Adobe Marketing Cloud ClickStream Data Feeds

Transcription

1 Adobe Marketing Cloud ClickStream Data Feeds

2 Contents Clickstream Data Feeds Help...3 What's New...4 Best Practices...8 Configuring Data Feeds...9 Data Feed Contents...12 Clickstream Data Column Reference...15 Page Event Lookup...46 Hit Source Lookup...47 Calculating Metrics...49 Identifying Visitors...52 Pre and Post Columns...54 Special Characters...55 Troubleshooting...57 Contact and Legal Information...58 Last updated 6/1/2016 ClickStream Data Feeds

3 Clickstream Data Feeds Help 3 Clickstream Data Feeds Help Important: See What's New to learn about an upcoming column expansion that impacts all data feeds customers. Raw clickstream data that is collected from web sites, mobile apps, or is uploaded using web service APIs or data sources, is processed and stored in Adobe's Data Warehouse. This raw clickstream data forms the data set that is used by Adobe Analytics. As a service, Adobe can deliver this raw data to the customer in a batched manner on a recurring daily or hourly delivery schedule. This service is called the "raw clickstream data feed", or just "data feed." Each data feed comprises the clickstream data for a single report suite. To get started with clickstream data feeds, see Configuring Data Feeds. For column reference for an existing feed, see Clickstream Data Column Reference.

4 What's New 4 What's New Cumulative release notes for Clickstream data feeds. Data Feed Column Expansion (expected soon) The following data feed column sizes will increase in a future release: geo_zip field - column size will increase from 16 to 50 bytes geo_region field - column size will increase from 32 to 255 bytes geo_city field - column size will increase from 32 to 255 bytes New OS Types Lookup File Clickstream data feed customers that are currently receiving the os column will automatically receive an additional lookup file for OS types starting June 19, Mobile Carrier Column Now Available Mobile carrier data is now available in clickstream data feeds (this data is currently displayed on the Visitor Profile > Technology > Mobile Carrier report in marketing reports & analytics). Contact customer care to have this column added. Data Feed Column Expansion Adobe is currently evaluating an increase to the size of many data feed fields. Before these field sizes are increased, you need to expand the data fields in your ETL system to accommodate these new sizes. You also need to expand the fields used to store lookup file keys, as these are increasing in size as well. Note that the column expansions that were previously scheduled for April 2014 have been postponed, and an announcement will be included in the release notes when these expansions are rescheduled. Note: You can download a sample data feed with expanded columns and lookup files to test your ETL process. We recommend all customers test processing of this sample feed to prepare for the upcoming expansion. Lookup file key expansion The column used to store each lookup file key value should be expanded to store a. Note that additional lookup files could be added to the data feed when additional columns added, If possible your ETL system should be designed to accommodate the addition of new lookup files without impacting processing. String expansion Expand the following columns to store a 255 character string: ip2 page_event_var2 post_pagename post_channel post_t_time_info visit_start_pagename prop1-75 code_ver click_tag post_page_event_var2 post_pagename_no_url user_server domain transactionid post_prop1-75 geo_zip click_action pagename channel t_time_info first_hit_pagename post_transactionid ref_domain plugins

5 What's New 5 accept_language ip purchaseid ua_color post_keywords geo_region post_state namespace ua_os c_color page_type post_purchaseid ua_pixels stats_server j_jscript zip currency ct_connect_type post_ page_type s_resolution visit_keywords geo_city state post_zip post_currency Integer expansion Expand the following columns to store a : browser_height post_browser_height color os (Feb 20, 2014) geo_dma browser_width post_browser_width country resolution post_search_engine search_engine browser (Feb 20, 2014) language visit_search_engine search_page_num October 17, 2013 Social, Mobile, and Video solution variables are now available You can now receive solution variables in data feeds, which currently includes Social, Mobile, and Video metrics. To update your data feed definition to add solution variables, contact Customer Care. Event lookup file now included in data feed download Starting October 17, 2013, an additional event lookup file will be added to all data feeds. Your ETL might require a modification to consider this file. This new lookup file provides a map for all events, including shopping cart events, instance events, custom events, mobile-specific events, social-specific events, and so on. Be aware that the map for Mobile, Social, and Video solution event numbers are different for each report suite. The event lookup file delivered with each report suite should be considered specific to that report suite. May 23, 2013 Hourly Data Feeds Hourly data feeds provide customers raw Analytics data in hourly increments instead of the normal daily increments. By splitting the data into hourly increments, the data can be delivered in a more timely manner with less peak load on both origination and destination servers. See Configuring Data Feeds. February 14, 2013 Format of post_product_list column when events are present but product is empty

