Adobe Analytics Business Practitioner Professional flashcards

32 cards. Read the term and the definition here. The deck at the top of this page is optional.

Solution Design Reference

The master document mapping business questions to report suite variables, events, classifications, and segments; it is the source of truth for implementation and acceptance testing.

Measurable success criteria

Success criteria stated as a metric, a target threshold, and a baseline comparison period, so that the outcome can be verified after launch.

Functional vs business requirement

Business requirements describe what decision the organization needs to make and why; functional requirements describe how variables, events, and rules implement it.

KPI definition completeness

A KPI is fully specified when it names the metric, dimensions, time grain, segment scope, data source, and handling of unattributed or zero-denominator cases.

Out-of-scope list

An explicit list of excluded items in a requirements document that prevents variable creep and scope disputes during implementation.

eVar allocation model

The rule assigning credit to an eVar value, such as most recent, original value, or linear, chosen to match the attribution question being asked.

eVar expiration setting

Determines how long an eVar value persists, such as visit, purchase event, or never, and therefore which questions the dimension can answer.

Merchandising eVar

An eVar that binds a value to a specific product at the moment of interaction, requiring product syntax in the merchandising variable.

Prop versus eVar

Props are hit-scoped and support pathing; eVars persist per their expiration and allocation settings, so persistence needs drive the choice.

Data layer trigger contract

A documented agreement that values are pushed to the data layer before the analytics beacon fires, preventing race conditions and missing values.

s.t versus s.tl

s.t() sends a page view beacon and processes pageName; s.tl() sends a link or custom event beacon, requires a linkType argument, and does not count a page view.

doPlugins purpose

A function that runs before the beacon is assembled, used to derive variables, capture query parameters, and apply once-only logic.

Experience Cloud Debugger

A browser tool that inspects the raw Analytics image request query string, showing exactly which variables and values are being sent.

Cross-domain visitor tracking

Passing the visitor ID between domains, typically via the adobe_mc parameter or a shared tracking server, so one visitor is not counted as two.

Query parameter capture

Reading campaign or referral codes from the landing URL using getQueryParam, often combined with getValOnce to avoid repeat counting.

AppMeasurement library

The JavaScript library that assembles and sends Analytics beacons; its version determines which features and parameters are available.

Classification rule

A mapping that converts raw variable values into friendly groupings; unmapped values appear as None or Unspecified in reports.

Processing rules

Collection-time logic that can set, copy, or overwrite variable values before data is stored, and is invisible in standard reports.

Variable limit overflow

Exceeding the enabled eVar or event count in a report suite causes data for variables beyond the limit to be silently dropped.

PII audit

A variable-by-variable review confirming that personally identifiable information is not captured in query strings or Analytics variables.

Unspecified row

A report row aggregating hits with no captured value or no classification match; a spike usually signals a tagging or classification defect.

Hit versus visit segment

A hit container evaluates each server call individually; a visit container evaluates the entire session, so results differ for the same logic.

Visitor segment container

The broadest segment scope, evaluating a user's full history rather than a single hit or session, which increases population size.

Sequential segment

A segment requiring defined steps to occur in order, optionally within a time limit, used to measure funnel and path behavior.

Fallout analysis

A report showing the percentage of visitors proceeding between defined touchpoints in a sequence, revealing drop-off points.

Attribution IQ model

A setting applied to a dimension in Analysis Workspace that redistributes credit among touchpoints without altering the stored raw data.

Virtual report suite

A report suite view that applies a segment at the suite level and can carry its own calendar and timezone settings.

Calculated metric

A saved metric built from existing metrics with operators, optional segments, and formatting, shared through the metric library.

Data latency variance

Different dimensions become available at different delays, so dashboards should state refresh cadence and expected lag per data source.

Panel versus visualization date range

Panels set a default date range inherited by contained visualizations, which can be overridden individually unless the panel locks the range.

Contribution analysis

A technique ranking dimension values by their share of the change in a metric between two periods, isolating which segments drove the shift.

Anomaly detection

A statistical flag for values outside the expected range given historical seasonality; it identifies a signal that still requires investigation.