Introduction to Conversion Variables (eVars)

Last update: 2023-05-31
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In this video, get an introduction to conversion variables, also known as “eVars”. Also learn the difference between traffic and conversion variables and how they relate to conversion events.

Transcript

Hey everybody. This is Doug. In this video, I want to give you an introduction to conversion variables, and you might also hear the word eVars and that’s the same thing. And so the first thing I want to talk about is the fact that conversion variables, like traffic variables, are considered dimensions. They are the which one type of variable. Right? So, which day, which person, which thing? It is not the number. So you can see on this website here, where we kind of try to distinguish between metrics and dimensions as an example here for this weather site, we can see that the numbers on the right are, you know, the temperature, and the precipitation, the wind speed, and humidity and stuff. Those things are metrics. And then the day is a dimension. Right? So which day is giving this hot, or that cold, etc., or having this much rain. So those are the dimensions. So a day is a perfect example of a dimension and a variable is a dimension. So a conversion variable, a traffic variable, those are dimensions. So this just gives you an idea. Now we can also have segments on this, and we’ll talk about that on another video which can actually further, then limit which dimensions and metics you’re seeing, etc. Now here’s a really good example of eVars, because this marketing cloud report is showing how people got to your site. You can see that the metrics are visits, online orders, and online revenue. Right? So those are the metrics. Well the dimension is the marketing channel. Like which marketing channel? In this case, email, or direct, or social campaigns, page search, etc. Now if I back up so we can see that a little bit better. The reason why this is so good for an eVar, and we’re going to find it out on the next slide, is that these conversion variables or eVars, they are persistent. And so when you come in on a marketing channel, like you come in from an email, or you come in from a social campaign, it retains the memory, if you will, of the fact that you came in from that marketing channel and then later on in the visit when you do have some online orders or a certain amount of online revenue, it can attribute that back to that specific marketing channel. That is how that works with these metrics and we will learn about events. And events are very closely tied with conversion variables, and those are dimensions, of course. Okay. So a few facts about eVars or conversion variables. Again, they’re used to capture data during a session of the attributes of the visitor, or other kinds of things that you’d want to be able to be persistent. Right? These variables are unique because of their ability to persist for a period of time. And in fact, not only can it be across pages on one visit, but it can also persist over days, weeks, months, etc., or even forever. And so you get to decide how long these values persist. You can see their values can persist until it’s either overwritten by another value, or if it expires based on a time period, or based on an action. Okay, so, you can have it expire in seven days. You can have it expire when people make a purchase, or they sign up for an offer, or whatever it is.

So, these are the most commonly used variables. Okay? If you’ve watched the traffic variables video, then you’ll know that those are mostly used for your basic traffic metrics, and your pages, your page names, and site sections and those. But most everything else is captured in an eVar. And in fact, I do like to capture the page name in an eVar as well, and the site section and those things. So we typically put pretty much any kind of a dimension into these conversion variables, or eVars. And another video when we look at our business requirements, and we then scope that out, and do our solution design, and decide what kind of data to put in different variables, we will use eVars a lot more than props. And they will be our main variable that we will use.