6 What's New 6 In post_product_list, If events are contained on the event list for a given hit but there is no product in the product list, the post_product_list contains four semicolons: ;;;; or in rare cases as semicolon, semicolon, zero, semicolon, zero, semicolon: ;;0;0; If you are performing a check for an empty product list you should update your ETL to handle both formats. January 22, 2013 Expansion of page_url and page_event_var1 Columns These columns were expanded to store URLs that are longer that 255 characters. This change enables you to receive the entire URL of each page and tracked link, which might contain long query strings or other values that were previously truncated at 255 characters. After this change, the page_url and page_event_var1 length will increase from 255 bytes to 64 kilobytes. Update any applications or scripts that you are using to process the data feed to use a 64Kb variable to store these strings. If you are storing the data feed in a database, make sure that the page_url and page_event_var1 columns are large enough to contain a string up to 64Kb. Alternatively, if your systems require the truncated versions of these columns, please make certain your ETL handles truncation appropriately. This change does not impact the post_page_url or post_page_event_var1 columns, which remain at 255 characters. June 21, 2012 You may now opt to receive clickstream data feed data as a once-daily package of multiple files rather than a single large monolithic file. The multiple file package is particularly useful for report suites with very high traffic volumes and has several advantages: Improved delivery consistency, especially during days with traffic spikes. Better parallel data processing. Using the multiple file package can significantly reduce the time required to compress and extract large data sets. The following additional optional columns are now available for inclusion in your data feed. In order to maintain compatibility with your current ETL processes, existing data feeds will not be altered unless requested to Customer Care through your Supported User. post_event_list post_ page_event post_page_event_var1 post_page_event_var2 post_ page_type post_page_url post_pagename post_pagename_no_url post_product_list post_channel post_mvvar1 post_mvvar3

7 What's New 7 post_purchaseid post_referrer post_state post_hier1-post_hier5 post_currency post_partner_plugins visit_keywords post_transactionid post_page_event_var3 va_instance_event va_new_engagement post_prop1-post_prop75 tnt_post_vista

8 Best Practices 8 Best Practices Following are some best practices for optimizing data feed delivery time. You should: Ensure that you communicate any anticipated traffic spikes ahead of time. Any upstream latency has a direct impact on how quickly the data feed process can get started. Ensure that you have ample room on your FTP site. Clean it out on a regular basis so that you don t inadvertently run out of disk space. When changing FTP credentials, please ensure that the credentials are current in Adobe's data feed system. Notify Adobe Customer Care of the credential changes. Use hourly delivery if possible. It makes the files smaller and faster to produce/transmit. Consider using multiple-file delivery (typically done with large daily feeds.) Multiple-file delivery breaks the single monolithic file into smaller files and delivers them all at the same time. Again, smaller files make it faster to create, zip/unzip, and transmit the data.

9 Configuring Data Feeds 9 Configuring Data Feeds Data feeds are enabled by Customer Care and delivered using FTP or Amazon S3. This section provides an overview of data feed options and the one-time configuration process. FTP File Delivery Data feed data can be delivered to an Adobe or customer hosted FTP location. If you select to have data uploaded to your FTP server, you must provide Adobe with the appropriate username, password, and upload path. You must implement your own process to manage disk space on the server, as Adobe does not delete any data from the server. Amazon S3 File Delivery If you don't want to worry about managing disk space or encrypting your data, you can now upload your files to an Amazon S3 bucket. Amazon will automatically encrypt the data at rest (on the Amazon servers). When you download the data, it gets decrypted automatically. If you select to have data uploaded via Amazon S3, you must provide Adobe Client Care with a Bucket name, an Access Key ID, a Secret Key and a folder name. BucketOwnerFullControl setting for Amazon S3 data feeds The common use case for Amazon S3 is that the Amazon Web Services (AWS) account owner creates a bucket, then creates a user that has permission to create objects in that bucket, and then provides credentials for that user. In this case, the objects of a user belongs to the same account, and the account owner implicitly has full control of the object (read, delete, etc). This is similar to how FTP delivery works. AWS also makes it possible for a user to create objects in a bucket that belong to a completely different user account. For example, if two AWS users, usera and userb, do not belong to the same AWS account but want to create objects in other buckets. If usera creates a bucket, say bucketa, he or she can create a bucket policy that explicitly allows userb to create objects in bucketa even though the user doesn't own the bucket. This can be advantageous because it doesn't require that usera and userb to exchange credentials. Instead, userb provides usera with their account number, and usera creates a bucket policy that essentially says "let userb create objects in bucketa". BucketOwnerFullControl provides cross-account rights to create objects in other buckets. If userb uploads an object to usera's bucket, userb still "owns" that object, and by default, usera is not granted any permissions to that object even though usera owns the bucket objects do not inherit permissions from the parent bucket. UserB must explicitly grant usera permissions because userb is still the object's owner. For this cross-account upload, AWS provides a BucketOwnerFullControl ACL by specifying that the use of this ACL by the bucket owner (usera) and is granted full permissions to the object (read, write, delete, etc), even though the object is "owned" by userb. Delivery Formats and Contents Daily: Data for each day is delivered after it is processed in a single zipped file, or in multiple zipped files each containing approximately 2 GB of uncompressed data. You receive a single delivery for each day. Hourly: Data for each hour is delivered in a single zipped file that contains all data received during that hour. You receive 24 separate deliveries for each day, with each file delivered after the data for that hour is processed. Note: Due to the potential size of data feed zip files, make sure your ETL process uses a 64-bit zip utility.

