Adobe Analytics Architect Master flashcards
Adobe Analytics Architect Master · Build recall with a focused review session.
33 cards. Read the term and the definition here. The deck at the top of this page is optional.
- Solution Design Reference
- A document capturing business requirements, variables, dimensions, events, classifications, and ownership; it is the authoritative blueprint for implementation and QA.
- Report suite strategy
- Decision on whether to use one suite with virtual report suites or split suites; split only for divergent data, legal separation, or conflicting KPI sets.
- eVar allocation
- Determines which value receives credit when a variable is set multiple times: most recent (last touch), original value (first touch), or linear distribution.
- eVar expiration
- Controls how long a conversion variable persists: session, visit, or event-based expiration tied to a success event.
- Event serialization
- Setting that controls whether an event records every occurrence, only the first per visit/visitor, or is disabled for numeric/currency metrics.
- Merchandising eVar
- A conversion variable bound to product syntax (eVar set on the product) so attribution follows the product rather than the hit.
- Context data variables
- c.* key-value pairs sent in the beacon; mapped to eVars, props, and events through processing rules or Analytics settings.
- List variable delimiter
- A single character separating values in list1/list2; must not appear inside the values or parsing splits incorrectly.
- trackState vs trackAction
- trackState (s.t) sends page views; trackAction (s.tl) sends non-page events and requires linkType (o, d, e) and does not increment page views.
- Experience Cloud ID
- The ECID service sets a persistent visitor identifier (mid) used across Experience Cloud solutions; Analytics visitor ID derives from it.
- First-party tracking server
- A CNAME on your domain used as the Analytics tracking server, reducing third-party cookie blocking and improving identifier persistence.
- Cross-domain tracking
- Passing visitor identity across domains using adobe_mc or s_ecid parameters appended to outbound links, preserving the same visitor.
- Tag rule order
- Rules execute in configured order; the Analytics Send Beacon action must fire after dependent data elements resolve to include correct values.
- Data layer contract
- A versioned, documented JSON structure populated before tags fire; tags read from it and never write business data back.
- Push-then-fire pattern
- An event-driven data layer push triggers tag rules; the beacon fires only after the data layer event signals the state is ready.
- Web SDK Analytics mapping
- Maps XDM event fields to Analytics variables through the datastream or event schema, replacing AppMeasurement context data mapping.
- Identity stitching
- Joining web, app, and offline records using a consistent person identifier such as ECID, CRM ID, or hashed email.
- Processing rules order
- Rules execute sequentially at collection time; they are not retroactive and cannot be undone, so order and conditions must be validated.
- VISTA rules
- Server-side, sequential rules applied before data is written; used for complex logic beyond processing-rule capability and require Adobe provisioning.
- SAINT classifications
- Metadata mapped to report values via file upload or rule-based classification; the key must exactly match the collected value.
- Marketing Channel rules
- Rules evaluated in order; the first matching channel wins, and channel expiration (visit vs. visitor) sets the attribution window.
- Segment containers
- Hit, visit, and visitor containers determine what qualifies for a segment and how metrics are attributed within it.
- Sequential segment
- A segment requiring defined before, after, or within logic across hits or visits, using sequence constraints rather than simple matching.
- Calculated metric formula
- A metric built from existing metrics using sum, divide, subtract, or multiply; dimensions enter only through segment-scoped metrics.
- Virtual report suite
- A reporting view applying a parent suite plus a segment and optional calendar or time zone; it does not duplicate underlying data.
- Privacy Service deletion
- Adobe Experience Platform Privacy Service processes data subject deletion using identity mapping (ECID, CRM ID) against Analytics data.
- Analytics opt-in service
- s.optIn gates beacon firing based on consent state; no data is collected until the visitor opts in where required.
- IP obfuscation
- A report suite setting that masks the last octet or the full IP address at collection to reduce PII exposure in Analytics.
- Beacon payload inspection
- Using Adobe Experience Platform Debugger to verify report suite ID, context data, and parameters before and after deployment.
- Validation sequence
- A stepwise QA order: data element resolution, rule firing, beacon payload, processing rules, reported values; fix the first failure.
- Duplicate beacon check
- A QA check confirming only one rule fires the Analytics beacon per interaction, preventing inflated page views and events.
- KPI glossary
- A shared reference listing each KPI's formula, data source, owner, and refresh cadence for every report consumer.
- Enablement plan
- Role-based training for marketers, analysts, and developers, using hands-on exercises in the actual report suite and data layer.