Adobe Analytics Glossary

The part of a Launch rule that does something once the event has fired and the conditions have passed.

A feature that records which link on a page was clicked, and where on the page it sat.

Adobe's behavioural analytics product, which collects what people do on a site or an app and turns it into reports.

Adobe's event-driven data layer library, where the site pushes events onto an array that keeps a history rather than overwriting a single object.

The data platform underneath Adobe's newer applications, which stores events as datasets against a defined schema.

A browser extension that shows the hits a page sent and which Launch rules fired to produce them.

Adobe's tag management system, still widely called Launch, which delivers tracking code to a site without a developer release.

An attribution model that works out the credit split statistically from your own data rather than applying a fixed rule.

The eVar setting that decides which value gets the credit when several values were set before the conversion.

The first-party cookie that stores the Experience Cloud ID in the visitor's browser.

The reporting interface where dimensions, metrics and segments are dragged onto a canvas to build an analysis.

A statistical band drawn around a metric's expected range, flagging the points that fall outside it.

The long-standing JavaScript library that packs values into a tracking call and sends it to Adobe.

A calculated metric marked as the sanctioned version of a number, which commits somebody to maintaining it.

An AppMeasurement helper that appends a value to a delimited list without overwriting what is already there.

The rule that decides which touch point earns the credit for a conversion, since the data records no reason for anything.

Adobe's name for the set of attribution models that can be applied to any metric column at report time.

A named rule for splitting conversion credit across touch points, such as last touch, linear or time decay.

The moment a merchandising eVar attaches its value to a product rather than to the visitor.

The report suite setting that removes known automated traffic before it is ever stored.

Your own rules for excluding automated traffic that the standard list does not catch.

The share of visits that ended on the same hit they started, expressed as a ratio rather than a count.

Splitting one row of a table by a second dimension, which asks a narrower question of the same rows.

The browser's own network and console panels, which show the raw tracking request without any Adobe tooling in the way.

Compiling a Launch library into the JavaScript file that an environment actually serves.

The document that records what the business asked to measure, before anybody decides how to measure it.

A saved formula rather than saved data, evaluated at report time from metrics that were already collected.

The reserved variable that carries the tracking code identifying which marketing activity brought a visitor in.

The W3C data layer specification that gave the industry the digitalData object, which most implementations follow only in part.

A rule that inspects an incoming hit and decides which marketing channel it belongs to.

A lookup that gives a collected value extra attributes it never carried, and does so retroactively.

The raw collected value that a classification file matches on, which is a design decision rather than a setting.

A tool that fills classification columns automatically by matching patterns in the key, instead of uploading a file.

The container holding a classification schema and its data, which can be attached to more than one variable.

A DNS alias that makes Adobe's collection domain look like your own, so the cookie it sets counts as first party.

A table that groups people by when they first did something, then follows each group forward in time.

The test that decides whether a Launch rule actually runs after its event has fired.

The test that decides whether a processing rule acts on an incoming hit.

The object that brings one or more Platform datasets into Customer Journey Analytics.

The visitor's recorded permission for tracking, which your tag manager has to read before it fires anything.

The scope of a segment, deciding whether it asks about a single hit, one visit, or a person's whole history.

A named value sent on a hit without occupying a variable slot, mapped to a real variable later by a processing rule.

An automated search for the dimension items that account for an anomaly the product has already flagged.

An event that simply adds one each time it fires, which is the default kind.

Resolving several devices to one person so a journey does not appear as several unrelated visitors.

Carrying the visitor ID in the URL between two domains so one person does not become two visitors.

Cutting a project's available dimensions, metrics and segments down to the few its readers should see.

The report suite setting that fixes which currency stored revenue is expressed in.

An event that carries a monetary amount and is converted into the report suite's currency on the way in.

A link call for an interaction that is neither a download nor a departure from the site.

Adobe's analytics application built on Experience Platform, which stores the event and decides how to read it at report time.

A named reference in Launch that points at a value on the page, so rules do not read the page directly.

A scheduled export giving one row for every server call the site sent, at the lowest level of detail available.

An agreed object on the page holding the values analytics needs, so measurement never has to read the page itself.

The period after which Adobe deletes your data, set per report suite and enforced quietly.

The CJA object holding the settings that Adobe Analytics fixes at collection, such as attribution and persistence.

A request-based export of aggregated data that ignores the row limits and Low Traffic bucketing of the interface.

A stored collection of events in Experience Platform, shaped by a schema and fed into a CJA connection.

The server-side configuration that tells the Edge Network which Adobe products a piece of collected data should be forwarded to.