10 Configuring Data Feeds 10 Hourly Data Feeds It is important to understand that the term hourly describes the time frame of the data that is sent with each individual data export, and not the time frame in which the delivery occurs. Hourly data feeds are processed and delivered in a best-effort fashion. However, there are several factors that can impact the delivery time of an hourly data feed including: Report suite latency (i.e. unannounced spike in traffic) Upstream processing Peek and non-peak hours Internet connection speeds For hourly data feeds the expectation is that 95% of the time the feed will deliver within six hours of the close of that hour s worth of data. Receiving an hourly data feed is different then receiving daily feed with multiple file delivery. When receiving hourly data feeds the data for each day is split into 24 files based on the data collected during that hour, and each file is delivered as soon as it is available. A daily feed that is delivered in multiple files is delivered once per day after the previous day's data is processed, and is spilt into 2GB increments based on the amount of data collected. Data Backfills for Hourly Data Feeds If you request data for earlier dates when setting up a new hourly data feed, data for dates more than 60 days ago might be delivered in daily format instead of hourly. In this case, you will not receive 24 separate deliveries for these days, instead, you will receive a single delivery with a midnight timestamp that contains all of the data for that day. If you are requesting this type of backfill, Make sure your ETL is configured to process daily deliveries. Multiple File Delivery You can select single file or multiple file delivery when the data feed is created. When setting up a daily feed, we recommend selecting multiple file delivery, due to the significant performance increases gained when compressing and uncompressing files that are larger than 2 GB. Multiple file delivery makes it easier to process data in parallel. Data files are always split on a complete record and can be easily concatenated after extraction. One Time Configuration Process Task Performed By Description Select data columns Customer Review the clickstream data columns and determine the data you would like to receive. Adobe also provides a recommended column set that can be selected. (FTP only) Select FTP location Purchase an S3 bucket from Amazon Customer Select an FTP location where Adobe should deliver data feed files. Adobe can provide FTP hosting for the files if preferred. Contact Adobe Customer Care to configure the data feed. Customer Contact Customer Care through your Supported User and provide: The report suite that contains the data you want in the feed. The columns you want in the data set.

11 Configuring Data Feeds 11 Task Performed By Description Daily or hourly data delivery. If Daily, select single file or multiple file delivery (multiple recommended). (FTP only) FTP hostname, credentials, and path. (Amazon S3 only) bucket name, access key ID, secret key, and folder name. Delivery Process Task Performed By Description Data collection Adobe Server calls are collected and processed in Adobe Data Collection servers. Feed generation Adobe After data is processed for the delivery period (previous hour or previous day), the data is exported to the data feed. The feed is stored in delimited format and compressed. Delivery to customer Adobe The compressed data is transferred to either Amazon S3 or a customer-hosted or Adobe-hosted FTP site. When complete, a manifest file (or.fin file for older feeds) is transferred indicating that the delivery is complete. Data download Customer The customer monitors S3 or the FTP for the manifest file. This file contains details on all files that were delivered. Manifest file processing Customer The manifest file is read and each listed file is downloaded. Data is uncompressed and processed Customer Downloaded files are uncompressed and processed. After you have configured your data feed, continue to Data Feed Contents to understand what files you will receive.

12 Data Feed Contents 12 Data Feed Contents This section describes the files found in a data feed delivery. Manifest File The manifest file contains the following details about each file that is part of the uploaded data set: file name file size MD5 hash number of records contained in the file The manifest file follows the same format as a Java JAR manifest file. The manifest file is always delivered last as a separate.txt file, so that its existence indicates that the complete data set for that request period has already been delivered. Manifest files are named according to the following: <report_suite_id>_yyyy_mm_dd.txt A typical manifest file contains data similar to the following: Datafeed-Manifest-Version: 1.0 Lookup-Files: 1 Data-Files: 1 Total-Records: 611 Lookup-File: bugzilla_ lookup_data.tar.gz MD5-Digest: af6de42d8b945d4ec1cf File-Size: Data-File: 01-bugzilla_ tsv.gz MD5-Digest: 9c70bf783cb3d0095a b72c991 File-Size: Record-Count: 611 Every manifest file contains a header, indicating the total number of lookup files, data files, and total number of records in all data files. This header is followed by multiple sections containing information for each file included in the data feed delivery. Some feeds are configured to receive a rsid_yyyy-mm-dd.fin file instead of a.txt manifest. The.fin indicates that the upload is complete, but it contains no metadata about the upload. Lookup Files Lookup files do not contain hit data, these are supplemental files that provide the column headers for the hit data, and lookup files to translate the IDs found in the data feed to actual values. For example, a value of "497" in the browser column indicates that the hit came from "Microsoft Internet Explorer 8". Note that the column_headers.tsv and event_list.tsv are specific to the data feed and report suite. Other files, such as browser.tsv, are generic. The lookup files are delivered together in a compressed zip named according to the following: <report_suite_id>_<yyyy-mm-dd>-<hhmmss>-lookup_data.<compression_suffix> column_headers.tsv (customized for this data feed) browser.tsv browser_type.tsv color_depth.tsv connection_type.tsv country.tsv

