Registration is now open for ACCELERATE 2014 in Atlanta, Georgia on September 18th. Reserve your spot today at Eventbrite — tickets are only $99 USD!

Getting Ready for Adobe Summit!

For those of us who work in web analytics and use Adobe SiteCatalyst, the Adobe Marketing Summit has become a yearly pilgrimage to Utah to see old friends and learn about new product developments. As we enter February, the Adobe Summit is now upon us and I look forward to attending my 10th Summit (yes I am old!). As I mentioned in my last post about conference season beginning, Adobe (formerly Omniture), always puts on an amazing conference in terms of organization, food and entertainment. Outside of the Salesforce Dreamforce conference, I would say Adobe Summit’s are the best vendor conference in the digital space.

This year’s conference will be special for me since it is the first one since my book on Adobe SiteCatalyst has been published, and I look forward to talking to folks who have read it and getting their feedback. It will also be fun since all of my Web Analytics Demystified partners will be in attendance, including our three new additions in the past year. Since we all live in different locations, it is always great to get together in person. We also look forward to meeting with our wonderful clients, many of whom use Adobe products, both at the conference and on the slopes!

Come Chat With Team Demystified

One of my favorite parts of Adobe Summit has always been the informal chats that take place in the hallways with people who are passionate about web analytics and Adobe products. I love meeting people with whom I have interacted on Twitter and helping them answer questions that take more than 140 characters. Unfortunately, since the Adobe Summit has become so massive, I have found that over the years, I don’t end up seeing all of the people I initially hoped to see. So this year I am making a concerted effort to meet with as many people as I can.

To this end, if you or folks from your company would like to spend some time with me or any of the folks at Web Analytics Demystified, we are going to try and pre-arrange times that we can chat during the multi-day conference. Have a SiteCatalyst issue you want to chat about? Have a testing dilemma to discuss? Want some strategy advice? Need tagging tips and tricks? Dashboards driving you crazy? Whatever the topic, one of us can most likely help out. To schedule time with our team, please contact me and send your name, your company and the topics you would like to discuss and I will do my best to facilitate a conversation with the right Web Analytics Demystified partner. I look forward to seeing as many of you as possible at the Summit!

Published on February 11, 2013 under Uncategorized

Conference Season Begins!

It’s a new year and while I feel like I am still correcting myself when I write 2012 instead of 2013 on documents, believe it or not, it is the beginning of web analytics conference season! I guess when you are in a hot industry, everyone is ready to get started right away! In this post, I wanted to share some of the upcoming conference events I am attending and why I am excited about them.

Ensighten Agility

First on my list is the Ensighten Agility conference. As most people now know, Ensighten, founded by industry veteran Josh Manion, is the company that over the past few years created the tag management space. I remember a few years ago at the Washington DC eMetrics conference when Josh and his small band of employees were handing out wigs and asking people to take part in the upcoming “Tag-olution” of our industry! Back then tag management was a concept on the fringe of our industry, but time has shown that Josh and his team were onto something big. Fast-forward to now where there are an array of tag management vendors and even heavyweights like Adobe and Google have entered the space. Nowadays, it isn’t a question of whether a company will implement a tag management solution, but more a question of when it will be implemented. I would say that Ensighten is the technology that I am asked the most about by my enterprise clients and I have urged them to attend this conference so they can become more educated about Ensighten and tag management in general. The Ensighten Agility conference will provide a way to see first-hand the latest developments that Ensighten has created and hear from some of their leading customers and speakers.  Our own Brian Hawkins will be speaking about how you can use tag management to boost your testing programs. The event is taking place in San Francisco on January 31st and February 1st with a workshop day taking place on January 30th. You can register for the event by clicking here.

Webtrends Engage

As if the Ensighten conference weren’t enough of an excuse to visit lovely San Francisco, in the same week, the Webtrends Engage conference is taking place just down the street a few days before the Ensighten conference. If you are a Webtrends customer, you get a nice week-long visit to San Francisco, but even if you aren’t currently a Webtrends, there are reasons you should check out the Webtrends Engage conference. Webtrends has been transforming itself into company that offers much more than traditional web analytics. From their solutions in mobile and social to the latest release of Webtrends Streams, Webtrends is not the same company it was when I first encountered them so many years ago. Eric Peterson, Brian Hawkins and I will be at the conference so if you are coming and would like to chat, please contact us.

Coming Soon

After these two conferences, the next conferences I’ll be attending are the Adobe Digital Marketing Summit in Salt Lake City and the big San Francisco eMetrics conference in April. The Adobe Summit is always a great time, as Adobe hosts some of the best vendor conferences I have ever attended. eMetrics San Francisco should be fun as this is usually the most attended eMetrics conference of the year. All of my Web Analytics Demystified partners will be there and looking forward to catching up with our web analytics friends from across the country. Once again, the DAA is hosting its annual DAA Gala which is always a good time. If you haven’t attended a DAA Gala in the past, you should consider it. There have been great speakers, food and a chance to unwind a bit and get to know your web analytics peers in a fun, social environment (plus you get to witness the geeks’ version of the academy awards!).

Finally, at the San Francisco eMetrics conference, I will be offering my advanced “Top Gun” Adobe SiteCatalyst training class. This workshop has been a blast and received rave reviews in Boston and London. I encourage you to check it out and if you have any questions about it to contact me.

