Who clicked that? And then what did they do?

running into hell like this shit, I’m fucking done, subscribe to unboxing responding in those mean words, heh but I got some things Good morning, good morning, how you doing? How’s everybody doing? Good, good, good. Hello, my name is Doug Moore. I am your motivational speaker for this morning. Let me tell you a little about what’s going on in my life. I am thrice divorced, living on a steady diet of government cheese, and I live in a van down by the river. And if you’re born in the 90s, not if you’re born, if you’re alive in the 90s, then you might know who I really am. You might have heard of me before. Okay, okay. I don’t think I can keep this up the whole time. Good, good. Okay. Wow, my parents are going to be so proud. That’s all I know. They are. They’re proud of me. We are going to have some couple of really good guests this morning. And so let’s bring them on in. We got first of all from 33 Sticks, Principal Architect, Jen Koons. Jen, come on in. How you doing? She is. Jen, looks like you haven’t been eating much lately. I think you’ve got a problem there. October has been just too busy of a month for it. You know, got to prioritize. Nice, nice. Okay. Well, welcome to our Halloween show. Here we are. And brought to you by experienceleague.adobe.com.

Brought to you by experienceleague.adobe.com. Next guest, we also have a Principal Enterprise Architect. Sorry, Jen. He’s got a, he’s one up on you. He’s one up to me. Principal Enterprise Architect, Adam Clintworth. Adam, come on in. Oh. Oh my gosh. I can’t do the Jarvis. I can’t do the Jarvis. No, I can’t. If I, I’m going to offend, I’m going to offend a nation if I try to do an English accent. And I guess I will not do that today. I don’t want to mess with that Iron Man either. He looks angry. That’s an angry Iron Man. I will say this is insanely claustrophobic right now. Like, this is not fun after a few minutes. I don’t know how he did it. I couldn’t do this. It’s terrible. Okay, everybody come on out and let’s actually… You need Adam’s stunt double to be in here. Yeah, the stunt double. Bring in the stunt double. Oh gosh, okay. Yeah, Tiny, you go back in the chair back there. That’s good. I wish I had Stark Tech. I only, I have, I have the whole Adobe experience cloud at my disposal, but in my personal life, I just have Adam Tech, which is… No tech. Not Stark Tech, no. Yeah, not Stark Tech. Oh, well thanks guys. Thanks for coming on today. Glad to have you guys on. I’m excited to have you guys on. The dream team here. And so let’s have you guys introduce yourselves a little bit. Jen, we’ll start with you. Tell us about your day to day, what you do, all that. Plug 33 Sticks, all that good stuff. Sure. So I’m with an agency, 33 Sticks, a little boutique agency that kind of exclusively works with analytics and optimization and data projects. I’m basically an implementation consultant. I have been since the Omniture days, helping people figure out what data they want to collect and then set up whatever they need to do implementation wise to get that data. So day to day tech specs and tag managers and data layers and all that fun stuff. Nice. Nice. Very good. Okay. Okay, Adam, I know that you’re not just a principal architect, but rather a principal enterprise architect. Tell us about your day to day. Yeah, once, look Jen, if you work hard enough, if you work hard enough, then you can be like Adam. All right. Oh boy. Yeah. So as Doug mentioned, I am a principal enterprise architect. So I’ve been with Adobe. It’ll be nine years in December, which is the time has just flown by. Started out as an analytics consultant. These days, I am working more with large scale deployments of the Adobe Experience platform or AEP as I’m sure a lot of folks have heard of it. That is what I am kind of specializing in. Getting that whole thing off the ground as it evolves almost on a daily basis right now. So that’s what I’ve been doing. Nice. Nice. Awesome. Well, cool. Let’s have a quick get to know you question. And a lot of times I give a different one per guest, but I want to give you the same one today. And that is what is the I don’t know what to say. Favorite. You can go with favorite craziest. You go with most regrettable haircut. But let’s let’s hear about your haircut story. Let’s see. Jen, let’s start with you again. Well, I’ve had this haircut for years and years now, though the top just keeps getting longer. I have too much hair is the problem. So I I I can’t. Let me bring this up a little bit. So I have too much hair. OK, sorry. So you have to get the trouble for that before, Doug. I know. Yeah. Yeah. But yeah, I have too much hair. So I shaved the sides down for forever and I’ve just been letting the top get longer and longer. Right now, it’s all wet. In my attempt, I shower to try to keep it under control because if I don’t, then it kind of goes like Hermione from the first year of Harry Potter. Just there it is big. There’s a lot of it. So, well, you know, you did that. I really would have liked to have seen that one this morning. I don’t know why you didn’t go with your one Hermione. I got a blow dryer out. Then I could be scarier than the skeleton back there and just attack you with hair. If I would have known this ahead of time, I would have demanded it. But as far as worst haircut, I think in seventh or eighth grade, I got there’s no other description for it. Other than this was around the time of Titanic. And it was definitely Leonardo DiCaprio’s haircut from Titanic. That was the shorter. It was a bad, bad look. Yeah, that’s good. That’s good. Right. I mean, you look back at some of those kid pictures and you’re like, you have to wonder about what your mother and father were thinking. You’re like, come on. Were you trying to get me killed in school? You’re trying to get me beat up. I can’t give them that hard a time because I have pictures of when I was giving my son a haircut. And there’s a whole period of his life where I can’t look at pictures of him when he was a toddler because the bangs are just so bad. Yeah. He wasn’t old enough to care. So I might as well practice here. There it is. That’s what it is. That’s what the parents think. Yeah, that’s right. That’s right. In fact, hey, Adam, before we get to your haircut, we’d like to welcome everybody in the chat pod. We’re excited that you’re here with us. And we would love to hear your craziest haircut. Pop that right in there. I want to see some. Look, I had the Super Mullet. Now, this was no trailer mullet. This was full on Bon Jovi mullet. And I had it too long, like into the 90s. Hanging on to that mullet. Wow. Yeah. But I had that going. So coming back by the way, something across team that