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Start with the foundations › Variables: Props, eVars, and Events

Module 3 of 21 Start with the foundations

Variables: Props, eVars, and Events

The building blocks

8 sections about 50 min

  1. 01 Props (Traffic Variables) Props are traffic variables, written in pencil. What they are for, their capacity and limits, and the two jobs they are quietly better at than eVars.
  2. 02 eVars (Conversion Variables) eVars persist, and persistence is the whole point. Expiration, allocation, merchandising eVars, and who actually gets the credit for a conversion.
  3. 03 Events (Success Events) Success events count the things that matter. Counter, numeric, and currency events, serialization to stop double-counting, and the setting you need to know.
  4. 04 Default and Reserved Variables pageName, campaign, and the reserved variables Adobe fills for you. Small variables with big consequences, and the two IDs people constantly mix up.
  5. 05 The Products String The products variable runs your whole ecommerce funnel through one string. Its six positions, its three delimiters, and the traps that corrupt commerce data.
  6. 06 List Variables and List Props List variables and list props hold several values in one hit. What each is for, the settings worth knowing, and why you have to guard your three.
  7. 07 Context Data Variables Context data variables let you send data without spending a variable slot. What it buys you, why it is not optional on mobile, and where this is heading.
  8. 08 Variable Planning Start from the report you want, not from the variables. The planning process step by step, and the solution design reference that holds it together.

About this module

Props, eVars and events look interchangeable and are not. What each is for, the products string, list variables, and the settings that corrupt data silently.

Props, eVars and events are the containers your data travels in. Almost every reporting frustration traces back to a value sitting in the wrong one.

This module covers what each is genuinely for, and the properties that catch people out. eVar persistence, which decides who gets credit for a sale long after the visit that earned it. The products string, which runs an entire ecommerce funnel through a single line of text. And context data, which lets you send values without spending a variable slot at all. It ends with planning, because the reliable way to choose variables is to start from the report you want and work backwards.

Next module 4. Data Collection