Adobe Analytics Developer Professional key terms

A document that maps business requirements to specific Adobe Analytics variables, events, and report suite settings. It serves as the single source of truth for developers and analysts during implementation.

A container in Adobe Analytics that stores collected data and defines settings such as variables, processing rules, and user permissions. Each report suite produces its own reports and segments.

A filtered view of one or more parent report suites that applies segments and custom settings without changing the underlying data. It lets teams share a single implementation across brands or regions.

A JavaScript object on a web page that holds structured values about the page, user, and interactions. Tag management rules read these values and map them to analytics variables.

An Adobe Analytics variable that persists its assigned value across visits according to a chosen expiration setting. eVars support allocation and are used for dimensions such as campaign or customer segment.

An Adobe Analytics variable that records a value only on the hit where it is set. Props are typically used for page-level dimensions and do not persist across subsequent hits.

A counter or numeric variable that records a measurable action such as a purchase, download, or form submission. Events drive metrics and can be combined with conversion variables in reports.

A set of conditions and actions applied to incoming Adobe Analytics data after collection. Rules can copy, set, or delete values in variables without requiring new page code.

A key-value pair sent in the tracking call using the c. prefix that Adobe Analytics can map to standard variables through processing rules. It keeps implementation code independent from report suite variable names.

A method for uploading metadata that describes values in an Adobe Analytics variable, such as product names for product IDs. Classifications add reportable dimensions without changing the original collected values.

A tool that automatically assigns classification values to incoming or historical data using pattern-matching rules. It reduces manual uploads when variable values follow predictable formats.

Configuration that determines how visits are categorized into marketing channels based on campaign values, referrers, and other criteria. Channels help attribute traffic and conversions to marketing activities.

A tag management system that deploys analytics and other marketing technologies through reusable extensions, data elements, and rules. Formerly called Adobe Launch, it replaces manual script placement.

A named pointer in Adobe Experience Platform Tags that retrieves a value from the data layer, cookie, URL, or DOM. Rules use data elements to populate analytics variables.

A conditional logic block in Adobe Experience Platform Tags that triggers actions when specified events and conditions occur. Rules often fire analytics tracking calls or set variables.

An installable package in Adobe Experience Platform Tags that adds functionality, such as the Adobe Analytics extension or a third-party pixel. Extensions provide configuration interfaces and reusable code.

The legacy Adobe Analytics JavaScript library that sends tracking calls from a website. It is configured through a global s object and remains common in existing implementations.

A modern JavaScript library that sends data to Adobe Experience Platform and Adobe Analytics using a single edge network call. It replaces AppMeasurement and visitor ID service for new implementations.

The HTTP request Adobe Analytics receives when data is collected, containing variables, events, and identifiers. Developers inspect these requests in browser tools to validate implementation.

The AppMeasurement function that sends a page view tracking call and automatically includes page-related variables. It increments page views and triggers configured events.

The AppMeasurement function that sends a non-page-view tracking call for actions such as downloads or exits. It does not increment page views and requires a link type and name.

A scheduled export of raw Adobe Analytics hit data delivered as compressed files. Data feeds support warehouse loading and custom processing outside standard reporting interfaces.

A reusable filter that isolates a subset of users, visits, or hits based on conditions. Segments can be applied to reports and shared across Analysis Workspace projects.

A custom metric created from existing metrics using arithmetic, functions, or filters. Calculated metrics let analysts express ratios and business-specific formulas without changing data collection.

The process of assigning credit for a conversion to the touchpoints that preceded it. Adobe Analytics offers models such as last touch, first touch, and linear.

A visualization that shows how many users proceed through a defined sequence of pages or events and where they drop off. It helps identify friction in conversion paths.

A visualization that displays the paths users take before and after a page or event. It reveals common navigation patterns and unexpected exits.

The primary Adobe Analytics reporting interface for building drag-and-drop projects with tables, visualizations, segments, and calculated metrics. It supports collaboration and project sharing.

A browser extension that inspects Adobe Analytics tracking calls and Experience Cloud identifiers in real time. It helps developers confirm variables and events are set correctly.

A report that shows activity for selected metrics and dimensions within minutes of collection. It is useful for validating that a new implementation is sending data.

A conversion variable that binds its value to a product or event rather than to the visit. It ensures product-level attribution when multiple products appear in the same interaction.

A variable that accepts multiple delimited values in a single hit, such as a list of product categories. List variables support reporting on each value separately.

A special Adobe Analytics variable that records product-level data such as product ID, quantity, and price. It is required for merchandise and cart-related metrics.

A persistent identifier assigned by the Adobe Experience Cloud ID service and shared across Experience Cloud applications. It helps stitch visits from the same browser or device.

A process for capturing user permission before Adobe Analytics collects or uses personal data. It often involves tag management rules that block or allow tracking calls.

A report suite that combines data from multiple child report suites into a single view. It is used for cross-brand reporting but has limitations with variable settings.

A statistical feature that flags unexpected spikes or dips in metric values over time. It helps analysts spot data collection issues or genuine changes in behavior.

A feature that identifies which dimension values contributed most to a change in a metric between two periods. It helps explain why a KPI moved.

An Excel add-in that pulls Adobe Analytics data into spreadsheets for custom formatting and distribution. It supports scheduled workbooks and large data requests.

A reporting tool that delivers large, customized Adobe Analytics datasets as files. It supports breakdowns and row limits beyond standard interface constraints.