Props and eVars in Adobe Analytics explained
In this video, we break down Props (Traffic Variables) and eVars (Conversion Variables) with clear, real-world examples. Learn exactly when to use each one, how they process data differently, and how they impact your reporting and segmentation in Adobe Analytics/Customer Journey Analytics.
Here's what we cover:
✅ Prop (Traffic Variable) Deep Dive: Learn about immediate data capture, real-time reporting, and how Props are best used for tracking site activity, page views, and navigation.
✅ eVar (Conversion Variable) Deep Dive: Understand the power of attribution and persistence. See how eVars retain their value over time (e.g., from a visit to a purchase) and are essential for measuring marketing success and conversion paths.
✅ Key Differences & Use Cases: We compare the two side-by-side so you'll never mix them up again. Includes a quick guide on setting up Classification Rules.
By the end of this tutorial, you'll be a master of setting up and leveraging Prop and eVar variables to get the right data into your reports.