Published on January 22, 2013 under Uncategorized

Alternative Conversion Flows

Many online marketers have a desire to test out different conversion flows on their website. Whether those flows are for an alternative checkout process or a new application process, the overall desire is the same. By testing out an alternative conversion flow, you can see how website conversion differs and find opportunities to optimize your website and boost conversion. In this post, I will share how you can track these alternative conversion flows in Adobe SiteCatalyst.

Conversion Flow eVar

Luckily, tracking alternative conversion flows is easy in SiteCatalyst. As you probably already know, SiteCatalyst provides Conversion Variables (eVars) that area meant to be set and used to break down various website conversion events (Success Events). Therefore, eVars can be used to store the names of your various conversion flows. For example, let’s imagine that you work for a credit card company and have a standard 4 step application process, but want to test out a streamlined 3 step process. To do this, all you need to do is create a new “Conversion Flow” eVar and pass the appropriate value to it at the start of each process flow. If the current website visitor has been shown the 4 step process, you would pass in a value of “credit-card:4-step” and if the visitor was shown the 3 step process, you would pass a value of “credit-card:3-step” to the eVar. This simple action allows you to segment your website success events into two buckets and see how each conversion flow plays out with respect to conversion:

In this example, we can see that the 3-step process looks to be converting better than our default 4 step process. As always, this new conversion flow eVar can be broken down by other eVars (i.e. Campaigns) and can be used as part of a segment in SiteCatalyst. If you want the results of the test to be limited to one visit, you would set the eVar expiration to “Visit” but if you have cases where you want to retain which flow they were in beyond the visit, set the eVar expiration accordingly (i.e. Month).

Another thing to keep in mind when using this conversion flow eVar is that it can be used over and over again. Once you are done with the preceding conversion flow test, you can re-use the same eVar for other conversion flow tests. When re-using this eVar, you will just want to make sure that preceding tests are completed. I have seen some clients who try to cram too much into a conversion flow eVar and forget that subsequent values will overwrite preceding ones if values are passed to the same eVar.

Concurrent Flows or Tests

So what do you do if you have multiple conversion flow tests taking place simultaneously? For example, let’s say that in addition to the 3 vs. 4 step conversion flow test above, you are also testing landing page A vs. landing page B? This presents a real quandary, since SiteCatalyst does not have a great way to deal with this.

The easiest way to track multiple conversion flows or tests is to use multiple eVars. I suggest that you identify the general types of flows or tests you will have and assign an eVar to each. For example, if your website routinely does landing page tests and conversion flow tests, you might reserve one eVar for each. Each visitor would be assigned a value in both eVars and you can break one down by the other. For example, in the preceding example, if visitors were assigned a landing page value in an additional eVar, the above report might look like this when broken down:

Obviously, this approach has some limitations since, if you do a lot of different types of tests, you will use up many eVars, but this is probably the most straightforward approach.

The other approach, albeit one that I have not yet tried with a client, is using a List Var to store the various test values. As you may recall, SiteCatalyst provides three List Vars that allow you to store multiple values in one eVar. I don’t see why you could not use a comma-separated list of values and put all of the various tests that a visitor is part of in that eVar. However, since I have not yet tried this, there may be some unforeseen downsides to doing this. For example, there may be cases in which you need to remember which flows/tests visitors have been in and persist those values to the List Var to avoid a string of two or three test values being overwritten by a single test value deep within your website. If you are going to try this approach, I suggest you pre-pend each value with the type of test it relates to such as “landing:control” and “app-flow:4-step” so you can differentiate each in the List Var report. However, for now, I suggest that you begin with the multiple eVar approach.


Published on January 7, 2013 under Uncategorized

Products & SKU’s

When I work with retailers who use Adobe SiteCatalyst, one topic that often emerges is the best way to handle the tracking Product ID’s and SKU’s. In this post, I will outline the challenges that exist and share some ways to handle product and SKU tracking in SiteCatalyst.

The Product vs. SKU Dilemma

The primary challenge that arises when it comes to Products and SKU’s is that there are often cases in which you have to set conversion Success Events at the point you know only the Product ID and other cases in which you know the Product ID and the detailed SKU. This is best illustrated by an example. Imagine that you are a retailer and one of the products you sell is a sweater. At the point that a website visitor views the product page for the sweater, you would want to set a Product View Success Event and the Products Variable (s.products). In this case, you most likely have a Product ID for the sweater being looked at by the visitor so you might pass that to the Products Variable such that your tagging looks like this:"prodView,event1";

So far so good. However, now let’s assume the website visitor chooses a color for the sweater (i.e. blue) and adds it to the shopping cart. In this case, you probably still know the Product ID, but also have a more detailed SKU that represents the sweater with the color being “blue.” Now you have two tagging choices. During the Cart Addition (scAdd) Success Event, should you pass the Product ID # (ProductID-111) or the more detailed SKU as shown below?"scAdd";

The issue with the preceding code is that your Products report will be disjointed since Product Views will be tied to Product ID’s and Cart Additions (and presumably Orders and Revenue) will be tied to the SKU ID. Here is what a sample Products report would look like if the above visitor were the only visitor to the website:

This is clearly not ideal since you’d like to see a full funnel report for each Product or SKU. While we have the option of cleaning up this report by applying SAINT Classifications to roll it up by Product ID, this can be time consuming. Therefore, let’s look at a few ways to improve upon this reporting.

