Case sensitivity in Adobe Analytics has several factors that determine its behavior:
- The type of variable being used
- The back end report suite setting
- The capability that pulls the report (for example, Analysis Workspace or Data Warehouse)
Only traffic variables can be case-sensitive. There is not a way to make conversion variables case-sensitive. However, case-sensitive logic affects all variables. For example, conversion variables always ignore case, but there is still logic in place to determine what value is used in reporting.
There is a hidden back end variable for each report suite that determines case sensitivity.
- 'Ignore Case' enabled: This setting is the default for all report suites created after April 2012. Two traffic variable values with different character cases are grouped in the same line item.
- 'Ignore Case' disabled: This setting is not enabled for report suites created before April 2012. Two traffic variable values with different character cases are considered separate line items in reporting.
The 'Ignore Case' setting can be toggled. New report suites can have case-sensitive values, and old report suites can ignore case. If you would like to toggle the 'Ignore Case' setting, have a supported user contact Customer Care.
The 'Ignore Case' setting can be applied at either a report suite level or an individual variable level. These settings are not exposed in the Analytics UI. If your organization decides to alter any case-sensitivity settings, be sure to document these changes internally. Adobe recommends keeping this information in a location accessible to current and future admin users.
Toggling 'Ignore Case' can cliff line items that appear identical. To minimize this impact, Adobe recommends toggling this setting during a time between two significant reporting periods. For example, at the start of a new year or month.
Consider the following example:
- A visitor arrives at your site at the beginning of the month, and uses internal search.
- They search for the following three terms consecutively: Dog, DOG, and dog. Search terms are collected in a prop as separate page views.
- You pull a mid-month report to see internal search keywords to date.
- Following this report, you contact Customer Care and have them toggle 'Ignore Case'.
- Later on in the month, the visitor comes back and performs the same three internal searches: Dog, DOG, and dog.
- You pull another report at the end of the month that contains both of the above visits.
If a report suite starts with 'Ignore Case' enabled (default), the mid-month report would look like the following:
The report's display uses one of the cases collected. The value used is typically the first seen in a given reporting month. In this instance, the value used is 'Dog'.
Following this report, you disable 'Ignore Case', making all values case-sensitive. The second visit occurs with the same search terms. Your end-of-month report would look like the following:
On the Adobe Analytics back end, the values that ignore case are treated as if they are all lowercase. However, the displayed case is still the value originally used when 'Ignore Case' was enabled. The resulting report is two 'Dog' line items that appear identical.
This scenario is for report suites that initially have 'Ignore Case' disabled, meaning they are case-sensitive. The mid-month report would look like the following:
Each value is separate, as expected. Following this report, you enable 'Ignore Case'. The second visit occurs with the same search terms. Your end-of-month report would look like the following:
Values set to ignore case are treated as if they are all lowercase. The all-lowercase value previously collected is combined with the 'Ignore Case' values.
In addition to report suite settings, the case used in reporting varies by solution. These points only apply to variables that ignore case, where multiple case values can represent a single line item.
- Analysis Workspace and Reports: Typically the first value within the given reporting month uses its case. For example, you populate eVar1 with "campaign2", then partway through this month change it to "CAMPAIGN2", the uppercase value doesn't show up until next month. If viewing data over several months, the case of the most recent month in the selected date range is used. Persisted values count toward potential first hits of each month. In the above example, say that someone had a persisted "campaign2" value and they happened to be the first hit of a new month. The lowercase value would continue to be used, despite the uppercase value being used in the implementation.
- Data Warehouse: The first value encountered during the request period is used.