Dimensions Adobe populates for you, such as browser, referrer and geography, without any implementation work.

The columns in an SDR that turn a design decision into something a developer can implement without asking you.

The conventional root name for a data layer object, inherited from the W3C specification and expensive to rename later.

A descriptive attribute you group a report by, which supplies the rows of a table.

The marketing channel that catches traffic with no identifiable source, which is usually larger than it should be.

An AppMeasurement callback that runs just before a hit is sent, used to set or clean values at the last moment.

A link call fired when a visitor takes a file rather than moving to another page.

Table rows that re-run their question whenever the date or segment changes, unlike static rows which hold a fixed set.

Adobe's collection layer that receives data once and distributes it to the products a datastream names.

The script tag that loads a Launch library, with one code per environment.

How long a marketing channel keeps earning credit for later visits after the click that brought somebody in.

A Launch target, development, staging or production, each serving its own built library.

The trigger that starts a Launch rule, such as a page load or a click.

A conversion variable whose value persists beyond the hit that set it, so it can still earn credit later.

A link call fired when a visitor leaves for another site.

The eVar setting that decides how long a value keeps persisting before it stops counting.

The identifier shared across Adobe products that marks a browser, not a person.

A packaged block of functionality installed into a Launch property, supplying its own events, conditions and actions.

A visualization that tests a funnel you define in advance and shows where people dropped out of it.

Replaying a known identifier across a device's earlier anonymous events so they resolve to one person.

A cookie set on your own domain, which browsers treat more kindly than a third-party one but still do not keep forever.

An attribution model giving all the credit to the earliest touch point inside the lookback window.

A visualization that shows the paths people actually took, rather than testing a route you already suspected.

The core Workspace table, where rows ask what and columns ask how much.

Delivering classification files to a scheduled location so nobody has to upload one by hand each night.

The European privacy regulation that gives people rights of access and erasure over their personal data.

A single report suite collecting everything, so cross-property journeys stay in one place.

The time interval a request breaks its rows by, which behaves like another dimension.

One tracking call reaching Adobe, which is the smallest unit anything else is built from.

Data at one row per hit, with no aggregation applied by Adobe.

The main file in a data feed delivery, carrying the hits themselves and no header row.

The industry list of known automated agents that Adobe's standard bot filtering matches against.

The setting that tells Adobe which domains are yours, so your own pages are not counted as referrers.

Discarding or masking the visitor's IP address, which happens after geo-lookup and bot filtering have already used it.

An attribution model giving all the credit to the most recent touch point inside the lookback window.

A bundle of Launch changes that moves through approval states on its way to production.

An attribution model splitting the credit evenly across every touch point in the window.

Sending a call for an interaction that is not a page load, which does not increment page views.

The AppMeasurement list naming which variables a link call is allowed to carry, and the usual reason a value goes missing.

A prop that accepts several delimited values on one hit and reports each separately.

A conversion variable that holds several values at once, of which only three exist per report suite.

A step inside a sequential segment whose own conditions may happen in any order.

How far back attribution will look for touch points, which is not the same thing as the report's date range.

A companion file in a data feed that translates the numeric codes in the hit rows into readable values.

The bucket Adobe moves rare dimension values into once a variable exceeds its unique value limit.

A named grouping of traffic sources that answers where a visit actually came from.

The ordered rules that sort each incoming hit into a channel, which are separate from ordinary processing rules.

An eVar bound to a product rather than to the visitor, so credit follows the item through the basket.

A number you measure, which supplies the columns of a table.

Adobe's compiled library for apps, which cannot be changed without shipping a new release to the stores.

Sending the same hit to more than one report suite, which multiplies the server call bill.

An event that carries a quantity rather than simply counting one each time it fires.

A count of the hits on which a value was present, whether it was newly set or persisting.

A consent model where nothing fires until the visitor has actively agreed.

The view that paints click data directly onto the live page, which is the shop window rather than the product.

The import setting deciding whether an uploaded classification value replaces one that is already there.

The metric incremented by a page load call, which says a screen was seen and nothing more.

The reserved variable naming the page, whose value decides how readable every page report will be.

The block inside a project that carries a date range, a report suite and any segments applied to everything in it.

A model giving full credit to every touch point involved, so the column deliberately does not add up to the total.

Sequence reporting available on props, showing what came before and after a value.

An eVar's ability to keep counting on later hits, which is the property that separates it from a prop.

The identifier CJA counts people by, chosen in the data view rather than fixed at collection.

The data feed columns holding values after Adobe's processing, as opposed to what the browser originally sent.

The sequence rules run in, which is logic rather than layout because each rule sees the result of the last.

