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2 Contents Preface xvii SECTION 1 Behind the Scenes of Adobe SiteCatalyst 1 CHAPTER 1 What Is Adobe SiteCatalyst? 3 A Brief History of SiteCatalyst 4 SiteCatalyst's Role in the Organization 4 How Does SiteCatalyst Work? 6 Why It's Important to Understand SiteCatalyst 7 Learning SiteCatalyst 9 Conclusion 9 CHAPTER 2 Company Logins, Report Suites, and Roliups 11 Company Logins 12 Report Suites 13 Report Suite IDs 15 General Report Suite Settings 16 Multi-suite Tagging 17 Rollup Report Suites 22 Conclusion 23 CHAPTER 3 SiteCatalyst Traffic Variables 25 SiteCatalyst Variables 26 Traffic Metrics 27 Traffic Variables (sprops) 28 Not Persistent 31 Pathing 32 Enabling Traffic Metrics for Traffic Variables 33 The Instances Metric in Traffic Variable Reports 34 List Props 35 List Prop Limitations 36 Hierarchy Variables 37 Conclusion 38

3 X ADOBE SITECATALYST CHAPTER 4 Success Events 39 Key Performance Indicators 40 Understanding Success Events 41 Shopping Cart Success Events 43 Counter Success Events 44 Currency and Numeric Success Events 45 Setting Currency and Numeric Success Events 48 Enabling Currency and Numeric Success Events 48 Success Event Serialization 49 Types of Serialization 49 Calculated Metrics 52 What Are Calculated Metrics? 52 Creating and Using Calculated Metrics. 54 Success Event Participation 57 Important Details to Know About Success Event Participation Conclusion 59 CHAPTER 5 Conversion Variables 61 Conversion Variable (evars) Fundamentals 62 Conversion Variable Persistence 64 Conversion Variable Settings 64 The "None" Row 74 List Variables 76 List Variable Settings 78 Products Variable 79 Understanding the Products Variable 79 Campaign Variable 83 Setting the Campaign Variable 85 Merchandising Conversion Variables 87 Why Merchandising evars? 87 Using Merchandising evars 88 Instances Metrics in Conversion Reports 90 Using Instances for Quality Assurance in Conversion Variable Reports 90 Using Instances in the Products Report 91 Using Instances in the Campaign Report 92 Using Instances in Search Engine Reports 92 Instances Metrics and Calculated Metrics 93 Conclusion 93

4 CHAPTER 6 Variable Classifications 95 Understanding Classifications 96 Creating SAINT Classifications 97 Using SAINT Classifications 100 Classifying the None Row, 103 Removing Classification Data 104 Numeric Classifications 104 Classification Hierarchies 106 Conclusion 107 CHAPTER 7 Advanced SiteCatalyst Features 109 SiteCatalyst JavaScript Plug-ins 110 Get Query Parameter Plug-in Ill Previous Value Plug-in 112 Cross-Visit Participation Plug-in 113 Get & Persist Plug-in 115 Time Parting Plug-in 115 Time to Complete Plug-in 119 Get Val(ue) Once Plug-in 120 Visit Number Plug-in 120 Days Since Last Visit Plug-in 120 Data Sources 120 Transaction ID 123 Genesis Integrations 124 Marketing Integrations 125 Voice of Customer 126 Customer Experience Management 126 Other Genesis Integrations 126 Data Feeds 127 VISTA Rules 127 Important Facts About VISTA 129 DB VISTA Rules 129 Conclusion 130 SECTION 2 Using Adobe SiteCatalyst 131 CHAPTER 8 Creating Reports in SiteCatalyst Metric Reports 134 Ranked Reports 136 Ranked Report Settings 137