13 Data Feed Contents 13 javascript_version.tsv languages.tsv operating_systems.tsv plugins.tsv resolution.tsv referrer_type.tsv search_engines.tsv event_lookup.tsv (customized for this data feed) For hourly delivery, lookup files are delivered only with the data for the first hour of each day. Hit Data Files Hit data is provided in a hit_data.tsv file. The amount of data in this file is determined by the delivery format (hourly or daily, and single or multiple files). This file contains only hit data. The column headers are delivered separately with the lookup files. Each row in this file contains a single server call. Delivery Contents Note: The files are encoded using ISO The actual files delivered by Adobe vary based on the type of data feed that you have configured. Find the configuration that matches your data feed in the following table for a description of the delivered files. The time (HHMMSS) indicated in a file name always indicates the beginning of the date range for the data in the file, regardless of when the file was produced or uploaded. Delivery Format Daily, single file Description After data is collected for a day, you will receive a delivery that contains the following: a single compressed data file. A manifest file. The data file is delivered with the following name: <report_suite>_<yyyy-mm-dd>.<compression_suffix> Where <compression_suffix> is either tar.gz or zip. When extracted, the data file contains a single hit_data.tsv file with all data for that day, as well as the compressed lookup files described above. The hit data file size varies greatly depending on the number of variables actively used and amount of traffic on the report suite. However, on average, a row of data is approximately 500B (compressed) or 2KB (uncompressed). Multiplying this by the number of server calls can provide a rough estimate on how large a data feed file will be. Daily, multiple file After data is collected for a day, you will receive a delivery that contains the following: One or more compressed data files, broken into 2 GB chunks. A manifest file. Each data file is delivered with the following name: <index>-<report_suite>_<yyyy-mm-dd>.<compression_suffix>

14 Data Feed Contents 14 Delivery Format Description Where <index> is an incrementing file index from 1 to n, given n files, and <compression_suffix> is either tar.gz or zip. When extracted, each data file contains a single hit_data.tsv that contains approximately 2 GB of uncompressed data, as well as the compressed lookup files described above. Hourly, single file After data is collected for an hour, you will receive a delivery that contains the following: a single data file. A manifest file. The data file is delivered with the following name: <report_suite>_<yyyy-mm-dd>-<hhmmss>.<compression_suffix> Where <compression_suffix> is either tar.gz or zip. When extracted, the data file contains a single hit_data.tsv file with all data for that hour. The compressed lookup files described above are delivered only with the data for the first hour of each day. Hourly, multiple file After data is collected for an hour, you will receive a delivery that contains the following: One or more compressed data files, broken into 2 GB chunks. A manifest file. Each data file is delivered with the following name: <index>-<report_suite>_<yyyy-mm-dd>-<hhmmss>.tsv.<compression_suffix> Where <index> is an incrementing file index from 1 to n, given n files, and <compression_suffix> is either gz or zip When extracted, each data file contains a single hit_data.tsv that contains approximately 2 GB of uncompressed data. The compressed lookup files described above are delivered only with the data for the first hour of each day.

15 15 Clickstream Data Column Reference Table data describing the columns in the data feed. Columns, Descriptions, and Data Types Events Lookup for Solution Variables Columns, Descriptions, and Data Types Column name accept_language browser browser_height browser_width c_color campaign carrier channel click_action click_action_type click_context click_context_type click_sourceid Column description The accept language header from the browser. The browser ID (has lookup table) actually used for the hit. See pre_browser. Height in pixels of browser window. Width in pixels of browser window. Color depth as generated from JavaScript. The campaign value passed in on the hit. May not end up being the value that gets passed to the interface (see post_campaign). mobile carrier (requries lookup file) Custom traffic variable for site sections (channels). Data type String (100); Media Optimizer solution variable String (100 characters) Visitor click map information. This information is what is contained in the address of the link the user clicked on (URL / JS function, etc.) Visitor click map information. The type of link clicked on. Visitor click map information. This is the pagename (or URL if no pagename is declared) for the page on which the link click occurred Visitor click map information. The type of click_context (indicates whether the pagename or URL was used) Visitor click map information. This is the numeric ID for the location on the page where the link is located 8-bit unsigned integer 8-bit unsigned integer Example lookup en-us, ja;q=0.62, de See Browser Lookup and Browser Type Lookup Key: FK 806 Key: FK [Custom] [Custom] 0 homepage 0 396

16 16 click_tag code_ver color connection_type cookies country ct_connect_type curr_factor curr_rate currency cust_hit_time_gmt cust_visid daily_visitor date_time domain duplicate_events duplicate_purchase Visitor click map information. The type of link or form element that was clicked on. The version of code in the JS file creating the image request. Color depth ID (has lookup table) that we ended up using for the hit. See pre_color. Connection type ID (has lookup table). Specifies whether JavaScript session cookie is accepted. Country ID (has lookup table). Connection type of the browsers computer. How the currency rate is stored. Current exchange rate when the transaction occurred. Type of currency for the transaction. (timestamp-enabled report suites only) The timestamp sent with the hit. This "timestamp" is in Unix time (number of seconds since Jan 1, 1970.) A visitor ID passed in with the hit to be used as the visitor ID for the hit (instead of using visid_high and visid_low) A flag to determine if current hit is a new daily visitor. The time in readable format in Time Zone specified by Report Suite ID. Set by Adobe servers. Adobe servers combine post_cust_hit_time_gmt and the report suite's time zone to create date_time. hit_time is in the timezone of the report suite Domain of users ISP. Lists each event that was counted as a duplicate. A flag indicating that the purchase event for this hit should be ignored because it is a duplicate. 8-bit unsigned integer string (1 character) 8-bit unsigned integer Decimal (24 significant digits,12 digits after the decimal point ) String (3 characters) 8-bit unsigned integer datetime 8-bit unsigned integer A G.7-pD-S See Color Depth Lookup Key: FK 0 Y See Country Lookup Key: FK modem 2 1 USD UserID123ABC 0 YYYY-MM-DD HH:MM:SS (this is not in Unix time.) example.com [Custom] 0

