
Donut Visualization
Similar to a pie chart, this visualization shows data as parts or segments of a whole.
• Use a donut graph when comparing percentages of a total, typically with a small number of items.
• Use a donut graph to show the metric share of a dimension.
Demonstration: Donut Visualization - 3 mins
1. Duplicate the Vertical Bar and Vertical Bar Stacked Source Data and rename the Freeform Table
Donut Source Table.
2. Select all values in the table, and then right-click and select Visualize > Donut.
3. Verify the Donut Visualization appears similar to the example below.
Demonstration: Horizontal Bar Visualization
This visualization shows horizontal bars representing various values across one or more metrics.
2. Add the Unique Visitor metric twice.
3. Filter the first Unique Visitor by Visits from Mobile Devices segment.
4. Filter the second Unique Visitor by Visits with Non-Mobile Devices segment.
5. Filter both segments by the Last 60 days.
6. Change the Day Dimension to Month.
7. Select all the values, and then right-click and select Visualize > Horizontal Bar.
8. Verify the Horizontal Bar Visualization appears.
Demonstration: Horizontal Stacked Bar Visualization
This visualization is like the Horizontal Bar Chart, but the series bars appear stacked. A new visualization
setting on bar stacked visualizations turns the chart into a “100% stacked” visualization.
1. Duplicate the Horizontal Bar Visualization and rename it, Horizontal Bar Stacked.
2. Click on the gear icon and change the Visualization Type to Horizontal Bar Stacked.
3. Verify the Horizontal Bar Stacked Visualization appears.
Notes
Appendix
Products and Capabilities of Adobe Analytics
Introduction
Adobe Analytics provides many powerful and effective tools for analyzing data and extracting accurate
information and predictions.
Objectives
• Describe Adobe Analytics products
• Compare Adobe Analytics products
• Describe Adobe Analytics and Experience Cloud Integrations
Data Analysis with Analysis Workspace Appendix Products and Capabilities of Adobe Analytics 364
Adobe Analytics Products
Adobe Analysis Workspace
Adobe Analysis Workspace is a flexible, freeform environment where you can explore complex data
relationships. It is also a remotely-hosted, subscription-based solution for real-time website reporting
and analysis. It captures visitors’ activity directly from their browsers. The rich data environment in
Analysis Workspace performs like an application and not a static website. Users can access the report
from their web browsers and do not need to install any applications. Analysis Workspace allows users
to work within one Report Suite.
Adobe Reports & Analytics
Adobe Reports & Analytics is a remotely-hosted, subscription-based solution for real-time website
reporting and analysis. It captures visitors’ activity directly from their browser.
Reports & Analytics gives organizations actionable, real-time intelligence regarding their online strategies
and marketing initiatives. It also helps them identify and understand the most profitable paths through
their websites, where visitors are dropping off, what is driving critical success events, and how various
visitor segments interact with the site.
Adobe Data Warehouse
Adobe Data Warehouse refers to the copy of raw, unprocessed data for storage and custom reports,
which you can run by filtering the data. Data warehouse reports are emailed or sent through File Transfer
Protocol (FTP) and may take up to 72 hours to process. Processing time depends on the complexity of
the query and the amount of data requested.
Data Connectors
Data connectors provide the ability to import tracking data from third-party applications into Analytics,
which gives you end-to-end visibility into performance in one central location.
Adobe Report Builder
Adobe Report Builder is a Windows-based add-in for Microsoft Excel. Report Builder helps you build
customized requests from reporting and analytics data, which you can insert into your Excel worksheets.
Requests can dynamically reference cells within your worksheet, and you can update and customize
how Report Builder presents the data. Report Builder allows users to work across Report Suites.
Adobe Data Workbench
Adobe Data Workbench has highly-flexible, powerful, multi-channel capabilities to collect, process,
analyze, and visualize data from online and offline customer interactions across multiple channels.
Interactive reports in Data Workbench help you analyze and react to pertinent statistical information to
monitor activity and predict customer trends.
Adobe Analytics introduced three product packages
Adobe Analytics offers three product packages:

• Ultimate
• Prime
• Select
To learn more about and compare each package, go to:

http://www.adobe.com/data-analytics-cloud/analytics/ultimate.html
Analytics Product Comparison
Product Analysis Reports & Ad Hoc Report Data Data

