Adobe Analytics Events Explained in 5 Minutes or Less

Adobe Analytics Events Explained in 5 Minutes or Less

Aside from eVars and props, Adobe Analytics also gives you the option to track events. But if custom traffic and conversion variables are covered, then what does an event do?

Before you continue reading, here is a description on props vs eVars for you to reference.


What is an Adobe Analytics event??


An event is the actual count of target conversions set on click or on page load of your website or app. An Adobe Analytics event can be a purchase, a lead form submission, a product view, or any important step in your conversion funnel.?


What is the difference between eVars and events in Adobe Analytics?

An event is similar to eVars as it tracks a custom conversion action in that the action stays with the user throughout his/her visit. But an event is the actual count of the action. Think of eVar as the dimension, the category, while event is the metric or number of times a conversion action, related to the dimension, was taken.?

For instance, the eVar can list the different types of forms you have on your website. Then, the event will be the count of how many times the forms were completed. You can then break down the eVar to list how many completions each form received.?

You can even add another event related to the same eVar for a breakdown of your funnel steps.?

When a user visits the form, you can set this up:

event1 = form view
eVar1 = lead form

When a user completes the form, you can set this up:?

event2 = form complete
eVar1 = lead form?

So you can choose to use multiple actions for one eVar, multiple eVar names to one action, or both. The choice is yours for more impactful reporting!

Best practice when creating an event, you should always have an eVar that goes along with it to categorize the total number of actions.


How is an Adobe Analytics event calculated?

As a standard, an event is counted incrementally as each action is completed. So every time a lead form is completed, there is one more added to the total event count.?

But you can customize the counter event to count more than once, if needed.?

Side note: An instance that would require more than once is when you’d like to pass the number of items in the order, page value or score, maybe separate checkout items like discount and tax. This would then require the event to be labeled as a Currency or Numeric event to pass these example values.


Event ID Serialization

Because events are normally set to count Once per Visit, this is how Adobe Analytics de-duplicates multiple instances.

First, Adobe assigns a randomized ID to the specific event taken. Then, Adobe will review if the ID for the following isn’t duplicated:

  • Multiple purchases by one visitor
  • Across all purchases?
  • Across all visitors

Looking for more personalized, advanced help with Adobe Analytics Site Catalyst?