17 17 duplicated_from Report suite that the hit was duplicated from (rsid) ef_id ef_id for Media Optimizer, AMO solution variable evar1-250 Custom variable [Custom] event_list Comma separated list of numeric IDs representing events passed in from the customer. String (64k characters) For event ID to name mapping, see the event.tsv file that is delivered with the data feed. exclude_hit Hit excluded by client rule. 8-bit unsigned integer See Exclude Lookup Key: FK Hits that have a value other than 0 for this column are not used by Analytics reports and should be ignored when calculated metrics. Note that visit_num is not incremented for excluded hits first_hit_page_url The original entry page URL. first_hit_pagename The original entry page pagename. homepage first_hit_referrer Original referrer - referrer of first hit ever for the visitor. first_hit_time_gmt Timestamp of the first hit in GMT geo_city City from Digital Envoy. los angeles geo_country Country from Digital Envoy. usa geo_dma DMA from Digital Envoy. [Custom] geo_region Region / State from Digital Envoy. ca geo_zip Zip code based on IP-address lookup hier1-5 Delimited list of values as passed in on the image request. The delimiter is chosen by the client during implementation. [CUSTOM],[CUSTOM],[CUSTOM] hit_source A flag for the back-end processing to know what type of hit the data is. 8-bit unsigned integer See Hit Source Lookup hit_time_gmt Set by Adobe servers, this is the timestamp used for non-timestamped report suites. This "timestamp" is in Unix time (number of seconds since Jan 1, 1970.) hitid_high Used to uniquely identify a hit. The combination of hitid_low and 64-bit unsigned integer E+15 Key: PRI

18 18 hitid_high creates a unique ID for the row. hitid_low Used to uniquely identify a hit. The combination of hitid_low and hitid_high creates a unique ID for the row. 64-bit unsigned integer E+16 Key: PRI homepage Homepage flag, whether or not this page was the user's homepage string (1 character) N hourly_visitor A flag to determine if current hit is a new hourly visitor. 8-bit unsigned integer 0 ip IP address of user's computer, from users ISP ip2 A second IP address to be used by VISTA to determine validity of hits. j_jscript Version of JavaScript supported by browser java_enabled Flag indicating whether or not java is enabled. string (1 character) Y javascript Version of Javascript. 8-bit unsigned integer See Javascript Version Lookup Key: FK language Language ID (has lookup table). See Languages Lookup Key: FK last_hit_time_gmt Timestamp of the previous hit in GMT last_purchase_num The purchase number of the previous purchase. 0 last_purchase_time_gmt The time of the previous purchase. 0 mcvisid Marketing Cloud Visitor ID The Marketing Cloud Visitor ID is a 128-bit number that consists of 2 signed, positive, 64-bit numbers in base 10, both padded to 19 zeros, and then concatenated E+37 mobile* post_mobile* Mobile solution variables. See Mobile Solution Variables mobile_id The ID of the mobile device which passed the hit into marketing reports. 23 monthly_visitor A flag to determine if current hit is a new monthly visitor. 8-bit unsigned integer 0 mvvar1-3 Mvvars are multi-value fields provided to allow customers to implement custom multi-value projects. Also known as "list variables" in Adobe Marketing Reports & Analytics. String (64k characters)

19 19 namespace new_visit os p_plugins page_event page_event_var1 page_event_var2 page_event_var3 page_type page_url pagename paid_search partner_plugins persistent_cookie plugins post_ page_event Not currently populated; reserved for future release. A flag that determines if the current hit is a new visit. Operating system ID (has lookup table). List of plugins available to the browser. Page event ID, the type of hit that is sent in the request. Look-ups provided for type of event (normal,download, exit, custom) Related to the page_event column. It is the URL of the download link, exit link or custom link clicked. If you have individually named your link, this column contains the link name. Used for both Survey and Media module, and serves as the pre-version for both modules. (This column contains the value passed in on the hit for the page event.) page type variable (only used for error page). The URL of the pageview. The address of the page in the address bar of the browser. The name of the page (if set). A (1/0) flag that determines if the hit was used for paid search tracking. Not usable by customers. This is a comma-separated list of plungin_ids (usually about 5 characters each) for plugins that partners have registered with us. A flag indicating if 3rd party cookies and/or persistent cookies are enabled. List of plugin IDs available to the browser (has lookup table) This is the post value. Page event ID, the type of hit that is sent in the request. 8-bit unsigned integer String (64k characters) 8-bit unsigned integer String (64k characters) String (64k characters) String (64k characters) String (100 characters) 8-bit unsigned integer String (1 character) 8-bit unsigned integer 0 See Operating Systems Lookup Key: FK 0 See Page Event Lookup homepage_buy errorpage search_results 1 Y See Plugins Lookup Key: FK 0 See Page Event Lookup