Name Workspace Analytics Analysis Builder Warehouse Workbench
Browser Browser Java-based Excel add-in Browser- Multi-channel
solution for solution for tool for that lets you based solution analytics tool for
building digital advanced build that generates advanced analysis,
robust, analysis. digital customized reports in .csv such as custom
Functionality custom analysis. requests from format. Able attribution modeling,
analysis R&A data, and to generate predictive analytics,
projects, and visualize using Tableau and 360-degree
democratizing Microsoft format files customer analysis.
insights. Excel. (.tde).
Unlimited Up to 2 Unlimited Up to 2 Expanded, Unlimited
correlations correlations unlimited
Report breakdowns,
Breakdowns
breakdown by
segment.
Unlimited Up to 2 Unlimited Unlimited 1 segment Unlimited
segments (data request Supports
Segment stacking) multiple
Comparison
(stacked)
segments.
Enhanced Yes No Yes Yes No Yes
Visualization
Options
Yes Yes No Yes Sort results by Yes
Custom (Dashboards) breakdown or
Layout
metrics.
Scheduled Yes Yes Yes Yes Yes Yes
Report
Delivery
Multiple Yes Yes Yes Yes
Report Suite
Access
Row Output 400 200 50,000 50,000 Unlimited Customizable
Limit
Note: For further details, visit:

https://marketing.adobe.com/resources/help/en_US/reference/analytics-product-comparison.html
Adobe Analytics and Experience Cloud Integrations
Analytics integrates with other Experience Cloud solutions:

• Audience Analytics: Integrate Adobe Audience Manager with Adobe Analytics.
• Advertising Analytics: See paid search data side-by-side with Adobe Analytics data.
• Analytics with Target: Adobe Analytics for Target (commonly known as A4T) integrates Adobe
Analytics and Adobe Target together.
• Adobe Campaign reporting: Integrate Adobe Analytics with Adobe Campaign.
• AEM Assets reporting: Enables the collection of impressions and clicks on assets served from
Adobe Experience Manager.
Appendix
Custom Date Range in Analysis Workspace
Introduction
Analysis Workspace comes with many useful out-of-the-box date ranges to pinpoint precise moments
in time for specific data. You can create custom date ranges in the Date Range Builder.
Objectives
• Create custom date ranges by using the Date Range Builder
Data Analysis with Analysis Workspace Appendix Custom Date Range in Analysis Workspace 369
Custom Date Range
Analysis Workspace has useful out-of-the-box date ranges. You can create custom date ranges in the
Date Range Builder. Out-of-the-box and custom date ranges are available in the calendar preset menu.
Time dimensions include Hour, Day, Week, Month, Quarter, and Year. Date ranges always contain a
specific start and end date, whereas time dimensions act as breakdowns for the current date range—
breaking it down by individual days, weeks, and so forth to get a trended view of the data.
Steps to create a new date range:
1. Click the + next to the DATE RANGE component on the left rail. The Date Range Builder page
opens.
2. Enter the title of the new date range.

3. Enter a description. For example, enter Start of Current Year to End of Current Day.
4. Click the link in the DATE RANGE field.
Note: The correct date range will appear only after the DATE RANGE field has been configured.
5. Select the Use Rolling Dates (rolling monthly - rolling monthly) check box.
6. Click the link (rolling monthly - rolling monthly), as shown:
7. Set Start as Start of current year (none), as shown:
8. Select End as End of current day (none), as shown:
9. Click Apply.
10. Verify the new custom DATE RANGE and click Save.
11. Validate the newly created DATE RANGE in a report.
Note: You can configure your Start and End date range with plus or minus with the number of days,
weeks, months, quarters, or years.
Exercise: Create a Custom Date Range
(Year to Date) - 2 mins
To create a custom date range for year to date:
1. Click on the + next to the TIME component on the left rail. The Date Range Builder page
opens.
2. In the TITLE field, enter User#_Year to Date as the title of the new date range. In this example,
UserXX_Year to Date, as shown, has been entered.
3. In the DESCRIPTION field, enter a description. For example, enter Start of Current Year to End
of Current Day.
4. Click the date link in the DATE RANGE field.
5. Ensure the User Rolling Dates (rolling monthly - rolling monthly) check box is selected.
6. Click the link (rolling monthly - rolling monthly), as shown. The Start and End links appear.
7. Set Start as Start of current year (none).