the boys is named Mullet Man now like that. Yeah, that’s his nickname. And I’m like, don’t tell him that. And they’re like, no, that’s the nickname he chose for. Cool. Yeah, that’s right. Yeah. No, I mean, some people would think some people think that that would be my most regrettable haircut. No, it’s my it’s my one of my most proudest haircuts. Adam, let’s hear what do you got? What do you got for her? Oh, boy, man. I mean, so in keeping with your theme of being alive in the 90s, that was a time of just horrible hair experimentation. I remember, you know, bowl cuts and like a tail. OK. I’ve got I got I got to I got to the absolute worst was in the mid 90s. If any of you all were alive in the 90s, you probably watch the shows. My so-called life, I think it was called. And so, yeah, the Jared Leto guy. And he’s he’s all cool now. But he used to be on that show. He had the long hair and the flannel. And I was like, oh, I want to be that guy. That’s awesome. Want to be a grunge, cool looking guy. So I grew my hair out. But it didn’t later. It didn’t layer and feather like Jared Leto’s. It just went straight down. Not not even that cool. Like just like straight down. One color. Just awful. It did. The hair didn’t do anything. So it had to go. You kind of had the Jennifer Astin, Anderson, Jennifer. I wish I would have had that kind of like depth and bounce. I did not. It was awful. And my mom has freshman year pictures of me still. And it’s it is a train wreck of epic proportions. The second close second was in college. I actually I frosted my tips, blonde. And that was dumb. Why? Why? Everyone else is dumb in that way. You know, in the boy band. No, I’m just me. Stupid. That’s awesome. All right. Well, as you can tell, I’ve got two good guests. And if you don’t listen to these guys, I think you’re not going to amount to Jack’s squad. Had to get in one more. I’m sorry. I love it. OK. That might be I may have reached the quota on that. So I don’t know. I think you got the voice. Yeah. Yeah. I think you have one left in you. OK. Let’s call him juice or something. Yeah. Yeah. Somewhere along the way. I’ll find it somewhere. That would be a little Easter egg for you there. Yes. OK. Well, let’s get into our topic today. And so we’ve got kind of a kind of a who clicked that and what they did after that. So today we’re going to talk about we’re going to talk about clicks. We’re going to talk about some click map stuff. Jen’s going to show some awesome stuff with that. Activity map. Activity. Gosh, I’m not going to happen. I’m not going to edit it out. OK. I’ve been here too long. That’s right. Activity map. And we knew it was going to happen. Look, I just had to get it out of the way. Sure. I think that’s the before activity map. There was click. Yeah, that’s right. So activity map. And we’re going to talk about that. And we’re going to talk about some other attribution stuff, kind of a generalized clicks and attribution. Adam is going to get in some mobile attribution for us. So that is awesome. And so let’s dive in. So, Jen. You want to kind of tell us or introduce here what you’re what you’re going to show us. And I’m going to go ahead and switch over to your screen here. There we go. And I can see the skeleton still back there. Oh, yeah. All right. So, yeah, I’m going to talk about activity map. I’ll be honest. And this is actually I’m reusing a tip from 2019’s rock star summit session. But to be fair, Eric Matusoff also used a tip from that same session. Actually, the tip that beat mine. So plus it was 2019 before 2020. Therefore, a different lifetime. So I don’t feel bad about redoing it. It’s true. It’s it’s come back up a couple of times recently for clients where this this use case has been valuable. So it was top of mind again. So, yeah, let’s talk about activity map. Activity map is a great tool that’s kind of built into your analytics. You do have to turn it on so you can do that in your report speed settings down here. Just click the enabled button. You also have to make sure you have the activity map module in your app measurement code. But these days it’s pretty much always there anyway. So that’s not too hard to do. And when you have that, there is a extension you can add to Chrome. I think there’s also a Firefox version and so forth that shows you a heat map of where folks are clicking on your site. This is really handy. Now, I’m not getting a lot of clicks, probably because I haven’t updated my blog since 2019. But it shows me not only where people are clicking, but if I had a conversion point later on, like a purchase, then I could bring that in and it would show me how these links contributed to those later purchases and stuff. So all in all, very handy, very out of the box. Doesn’t really require much implementation. Sorry, show us which one up there has the which extension is it that brings that up then? Ah, yes. So here’s the Adobe platform debugger. Yeah. This one’s really useful resource override. Highly recommended an activity map up here. OK, OK, cool. And I will say that you’re number one is probably because of me. I’m always in the Beacon parser tool. All day, every day. Nice. It is being redone. If there were more hours in the day, very soon there will be a new version that fixes some of those bugs and has new features. But we’re not plugging that. That’s not OK. I promise I’m only using my blog because it is the thing I have access to that has data. I’m not. OK, hang on. Here’s here’s I’m going to do this right now. So how to enable it. We have somebody that gets a data request here. Not to derail us a little bit, but we want to make sure that our awesome that Mr. or Ms. Anonymous can help us see where that is. Yeah, it’s in here. And then I probably should have had some app measurement code open as well. But it’s just a module that’s pretty much always included with that measurement. You have to. OK. A little snippet of JavaScript in your app measurement file. And if you don’t seem to have that, then probably contact either. You know, consulting or tech or a text board or whatever. Yeah. Or it like in launch, it’s usually there out of the box kind of. So to our credit. So we said click map earlier, but we didn’t say S code just now. That was the other one. I was. Yeah. No, don’t say that. Oh, boy. Nostalgia. All right. So, yeah, that that enables activity map. I’ll admit I don’t use the heat map of it very much, but all of this data is automatically collected. And it does show up in your report suite. There’s these lovely activity map. That’s the raw data that helps make that heat map possible. And you can use this in reports. You know, sometimes people want to build a segment or show flow and all of that. So how activity map works