20 20 post_ page_type post_browser_height post_browser_width post_campaign post_channel post_cookies post_currency post_cust_hit_time_gmt post_cust_visid post_ef_id post_evar1-250 post_event_list post_hier1-5 post_java_enabled post_keywords post_mobileaction post_mobileappid post_mobilecampaigncontent post_mobilecampaignmedium post_mobilecampaignname page type variable (only used for error page). Height in pixels of the browser window. Width in pixels of the browser window. Persisting value of campaign. Custom traffic variable for site sections (channels). Specifies whether JavaScript session cookie is accepted. Type of currency for the transaction. Timestamp actually used for the hit, this is cust_hit_time_gmt for timestamp-enabled report suites, or hit_time_gmt otherwise. Post version of the cust_visid field. What we ended up using for the hit. post verion of ef_id Persisting value of evar Comma separated list of numeric IDs representing events passed in from the customer. Delimited list of values as passed in on the image request. The delimiter is chosen by the client during implementation. Flag indicating whether or not java is enabled. The keywords that were actually used for the hit. String (100 characters) String (100 characters) string (1 character) String (3 characters) 8-bit unsigned integer ; AMO solution variable String (64k characters) string (1 character) String (100 characters) String String String String String errorpage [Custom] [Custom] Y USD [Custom] For event ID to name mapping, see the event_lookup.tsv that is delivered with the data feed. Key: FK [CUSTOM],[CUSTOM],[CUSTOM] Y my keyword

21 21 post_mobilecampaignsource String post_mobilecampaignterm String post_mobiledayofweek String post_mobiledayssincefirstuse String post_mobiledayssincelastuse String post_mobiledevice String post_mobilehourofday String post_mobileinstalldate String post_mobilelaunchnumber String post_mobileltv String post_mobilemessageid post version of mobilemessageid ; Mobile solution variable post_mobilemessageonline post version of mobilemessageonline ; Mobile solution variable post_mobileosversion String post_mobileresolution String post_mvvar1-3 Post-processed mvvars. "What we ended up using for the hit." String (64k characters) Data in the post_mvvar columns will be separated by a 6-character delimiter: --**-- The delimiter in column mvvar will be replaced in post_mvvar by --**-- post_page_event post_page_event_var1 Related to the page_event column. It is the URL of the download link, exit link or custom link clicked. String (100 characters)

22 22 post_page_event_var2 If you have individually named your link, this column contains the link name. String (100 characters) homepage_buy post_page_event_var3 Used for both Survey and Media module, and serves as the pre-version for both modules. (This column contains the value passed in on the hit for the page event.) String (64k characters) post_page_type String post_page_url The URL of the pageview. The address of the page in the address bar of the browser. post_pagename The name of the page (if set). If no page is specified the URL is placed in this value. String (100 characters) search_results post_pagename_no_url The name of the page (if set). If no page is specified this value is left empty. String (100 characters) search_results post_partner_plugins List of partner plugins available to the browser (has lookup table). String (100 characters) post_persistent_cookie Flag indicating if 3rd party cookies and/or persistent cookies are enabled. string (1 character) Y post_product_list The product list as passed in through the JavaScript. String (64k characters) Format is comma separated list of: category; product; quantity; cost; custeventsdecvalues; merchandisingvalues Computers;HP Pavillion;1;1000; ,Office Supplies post_prop1-75 post_purchaseid post_referrer post_s_kwcid post_search_engine post_state Custom traffic variables Unique identifer for a purchase. Identifies a duplicate purchase (see duplicate_purchase). Page prior to the current page. post version of s_kwcid The numeric ID of the search engine that was actually used and stored. Geographical region (i.e. Arizona, Utah, Saxony [German Region]) passed in on JavaScrip. Normally only set on a purchase page. String (100 characters) String (100 characters) String (244 characters) ; AMO solution variable String (100 characters) [Custom] 1584A9646G Search Engine Lookup AZ

23 23 post_survey Post column for the marketing reports and Survey integration. Processed based on page_event_var3. String (64k characters) ** ** post_t_time_info Raw time info from JavaScript. Used to determine the visitor's timezone. String (100 characters) 12/11/2004 4:23: post_tnt Post column for Analytics and Target integration. String (64k characters) post_tnt_action Post column for Analytics and Target integration. String (64k characters) post_transactionid A unique identifier where various data points can be uploaded later via Data Sources. String (100 characters) A1B2C3D4 post_visid_high The visid_high value that we ended up using for the hit. 64-bit unsigned integer post_visid_low The visid_low value that we ended up using for the hit. 64-bit unsigned integer post_visid_type Post version of the visid_type column. What we ended up using for the hit. 8-bit unsigned integer 0=Custom VisitorID (A custom visitor ID was set in the code using s.visitorid) 1=IP&UA fallback (cookies were rejected by browser) 2=Wireless (HTTP Mobile Subscriber Header identified as mobile carrier) 3=Adobe (server generated, stored in s_vi on client) Default method. 4=Fallback cookie (new fallback ID, JavaScript generated, stored in s_fid on client, added in H25.3) 5=Visitor ID Service See Identifying Unique Visitors. post_zip Post version of the zip field. What we use for the hit. String (100 characters) prev_page The page id of the previous page. This is an internal identifier and not useful to the customer. 0 product_list The product list as passed in through the JavaScript. String (64k characters) Format is comma separated list of: category; product; quantity;