Solution #1 – Product ID Only

If our goal is to produce a clean Products report such that metrics are consistent for each Product ID, one approach is to only pass the higher-level Product ID to the Products variable for all shopping cart Success Events. In the preceding example, this would mean passing a value of “ProductID-111″ with the Product View event and all other shopping cart events. This will allow you to see drop-off between these shopping cart Success Events by Product ID as shown here:

This is the most basic solution, but has one major drawback – it is not possible to see detail below the Product ID. Since you are only setting Product ID’s, there is no way for SiteCatalyst to magically allow you to breakdown the shopping cart Success Events by SKU since you haven’t provided the SKU. This approach works if your products don’t have detailed SKU’s, but if they do, you might find this option limiting and consider moving onto the next approach.

Solution #2 – SKU Merchandising

If your organization subdivides Products into SKU’s at the Cart Addition step, I suggest you use a different approach. In the past I have discussed Product Merchandising, which is a way in SiteCatalyst to associate an eVar value with a specific Products Variable value. Product Merchandising can be used in this situation to bind a SKU to each Product ID using a new SKU Merchandising eVar. In this case we will ask ClientCare to enable a new Merchandising eVar using the “Product Syntax” approach.  Once this is done, we can pass the Product ID to the Products Variable as shown in the above solution, but additionally pass the SKU to a new Merchandising eVar whenever it is present:

During the Product View:"prodView, event1";

During the Cart Addition:"scAdd";

Keep in mind that if we wanted, we could pass in the actual SKU value (i.e. “Blue” as the color) instead of using the SKU #, but passing the SKU# is ok since we can use SAINT to classify it later.

So far this may not seem to get us much further than we were previously, but as I will show, this set-up does make a big difference. First, you can see a complete funnel by Product ID as shown above by using the Products Variable. But now we have an additional eVar that can be used to see the conversion funnel by SKU. To do this, simply add shopping cart metrics to this new SKU eVar report and you can see everything except Product Views (since those don’t have a SKU):

Since you have two different variables, you can also use Conversion Subrelations to break the Product ID down by the new SKU eVar to see the Product ID metrics broken down by SKU for all shopping cart metrics except Product Views:

Final Thoughts

As always, there are many different approaches to things in SiteCatalyst, but hopefully the preceding gives you some things to consider when dealing with Products and SKU’s. If you have other cool approaches you have used, please leave them as a comment here. Thanks!

Published on December 17, 2012 under Uncategorized

Adobe SiteCatalyst – ClickTale Integration

About a year ago, I wrote a blog post discussing ways that you could integrate Adobe SiteCatalyst and Tealeaf. In that post, I talked about some of the cool integration points between the two products. In this post, I’d like to talk about how the same integration would work with ClickTale and share some cool new things that are possible that go even beyond what is possible with Tealeaf.

What is ClickTale?

For those unfamiliar with ClickTale, it is an in-page analytics tool that allows you to record website sessions, filter them and play them back. It is often used to see heat maps of pages and to “watch” website visitors and includes even their mouse movements. It is pretty cool technology since often times the best way to get internal stakeholders to understand website issues is to have them watch real users encountering issues.

In a similar manner to what I described in my previous Tealeaf post (which I suggest you read before continuing with this post!), it is possible to pass a ClickTale ID to SiteCatalyst via an sProp or eVar:

Having this ClickTale ID in SiteCatalyst allows you to use the standard segmentation capabilities of SiteCatalyst to isolate visits or visitors who exhibit specific behaviors in which you are interested. For example, you might be interested in isolating visits where visitors reached checkout, but didn’t purchase:

Once you do this, it is possible to open the preceding ClickTale Session ID eVar and see a list of all of the ClickTale session ID’s that match this segment.

Adobe Genesis Extend (BETA) Integration

But as I noted in my preceding Tealeaf post, one of the frustrations of this type of integration is that once you isolate the session ID’s that you want to watch, you are stuck. You have to copy each one individually and then switch to the other application (i.e. Tealeaf) and then start the process of watching the session. My wishlist item in my previous post was that this process could be simplified so you can simply click and view the session, right from within SiteCatalyst. Believe it or not, doing this is now possible! Thanks to the creation of Genesis Extend (still in Beta), you can add a Genesis Chrome browser extension to your version of Chrome and get the ability to streamline this process for ClickTale (not Tealeaf unfortunately).

To do this, simply search for the Genesis Chrome browser extension and install it. When that is done, you will see a new icon in your Chrome browser which you can click to see the settings:

You will notice that there is a ClickTale box you can check (and also one for Twitter which allows you to see actual Tweets in referrer reports). From here you can enter your ClickTale authorization credentials and you are ready to go.


Back in SiteCatalyst, there is a free Genesis “labs” area you can visit to launch the wizard that helps you generate the code you need to capture the ClickTale ID in an eVar of your choice:

After you have completed the wizard and are collecting ClickTale recording ID’s in an eVar, you can open that report in SiteCatalyst, you will see a new link in each row…

…which allows you to click to view the actual recording in ClickTale:

It is also possible to use this new SiteCatalyst eVar to copy a list of ClickTale ID’s and paste them right into ClickTale to create a segment and look at heat maps for just those ID’s.

Final Thoughts

As you can see, this is a cool interface integration that is possible since both SiteCatalyst and ClickTale are “cloud” products. I would expect that you will see more of this in the future in more browsers or even natively as part of SiteCatalyst. If you are a ClickTale customer and use SiteCatalyst, you should definitely try this out!

Published on December 10, 2012 under Uncategorized

Potential India Tour!

