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 Evergage integrates with Adobe Analytics (formerly Omniture SiteCatalyst) so that you can keep Adobe Analytics updated on the campaigns you run with Evergage.  In doing so, Adobe can register campaign metrics and analyze data in context of your business goals. Additionally, Evergage can send segment and attribute data to Adobe Analytics client-side to give you more information on your website visitors.

This Article Explains

This article details how to create the integration between Evergage and Adobe Analytics

Sections in this Article

Campaigns


Evergage campaigns change the content of your website to provide the most relevant and effective experience for each user. However, Adobe Analytics needs to know about these changes, since its in-depth tracking is reliant on the actual content a website visitor sees during their visit. By creating custom eVars in the site-wide JavaScript for Evergage campaigns, the effects of these personalization campaigns can be tracked and analyzed using Adobe's platform. This integration makes it possible to further understand the effects of Evergage campaigns on your site visitors or logged in users, as well as leverage the data within other parts of the Adobe Analytics platform.

To implement the campaign integration, review the code block below for a basic template. You can use this code in the experienceJS or the campaignJS, depending on the level of data you are looking to collect from each individual campaign or experience. You will also need to configure the variable names in the Adobe Analytics platform, as described here in Adobe's documentation.

The following code block is a typical example with Adobe Analytics. If you have enabled Analytics on a page, this will link Adobe Analytics tracked events to specific Evergage Campaigns. Evergage will send the following information to Adobe Analytics:

  • Campaign name
  • Experience
  • Impressions
  • Unique visitor clicks
  • Conversions
  • Segment name


var TRACKEDCAMPAIGNS = [
    "campaign 1",
    "campaign 2"
];


Evergage.addExperienceListener(function(experienceId, statType, message) {
    if (ajq.inArray(message.campaignName, TRACKEDCAMPAIGNS) < 0) {
        return false;
    }
    var s = window.s_Obj;
    if (s) {
        if (message.campaignState === "Testing" || message.campaignState === "Disabled") {
            return;
        }
        var statTypeWord = "";
        if (statType === "i") {
            statTypeWord = "Impression";
            s.eVar34 = message.campaignName + " [" + message.experienceName + "]";
            s.linkTrackVars = "eVar34";
            s.linkTrackEvents = "None";
            s.tl(true, "o", "Campaign " + statTypeWord);
        } else if (statType === "c") {
            statTypeWord = "Clickthrough";
            s.eVar34 = message.campaignName + " [" + message.experienceName + "]";
            s.linkTrackVars = "eVar34";
            s.linkTrackEvents = "None";
            s.tl(true, "o", "Campaign " + statTypeWord);
        } else if (statType === "d") {
            statTypeWord = "Dismissal";
            s.eVar34 = message.campaignName + " [" + message.experienceName + "]";
            s.linkTrackVars = "eVar34";
            s.linkTrackEvents = "None";
            s.tl(true, "o", "Campaign " + statTypeWord);
        }
    }
});

Segments and Attributes

Segment data can be accessed similarly to Advanced Dynamic Content Messaging (ADMC) queries:

${tools.user.get('SegmentNames', 'none')} // Default to "none" string value so that parse doesn't disable a Campaign template render.
Evergage.utils.getAttribute('user', 'SegmentNames');
Evergage.utils.getAttribute('user', 'userId');

You can also access user attribute data in the same fashion:

$!{user.attributes["DMP: Audiences"]} // Note:  the "!" negates to a null or empty value if the attribute doesn't exist, for safe access

For additional details, please see the article on advanced ADMC usage.


Considerations

There is some impact to the Evergage platform by enabling Adobe Analytics integration support. Typically, Adobe Analytics only sends events on page load. The only method Adobe Analytics provides for sending additional data, such as Evergage's campaign stats, is through "Custom Links".  While this is not the intended use of "Custom Links", Adobe Analytics does not provide any real method for collecting third party data client side. In doing so, you need to be aware of two important details:

  1. Their event count is going to increase, and this increase can be significant depending on how many Evergage campaigns you are running
  2. The statistic in Adobe Analytics that is generally used for bounce is going to be wrong. https://helpx.adobe.com/analytics/kb/comparing-bounces-and-single-access.html

Because Evergage sends a custom link, users who were previously tracked towards bounce will no longer be in that group if they also see an Evergage campaign on their first page.

The "Single Page Visit" statistic in Adobe Analytics would provide the correct information assuming that "Custom Links" are not used for other purposes to display information about the user bouncing.


Limits

  1. sProps are just like counters, except you can't attribute purchases to them. These are limited by the terms of the Adobe Analytics software version or contract you have. On average, a typical client has 75 sProps. Please review documentation on "additional eVars and Events" or contact your Adobe representative for more details.
  2. eVars (conversion variables) calculate attribution, but depending on the software version and terms of your Adobe Analytics installation these may not all be available for assignment within Evergage.
  3. Many of the sProp or eVars values will be "allocated" for other purposes, including third party analytics or tracking data. Be cautious when selecting the values that Evergage will utilize for reporting, as these should be exclusive to the Evergage integration.


Potential Integration Patterns

  1. You should have global tracking eVars to track any impressed campaign or any click. These eVars should be unique to Evergage statistics.
  2. You should also track all key campaigns, or group like campaigns together. For example, you could group all your recommendations campaigns together.


References

  1. Adobe Analytics - Additional eVars and Events – https://marketing.adobe.com/resources/help/en_US/sc/implement/evars_events.html