24 24 product_merchandising prop1-75 purchaseid quarterly_visitor ref_domain ref_type referrer resolution s_kwcid s_resolution sampled_hit search_engine search_page_num secondary_hit service socialaccountandappids Replaced by post_product_list as of April Contains data for Merchandising evars as they relate to products. Custom traffic variables Unique identifier for a purchase. Identifies a duplicate purchase (see duplicate_purchase). A flag to determine if current hit is a new quarterly visitor. The referring domain of the hit (based on referrer). Integer representing the type of referral for the hit. Lookup values can be obtained from referrer_type.csv lookup table. Page prior to the current page. Resolution id (has lookup table). s_kwcid for Media Optimizer Screen resolution as passed in from JavaScript. A (Y/N) field if the hit was used (sampled) or not for ad hoc analysis. Search engine ID, has lookup table The page number of search results that the keywords were on from the search engine. Used to track secondary hits. Secondary hits are charged at a rate of 50% of the normal costs. Deprecated. pe or ss - type of hit coming through. The page_event column gives the same information but in more detail. social account and app ids String (100 characters) 8-bit unsigned integer 8-bit unsigned integer ; AMO solution variable string (1 character) 8-bit unsigned integer String (2 characters) cost; custeventsdecvalues; merchandisingvalues Computers;HP Pavillion;1;1000; ,Office Supplies [Custom] 1584A9646G [Custom] See Resolution Lookup Key: FK 1024x768 N See Search Engine Lookup Key: FK 1 0 ss

25 25 social* post_social* Social solution variables. See Social Solution Variables sourceid Adobe proprietary column information state Geographical region (i.e. Arizona, Utah, Saxony [German Region]) passed in on JavaScript. Normally only set on a purchase page. AZ stats_server Adobe internal server that processed the hit. www263.omniture.com t_time_info Raw time information from JavaScript. Used to determine the visitor's timezone. 26/11/2013 4:23: tnt Pre column for Analytics and Target integration. String (64k characters) tnt_action Pre column for Analytics and Target integration. String (64k characters) tnt_post_vista Same information as the tnt field but with any modifications made by Vista Rules, etc. String (64k characters) 52060:81:1 or 52060:81:1,13234:23:0,9132:12:1 transactionid A unique identifier where various data points can be uploaded later via Data Sources. A1B2C3D4 truncated_hit A (Y/N) field that determines if the query string of the hit was truncated or not. i.e. String (1 character) N ua_color Screen color depth. Stands for User Agent Color. From HTTP header sent by older browsers. ua_os Screen color depth. Stands for User Agent Operating System. From HTTP header sent by older browsers. ua_pixels Screen color depth. Stands for User Agent Pixels. From HTTP header sent by older browsers. user_agent User agent as found in the HTTP header sent from the browser. String (64k characters) user_hash The hash on the report suite ID user_server Custom traffic variable for servers. [Custom] userid The numeric ID for the report suite ID (normally seen in the name of DW files) username The report suite ID. adobe

26 26 va_closer_detail Detail for last-touch value in Marketing Channels reports. va_closer_id ID for last-touch value in Marketing Channels reports. 8-bit unsigned integer va_finder_detail Detail for first-touch value in the Marketing Channels Report. va_finder_id ID for first-touch value in Marketing Channels reports 8-bit unsigned integer va_instance_event Instance event for first-touch value in Marketing Channels reports 8-bit unsigned integer va_new_engagement New engagement for first-touch value in Marketing Channels reports 8-bit unsigned integer video* post_video* Video solution variables. See Video Solution Variables visid_high Part 1 of the visitorid. The combination of two visitor IDs (visid_high and visid_low) creates a unique visitor ID. 64-bit unsigned integer 1. 70E+18 visid_low Part 2 of the visitorid. The combination of two visitor IDs (visid_high and visid_low) creates a unique visitor ID. 64-bit unsigned integer 1. 21E+17 visid_new Indicates whether this is a newly-generated visitorid. Only available if visid_type=3 (Example: a new s_vi cookie was generated). string (1 character) visid_timestamp If the visitorid was generated by us (visid_type=3), this is the timestamp for when the ID was originally created. visid_type Integer that specifies how the visitorid was calculated (based on a lookup). 8-bit unsigned integer 0=Custom VisitorID (A custom visitor ID was set in the code using s.visitorid) 1=IP&UA fallback (cookies were rejected by browser) 2=Wireless (HTTP Mobile Subscriber Header identified as mobile carrier) 3=Adobe (server generated, stored in s_vi on client) Default method.

27 27 4=Fallback cookie (new fallback ID, JavaScript generated, stored in s_fid on client, added in H25.3) 5=Visitor ID Service See Identifying Unique Visitors. visit_keywords Keywords used to find the site. my keyword visit_num The number of the current visit (Incremented each time a visitor returns to the site). 1 Note that visit_num is not incremented for excluded hits (hits where exclude_hit column > 0). visit_page_num The page sequence number in the current visit. 17 visit_referrer The referrer to the visit. visit_search_engine The search engine used to find the site. 0 visit_start_page_url The start page for the visit. visit_start_pagename The pagename the visit started on. homepage visit_start_time_gmt The GMT timestamp of the first pageview in this visit weekly_visitor A flag to determine if current hit is a new weekly visitor. 8-bit unsigned integer [Custom] yearly_visitor A flag to determine if current hit is a new yearly visitor. 8-bit unsigned integer 0 zip Zip code (i.e ,85381) passed in by JavaScript, or populated by GeoSegmentation data Events Lookup for Solution Variables custom to each report suite. You event_lookup.tsv file that is delivered with each data feed to decode the event numbers in the post_event_list. This applies to columns in the following sections: App Store Solution Variables Video Solution Variables Mobile Solution Variables Social Solution Variables App Store Solution Variables Variable/Event Description Type Events Lookup