A rule that reshapes a hit after it arrives and before it is stored, permanently and without affecting past data.

The Admin Console object that grants a group of users a defined level of access to specific report suites.

A single delimited variable carrying an entire order, item by item, with its own events and merchandising values.

The saved object holding a whole analysis, which is a conversation rather than a single answer.

A traffic variable whose value counts only on the hit that set it and never persists.

The Launch container holding the extensions, data elements and rules that become one script.

The approval path a Launch library follows from development to production.

The order identifier used to deduplicate purchases, where a repeated value removes the entire hit rather than one event.

Checking within minutes that a hit survived processing, using the reports that update fastest.

The area of a page a clicked link sat in, taken from the id attribute of a surrounding element.

The container your data lands in, which defines the boundary of everything that can be reported together.

The short identifier naming a report suite in tracking code and in the interface.

Applying an attribution model when the report runs rather than fixing it at collection, so the choice is no longer permanent.

Named variables Adobe defines for you, such as pageName and campaign, which you populate rather than allocate.

A suite that adds up the totals of several others, without keeping the detail underneath them.

The unit of work in Launch, made of an event, optional conditions, and actions.

The number deciding which of two Launch rules runs first when both are triggered by the same event.

The global object Launch exposes on the page, useful for inspecting and debugging a property from the console.

The AppMeasurement object holding every value a hit will carry until the call is sent.

The AppMeasurement method that sends a page view call.

The AppMeasurement method that sends a link call without incrementing page views.

The declared structure of a Platform dataset, which enforces in the system what a design document used to describe on paper.

Setting a request to run repeatedly, with a frequency that cannot be changed once it is saved.

An additional billable call created when the same hit is copied to another report suite.

A saved definition of which people, visits or hits a report should consider, reusable everywhere.

The screen where saved segments are found, tagged, shared and approved.

Sending a segment out of Analytics to the Experience Cloud so other products can act on the same audience.

Applying several existing segments together instead of building a new combined one.

A segment where the conditions have to happen in a stated order, built with THEN.

Attaching an identifier to an event so the same occurrence is counted only once however often it is sent.

One billable request reaching Adobe's collection servers, which is the unit your contract is measured in.

Sending data to Adobe from your own systems rather than from a browser, which removes the cookie and gains a timestamp problem.

The channel that catches a returning visit inside the engagement period, which is why Direct often looks smaller than expected.

A site that swaps content without loading a new page, which breaks page tracking and variable clearing at the same time.

The document connecting each business requirement to the variables and code that satisfy it.

The identifier that follows one requirement from the BRD through the design to validation and sign-off.

Joining anonymous and known events for the same person, which lowers your visitor count on purpose.

Attaching a set to a variable so the variable inherits that set's classification columns.

A variable that counts something happening, rather than describing it.

A tool that delivers and changes tracking code on a site without waiting for a developer release.

A reusable project shape, which is genuine reuse rather than a copy that immediately starts to drift.

A cookie set on a domain other than the one being visited, now blocked by default in most browsers.

An attribution model giving more credit to touch points nearer the conversion, governed by a half-life you choose.

The report suite setting that decides when a day starts and ends for every report built from it.

The summary row of a table, which will not always equal the sum of the rows beneath it.

The value placed in the campaign variable to identify which marketing activity a visit came from.

The mobile SDK methods equivalent to a page view call and a link call.

An attribution model weighting the first and last touch points heavily and sharing the rest between the middle.

A count of distinct visitor identifiers, which counts browsers rather than people.

The row a report shows when a dimension had no value, which is worth reading rather than hiding.

Testing each solution against its ID and recording who accepted it, which is what closes an implementation.

The list of every variable slot and what occupies it, including the ones still free.

Choosing variables by starting from the report you want and working backwards to what must be collected.

A filtered view of a real report suite, defined by a segment and costing no additional server calls.

A sequence of hits from one visitor, which can end in four different ways and not only by going idle.

A counter recording which visit in a visitor's history the current one is.

What Adobe Analytics counts as an individual, which is a browser rather than a person.

A rule Adobe configures for you further back in the pipeline than anything you can reach yourself.

Any chart in Workspace, each of which is a drawing of a table that exists underneath it.

The top to bottom evaluation of channel rules, where the first rule to match wins and the rest never run.

Adobe's newer collection library, which sends one payload to the Edge Network instead of one call per product.

The time constraints that stop a sequential segment matching two events that happened months apart.

The guardrails on project size and complexity, which usually signal a design problem rather than a technical ceiling.

Experience Data Model, the shared vocabulary every Adobe product on Platform reads data through.