is anytime I click on a thing, either if there’s a beacon that falls, if there’s a beacon that fires on that click, then the activity map info will go with it. Otherwise, it’ll go on whatever beacon happens next, usually the next landing page. And see here. So it’s context data. And so that’s within this C dot. And then it’s within the A dot, meaning it’s Adobe’s context data and it captures the page that I have control over. It’s just the page name on the page where the thing was clicked. The link, which is the text within the anchor tag of the thing that was clicked. And then this region. And I’m going to talk about that region because that’s that’s the main problem. The region report is ugly unless unless your developers use IDs beautifully and had analytics in mind when they decided on how to do IDs in their HTML. So let’s say I would love to see how folks are clicking on my nav bar. That’s a really common use case. I can’t do that currently. So typically, if I had a report like this where I didn’t have any control of the data coming in, but it’s ugly and I want to group it differently, I would use classifications. But we can’t classify activity map region because it’s kind of this out of the box variable we don’t have access to. Let’s talk real fast about why those are so ugly. The way that activity map works is it’s all squished with my screen small. Any time you click on a link. If it’s an anchor tag, activity map will automatically pick it up. It’ll like like we saw, it’ll grab the page you’re on, it’ll grab the inner text of what was clicked, and then it will travel up your DOM to the first thing that has an ID. I don’t even know what an aside is. That’s weird. This is all automatic WordPress stuff. So that’s where it was getting that recent posts value was from that happens to be the first item that had an ID in it. Now, we do have some control over that if we really wanted that wasn’t working on our site. We can ask our developers to add S underscore object IDs to the elements that matter a lot to us. We can also redefine which attribute is used for region. So I could say instead of IDs use classes, which would be really, really dangerous because classes are all over the place and might not give you the level of specificity that you want. Or if you wanted to have your developers just tell them, hey, use this new attribute in all of your HTML that’s data slash link or dash link or something like that. Let’s say that it’s the real world and the developers aren’t going to make any changes for us and we just have to work with what we got. That’s how it goes. So what we would do is let’s try to build classifications. So glass half empty. Okay. No, I’m jaded. I’ve been doing this way.

So what I ended up doing was I did this with both region and link, but region tends to be the more important one. You can do it with an EVAR or a prop. I use EVARs because I have EVARs to spare because it’s a blog website. So I set that up and then I set up a processing rule that’s going to grab that context data. And it’s already in here. If you’re receiving activity map data, it’ll be at the bottom of your list under context variables. And you just did that. I knew I was going to do that activity map region. Save that processing rule. Okay. So yeah. So you are just saying, as you can see there, overwrite the value. You’re just copying that activity map region into an available EVAR. Got it. Right. And thus far, this is not valuable in any way because these are just could be duplicate reports. So that alone isn’t the cool part. So once I’ve done that, I can create all of these pages reloaded because Adobe likes to sign me in and out of things sometimes. So yeah, I would build a classification off of that activity map region. Right. And so sorry, I’m going to be explaining myself here along, making sure that I get it. But you can’t actually create a classification on the activity map. Correct. Context data, right? That’s why you copied it into an EVAR. Correct. I mean, maybe you can, but I have not found the way. So this is what I’ve done instead. So I created a classification. I named it Navigation region. It could be friendly activity map region. Doesn’t really matter. In the end, I may even hide this one from view because it’s just a redundant copy of the existing activity map region. It’s the classification that’s important. Yeah. So I would set that up and then I would go into Rule Builder and build some rules around how I want this to line. And this part, I know this is where folks tune out and say that looks like a lot of work and I don’t like regex. And this no longer looks like a fast, easy tip. Jen, what are you doing? So, yes, I will say this is not a snap instant. It happens, but it’s probably a lot less work than you think it is. And I’m going to show you some tips to make it really easy. But if nothing else, what I’d recommend, if you take anything away, grab an available prop and do this part, because classifications are one of the few things in Adobe that are gloriously retroactive. So you can decide in a year that this is something that’s valuable to you now and you can set up your classifications and that’ll work. Whereas this isn’t retroactive. It’ll only start capturing once you set up that processing rule. So you can do it now and then decide later to do this. But yeah, as far as creating this, it’s not as hard as you might think. So let’s go back here and I’ll show you how I did that. Let’s say all of these menu items I see showing up everywhere. I don’t know what they are. That ID doesn’t have much meaning to me. So first I need to figure out what page that’s happening on. So I’m going to bring page over here. Break it down by page. And it doesn’t work. And there’s a couple of reasons. The first is with activity map, frequently the variable. Sorry, when things are weird like that, then our kids react to it. Oh, you didn’t know I have a little audience right down here on the other side of the van. Were they like, I just couldn’t tell what the sound was. Oh, sorry. They were going. I don’t know what that was. I’m startling. I was startling. All right. So on this page, this is the page on which the activity map data came through. But the page that I care about is actually the page where the click happened. So it’s the previous page. That’s reason number one, I wouldn’t bring page in. Reason number two is a lot of this activity map data comes in on custom link beacons or exit link or download links, non page view beacons. And the page variable won’t work for those. And I’m going to talk about that. That’s actually tip number two. But for now, instead of that, I’m going to do activity map page, because I know that that that tells me this is the