28 28 AppStore Downloads The number of mobile application downloads. event_lookup.tsv file that is delivered with each data feed to decode the event numbers in the post_event_list. AppStore Purchases The number of in app purchases. event_lookup.tsv file that is delivered with each data feed to decode the event numbers in the post_event_list. AppStore Rank Used to calculate the average app ranking. This calculated metric is defined using the following formula: [AppStore Rank] / [AppStore Rank (divisor)] event_lookup.tsv file that is delivered with each data feed to decode the event numbers in the post_event_list. AppStore Rank Divisor Used to calculate the average app ranking. This calculated metric is defined using the following formula: [AppStore Rank] / [AppStore Rank (divisor)] event_lookup.tsv file that is delivered with each data feed to decode the event numbers in the post_event_list. AppStore In-App Revenue The amount of in app revenue. event_lookup.tsv file that is

29 29 delivered with each data feed to decode the event numbers in the post_event_list. AppStore One-off Revenue The amount of revenue associated with the purchase of an app. event_lookup.tsv file that is delivered with each data feed to decode the event numbers in the post_event_list. AppStore In-App Royalties The amount of in app revenue minus amount retained by app store. event_lookup.tsv file that is delivered with each data feed to decode the event numbers in the post_event_list. AppStore One-off Royalties The amount of one off revenue minus amount retained by app store. event_lookup.tsv file that is delivered with each data feed to decode the event numbers in the post_event_list. AppStore Rating Used to calculate the average app ranking. This calculated metric is defined using the following formula: [AppStore Rating] / [AppStore Rating (divisor)] event_lookup.tsv file that is delivered with each data feed to decode the event numbers in the post_event_list.

30 30 AppStore Rating Divisor Used to calculate the average app ranking. This calculated metric is defined using the following formula: [AppStore Rating] / [AppStore Rating (divisor)] event_lookup.tsv file that is delivered with each data feed to decode the event numbers in the post_event_list. Video Solution Variables Note that pre* and post* versions of these variables are available. The post versions are prepended with "post_". Variable/Event Description Type Events Lookup video Video name string (255 characters) event_lookup.tsv file that is delivered with each data feed to decode the event numbers in the post_event_list. videoad Ad name string (255 characters) event_lookup.tsv file that is delivered with each data feed to decode the event numbers in the post_event_list. videosegment Segment string (255 characters) event_lookup.tsv file that is delivered with each data feed to decode the event numbers in the post_event_list.

31 31 videocontenttype Content Type. Content type is set to "Video" automatically for all video views. string (255 characters) event_lookup.tsv file that is delivered with each data feed to decode the event numbers in the post_event_list. videoadpod Ad Pod string (255 characters) event_lookup.tsv file that is delivered with each data feed to decode the event numbers in the post_event_list. videoadinpod Ad in Pod position string (255 characters) event_lookup.tsv file that is delivered with each data feed to decode the event numbers in the post_event_list. videoplayername Player Name string (255 characters) event_lookup.tsv file that is delivered with each data feed to decode the event numbers in the post_event_list. videochannel Channel string (255 characters) event_lookup.tsv file that is

32 32 delivered with each data feed to decode the event numbers in the post_event_list. videoadplayername Ad Player Name string (255 characters) event_lookup.tsv file that is delivered with each data feed to decode the event numbers in the post_event_list. videotime Video Time Viewed. Total time spent viewing the video. event_lookup.tsv file that is delivered with each data feed to decode the event numbers in the post_event_list. videostart Video Views. Indicates that a visitor has viewed some portion of a video. However, it does not provide any information about how much, or what part, of a video the visitor viewed. event_lookup.tsv file that is delivered with each data feed to decode the event numbers in the post_event_list. videocomplete Video Completes. Indicates that a user has viewed a complete video or ad. event_lookup.tsv file that is delivered with each data feed to decode the event numbers in the post_event_list. videosegmentviews Video Segment Views. Sent on all close events, which occur on video complete or when the users stops

33 33 viewing at some point before the complete occurs. event_lookup.tsv file that is delivered with each data feed to decode the event numbers in the post_event_list. videoadstart Ad Views. Indicates that a visitor has viewed some portion of an ad. However, it does not provide any information about how much, or what part, of a video the visitor viewed. event_lookup.tsv file that is delivered with each data feed to decode the event numbers in the post_event_list. videoadcomplete Ad Completes. Indicates that a user has viewed a complete video or ad. event_lookup.tsv file that is delivered with each data feed to decode the event numbers in the post_event_list. videoadtime Ad Time Viewed. Total time spent viewing the ad. event_lookup.tsv file that is delivered with each data feed to decode the event numbers in the post_event_list. videopath Mobile Solution Variables Note that pre* and post* versions of these variables are available. The post versions are prepended with "post_". Variable/Event Description Type Events Lookup