5 XÜ ADOBE SITECATALYST Default Metrics 138 Ranked Report Search Filters 139 Trended Reports 143 Breakdown Reports 145 Traffic Correlations 145 Conversion Variable Subrelations 147 Pathing Reports 149 Types of Pathing Reports 149 Other Uses of Pathing Reports 154 Conversion Funnel Reports 156 Conclusion 160 CHAPTER 9 Using the SiteCatalyst Interface. 161 General Interface Layout 162 Report Toolbar 163 Download Report 163 Send Report 164 Bookmark Report 166 Add Report to Dashboard 166 Alerts.170 More Actions 176 Targets 180 Publishing Lists 182 Comparison Reporting 184 Date Comparisons 184 Report Suite Comparisons 186 Segment Comparison Reports 187 Pathing Comparison Reports 188 SiteCatalyst Interface Time-savers 188 Update Dashboard Reports 188 Reorganize Menus and Hide Menu Items 188 Double-click to Add/Remove Metrics 188 The Magic Triangle 189 Graph Check Boxes 189 5x5 Subrelation Report 190 Remove Subrelation Breakdowns 191 Conclusion 192

6 CHAPTER 10 Segmentation.193 Segment Builder 194 Containers and Events 194 Segment Canvas Nesting Containers 197 Segment Canvas Exclude 199 DataWarehouse 201 Advanced Segment Insight (ASI) 204 Instant Segmentation (vl5+) 205 Instant Segmentation vs. Multi-suite Tagging 209 Conclusion 211 CHAPTER 11 Adobe ReportBuilder 213 What Is Adobe ReportBuilder? 214 SiteCatalyst vs. ReportBuilder 214 Using ReportBuilder 216 Installing ReportBuilder 216 ReportBuilder Toolbar 217 Creating Data Requests 217 Request Manager 221 Refreshing Requests 222 Scheduling Workbooks 222 Other ReportBuilder Items 223 Real-world Examples 225 Using ReportBuilder Templates 225 Using Dependent Data Requests 228 Conclusion 231 SECTION 3 Applying Adobe SiteCatalyst 233 CHAPTER 12 Tracking Website Content 235 Naming Pages, Sections, and Sites 236 Naming Pages 236 Naming Site Sections 238 Site Variable 239 Page Types 240 Page Type Pathing 242 Implementing Page Types 243 Bounce Rates.244 Page Influence 246

7 XJV ADOBE SITECATALYST File Downloads 248 File Download Limitations 249 Tracking File Downloads with Custom Variables 249 File Download Pathing 250 Conclusion 252 CHAPTER 13 Shopping Cart Tracking 253 Product Pages 254 Product Pathing, 254 Product Page Tab Usage 255 Product List Views 256 Cart Additions and Checkouts 259 Product Merchandising Money Left on the Table 262 Revenue, Orders, and Units 266 Validating Orders and Revenue 266 Product Returns 270 Recurring Revenue 272 Revenue and Orders to Date 274 Conclusion 278 CHAPTER 14 Campaign Tracking 279 External Campaign Tracking 280 Unified Sources 280 Marketing Channels 281 Internal Campaigns 283 Internal Campaign Click-through Rates 283 Internal Campaign Influence 286 Conclusion 288 CHAPTER 15 Lead Generation 289 Lead Generation Forms 290 Form Views and Form Completions 290 Form Conversion 292 Form IDs. 293 Form Submit Clicks 295 Form Errors 295 Form Field Abandonment 299 Phone Conversion 300 Click-to-Call 301 Dynamic Phone Numbers 301 Conclusion 302

8 CHAPTER 16 Onsite Search Tracking, 303 Frequently Asked Tracking Questions 304 Onsite Searches and Phrases 304 Number of Search Results 305 Search Result Click-through Rates 306 Onsite Search Phrase Pathing 307 Conclusion 308 CHAPTER 17 Visitor Engagement 309 KPI Pathing 310 Website Engagement Score 311 Visitor Scoring 313 Other Uses of Visitor Scoring 315 Conclusion 317 APPENDIX SiteCatalyst Cheat Sheet 319 Index 331

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