Adobe Analytics Business Practitioner Expert key terms

A container that holds the data collected from a website or app, along with its settings, variables, and processing rules. Adobe Analytics sends all tracking data into one or more report suites.

A view built on top of a base report suite that can apply its own segment, time zone, currency, and variable visibility settings without changing the underlying collected data.

A variable that retains its assigned value beyond the hit it was set on, using an expiration and allocation setting. It is used to attribute success events to earlier visitor actions.

A variable that records a value only on the hit where it is set, with no persistence. It is typically used for page-level or pathing context rather than conversion attribution.

A countable action such as a purchase, download, or form submission that is tracked as a metric. Events can be standard, custom, or derived and can be tied to conversion variables for attribution.

The rule that decides which value of a conversion variable receives credit for a success event when multiple values were seen, such as most recent, first, or linear distribution.

The setting that determines how long a conversion variable keeps its value, for example until the next hit, at the end of a visit, or after a set number of days.

Configuration that changes or sets values in incoming data at collection time, before the data is stored. Rules can copy, concatenate, or overwrite variables based on conditions.

A name-value pair sent in the tracking request that is not tied to a built-in variable. It is mapped to a report variable through processing rules or the mobile SDK configuration.

A structured object on the page or app that holds business data such as page name, product, or user status, which tag management and tracking code read to populate analytics variables.

A system that deploys and manages analytics and marketing tags through configurable rules instead of editing site code directly, allowing changes to data collection without a release.

A reusable set of container-based conditions that filters data to a subset of visitors, visits, or hits. Segments can be applied to reports, metrics, and virtual report suites.

The scope of a segment that controls which data is included: visitor-level across all visits, visit-level within one session, or hit-level for individual tracking calls.

A metric created from a formula that combines existing metrics with operators and functions, optionally filtered by segments, and shared with selected users or groups.

A built-in operation in calculated metric builder, such as sum, mean, median, or count, that aggregates values across rows or applies statistical logic to a metric expression.

A rule that distributes credit for a success event across the touchpoints that preceded it, such as last touch, first touch, linear, or participation-based models.

The reporting capability that applies non-default attribution models and lookback windows to metrics in Analysis Workspace and other tools, including algorithmic and participation models.

The period before a conversion during which touchpoints are considered eligible for attribution credit, configurable in attribution settings and marketing channel processing.

A classification of how visitors arrived, such as paid search, natural search, or email. Channels are assigned by processing rules that evaluate referrer and campaign parameters.

Ordered conditions that determine which marketing channel is assigned to a visit, typically evaluated on referrer, query string parameters, and visitor history.

A query string parameter appended to a landing page URL that identifies the source, medium, and campaign of a visit and feeds marketing channel and campaign reports.

Adobe's drag-and-drop reporting interface where tables, visualizations, and panels are assembled into projects that can be shared, scheduled, and used for exploratory analysis.

A flexible table in Analysis Workspace where dimensions and metrics are dragged onto rows and columns, with breakdowns, sorting, and segment filtering applied interactively.

A drill-down on a dimension value that splits its data by another dimension, revealing which sub-items contributed to the totals shown in a table.

A container within an Analysis Workspace project that holds tables and visualizations and can apply its own date range and segment to everything inside it.

A visualization that shows how many visitors proceeded through a defined sequence of pages or events and where they dropped off between each step.

A visualization that maps the paths visitors take before and after a given page or event, showing onward and previous traffic across dimensions.

The analysis of the sequence of pages or events a visitor encounters within a visit, used to understand navigation behavior and common routes through a site.

A session of activity by a visitor, ending after a period of inactivity or a set number of hours. Many metrics and segment containers are scoped to the visit.

A unique person or device identified by an analytics ID, used as the basis for unique visitor counts and for visitor-level segment containers.

A variable or category used to group and label data in reports, such as page name, channel, or country, that metrics are measured against.

A numeric measure of activity or outcome in reports, such as page views, visits, revenue, or orders, that can be summed or calculated across dimension values.

The policies and controls that protect and manage analytics data, including data retention, IP obfuscation, access restrictions, and approved data usage standards.

The setting that defines how long collected data remains available in a report suite before it is deleted or aggregated, affecting historical reporting depth.

A grant that controls which report suites, tools, metrics, dimensions, and features a user can access, often managed through product profiles and user groups.

An Admin Console grouping that bundles users with a set of product permissions and report suite access, replacing the older model of per-user permission assignment.

A scheduled or on-demand export of processed analytics data in tabular form, configured with dimensions, metrics, segments, and a delivery destination.

The work of placing tracking code, configuring variables and events, and validating that data arrives correctly in the report suite before analysis begins.

A written specification of reporting objectives, key questions, stakeholders, and success measures that guides how analytics variables and reports are designed and built.

A document that maps each business question and KPI to specific variables, events, and naming conventions, serving as the blueprint for implementation and validation.

A key performance indicator: a metric chosen to represent progress toward a business objective, such as conversion rate or revenue per visit, that reports and alerts are built around.