8. Set End as End of current day (none), as shown:
9. Click Apply.
10. Verify the new custom date range and click Save.
11. Validate the newly created date range in a report, as shown:
Exercise: Creating Custom Date Range
Last Week (Last Year) - 2 mins
To create a custom date range Last Week (Last Year):
1. Click the + next to the DATE RANGE component in the left rail. The Date Range Builder page
opens.
2. In the TITLE field, enter User#_Last Week (Last Year) as the title of the new date range.
3. In the DESCRIPTION field, enter a description. For example, enter Start of Current Week
minus 53 weeks - End of Current Week - 53 weeks.
4. Click the link in the DATE RANGE field.
5. Ensure the User Rolling Dates (rolling monthly - rolling monthly) check box is selected.
6. Click the link (rolling monthly - rolling monthly), as shown. The Start and End links appear.
7. Set Start as Start of current week minus 53 weeks:
a. Click current month and select current week from the options.
b. Click (none) and select minus from the options. The link 1 day appears.
c. Click 1 and select 53 from the options.
d. Click day and select weeks from the options.
8. Set End as End of current week minus 53 weeks:
a. Execute the above steps a through d.
9. Click Apply.
10. Click Save. A success message appears.

12. Add the Tracking Code dimension with the Tracking Code (s.campaign) Instances metric.
13. Add the new User#_Last Week (Last Year) custom date range above the metric, as shown:

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Data Analysis with Analysis Workspace

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Data Analysis with Analysis Workspace

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All other trademarks are the property of their respective owners.

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Data Analysis with Analysis Workspace 2

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Module 2 Adobe Analytics: An Overview 18

Module 3 Introduction to Analysis Workspace 36

Module 4 Contextual Menus and Report Breakdowns 69

Data Analysis with Analysis Workspace 3

Module 5 Adobe Analytics Metrics 101

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Module 6 Introduction to Segmentation 136

Module 7 Introduction to Calculated Metrics 175

Data Analysis with Analysis Workspace 4

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Module 9 Visitor Identification Reporting 220

Module 10 Visitor Activity Reporting 241

Module 11 Content Consumption Reports 253

Data Analysis with Analysis Workspace 5

Module 12 Visitor Retention and Growth Reports 284

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Module 13 Analysis Workspace Visualizations 298

Data Analysis with Analysis Workspace 6

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Data Analysis with Analysis Workspace 7

Digital Analytics: An Introduction

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Data Analysis with Analysis Workspace Module 1 Digital Analytics: An Introduction 8

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Data Analysis with Analysis Workspace Module 1 Digital Analytics: An Introduction 9

Define Key Business Requirements

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Define Key Performance Indicators

Before defining KPIs, you should ask:

Data Analysis with Analysis Workspace Module 1 Digital Analytics: An Introduction 10

KBRs Conversion Event KPIs

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Data Analysis with Analysis Workspace Module 1 Digital Analytics: An Introduction 11

Some examples of visitor actions are:

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The following screenshot (from Analysis Workspace) is an example of Conversion Events:

Data Analysis with Analysis Workspace Module 1 Digital Analytics: An Introduction 12

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Data Analysis with Analysis Workspace Module 1 Digital Analytics: An Introduction 13

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Data Analysis with Analysis Workspace Module 1 Digital Analytics: An Introduction 14

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Visitor Acquisition (How do visitors come to our site?)

Data Analysis with Analysis Workspace Module 1 Digital Analytics: An Introduction 15

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Data Analysis with Analysis Workspace Module 1 Digital Analytics: An Introduction 16

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Data Analysis with Analysis Workspace Module 1 Digital Analytics: An Introduction 17

Adobe Analytics: An Overview

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Data Analysis with Analysis Workspace Module 2 Adobe Analytics: An Overview 18

To log in to Experience Cloud:

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3. Type your email address in the Email address field.

Data Analysis with Analysis Workspace Module 2 Adobe Analytics: An Overview 19