Over the past ten years, I have had the pleasure of meeting and connecting digitally (i.e. LinkedIn) with many great web analytics folks across the globe. Through these interactions, I have tried to impart as much knowledge as I can through e-mails, blog posts and, more recently, my published book. During this time, I have had the pleasure of meeting in person many of the folks with whom I have connected at client sites and conferences such as Adobe Summit, eMetrics and our own Accelerate events.

However, given its geographic distance, one group of folks that I have not had many opportunities to meet are the folks in India. As I have learned over the years, India is a country that has a large population interested in web analytics. In my own personal networks, I think I am connected to more folks in India than most countries I am able to visit regularly. Since I have started conducting more training and with the publishing of the book,

I have received a steady stream of requests from folks in India who want to learn more about Adobe SiteCatalyst and other topics related to web analytics. Based upon these requests, I had a conversation with our Indian-based partner eClerx about the possibility of doing training classes in India and we have decided to investigate the possibility.

Bearing in mind that it may end up not being logistically or financially feasible, Web Analytics Demystified and eClerx are conducting an exploratory exercise to see how many in India would be interested in live web analytics classes and what types of training classes would be desired (since we are data people!). Therefore, if you are in India and in the web analytics field (or want to be!), please go to this web page and tell us the types of training would interest you the most. Based upon this feedback, we will determine if we want to take this initiative to the next level. Thanks!

Published on December 6, 2012 under Uncategorized

SiteCatalyst Tip: Corporate Logins & Labels

As you use Adobe SiteCatalyst, you will begin creating a vast array of bookmarked reports, dashboards, calculated metrics and so on. The good news is that SiteCatalyst makes it easy for you to publicly share these report bookmarks and dashboards amongst your user base. However, the bad news is that SiteCatalyst makes it easy for you to publicly share these report bookmarks and dashboards amongst your user base! What do I mean by this? It is very easy for your list of shared bookmarks, dashboards, targets and other items to get out of control. Eventually, you may not know which reports you can trust and trust is a huge part of success when it comes to web analytics. Therefore, in this post, I will share some tips on how you can increase trust by putting on your corporate hat…

Using a Corporate Login

One of the easiest ways to make sense of shared SiteCatalyst items at your organization is through the use of  what I call a corporate login. I recommend that you create a new SiteCatalyst login that is owned by an administrator and use that login when sharing items that are sanctioned by the company. For example, if I owned SiteCatalyst at Greco, Inc., I might create the following login ID:

Once this new user ID is created, when you have bookmarks, dashboards or targets that are “blessed” by the company, you can create and share them using this ID. For example, here is what users might see when they look at shared bookmarks:

As you can see, in this case, there is a shared bookmark by “Adam Greco” and a shared bookmark by “Greco Inc.” While based upon his supreme prowess with SiteCatalyst, you might assume that Adam Greco’s bookmark is credible, that might not always be the case! Adam may have shared this bookmark a few years ago and it might no longer be valid. But if your administrator shares the second bookmark above while logged in as “Greco Inc.,” it can be used as a way to show users that the “Onsite Search Trend” report is sanctioned at the corporate level.

The same can be done for shared Dashboards:

In this case, Adam and David both have shared dashboards out there, but it is clear that the Key KPI’s dashboard is owned by Greco, Inc. as a whole. You can also apply the same concept to SiteCatalyst Targets:

If you have a large organization, you could even make a case for never letting anyone share bookmarks, dashboards or targets and only having this done via a corporate login. One process I work with clients on, is to have end-users suggest to the web analytics team reports and dashboards that they feel would benefit the entire company. If the corporate web analytics team likes the report/dashboard, they can login with the corporate ID and share it publicly. While this creates a bit of a bottleneck, I have seen that sometimes large organizations using SiteCatalyst require a bit of process to avoid chaos from breaking out!

Using a “CORP” Label

Another related technique that I have used is adjusting the naming of SiteCatalyst elements to communicate that an item is sanctioned by corporate. In the examples above, you may have noticed that I added the phrase “(CORP)” to the name of  a Dashboard and a Target. While this may seem like a minor thing, when you are looking at many dashboards, bookmarks or targets, seeing an indicator of which items are approved by the core web analytics team can be invaluable. This can be redundant if you are using a corporate login as described above, but it doesn’t hurt to over communicate.

This concept becomes even more important when it comes to Calculated Metrics. It is not currently possible to manage calculated metrics and the sharing of them in the same manner as you can for bookmarks, dashboards and targets. The sharing of calculated metrics takes place in the Administration Console so there is no way to see which calculated metrics are sanctioned by the company using my corporate login method described above.

To make matters worse, it is possible for end users to create their own calculated metrics and name them anything they want. This can create some real issues. Look at the following screenshot from the Add Metrics window in SiteCatalyst:

In this case, there are two identical calculated metrics and there is no way to determine which one is the corporate version and which is the version the current logged in user had created. If both formulas are identical then there should be no issues, but what if they are not? This can also be very confusing to your end users. However, the simple act of adding a more descriptive name to the corporate metric (like “CORP” at the end of the name) can create a view like this:

This makes things much more clear and is an easy workaround for a shortcoming in the SiteCatalyst product.

Final Thoughts

Using a corporate login and corporate labels is not a significant undertaking, but these tips can save you a lot of time and heartache in the long run if used correctly. You will be amazed at how quickly SiteCatalyst implementations can get out of hand and these techniques will hopefully help you control the madness! If you have similar techniques, feel free to leave them as comments here…

Published on November 26, 2012 under Uncategorized

De-Duped Success Metrics

When working with SiteCatalyst clients, I often see them ask questions related to how often a particular Success Event takes place at least once during a visit. Examples of this might include the following questions:

  • In what percent of visits do visitors add an item to the shopping cart?
  • How often to visitors who add items to the cart reach checkout?
  • What percent of visits do visitors conduct an onsite search?

