Adobe Analytics for Dummies

Introduction About This Book Foolish Assumptions Icons Used in This Book Beyond the Book Where to Go from Here Part 1: Getting Started with Adobe Analytics Chapter 1: Why Adobe Analytics? Understanding Why Youre Using Adobe Analytics Avoiding Hippo! Knowing when you need Adobe Analytics Knowing the difference between reporting and analysis Identifying Where Adobe Analytics Data Comes From Capturing data from websites Capturing data from mobile devices Mining data from native apps Data from IoT and beyond Configuring and Analysing Data Preparing to slice and dice data Optimizing your raw data Being a data collection detective Situating Adobe Analytics in the Universe of Data Analysis Surveying how Adobe Analytics stacks up Understanding how Google Analytics fits into the picture Evaluating plusses and minuses Noting other analytics options Building a Positive Relationship with Your Data Team Chapter 2: Basic Building Blocks of Reporting and Analysis Standard Categories of Measurement Defining Dimensions Using the page dimension Knowing when a page is not a page Appreciating the foundational role of the page dimension Splitting dimensions with breakdowns Measuring with Metrics Defining hits Measuring page views Counting visits Identifying unique visitors Understanding deduplication Trending metrics Calculating metrics Measuring with Segments Using Report Suites Breaking it down in the real world Using Adobe Experience Cloud Debugger to identify your report suite Chapter 3: Conquering the Analysis Workspace Interface Surveying the Analytics Environment Zooming In on the Workspace Creating Your First Project Understanding the Calendar Using Analysis Workspace Panels Adding Dimensions, Metrics, Segments and Time Components Adding a dimension Adding a metric Adding a dimensional breakdown Adding a segment Adding a time Navigating the Menu Structure Part 2: Analysing Data Chapter 4: Building Analytic Reports with Freeform Tables Working with Dimensions and Metrics Wrapping your head around dimensions Combining dimensions and metrics Adding Dimensions to a Table Adding the page dimension Analysing a second dimension using the visit number dimension Mixing in the marketing channel dimension Zooming in with Multiple Metrics Replacing a metric Adding a second metric Throwing a third metric into the mix Sorting and Filtering Data Sorting freeform tables in ascending and descending order Filtering freeform tables based on a word or phrase Advanced filtering of freeform tables Dropping into the Segment Drop Zone Dropping one or more segments into the drop zone Using metrics, dimensions and time ranges in the drop zone Exploiting the Value of Templates Looking at the content consumption template Examining the products template Using custom templates Creating custom templates Chapter 5: Using Metrics to Analyze Data Analysing Time Spent Counting total seconds spent Measuring time spent per visit (seconds) Identifying time spent per visitor (seconds) Calculating average time on site Assessing mobile app time spent Using Metrics for Bounces, Bounce Rate and Single Page Visits Understanding Metrics Unique to Adobe Counting instances Measuring occurrences Averaging page views per visit Averaging page depth Distinguishing page hits from page events Identifying pages not found Measuring visitors with Experience Cloud ID Analysing single access Analysing visits from search engines Using the people metric Exploiting Product and Cart Metrics Identifying product views Metrics for shopping carts Using purchase metrics Working with Custom Metrics in Adobe Chapter 6: Using Dimensions to Analyze Data Wielding Content Dimensions Identifying server sources Looking at the site section dimension Examining hierarchy Finding error pages Analysing links Specifying Activity Map dimensions Connecting Behavior to Advertising Analysing referrer dimensions Tracking marketing channels Tying back to search engines Applying campaign tracking codes Chapter 7: Using Device, Product and Custom Dimensions to Analyze Data Defining Key Technology Dimensions Distinguishing browsers and operating systems Differentiating mobile device dimensions Locating users with geographic dimensions Dissecting Product Dimensions Zooming in on product Adopting product category or not Identifying customer loyalty Sifting through Time Dimensions Applying time-parting Measuring time spent Analysing visit number Identifying days before first purchase Analysing days since last purchase Measuring return frequency Identifying single-page visits Working with Custom Dimensions Defining expiration and allocation dimensions Distinguishing between props and eVars Applying date ranges Chapter 8: Productivity Tips and Techniques Exploiting Essential Keyboard and Mouse Shortcuts Opening projects and saving work Creating content Undoing and redoing edits Making quick selections for breakdowns Using the clipboard to move data to other apps Refreshing content Deploying key keyboard shortcut