page on which the thing was clicked. And sure enough, it seems like they’re all on my blog. So this isn’t a beacon parser thing. It’s not coming out of a mobile app or something. So let’s go over to the blog and see if we can find it. I’m going to open up my developer console, which to me, the easiest way is usually right click on a thing and click inspect. And don’t be daunted because there’s only one line of code you need to know to do this. And that’s document dot get element by ID with a lowercase D that often gets. Yeah, we’re not seeing it here quite on the screen. Oh, is it too low? I can see, but it might be a little bit low. There we go. Perfect. Document dot get element by ID. So that’s that’s the only code I need to know. And then I can grab this menu item 82. And put that over here. And that’s going to show me anything that matches that ID. Ideally, only one thing per ID, but sometimes developers don’t follow best practices and I can hover over that. And now you can see it showing me where on the page a thing with that ID is. So there we go. I have a nice visual even that shows me that this thing was actually in my nav bar. And you know what? I would bet that 81 is there. So I now know that these menu item things, those are my nav bar. And I could go over here to my rule builder and just say, if it starts with menu item, it’s my blog nav bar. And this actually helps me in a couple of ways. One, I don’t have the ugly I don’t know what it is menu item. I now have a nice friendly. I know what blog nav bar means. But it also lets me collapse some of these together. Because right now, the way that the IDs that WordPress made by IDs on my site is these now have a one to one ratio with their region, which doesn’t give me any extra information. It’s link and region are pretty much the same. But this lets me collapse them together so that they’re not going to all be separate line items. And like this, no, tada, blog nav bar, all of my nice links in there. And I now have a nav report without having done any extra implementation. I don’t have to do it for all of my regions. I can do just low hanging fruit. The ones that matter up to me at the moment. Yeah. And I have a much prettier report and I can even let’s let’s bring the original region over. Yeah. And you can see these are all of the things that became blog nav bar. Oh, got it. There you go. So there you go. A much easier, no extra implementation just uses a lot. You can also do this for link report. It follows the exact same process. So I’m not going to go through that. Most of the time, it’s not as necessary because the information within your anchor tag, like the actual link name is what the user sees. So it should be friendlier. In some case, it’s still ugly and maybe you want to clean it up. So that’s that’s also an option. But region tends to be nice. Yeah. So a couple of things here, maybe to reiterate, I know they already said it, but I’m gonna say it again. That is that remember that the classifications part is retroactive, right? So so you don’t actually you can go back on you can go back and say, oh, you know, let me classify stuff that happened. They got clicked on last month or whatever. But what is not retroactive. Yeah, the data is there. Right. So so therefore, it’s really important that you get those you get the processing rules set up right away so that those activity link regions. That’s what it was. Right. Can get copied over to an EVAR so that we can classify it whenever we want. So, yeah, make sure that you get that set up right away. And yeah, yeah. The other thing, processing rules, if you have to be an admin in analytics in order to use them. So just make sure that you have that privilege. The other thing is and I mean, we you if you’ve ever worked with any type of analytics consultant, you probably have heard them say that processing rules are insanely dangerous because they can wipe out data in an instant. So if you are you have to take a test before you did that is true. I remember that I failed. I did. I mean, I you know, I’m a principal enterprise architect now. But yeah, my first week at Adobe, I actually failed the test. I went in very cocky. Thought I knew what I was doing. It wasn’t easy. It was a harder test. It was a very hard exam. It’s similar to certification tests kind of. Wow. OK. It was it was a lot of tricky questions. But but yeah. So if you are unsure about using processing rules, make sure that you reach out to an admin in your organization. Or if you’re working with a consultant, you can ask them to do this and they should be able to hook you up. Yeah, danger, Will Robinson. So that was tip number one. But I promised I would come back to this whole page issue of any information that sent in sent in on a non page view beacon. You can’t break down by page. Yeah. So let me do one more. Let me do one more. Go back, go back to to the reports. And I want to reiterate that right now you’ve got activity map region instances in there. But but obviously, you know, the as we learned in a if you’ve seen the commercial right, the click commercial from Adobe, click, click, click, click, click the baby, click and the clicks and stuff like that. Anyway, I don’t know if you guys look for that on YouTube. I’m sure it’s still there. The commercial from Adobe about clicks that we we don’t really care about clicks. Right. We want to know if they’re using it. So clicks are important sometimes. But the real goal is typically, you know, whatever the other conversion metrics are on your page. And so you can obviously add those here to the report as well. Right. So that you can. And I wish I had more exciting version. Yeah, exactly. But it but yeah, so you can just add those conversion metrics to these same reports. You can see how that resulted in. Yeah, just being aware of of the fact that whatever is in here, even if it’s classified, that it may have come in on the following hit. So it can be a little bit tricky like that sometimes. For me, the easiest thing is to use a segment to say, you know, they did this at some point in their journey or a then then then type of segment sort of thing. That’s a good idea. Yeah. Yeah. So I like that a lot. OK, cool. Moving on. Yeah. OK. So let’s talk about I’ll use this use case of I want to know the thirty three sticks blog. We’re redoing it right now to make sure all of the stuff on it is accurate. You know, a lot of those posts are like six years old and we don’t want to have super old documentation that’s misleading floating around. So I probably shouldn’t be linking people to the now on a hiatus blog. Fortunately, I do fire beacons when I send people off there. Sorry. I know folks are probably user used to seeing the much