Adobe Analytics Connector

About Adobe Analytics Connector integration

Adobe Analytics Connector allows Adobe Campaign and Adobe Analytics interact through the Web Analytics connectors package. It forwards data to Adobe Campaign in the form of segments concerning user behavior following an email campaign. Conversely, it sends indicators and attributes of email campaigns delivered by Adobe Campaign to Adobe Analytics.

CAUTION
  • Adobe Analytics Connector is not compatible with Transactional messaging (Message Center).

  • Before starting, make sure the Adobe Identity Management System (IMS) is implemented in Campaign. Learn more in this page.

Using Adobe Analytics Connector, Adobe Campaign has a way of measuring internet audience (Web Analytics). Thanks to these integrations, Adobe Campaign can recover data on visitor behavior for one or more sites following a marketing campaign, and (after analysis) run re-marketing campaigns with a view to converting them into buyers. Conversely, the Web analytics tools enable Adobe Campaign to forward indicators and campaign attributes to their platforms.

The action fields for each tool are as follows:

  • Web analytics’ role:

    1. marks the email campaigns launched with Adobe Campaign,
    2. saves recipient behavior, on the site they browsed after clicking the campaign email, in the form of segments. Segments concern abandoned products (viewed but not added to the cart or purchased), purchases or cart abandonments.
  • Adobe Campaign’s role:

    1. sends the indicators and campaign attributes to the connector, which in turn forwards them to the Web analytics tool,
    2. recovers and analyzes segments,
    3. triggers a re-marketing campaign.

Setting up the integration

IMPORTANT

For Hybrid and On-Premise implementations, make sure to follow the provisioning steps detailed in this page.

To set up the Data connector, you must connect to your Adobe Campaign instance and perform the following operations:

  1. Configure your Conversion variables and Success events
  2. Configure your external account in Adobe Campaign Classic

Configure your Conversion variables and Success events

You need to configure your Conversion variables and Success events as follows:

  1. Select the Report suite you want to link with Adobe Campaign.

  2. From the Edit settings button, select Conversion > Conversion variables.

  3. Click Add new to create the identifiers required for measuring the impact of the email campaign, i.e. the internal campaign name (cid) and the iNmsBroadlog (bid) table ID.

    To learn how to edit Conversion variables, refer to this section.

  4. Click Save when done.

  5. Then, to create your Success events, select Conversion > Success events from the Edit settings button.

  6. Click Add new to configure the following Success events:

    • Clicked
    • Opened
    • Person clicks
    • Processed
    • Scheduled
    • Sent
    • Total bounces
    • Unique Clicks
    • Unique Opens
    • Unsubscribed

    To learn how to configure Success events, refer to this section.

    NOTE

    Only Success events of numeric type are supported.

  7. Click Save when done.

After configuring your Conversion variables and Success events, make sure that the variables are included in the Product Profile created for the Analytics Connector. For more on this, refer to Create an Adobe Analytics Product profile.

You will then need to configure the External accounts in Adobe Campaign Classic.

Configure your external account in Adobe Campaign Classic

IMPORTANT

For this integration to work, you need to install the Web Analytics connectors package in Adobe Campaign.

For more information on package installation, refer to this page.

You now need to configure your Web Analytics external account in Adobe Campaign to enable the sync between the two solutions.

Note that if one of your Report suite, Conversion variables or Success events is not visible when configuring your external account, this means that you are missing a permission for this newly created component in the Product profile associated to the user.

For more information on this, refer to the Product profiles for Adobe Analytics page.

  1. Go to the Administration > Platform > External accounts folder of the Adobe Campaign tree and click New.

  2. Use the drop-down list to select the Web Analytics type and Adobe Analytics from the Integration drop-down.

  3. Click Configure next to the Integration drop-down.

  4. From the Configure Analytics integration window, map your external account with your Report suite providing the following information:

    • E-Mail
    • IMS Org
    • Analytics Company
    • Report Suite
  5. From the eVars category, map the two Conversion variables configured in Adobe Analytics.

  6. From the Events category, map the ten Success events configured in Adobe Analytics.

  7. Click Submit when done. Adobe Campaign will create a Data source, Calculated metrics, Remarketing segments and Classifications in the mapped Analytics Report Suite.

    Once this sync between Adobe Analytics and Adobe Campaign is done, you can close the window.

  8. Settings can be viewed from the Data Settings tab from the Configure Analytics integration window.

    Using the Sync button, Adobe Campaign will sync the name changes done in Adobe Analytics. If the component is deleted in Adobe Analytics, the component will be strikethrough in Adobe Campaign or displayed with a not found message.

  9. If needed, you can add or remove segments from the Update Segments Tab.

  10. From your External account, click the Enrich the formula… link to change the URL calculation formula to specify the Web analytics tool integration information (campaign IDs) and the domains of the sites whose activity must be tracked.

