As the world of marketing goes digital, companies must integrate web analytics into their process to see evaluate how marketing campaigns perform and to improve website conversion. Adobe SiteCatalyst, the principal component of the Adobe Digital Marketing Suite (formerly Omniture), is the most advanced web analytics tool available on the market.   The Adobe SiteCatalyst Handbook is your key to understanding how to use this powerful web analytics tool. Recognized SiteCatalyst expert Adam Greco walks you through the building blocks of the program and shows you real-world examples to help further your understanding of the product. For end-users of SiteCatalyst, the book provides how-to instructions for all major SiteCatalyst features. You will also learn how to apply SiteCatalyst to common web analytics challenges ranging from campaign tracking to shopping cart analysis to visitor engagement. It also includes useful tips on using on Adobe ReportBuilder and advanced features that will benefit seasoned SiteCatalyst users. In the end, you’ll be able to answer business questions that you never thought you could address and generate web analyses that should improve your website’s return on investment.   You’ll learn how to: * Create web analytics reports and data exports * Design sophisticated web analytics dashboards * Effectively track online marketing campaigns * Analyze website shopping cart performance * Connect online and post-website data * Master website segmentation techniques * Use basic and advanced pathing analysis * Understand the inner workings of Adobe SiteCatalyst

Table of Contents:
Section 1: Behind the Scenes of Adobe SiteCatalyst Chapter 1: What Is Adobe SiteCatalyst? A Brief History of SiteCatalyst SiteCatalyst’s Role in the Organization How Does SiteCatalyst Work? Why It’s Important to Understand SiteCatalyst Learning SiteCatalyst Conclusion Chapter 2: Company Logins, Report Suites, and Rollups Company Logins Report Suites Report Suite IDs General Report Suite Settings Multi-suite Tagging Multi-suite tagging example Additional benefits of multi-suite tagging With great power comes great responsibility Rollup Report Suites Conclusion Chapter 3: SiteCatalyst Traffic Variables SiteCatalyst Variables Traffic Metrics Traffic Variables (sProps) Not Persistent Pathing Enabling Traffic Metrics for Traffic Variables The Instances Metric in Traffic Variable Reports List Prop List Prop Limitations Hierarchy Variable Conclusion Chapter 4: Success Events Key Performance Indicators Understanding Success Events Shopping Cart Success Events Revenue, Orders, Units (Purchase) Carts (scOpen) Cart Views (scView) Checkouts (scCheckout) Cart Additions (scAdd) Cart Removals (scRemove) Product Views (prodView) Counter Success Events Currency and Numeric Success Events Setting Currency and Numeric Success Events Enabling Currency and Numeric Success Events Success Event Serialization Types of Serialization Event ID serialization Once Per Visit serialization Calculated Metrics What Are Calculated Metrics? Creating and Using Calculated Metrics Total metrics Success Event Participation Important Details to Know About Success Event Participation Conclusion Chapter 5: Conversion Variables Conversion Variable (eVars) Fundamentals Conversion Variable Persistence Conversion Variable Settings Conversion variable names Conversion variable allocation Conversion variable expiration Conversion variable type: Text String vs. Counter Conversion variable status Conversion variable Reset setting The “None” Row List Variables List Variable Settings Products Variable Understanding the Products Variable Multiple values Special parameters Not persistent Campaign Variable Setting the Campaign Variable Merchandising Conversion Variables Why Merchandising eVars? Using Merchandising eVars Product Syntax method Conversion Variable Syntax method Instances Metrics in Conversion Reports Using Instances for Quality Assurance in Conversion Variable Reports Using Instances in the Products Report Using Instances in the Campaign Report Using Instances in Search Engine Reports Instances Metrics and Calculated Metrics Conclusion Chapter 6: Variable Classifications Understanding Classifications Creating SAINT Classifications Using SAINT Classifications Classifying the None Row Removing Classification Data Numeric Classifications