prettier. Broken up beacons than this, but for the sake of showing exactly its relationship to the page. All right. So I’m firing a beacon. It even it tells me which what the link was and event 10 is my outbound link event. So those are firing and page names even in the beacon is just not going to be used at all. Adobe throws it out. If it’s not a page for you, beacon. It completely disregards the fact that page name was sent in with it. And this is something lots of consultants and everyone can tell you since the beginning of time, there’s been frustration. And a lot of folks as a work around will have an extra variable, either an E-var or a prop that they set alongside page name on every single one of their pages, because then they can control whether or not it also applies on custom link beacons. So that’s that’s the common work around. But I want to show you something that will work without doing that. That doesn’t require extra implementation because a lot of folks either haven’t already done that or they have. And maybe link track bars is a jerk and keeps page name or keeps that variable from showing up on certain beacons or you want to free up one of those variables. So instead of setting aside a variable for page, let’s see, I can see here’s a category blog. I want to know what page it is. Page isn’t working. Instead of that, I can. It’s actually really simple and I feel dumb that I didn’t know it sooner. And maybe people on this call will be like, yeah, Jen, attribution, silly, because I use attribution and workspace all the time. It’s very it’s a very wonderful feature, but I never thought to apply it to this use case to get me around the fact that page information sometimes isn’t usable on custom link data. So what I’m going to do is I’m I’m going to and this might be why I didn’t think of it, because this is such a default attribution model. Just last touch, 30 days, one day. It doesn’t matter. It’s the most recent beacon. So we don’t need a long look back window. And so I can now see this is the page that was hit most recently. Last touch before this link click happened. So it’s just another use case for attribution, which I’ve always used, but just never thought to use this way. And better yet, if I know this is something I’m going to do more, I can create a calculated metric from it and it’s going to automatically carry over that attribution. So I don’t have to reset it up and teach people how to change the default attribution stuff. So I’ve already done that. So I’m not going to save it. And it should have the exact same info as that does. And it does. It does. So like that, I now have a metric. And this is the thing that took me a while with workspace to wrap my head around that the attribution and allocation settings on E-vars that you used to have to set up on a per E-var basis in the admin console don’t matter as much as they used to. I don’t want to say they don’t matter at all, but I can now decide on a per metric basis while building a report what attribution I want to use for it. And there’s all sorts of options here as far as what the non default. Now, they’ve even got fun stuff that you never were able to say, I want my E-var to have U-shaped attribution. Now you can. So and I can have the same metric like eight times in a report, just different attribution for each and tell a slightly different story. So let’s follow my use case through a little bit more here and say I’m just looking at I already created a segment that says just show me the hits that are pointing to that blog. Come on. All right. So there’s really just these three I’m worried about for the month of September. This one, which I just made work by having my new thing and then these other two. So down here, it doesn’t work. All I have to do is drag my new metric. And by the way, right now I’m holding the command key down or control if I were on a PC so I can just pick up any metric or variable and pull it into a new report. Handy little keyboard shortcut. And I know now. Wait, is that an option drag or command drag? It’s control. It’s command or control depending on your PC or Mac. And there you go. I can now tell you these are the three pages I need to go in and correct links that point to dead things. I didn’t have to change anything implementation wise and just took advantage of that built in attribution. Nice. I think my think my Chris Farley voice is coming back to haunt me. It was worth it. Okay. Yeah. Yeah. Okay. No, that is that is great. I mean, because obviously people, you know, have been really. Suggesting and worried about, you know, making sure that they get that page name variable copied over into like an EVAR. Yeah. Which makes it confusing because then you have two pages reports and folks often don’t know which one to use or why they’re different. So here’s a way I will say there are some use cases where you still might want that data warehouse, for instance, like it places where you can’t do this fancy custom attribution. You can still take advantage of. So here’s my my data warehouse report. If I were to go solely off of that event, I’d see zero for reasons previously described that they’re not. It doesn’t put page name with the link. I can use a participation event. So this event 10 had participation enabled on it and I can still bring that in and it gives me some of that information. So not not a perfect, you know, suits all of your needs situation, but especially, you know, on the fly. It’s a it’s a good backup option. Nice. Well, thank you, Jen. We will move over to Adam for your stuff here. Let’s let me move you over here. Here we go. So you’re going to tell us a little bit about this and you’re going to tell us a little bit and then show us some, right? Yeah. Yes. Yes. Can everyone see my screen visible? Yes. Awesome. OK, so I have to admit, this is also a tip from a year or two ago. But the reason that I’m bringing it up, I was excited to bring it back up because I was recently working with a customer in financial services and they have spent years and time and money on all things web based acquisition. And then we were talking about push messaging one day and trying, you know, they wanted to start tracking push messages. And I asked the simple question, well, how many people access your mobile app from push messages? Keep in mind, this is post pandemic. You know, all of their branches are closed. They and they’re using the lot of customers using the mobile app for a majority of their needs. And they replied, we don’t know. And I was like, wow, what a missed opportunity. That’s crazy. So even in this day and age, there are opportunities. And I still see it as a major gap between kind of your traditional web acquisition channels like social