At first glance, these seem like easy questions to answer, but I see clients making mistakes with these questions. For example, let’s say that you want to answer the first question above and see the percent of all visits that add items to the shopping cart. Most clients would approach this question by creating a calculated metric that divides Cart Additions (scAdd) by Visits. While this seems logical, it will not give you the correct answer, since visitors can add multiple items to the shopping cart within the visit. If Visitor X adds three items to the cart in the visit, the formula in our calculated metric would be:

The issue is that since most people look at this metric for all visits, the individual Cart Addition numbers are obfuscated and you are often seeing an inflated percentage for Cart Add/Visit %. In fact, the same issue applies to all of the questions listed above. If you are looking to compare Cart Additions to Checkouts, multiple Cart Additions or Checkouts taking place in a visit could inflate your ratio.

So how would you resolve this issue? There are several ways in SiteCatalyst to accurately report on the preceding questions so I will share the various methods at your disposal.

Using De-Duped Success Metrics

The easiest way to resolve the preceding dilemma is to set an additional “de-duped” version of metrics that you want to see in calculated metrics like the ones above. Personally, I wish Adobe provided an easy way in SiteCatalyst to see a de-duped version of every Success Event, but that is not currently available. Therefore, you will have to create a second Success Event for those metrics that you want to use in these types of Calculated Metrics. Keep in mind that you are limited to around one hundred Success Events so you won’t want to do this for all of your Success Events, so use your best judgment.

In this case, let’s assume that you are interested in seeing an accurate percent of visits in which a Cart Addition took place. To do this, every time you set the normal Cart Addition Success Event (scAdd), you should set a second, custom Success Event and call it something like “Cart Adds (De-Duped).” For this second Success Event, you will want to apply Success Event serialization to prevent the event from being counted more than once in a visit. I would recommend using “Once per Visit” serialization since it requires less tagging and can be enabled by ClientCare. By setting this new Success Event, you will have a count of how often visitors add items to the cart, but it will only be counted once, regardless of how many times the visitor adds items to the shopping cart within the visit. When this is complete, you can create a calculated metric that divides this “Cart Adds (De-Duped)” metric by the Visits metric to see an accurate ratio for visits in which at least one Cart Addition took place:

To see the impact of this, let’s imagine that you had five website visitors that performed the following actions:

In this scenario, if we used a calculated metric that used Cart Additions and Visits, our ratio would be 120% for these five visitors. Obviously, this isn’t representative of what really happened. However, if we use our new “Cart Additions De-Duped” Success Event, we will only count one Cart Addition per Visit and see the following data:

Doing this provides a more accurate representation that 60% of visits contained at least one Cart Addition. And since you now have a Calculated Metric that is trustworthy, you can see the answer to this question trended over time using a report like the one shown here:

This Calculated Metric can be easily added to a SiteCatalyst Dashboard and can be used like any other Calculated Metric.

Note: Some companies implement the Carts (scOpen) Success Event at the first shopping cart addition and de-dup it using “Once per Visit” serialization. This is a similar approach, so if you are doing this, you can use the Carts Success Event divided by Visits to see the same cart rate.

As you can see, the addition of one more Success Event allows us to greatly improve our reporting for cases in which you want to see if something happened at least once in a website visit. If you look at the other questions posed above, you will see that the same concept can be applied. For example, if you want to see an accurate ratio of times that visitors do at least one Cart Addition and one Checkout, you might create a “De-Duplicated” version of Cart Additions and Checkouts and use those versions in your Calculated Metric.

Keep in mind that these new “De-Duplicated” metrics will not be accurate when used in Conversion Variable reports (i.e. Products Report, eVars, etc…) since they will only be counted the first time the Success Event takes place. This means that if a visitor adds three products to the shopping cart, only the first product will be associated with a value in the conversion variable (i.e. Product XYZ). These new “De-duplicated” metrics should only be used in global website calculated metrics and the normal metrics (i.e. Cart Additions) should be used in detailed Conversion Variable reports.

Segmentation Approach

If you are averse to using more Success Events to answer the questions above, it is possible to answer them using Segmentation. I think this method is more cumbersome, but will describe how to do it for educational purposes.

To use Segmentation to answer any “how often did X happen in a visit” question, you will have to create a Visit-based segment that isolates visits in which the Success Event in question took place. Using the preceding example, if you wanted to see how often visits contained a Cart Addition, you would create a Visit segment and add the Cart Addition Success Event to the segment as shown here:

Once you have this segment, you can open the Visits report and see how many Visits took place in the desired timeframe. For this example, let’s use the data for the five visitors we described above. In this case, three of the five visits would qualify to be included in the segment so our Visits report would show a total of three. Now you can write that number down and then remove the segment (go back to “All Visits”) and look at the same Visits report for the entire population. In this case, you would see a total of five visits, so you can divide the three Cart Addition visits by the total visits to get the same 60% we saw above. If this is something you will be doing on a recurring basis, you can automate this process using Adobe ReportBuilder. To do this, you would create two different data blocks in Excel – one for all Visits and one for Visits with the above segment applied. Then you can create a formula that divides the totals of these two data blocks and trend it over time using a custom graph.