  11. Specify the domain name(s) of the sites.

  12. Click Next and make sure the domain names have been saved.

  13. If necessary, you can overload the calculation formula. To do this, check the box and edit the formula directly in the window.

    IMPORTANT

    This configuration mode is reserved for expert users: any error in this formula may result in stopped email deliveries.

  14. The Advanced tab lets you configure or modify more technical settings.

    • Lifespan: lets you specify the delay (in days_ after which the web events recovered in Adobe Campaign by technical workflows. Default: 180 days.
    • Persistence: lets you the period during which all web events (a purchase for example) can be attributed to a re-marketing campaign, Default: 7 days.
NOTE

If you are using several audience measuring tools, you can select Other in the Partners drop-down list when creating the external account. You may only reference one external account in the delivery properties: you will therefore need to adapt the formula of tracked URLs by adding the parameters expected by the Adobe and all other measuring tools used.

Technical workflows of web analytics processes

Data exchange between Adobe Campaign and Adobe Analytics is handled by four technical workflows which run as a background task.

They are available in the Adobe Campaign tree, under the Administration > Production > Technical workflows > Web analytics process folder.

  • Recovering of web events: once an hour, this workflow downloads segments about the behavior of users on a given site, includes them in the Adobe Campaign database and starts the re-marketing workflow.

  • Event purge: this workflow enables you to delete all events from the database depending on the period configured in the Lifespan field. For more on this, refer to Configure your external account in Adobe Campaign Classic.

  • Identification of converted contacts: directory of the visitors who made a purchase following a re-marketing campaign. The data collected by this workflow is accessible in the Re-marketing efficiency report, refer to this page.

  • Sending of indicators and campaign attributes: lets you send email campaign indicators via Adobe Campaign to the Adobe Experience Cloud using Adobe Analytics Connector. This workflow is triggered at 4am every day and it can take 24 hours for the data to be sent to Analytics.

    Please note that this workflow should not be restarted or else it will resend all the prior data which can skew Analytics results.

    The indicators involved are:

    • Messages to deliver (@toDeliver)
    • Processed (@processed)
    • Success (@success)
    • Total count of opens (@totalRecipientOpen)
    • Recipients who have opened (@recipientOpen)
    • Total number of recipients who clicked (@totalRecipientClick)
    • People who clicked (@personClick)
    • Number of distinct clicks (@recipientClick)
    • Opt-Out (@optOut)
    • Errors (@error)
    NOTE

    Data sent is the delta based on the last snapshot which may lead to negative value in the metric data.

    The attributes sent are as follows:

    • Internal name (@internalName)
    • Label (@label)
    • Label (operation/@label): only if the Campaign package is installed
    • Nature (operation/@nature): only if the Campaign package is installed
    • Tag 1 (webAnalytics/@tag1)
    • Tag 2 (webAnalytics/@tag2)
    • Tag 3 (webAnalytics/@tag3)
    • Contact date (scheduling/@contactDate)

Tracking deliveries in Adobe Campaign

In order for the Adobe Experience Cloud to be able to track activity on the sites once the delivery is sent by Adobe Campaign, you need to reference the matching connector in the delivery properties. To do this, apply the following steps:

  1. Open the delivery of the campaign to be tracked.

  2. Open the delivery properties.

  3. Go to the Web Analytics tab and select the previously created external account. Refer to Configure your external account in Adobe Campaign Classic.

  4. You can now send your delivery and access your report for it in Adobe Analytics.

Creating a re-marketing campaign

To prepare your re-marketing campaign, simply create delivery templates to be used for re-marketing type campaigns. Then configure your re-marketing campaign and link it to a segment. Each segment must have a different re-marketing campaign.

Re-marketing campaigns are started automatically once Adobe Campaign has finished recovering the segments analyzing the behavior of people targeted by the initial campaign. In case of cart abandonment or product viewing without a purchase, a delivery is sent to the concerned recipients in order for their site browsing to end in a purchase.

Adobe Campaign provides personalized delivery templates which you can use or database yourselves on to prepare campaigns.

  1. From the Explorer, go to the Resources > Templates > Delivery templates folder of the Adobe Campaign tree.

  2. Duplicate the Email delivery (re-marketing) template or the re-marketing template examples offered by Adobe Campaign.

  3. Personalize the template to suit your needs and save it.

  4. Create a new campaign and select the Re-marketing campaign template from the drop-down list.

  5. Click the Configure… link to specify the segment and delivery template linked to the campaign.

  6. Select the previously configured external account.

  7. Select the concerned segment.

  8. Select the delivery template to be used for this re-marketing campaign, then click Finish to close the window.

  9. Click OK to close the campaign window.

The Re-marketing efficiency report is accessed via the global reports page. It lets you view the number of contacts converted (i.e. having purchased something) in relation to the number of cart abandonments following the Adobe Campaign re-marketing campaign. The conversion rate is calculated per week, month or since the start of synchronization between Adobe Campaign and Web analytics tools.

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