media, paid, paid or natural search, paid search, all of those. But then mobile app. And so we talk about mobile app acquisition. Really, it’s any method that’s used to drive users to your mobile app, whether they are new customers or existing customers. And really, it falls into two categories. It’s in acquisition. Right. So mobile app users, or it could be customers who just don’t have your app installed on their device just yet and trying to get them to install the app or apps. And then retention and retention is the one that I’m going to focus a little bit more on today. Those are really customers who have your mobile app installed on their device. And trying to figure out how based on methods of getting them back into the app, which methods are successful, which methods are not successful. And so really the methods for capturing, we’re going to talk a little bit more about those in a minute are app download campaigns and universal links. That’s in red. I’ll talk about that in a second. Those are normally your acquisition. Email, SMS, push messaging, those are typically ones that are used in retention. So you already have them, they’ve already installed the app. Now you’re just trying to get them back into the app to do something else. You can measure that success. And then universal links, or deep links, you can call them that. Those also show up in retention. So the difference in those is basically universal links from an acquisition perspective is, if you tap on a link somewhere on a website from a mobile device, and it automatically takes you to the App Store to download or install a mobile app. So they work really well from an acquisition perspective. But then from a retention perspective, the example that I always give is, we’ve all used Amazon on a mobile device. So essentially, I’m searching Google for coffee syrup. I was doing that this morning. And I get a link on Amazon, tap the link, automatically opens the Amazon app. That’s also a great indicator and a great opportunity to capture that acquisition for an existing customer who already has your mobile app. So if we get into kind of the basics of how you collect data, from an acquisition standpoint, a lot of you, if you’ve been using the Adobe Analytics and Adobe Mobile Services, you’ll know that Adobe has long provided this acquisition link functionality. Keep in mind, that is going to be… Is it going to be deprecated? I didn’t know that. To be honest, I thought it already was. Yeah. And I missed it because… We were supposed to and then this thing called COVID showed up and we had to push it out a little bit. So I have received word that it’s been deprecated for a long time. So if you’re a new customer to Adobe, you weren’t able to use mobile services. And mobile services, just for you that don’t know, was a suite of push messaging, location tracking, and acquisition link capability. If you’re a new customer to Adobe, as of the last couple of years, you weren’t even able to use it. But if you have kind of hung around and you’re still using it, just know that that is going to be deprecated sometime starting early next year. So keep that in mind. I believe that means that all of those services are going to be turned off. The reason we’re doing… In most cases, the functionality has gone on to other Adobe tools other than this acquisition. Yeah, absolutely. So yeah, we have Adobe campaign now for push messaging, location services, we have our very own core service called Places Now. But yeah, Jen, to your point, we admittedly, we were just never really good at acquisition links. So we always were way behind the rest of the industry. So now we’re recommending that customers who really want to get into acquisition tracking from a new customer perspective, use one of the tried and true providers like AppsFlyer, Branch. Those are two that we have an actual integration with from an Adobe perspective. But honestly, there’s so many out there. Kochava is another good one. There’s so many out there that you can use. I will say that those services may get a little tricky with the ever increasing privacy and consent policies that are coming down the pike. So, you know, GDPR, CCPA, rejection of third party cookies and device based identifiers. Just when you start to look at those, you may want to start asking questions on how they’re going to bridge that gap for privacy and consent. Yeah, good to consider. Absolutely. And then retention really depends on your email push, SMS provider, if you have an in house kind of service. And then really, it’s just, you know, it comes down to your organization’s deep linking and universal linking strategy. Coming back to this customer that I was working with, I’d realized that they had a very robust push messaging suite of campaigns that they were running. It’s just that they weren’t tracking any of them. So they didn’t know how many people were coming into the mobile app from a push message. And then, you know, more importantly, what were they doing so we can understand and analyze, get those insights, and then figure out how we activate back to them again, knowing full well that they came to the app from a push message. So this is gonna be a little technical, we could spend an entire hour talking. Let’s spend an entire 15 seconds on this and then she’ll be right back. Yes, absolutely. So from a technical perspective, just know that regardless of the version of the mobile SDK, or if you’re using something like Telium and CITEN, if you’re using hard coded beacons in your mobile app, just know that what we need you to do is to add in a specific context data variable as the app is launching, because we want to associate that with a launch or an install success event. So you can see here that we have this mobile app campaign. I’m going to zoom in just a little bit. Now, this was specific to a customer that I was working with. Just know that the format is important to match your web campaign taxonomy. Really, that is because you really want to be able to use the same classifications, the same marketing channel rules. So however you have your web campaign set up, set up your mobile campaigns the exact same way. Okay, and then as we get into processing rules, this is where I’m going to jump over. And I am going to show you guys zoom in just a little bit here. If we go into Adobe Analytics, I’m sorry, dark mode. Oh, yeah. It’s a new hip feature. Very cool. Yeah, I’m still losing my eyesight. But, you know, dark mode school. So if we go into Adobe Analytics in the admin console, and then under processing rules for a given report suite, you can see in this report, so I believe I have a blank canvas, I haven’t done anything with this one in quite some time. So I’m going to add