Create conversion metrics from Adobe Analytics eVars and props

Last update: 2023-12-11
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Advertisers with an Adobe Advertising-Adobe Analytics Integration Only

You can use success event metrics to optimize DSP packages and Search, Social, & Commerce campaigns based on Adobe Analytics site data that best fits your brand’s objectives. You can configure custom success event metrics based on your existing Analytics eVars and props by funneling eVar- and prop-level data into an event. Other Analytics metrics, including standard, custom, and reserved conversion metrics and traffic metrics, are automatically available in DSP and Search, Social, & Commerce.

Usage example

Most of the following tasks must be performed by an Analytics administrator or other user. If you need assistance, contact (DSP users) the DSP technical support team at adcloud_support@adobe.com or (Search, Social, & Commerce users) your Adobe Account Team.

  1. In Analytics, create a placeholder success event.

    Use the following additional parameters:

    Type: Counter

    Polarity: either Up is Good or Up is Bad

    Visibility: Visible Everywhere

    Unique Event Recording: Always Record Event

    Participation: Enabled

    You don’t need to implement the new event on your brand’s website because it uses existing data that’s already captured.

  2. Create and validate a processing rule in Analytics:

    NOTE

    Only Analytics account administrators can create processing rules unless they’ve granted permission to non-administrators.

    1. Create a processing rule, using the following configuration:

      • For the condition that must be met, specify the required eVars or props.

        You can configure additional levels of granularity as needed to ensure that the most accurate events are created.

        TIP

        The best practice is to use only one eVar or prop.

      • For the action, select Set Event and select the placeholder event.

    2. In Analytics Analysis Workspace, create a project and pull the new event into a freeform table to ensure that data is populating for the eVar or prop metric.

  3. Contact your Adobe Account Team to sync the new metric into Adobe Advertising.

After the metric is available, you can use it to create an objective, which you can then assign to a Search, Social, & Commerce portfolio or use as a custom goal for a DSP package.

For more information about creating objectives, see the Optimization Guide chapter on “Objectives,” which is available from within Search, Social, & Commerce.

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