prop and eVar | What is merchandising eVar

So, how do the 2 ways differ?

If you choose Product Syntax, you need to define the value of eVar in the product variable itself like below:

s.products=”category;product;quantity;price;event_incrementer;eVarN=channel|eVarM=channel”;

If you notice the “|” in the syntax above, you will see that it separates 2 eVars. We can put as many eVars in this as per requirement, they all just need to be pipe separated.

The next option is Conversion Variable Syntax, which is more simple. In this one, you do not need to pass an eVar in the product variable. You simply open the admin console and enable merchandising in the eVar which you want to enable with this function. At the time of processing the data, adobe analytics server will automatically bind the persisting value present in eVar with the value present in the product variable.

For example, you enable merchandising in the eVar that records search keyword. Someone searches for “android” and then views the product “redmi note”. Now all the conversions in this session for “redmi note” will be attributed to search keyword “android”. This is because the value “android” was persisting at the time the product variable had the value “redmi note”.

Next, if you search again for “bluetooth” and add “cross beats” to the cart. Any conversion with cross beat will be attributed to “bluetooth” if you buy “cross beats”. Lets say you remove “cross beats” from the cart and again search for “bluetooth”, but add “boat headphones”, then the conversion for “boat headphones” will go to “bluetooth”.

In both the cases above, the credit for “Redmi note” is still being given to “android” only. Clear right?

Try to imagine this solution, you will able to grasp it better.

So, when would you use the Product Syntax vs Conversion Variable Syntax?

If you can pass the values on same page for eVar and product, you can use either of them. For example, you can pass product brand as merchandising eVar in product syntax because you can get the brand value together with the other values of the product on the same page.

But, if value of your eVar is populated on one page whereas value of your product is populated on other, you need to use the Conversion Variable Syntax. For example, your search keyword will get populated on search results page, your marketing variable will get populated on landing page whereas your product variable will get populated on the product details page.

You may also want to use Conversion Variable Syntax when the same value needs to be associated with multiple products. For example, there can be an eVar to record the payment method. This variable will be passed on Thank You page where there are multiple products. You do not need to pass the eVar with each product. You can simply enable the Conversion Variable Syntax based merchandising and the most recent value of the eVar at the time the product variable was populated will be passed.

Now, coming back to our use case.

You use your newly unlocked superpower of merchandising eVar. Create an eVar to record the utm parameters when they are present, and  record referral when they are absent and record nothing when there is nothing.

You enable merchandising with Conversion Variable Syntax. You do that because marketing information is recorded on landing page and conversion takes at later stages.

Bada boom!

Now, just wait for the data to be populated.

After a few days your data is ready. But, now how do you get this data?

You need 3 dimensions. First one being your merchandising eVar and second one being the visitor ID. Your metrics will be orders and revenue.

But how do you get this report?

Can you use workspace? No. Adobe is still adamant on not providing 2 dimensions in the workspace in same report.

So, perhaps you can use Report Builder. But the report is difficult to share.

Did you try SuperMetrics for Google Sheets? It’s a good alternative. Create a report in Google sheets. Caress the data and link the data to Data Studio. Super!

You the alpha digital analyst with mojo, share the report with Hunter. Hunter loves it and happily approves the purchase of SuperMetrics for Google Sheets.

Amazing!

Now Hunter uses this report as input for some advanced analysis using machine learning.

With this, I conclude my 7th post in this series. In the next post, I’ll be covering counter eVar. Till then, stay home, stay safe, wash your hands and maintain social distance!