As I mentioned previously, I think this approach is more time consuming, but it does save Success Events if that is a concern.

Page Name Approach

In theory, there is another way to answer these types of questions, though I don’t recommend it. This approach involves using Page Names. To do this, you can use Adobe ReportBuilder to isolate the specific page on which a Success Event takes place (i.e. Cart Addition page) and look at that pages’ Visit count and divide it by total Visits. However, since page names can be unreliable and it still requires work in Adobe ReportBuilder, I don’t recommend this approach.

Final Thoughts

If you ever have questions in which people ask you how often something took place at least once in a website visit, I hope that you will think about these concepts and make sure that you are accurately answering them for your organization. While some of these concepts are a bit complex, they can save you the embarrassment of reporting inflated conversion metrics to your organization.

Published on November 19, 2012 under Uncategorized

SiteCatalyst Variable Naming Tips

One of the parts of Adobe SiteCatalyst implementations that is often overlooked is the actual naming of SiteCatalyst variables in the Administration Console. In this post, I’d like to share some tips that have helped me over the years in hopes that it will make your lives easier. If you are an administrator you can use these tips directly in the Administration Console. If you are an end-user, you can suggest these to your local SiteCatalyst administrator.

Use ALL CAPS For Impending Variables

There are often cases in which you will define SiteCatalyst variables with a name, but not yet have data contained within them. This may be due to an impending code release or you may have data being passed to the new variable, but it hasn’t yet been fully QA’d to the point that you are willing to let people use the data. Of course, you always have the option to use the menu customization tool to hide new variable reports until they are ready, but sometimes it is fun to let your users know what types of data are planned and coming soon. Anther reason to enter names into variable slots ahead of time is to make sure that your co-workers don’t re-use a specific variable slot for a different piece of data, which can mess up your multi-suite tagging architecture.

So now, let’s get to the first tip. If you have cases in which you have variables that are coming soon, I use the Administration Console to name these variables in ALL CAPS. This is an easy way to communicate to your users that these variables are coming soon, but not ready to be used. All you have to do is explain to your SiteCatalyst users what the ALL CAPS naming convention means. Below is an example of what this might look like in real life:


I have found that this simple trick can prevent many implementation issues. For example, I have seen many cases where SiteCatalyst clients open a variable report and either see no data or faulty data. This diminishes the credibility of your web analytics program and over time can turn people off with respect to using SiteCatalyst. By making sure that reports that are not in ALL CAPS (proper case) are dependable, you can build trust with your users. When you are sure that one of your new variables is ready for prime time, simply go to the Administration Console and rename the variable to remove the ALL CAPS and you will have let your end-users know that you have a new variable/report that they can dig into.

Some of my customers ask me why I wouldn’t simply use the user security feature of SiteCatalyst to only let administrators and testers see these soon to be deployed variables. That is a good question. It is possible to hand-pick which variables each SiteCatalyst user has access to using the Administration area. Unfortunately, you can only limit access to Success Events and Traffic Variables (sProps). For reasons unbeknownst to me, you cannot limit access to Conversion Variables (eVars), which are often the most important variables (I have requested the ability to limi access to eVars in the Idea Exchange if you want to vote for it!). But you can certainly use this approach to limit access to two out of the three variable types if desired. Another approach I have seen used is to to move all of these impending ALL CAPS variables to an “Admin” folder using the menu customizer.

Add Variable Identifiers to Variable Names

As you learn more about SiteCatalyst, you will eventually learn the differences between the different variable types (Success Events, eVars and sProps). I have even seen that some power users end up learning the numbers of the specific variables they use for a specific analysis, such as eVar10 or sProp12. While normally, only administrators and developers care about which specific variable numbers are used for each data element, I have found that there are benefits to sharing this information with end-users in a non-obtrusive manner.

For example, let’s say that you want to capture which onsite (internal) search terms are used by website visitors. You would want to capture that in a Conversion Variable (eVar) to see KPI success taking place after that search term is used, but you also might want to capture the phrases in a Traffic Variable (sProp) so you can enable Pathing and see the order in which terms are used. In this case, if you create an eVar and an sProp for “Internal Search Terms” and label them as such, it can be difficult for your SiteCatalyst users to distinguish between the eVar version of the variable and the sProp version of the variable (which is even more difficult if you customize your menus).


Therefore, my second variable naming tip is to add an identifier to the end of each variable so smart end-users know which variable they are looking at in the interface. As you can see in the screenshot above, I have added a “(v24)” to the Internal Search Terms eVar and “(c6) to the “Internal Search Term” sProp as well as identifiers for all other variables. This identifier doesn’t get in the way of end-users, but it adds some clarity for power users who now know that internal search phrases are contained within eVar 24 and sProp6. Being a bit “old school” when it comes to SIteCtaalyst, I use the old fashioned labels from older versions of the JavaScript Debugger as follows:

  • Success Events = (scAdd), (scCheckout), (e1), (e2), (e3), etc…
  • Conversion Variables = (v0) for s.campaigns, (v1), (v2), etc…
  • Traffic Variables = (, (c1), (c2), (c3), etc…

Obviously, you can choose any identifier that you’d like, but these have worked for me since they are short and make sense to those who have used SiteCatalyst for a while. Another side benefit of this approach is that if you ever need to find a report in a hurry and you know its variable number, you can simply enter this identifier in the report search box to access the report without having to figure out where it has been placed in the menu structure. Here is an example of this:


Front-Load Success Event Names

When you are naming SiteCatalyst variables, you should do your best to be as succinct as possible as having long variable names can have adverse effects on your menus and report column headings. However, there is one issue related to variable naming that is unique to Success Events I wanted to highlight. Let’s imagine that you have a multi-step credit card application process and you want to track a few of the steps in different Success Events. In this case, you might use the Administration Console and set-up variables as shown here:


In this case, the variable name is a bit lenghty, but more importantly, the key differentiator of the variable name occurs at the end of the name. So why does this matter? Well let’s take a look at how these Success Event names will look when we go to add them to a report in SiteCatalyst:


Uh, oh! Since the key aspects of these variable names are at the end, they are not visible when it comes to adding metrics to reports. This makes it difficult to know which Success Event is for step1, 2, 3, etc… You can hover over the variable name to see its full description, but this is much more time consuming. I have asked Adobe repeatedly to make the “Add Metrics” dialog box horizontal instead of vertical but have not had any success with this (you can vote for this!). In this case, I would suggest you change the names of these Success Events to something like this:


Which would then look like this when selecting metrics:


Keep in mind that there is no correlation between the length of the variable definition box in the Admin Console and when the Success Event name will get cut-off in the Add Metrics dialog box so don’t get tricked into believing that if it fits in the box you will be ok!

Final Thoughts

These are just a few variable naming tips that I would suggest you consider to make your life a bit easier. If you have other suggestions or ideas, please leave them here as comments so others can benefit from them. Thanks!

Published on November 15, 2012 under Uncategorized

Can I Track you Maybe?

At our Boston Accelerate conference, we had a little fun with this music video … if you don’t see the embedded video below, you can watch at YouTube.


Published on October 24, 2012 under About this Blog, Uncategorized


Recent Blog Posts

Hello. I’m a Radical Analytics Pragmatist
Tim Wilson, Partner

I was reading a post last week by one of the Big Names in web analytics…and it royally pissed me off. I started to comment and then thought, “Why pick a fight?” We’ve had more than enough of those for our little industry over the past few years. So I let it go.

Except I didn’t let it go.

Continue reading this article ... ... more from Tim Wilson

Competitor Pricing Analysis
Adam Greco, Senior Partner

One of my newest clients is in a highly competitive business in which they sell similar products as other retailers. These days, many online retailers have a hunch that they are being “Amazon-ed,” which they define as visitors finding products on their website and then going to see if they can get it cheaper/faster on This client was attempting to use time spent on page as a way to tell if/when visitors were leaving their site to go price shopping.

Continue reading this article ... ... more from Adam Greco

How to Deliver Better Recommendations: Forecast the Impact!
Michele Kiss, Partner

One of the most valuable ways to be sure your recommendations are heard is to forecast the impact of your proposal. Consider what is more likely to be heard: "I think we should do X ..." vs "I think we should do X, and with a 2% increase in conversion, that would drive a $1MM increase in revenue ..."

Continue reading this article ... ... more from Michele Kiss

ACCELERATE 2014 “Advanced Analytics Education” Classes Posted
Eric T. Peterson, Senior Partner

I am delighted to share the news that our 2014 “Advanced Analytics Education” classes have been posted and are available for registration. We expanded our offering this year and will be offering four concurrent analytics and optimization training sessions from all of the Web Analytics Demystified Partners and Senior Partners on September 16th and 17th at the Cobb Gallaria in Atlanta, Georgia.

Continue reading this article ... ... more from Eric T. Peterson

Product Cart Addition Sequence
Adam Greco, Senior Partner

In working with a client recently, an interesting question arose around cart additions. This client wanted to know the order in which visitors were adding products to the shopping cart. Which products tended to be added first, second third, etc.? They also wanted to know which products were added after a specific product was added to the cart (i.e. if a visitor adds product A, what is the next product they tend to add?). Finally, they wondered which cart add product combinations most often lead to orders.

Continue reading this article ... ... more from Adam Greco

7 Tips For Delivering Better Analytics Recommendations
Michele Kiss, Partner

As an analyst, your value is not just in the data you deliver, but in the insight and recommendations you can provide. But what is an analyst to do when those recommendations seem to fall on deaf ears?

Continue reading this article ... ... more from Michele Kiss

Overcoming The Analyst Curse: DON’T Show Your Math!
Michele Kiss, Partner

If I could give one piece of advice to an aspiring analyst, it would be this: Stop showing your "math". A tendency towards "TMI deliverables" is common, especially in newer analysts. However, while analysts typically do this in an attempt to demonstrate credibility ("See? I used all the right data and methods!") they do so at the expense of actually being heard.

Continue reading this article ... ... more from Michele Kiss

Making Tables of Numbers Comprehensible
Tim Wilson, Partner

I'm always amazed (read: dismayed) when I see the results of an analysis presented with a key set of the results delivered as a raw table of numbers. It is impossible to instantly comprehend a data table that has more than 3 or 4 rows and 3 or 4 columns. And, "instant comprehension" should be the goal of any presentation of information — it's the hook that gets your audience's brain wrapped around the material and ready to ponder it more deeply.

Continue reading this article ... ... more from Tim Wilson

Automating the Cleanup of Facebook Insights Exports
Tim Wilson, Partner

This post (the download, really — it’s not much of a post) is about dealing with exports from Facebook Insights. If that's not something you do, skip it. Go back to Facebook and watch some cat videos. If you are in a situation where you get data about your Facebook page by exporting .csv or .xls files from the Facebook Insights web interface, then you probably sometimes think you need a 52" monitor to manage the horizontal scrolling.