Classification Hierarchies Conclusion Chapter 7: Advanced SiteCatalyst Features SiteCatalyst JavaScript Plug-ins Get Query Parameter Plug-in Previous Value Plug-in Cross-Visit Participation Plug-in Get & Persist Plug-in Time Parting Plug-in Date Stamp variable Time to Complete Plug-in Get Val(ue) Once Plug-in Visit Number Plug-in Days Since Last Visit Plug-in Data Sources Transaction ID Genesis Integrations E-mail Marketing Integrations Voice of Customer Customer Experience Management Other Genesis Integrations Data Feeds VISTA Rules Important Facts About VISTA DB VISTA Rules Conclusion Section 2: Using Adobe SiteCatalyst Chapter 8: Creating Reports in SiteCatalyst Metric Reports Ranked Reports Ranked Report Settings Default Metrics Ranked Report Search Filters The basics Complex searches Additional search filter tips Trended Reports Breakdown Reports Traffic Correlations Conversion Variable Subrelations Pathing Reports Types of Pathing Reports Next [Variable] Flow report Fallout report Pathfinder report Summary report Other Uses of Pathing Reports Conversion Funnel Reports Conclusion Chapter 9: Using the SiteCatalyst Interface General Interface Layout Report Toolbar Download Report Send Report Bookmark Report Add Report to Dashboard Working with dashboards Alerts Site Metric alerts Traffic and Conversion Variable alerts Classification alerts More Actions Data Extracts Targets Publishing Lists Comparison Reporting Date Comparisons Report Suites Comparisons Segment Comparison Reports Pathing Comparison Reports SiteCatalyst Interface Time-savers Update Dashboard Reports Reorganize Menus and Hide Menu Items Double-click to Add/Remove Metrics The Magic Triangle Graph Check Boxes 5x5 Subrelation Report Remove Subrelation Breakdowns Conclusion Chapter 10: Segmentation Segment Builder Containers and Events Segment Canvas—Nesting Containers Segment Canvas—Exclude DataWarehouse Advanced Segment Insight (ASI) Instant Segmentation (v15+) Instant Segmentation vs. Multi-suite Tagging Data security More complex segments Comparing sites Conclusion Chapter 11: Adobe ReportBuilder What Is Adobe ReportBuilder? SiteCatalyst vs. ReportBuilder Using ReportBuilder Installing ReportBuilder ReportBuilder Toolbar Creating Data Requests Request Manager Refreshing Requests Scheduling Workbooks Other ReportBuilder Items Dependent requests Right-clicking in Excel Real-world Examples Using ReportBuilder Templates Using Dependent Data Requests Conclusion Section 3: Applying Adobe SiteCatalyst Chapter 12: Tracking Website Content Naming Pages, Sections, and Sites Naming Pages Naming Site Sections Site Variable Page Types Page Type Pathing Implementing Page Types Content Management System DB VISTA Adobe Discover Bounce Rates Page Influence File Downloads File Download Limitations Tracking File Downloads with Custom Variables File Download Pathing Conclusion Chapter 13: Shopping Cart Tracking Product Pages Product Pathing Product Page Tab Usage Product List Views Cart Additions and Checkouts Product Merchandising Product attributes Product finding methods Money Left on the Table Using potential revenue in segmentation Beyond retail Revenue, Orders, and Units Validating Orders and Revenue Order ID conversion variable Comparing back-end order data Product Returns Recurring Revenue Viewing recurring revenue in SiteCatalyst Revenue and Orders to Date Orders to date Conclusion Chapter 14: Campaign Tracking External Campaign Tracking Unified Sources Marketing Channels Internal Campaigns Internal Campaign Click-through Rates Internal Campaign Influence Conclusion Chapter 15: Lead Generation Lead Generation Forms    Form View and Form Completions    Form Conversion    Form IDs       Form Types    Form Submit Clicks    Form Errors       Form Error Success Event       Form Error Alerts       Fields Producing Form Errors    Form Field Abandonment Phone Conversion    Click-to-Call    Dynamic Phone Numbers Conclusion Chapter 16: Onsite Search Tracking Frequently Asked Tracking Questions Onsite Searches and Phrases Number of Search Results Search Result Click-through Rates Onsite Search Phrase Pathing Conclusion Chapter 17: Visitor Engagement KPI Pathing Website Engagement Score Visitor Scoring Other Uses of Visitor Scoring Pass visitor score to CRM Visitor score segmentation Visitor score targeting Conclusion   Index