There are several types of variables available in the Adobe Marketing Cloud. The two most popular types, Props and eVars, allow your organization to report on custom dimensions to your site that standard out-of-the-box reports do not offer.
When determining which variables are assigned where, it is important to understand the differences between Prop and eVar functionality. Understanding these differences allows your organization to decide which type of variable is best to use. If on H22 code or higher, 75 Props and 75 eVars are available. If you have fewer than 75 custom dimensions, passing the same data into both a Prop and an eVar helps obtain the most reporting functionality.
The following are the main differences between Props and eVars:
- Naming convention: Props are considered traffic variables, meaning they are used to report on popularity of various dimensions of your site. eVars are considered conversion variables. They are used to determine which dimensions of your site contribute the most to success events.
- Persistence: Props do not persist beyond the image request they were fired on. They cannot be associated with other variables that are not in the same image request. eVars, however, are persistent. A backend variable is used to preserve the value originally fired so it can associate itself with success events later on.
- Success events: Success events, also known as conversion events, are metrics that measure the number of times a visitor reaches a goal. This event can be anything from purchasing something on your site, to subscribing to a newsletter. eVars are designed to report on conversion events, to show you which values are most successful in influencing visitors to reach your goals. Traffic variables do not have this same functionality. However, you can view participation metrics if you configure your report suite correctly.
- Pathing: Props can use pathing, which allows your organization to see a given path a user took within the context of the variable being viewed. An Adobe representative can enable pathing, if requested. eVars cannot use pathing.
- Potentially available metrics: The metrics available between Props and eVars vary widely based on the variable's settings and data platform/version. The following list illustrates what can be enabled, not what is enabled by default. If you want a specific metric in reporting but do not see it, have one of your organization's supported users contact ClientCare.
- Both Props and eVars:
- Instances, Page Views, Visits and Unique Visitors
- Bounces, Bounce Rate, Entries, Exits, and Total Time Spent
- Participation metrics and calculated metrics
- Props (Traffic variables):
- Average Time Spent, Average Page Depth, Reloads, and Single Access
- eVars (Conversion variables):
- All shopping cart metrics
- All purchase metrics, such as Orders, Units, and Revenue
- All custom conversion events
- Both Props and eVars:
- Breakdowns: Props use correlations, which display page views for other traffic variables fired in the same image request. eVars use subrelations, which provide a breakdown on other conversion variables in relation to success events.