a rule. And so the way that you want to do this is you’ll just name your mobile campaign rule. Your condition is probably the most important thing. So you want to go and whatever you name that context data variable, in this case, I believe it was mobile campaign ID. So let’s just use mobile campaign ID. Now, as Jen said in her in her segment, a lot of times these variables will lazy load as you start to add them into data collection. This is a brand new one. So all you have to do is just type it in as it is in your data collection code, and then click Add. It’s gonna show up as red, which will freak a lot of people out. Don’t worry, that just means Oh, I’m new to the game. And then haven’t gotten any data for that yet. So don’t worry that that’s wrong. We’re not doing you any favors by saying no, it’s okay. It’s just, it’s expected. And then just merely say that mobile campaign ID is set. The other one that I would recommend, it’s not a requirement, but every, especially if you’re on the SDK, there is a context data variable that’s passed called a.appID. That really just is indicating what version of the mobile app or the identifier of the mobile app. But it’s the one thing. It’s a key that gets set on every single hit from the SDK. So the combination of both of these basically ensures that you know that this hit is coming from your mobile app, just in case. That’s funny, I use that app ID as well. And now I’m trying to remember is it something Adam taught me to do? That’s a good flag that this is a hit from the mobile SDK. And that’s just a good one for anything mobile app you’re doing in general, if you especially if you’re in a global report suite, where you have mobile data and web data together, the presence of this will ensure that whatever context data variable you’re bringing in, or you’re considering in your condition is absolutely 100% coming from your mobile app. So it’s just a nice fail safe. And that’s how you have that all there. The app ID is available as a dimension in workspace and you can use that wherever you want. 100% you can use it for segmentation. Exactly. It is an unsung hero of the SDK. Like it’s not very good for analysis, but as a segmentation or a fail safe. Oh my gosh, so good. And then once you have your conditions set, all you’re going to do is you’re going to overwrite the value of campaign. This is your campaign tracking code report. And then just go to mobile campaign ID. And then once you save that up, anytime that you’re sending in a mobile campaign, a context data variable of mobile campaign ID, that is going to set it into your tracking codes report. And so it’s from a collection perspective, obviously, getting the actual context data variable in your mobile app, takes a little bit of work from either a technical consultant or your IT staff. But once you get in there, it’s pretty straightforward. And then if we hop back over into the presentation, the next step really, and the final step is really updating marketing channels. And this is the one where I am super passionate about this, because it really depends on your report suite configuration. Now, if you’ve ever worked with me before, I’ve probably harped on you for saying all your data should be in one report suite. You should have mobile and web in one report suite. There’s no reason to not have it unless your SDRs are just completely… There used to be reasons, but like… There was, yeah. …as of 2015 or so, we all realized this was the better way to go. It’s all got to be in one. There are edge cases, but seriously, they should be in the same report suite. So if you have an individual mobile report suite, this becomes very, very easy and kind of useless. It’s really in the context of a global report suite where the value of this comes in, because you’re really going to start to shuffle the order of your global report suite marketing channels, which up until this point have probably been all web-based. But now you’re going to mix it up a little bit. You’re going to be a little bit of a disruptor because you’re adding in all of these mobile app campaigns. And that really depends on your mobile app volume, your campaign frequency, as well as your organizational goals around mobile. And you might be surprised by the volume that you’re bringing in. I know, for example, this FSI customer that I was working with, Financial Services, they were shocked when we implemented this because a massive amount of their traffic is now going to their mobile app now, especially for existing customers. And they have this whole other push channel that they’re able to understand, get insights from, and then more importantly, understand how to activate and how to communicate back to those customers because they know they are responding more to certain push messages than others. If I don’t do this, if I don’t do anything with my marketing channels, mobile shows up as direct? Or is it just a gap? It doesn’t show up in marketing channels at all? It typically will show up as direct, especially if you have it in global report suites because there is going to be no refer there. Everything will just be indirect, which, I mean, if you’re not doing anything in terms of mobile app campaign, first off, shame on you. You have to because it’s 2021, we got to do this. But second of all, you’re probably missing out on a massive opportunity to really understand not just how you’re attracting new customers, but also enticing and encouraging existing customers to keep going back into your mobile app for maybe mobile app specific content or promotions or anything like that. It’s a whole other world of insights, as well as potential revenue and optimization, activation, conversion that you’re probably missing out on if you’re not doing this in this type of context. It’s been an eye opener for so many customers. And if you’re not doing it today, I would absolutely recommend and encourage that you start looking into how you can either start on this path or up level and think about all of the different ways that you are bringing people in. This is an example from another customer. And you can see this is not from that FSI customer, but this is another retail customer. And you can see that they’ve already added one rule that identifies a push mobile channel from their global report suite. So is it recommended? Do you recommend that you push this one pretty high? I mean, because mobile, when you have those things set up, then mobile is gonna, I mean, other ones are not gonna fall in there, but I’m afraid that might accidentally go in the wrong one above that. Exactly. And it really, so you really have to make sure and that’s where having your, that kind of uniqueness of that context data variable, as well as