Continue reading this article ... ... more from Tim Wilson

The Recent Forrester Wave on Web Analytics ... is Wrong
Eric T. Peterson, Senior Partner

Having worked as an industry analyst back in the day I still find myself interested in what the analyst community has to say about web analytics, especially when it comes to vendor evaluation. The evaluations are interesting because of the sheer amount of work that goes into them in an attempt to distill entire companies down into simple infographics, tables, and single paragraph summaries.

Continue reading this article ... ... more from Eric T. Peterson

Funnel Visualizations That Make Sense
Tim Wilson, Partner

Funnels, as a concept, make some sense (although someone once made a good argument that they make no sense, since, when the concept is applied by marketers, the funnel is really more a "very, very leaky funnel," which would be a worthless funnel — real-world funnels get all of a liquid from a wide opening through a smaller spout; but, let’s not quibble).

Continue reading this article ... ... more from Tim Wilson

Reenergizing Your Web Analytics Program & Implementation
Adam Greco, Senior Partner

Those of you who have read my blog posts (and book) over the years, know that I have lots of opinions when it comes to web analytics, web analytics implementations and especially those using Adobe Analytics. Whenever possible, I try to impart lessons I have learned during my web analytics career so you can improve things at your organization.

Continue reading this article ... ... more from Adam Greco

Registration for ACCELERATE 2014 is now open
Eric T. Peterson, Senior Partner

I am excited to announce that registration for ACCELERATE 2014 on September 18th in Atlanta, Georgia is now open. You can learn more about the event and our unique "Ten Tips in Twenty Minutes" format on our ACCELERATE mini-site, and we plan to have registration open for our Advanced Analytics Education pre-ACCELERATE training sessions in the coming weeks.

Continue reading this article ... ... more from Eric T. Peterson

Current Order Value
Adam Greco, Senior Partner

I recently had a client pose an interesting question related to their shopping cart. They wanted to know the distribution of money its visitors were bringing with them to each step of the shopping cart funnel.

Continue reading this article ... ... more from Adam Greco

A Guide to Segment Sharing in Adobe Analytics
Tim Wilson, Partner

Over the past year, I've run into situations multiple times where I wanted an Adobe Analytics segment to be available in multiple Adobe Analytics platforms. It turns out…that's not as easy as it sounds. I actually went multiple rounds with Client Care once trying to get it figured out. And, I’ve found "the answer" on more than one occasion, only to later realize that that answer was a bit misguided.

Continue reading this article ... ... more from Tim Wilson

Currencies & Exchange Rates
Adam Greco, Senior Partner

If your web analytics work covers websites or apps that span different countries, there are some important aspects of Adobe SiteCatalyst (Analytics) that you must know. In this post, I will share some of the things I have learned over the years related to currencies and exchange rates in SiteCatalyst.

Continue reading this article ... ... more from Adam Greco

Linking Authenticated Visitors Across Devices
Adam Greco, Senior Partner

In the last few years, people have become accustomed to using multiple digital devices simultaneously. While watching the recent winter Olympics, consumers might be on the Olympics website, while also using native mobile or tablet apps. As a result, some of my clients have asked me whether it is possible to link visits and paths across these devices so they can see cross-device paths and other behaviors.

Continue reading this article ... ... more from Adam Greco

The 80/20 Rule for Analytics Teams
Eric T. Peterson, Senior Partner

I had the pleasure last week of visiting with one of Web Analytics Demystified’s longest-standing and, at least from a digital analytical perspective, most successful clients. The team has grown tremendously over the years in terms of size and, more importantly, stature within the broader multi-channel business and has become one of the most productive and mature digital analytics groups that I personally am aware of across the industry.

Continue reading this article ... ... more from Eric T. Peterson

Ten Things You Should ALWAYS Do (or Not Do) in Excel
Tim Wilson, Partner

Last week I was surprised by the Twitter conversation a fairly innocuous vent-via-Twitter tweet started, with several people noting that they had no idea you could simple turn off the gridlines.

Continue reading this article ... ... more from Tim Wilson

Omni Man (and Team Demystified) Needs You!
Adam Greco, Senior Partner

As someone in the web analytics field, you probably hear how lucky you are due to the fact that there are always web analytics jobs available. When the rest of the country is looking for work and you get daily calls from recruiters, it isn’t a bad position to be in! At Web Analytics Demystified, we have more than doubled in the past year and still cannot keep up with the demand, so I am reaching out to you ...

Continue reading this article ... ... more from Adam Greco

A Useful Framework for Social Media "Engagements"
Tim Wilson, Partner

Whether you have a single toe dipped in the waters of social media analytics or are fully submerged and drowning, you’ve almost certainly grappled with "engagement." This post isn’t going to answer the question "Is engagement ROI?" ...

Continue reading this article ... ... more from Tim Wilson

It’s not about "Big Data", it’s about the "RIGHT data"
Michele Kiss, Partner

Unless you’ve been living under a rock, you have heard (and perhaps grown tired) of the buzzword "big data." But in attempts to chase the "next shiny thing", companies may focus too much on "big data" rather than the "right data."

Continue reading this article ... ... more from Michele Kiss

Eric T.








Contact Us

You can contact Web Analytics Demystified day or night via email or by reaching out to one of our Partners directly.

» Contact Information

Web Analytics Demystified, Inc.
P.O. Box 13303
Portland, OR 97213
(503) 282-2601

Useful Links