In Adobe Analytics, ‘props’ or ‘traffic variables’ are custom variables that allow you to gather additional information about user behavior on your website or digital platform. Props offer a more granular view of user interactions, supplementing standard analytics metrics.
Key Takeaways
- ‘Props’ in Adobe Analytics are custom variables used to capture additional data about user interactions on a website.
- Props provide insights into the flow of user traffic and the popularity of different content.
- Unlike ‘eVars’ or ‘conversion variables’, props are primarily used for traffic-based analysis and do not persist beyond the immediate action.
- To leverage props effectively, they should be set up thoughtfully, in alignment with your specific data tracking needs.
Understanding ‘Props’ in Adobe Analytics
Props, short for ‘properties’, are custom variables that you can define to capture specific types of data related to user interactions on your website. They help to track and analyze the flow of traffic and usage patterns across different pages or sections of your site.
The Importance of Props
Props can be used to track a wide range of data points that standard analytics may not cover. For example, you could set up a prop to track the usage of a particular feature on your website or analyze the popularity of different content categories. This can provide valuable insights for optimizing user experience and content strategy.
How Adobe Analytics Captures Props
Props are captured by Adobe Analytics through a tracking code that is embedded on your website. When a user interacts with a page or feature that has a prop set up, this interaction is recorded and sent to Adobe Analytics for processing and analysis.
Setting Up Props
Setting up a prop involves defining the variable in Adobe Analytics and then adding the appropriate code to your website. It’s essential to plan carefully what kind of data you want to capture with each prop to maximize their utility.
Props Versus eVars
While both props and eVars (conversion variables) in Adobe Analytics are custom variables that can be used to track user behavior, they serve distinct purposes:
- Props: Primarily used for analyzing traffic patterns. They do not persist beyond the specific user action they are set up to track.
- eVars: Used to track more complex, multi-step user interactions leading to conversions. They can persist across multiple different actions or sessions.
The Role of Props in Adobe Analytics
The use of props can greatly enhance the depth and precision of your analytics. By providing additional insights into user behavior, they can help guide decisions about website design, content strategy, and user experience optimization.
Conclusion
The concept of ‘props’ in Adobe Analytics is a powerful tool for capturing custom data points about user interactions on your website. By setting up and analyzing props effectively, businesses can gain a more nuanced understanding of user behavior, informing strategic decisions to enhance their digital platforms and user experiences.