if we go back to the slide, you’ll see that where we have this source parameter, I was prefixing it with mob for mobile. So an example for push would be mob underscore PM. Now, what we would do is we would just make sure that you had a very unique prefix for any of your mobile app campaigns. And that way, regardless of where it falls in this waterfall, it’s gonna get the right credit. But because it is a waterfall, it really depends on how much mobile acquisition efforts do you do today? How many are you going to do in the future? And how big is your mobile app volume? If you’re just starting out, or you have a very small portion of your population using your mobile apps, maybe you don’t push it as high. But for example, this FSI customer that I was working with, it’s like number three now, because they have so much traffic going to mobile app now. And I assume that it would have everything also to do with, again, the schema that you’re using there on the other ones as well. Right? So you can’t just say, you can’t have the first one that just says, anything that says CID goes into my regular campaigns. Yeah, you have to get a little more specific with your web-based campaigns or push this one higher than those. Right? So you have to be careful of how all of those are. That having the campaign at the very beginning of your campaign ID, you should do that everywhere, not just mobile. But having a very clear, this is the channel at the very beginning helps set up these rules a lot. Having those identifiers is very, very important. It’s like a tip inside of a tip. It’s an inception tip. It is. We are, boy, oh boy. Okay, sorry. Okay. So anyway, okay. Yeah, keep going. Keep going. Are we… The end. The end. The end. No, keep going. Oh, yeah. That is awesome. The reason I asked about the, you know, normally mobile is going to show up as direct is because people don’t like… I’ve seen folks panic when they see their direct be huge. Like it looks like a bunch of their traffic’s coming in from direct and they may or may not realize that that just includes mobile as well. Exactly. And as you’re moving from separate report suites to a global report suite, that is going to be one of the consequences, whether it’s positive or negative. That’s going to be a consequence. You’re going to see that direct bucket just explode based on your mobile app volume. Most likely, it’s your mobile app traffic. And so then you have to think about, okay, which of this is actual mobile app direct? Like I just tap on the app and just go in because I want to buy something? Or was I brought there from a push notification with this month’s sale or campaign or an SMS message or something? And then it gets into, well, how do you consider transactional messages like maybe SMS transactional, push transactional versus SMS and push promotional? So there’s so many things that you get into like granular details around how you identify and how you stack them in marketing channels. But it is very helpful just to see the full picture of your acquisition landscape. Awesome. Awesome. Thank you. Yeah. Okay, good. Yeah. We are bumping up against the hour here almost. So let me just say a couple of things. First of all, please, you guys go to experience. experience.adobe.com go through this tunnel. Whoa. I did it. I love that. It’s my favorite. Is that my share of screen? Who’s share of screen is that? Yeah. Yeah. And. It’s inception right here. It’s inception. Yeah. And yeah, come on out to experience.league.adobe.com. Now one of the, you’ll get, you know, tutorials and courses and the documentation and also community. And I wanted to just mention that if we didn’t answer your question today in the chat, then, you know, we’ll take a look at that and we’ll put it into the community. There’ll be a place on community where you can ask questions. So if you’re watching this on a replay, then, you know, I’ll have a link there so that you can ask questions specifically about these tips in the community. And we’ll have, you know, these guys or others answer those for you. So we don’t leave you hanging with some of your questions there. That’s number one. Number two is actually we do have right now an opening for a technical marketing engineer. So if you’ve in experience league. So I will plug that if you, you know, like to create educational material and tutorials and videos and those kinds of things. And, you know, a lot about analytics and, you know, some audience manager and maybe a little platform. Anyway, then then go to Adobe and and take a look for that technical marketing engineer position. So I’m going to throw that one out there to the to the gang here. Other than that, I think we have to, of course, go to wait for it. Ah, yes. Unrelated cool tip. We can’t leave without unrelated cool tip. So, Jen, you have our unrelated cool tip. I don’t know if I’m going to be able to. Yes. Picture that very well. Unrelated cool tip for the day. This is my surefire way to get rid of hiccups. And I am a weird person. Jen, you’re going to have time for hiccups when you’re living in a van down by the river. How about that? That was my last one. It’s my last. I’m afraid to oversell it. Like people will be like, you told me it would work and it didn’t. But it has always worked every single time for every member of my family. What you do, you have to have a something with a straw and you plug both ears and drink. I can’t do it on the camera and just have a good solid five, six gulps out of your straw while plugging your ears close, plugging your ears. And there are actual scientific journal articles about this and the fact that it works. And it does. It’s something about like it resets the pressure. I don’t know, diaphragm. But there’s my it works. It’s always worked for me. You just have to plug both your ears shut and take a good long. Sucking out of the straw. Out of the straw. Hey, dad, I can’t see too good. Is that Wendy over there from Wendy’s? That was terrible. Sorry. No. OK. I’m going to try that if I ever get hiccups again. I want to know now and have a drink. I have to have like you have to have some kind of a straw drink available to me. Nice. Well, that is awesome, you guys. Thank you so much for being here today. Appreciate your wisdom. I know we could go a long time trying to suck the wisdom out of your brains and and oh, that’s a call back to the straw there. But I really appreciate you guys being on the show today. And thanks to everybody. Thanks, everybody, for joining us and appreciate the comments today and everything. So other than that, again, one last plug. Come to Experience League dot Adobe dot com and get all your goodness there. It will help to see you there. And have a great day. Thanks. Thanks.