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SusiePo1
Level 2
February 4, 2025
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Linear Allocated eVar with Conversion, Orders

  • February 4, 2025
  • 1 reply
  • 574 views

Hello,

 

I'm working with a linear allocated eVar and I'm wondering what is the correct way to measure performance using this eVar up against success events for Orders and Revenue.

From my screenshot above, can you help me understand the following questions please?

  1. When I isolate the values of this eVar in a Freeform table, the Revenue and Orders metrics are not matching vs when I adjust the attribution model for them to match the eVars settings - "Linear, expire at Visit". Can you help me understand why that is the case? Shouldn't the metrics match when I am using the same allocation and expiration?
  2. When I create a hit container segment, following the same logic as the Freeform Table- the different allocated metrics now match- how can that be the case when they did not match in the Freeform table?
  3. How would I report these success metrics against this type of eVar? For example, I want to know how a group of this eVar's values performed in terms of Orders and Revenue. Should I pull that strictly from a Freeform Table? Should I use a segment, and if so, what container?

Thank you!

    Best answer by PoornimaThakur5

    Hello @susiepo1,

    Why do the Revenue and Orders metrics not match in the Freeform table vs. when using a Linear allocation model with “expire at Visit”?

    • eVars work differently than standard success event attribution.
    • When you pull Revenue & Orders in a Freeform table, Adobe Analytics assigns them based on the last allocated value of the eVar (in your case, linear allocation across all touchpoints in the visit).
    • However, when you adjust the attribution model (to Linear with Visit expiration), it forces Adobe to recalculate how credit should be shared, leading to a different distribution.
    • Why the mismatch? The Freeform table initially shows success event attribution based on its default allocation (usually Last Touch or Visit-based), but adjusting the attribution forces it to match your eVar’s settings.

    Why do the metrics match when using a Hit container segment but not in the Freeform table?

    • A Hit container forces exact, per-hit tracking.
    • When you create a Hit container segment (like in your second table), it isolates only the hits where the eVar was set and then assigns Orders & Revenue only to those hits.
    • In contrast, the Freeform table still follows eVar allocation rules, meaning it considers all hits in the visit where the eVar was active.
    • That’s why when you use the Hit container segment, the numbers match, because it directly ties the success events only to hits where the eVar was recorded, eliminating allocation complexities.

    How should I report success metrics for this eVar? To analyze how this eVar performs in terms of Orders & Revenue, here’s the best approach:

    • Freeform Table: Use it if you want allocation-based insights, meaning you accept how the eVar distributes credit across all touchpoints.
    • Segment (Hit container): Use it if you want precise tracking, meaning you only consider Revenue & Orders that happened exactly when this eVar was set.
    • If you need to compare this eVar across multiple values and analyze how each performed in driving Orders & Revenue, stick with a Freeform Table with Linear Allocation & Visit Expiry for a more complete view.

    1 reply

    PoornimaThakur5
    Adobe Champion
    PoornimaThakur5Adobe ChampionAccepted solution
    Adobe Champion
    February 22, 2025

    Hello @susiepo1,

    Why do the Revenue and Orders metrics not match in the Freeform table vs. when using a Linear allocation model with “expire at Visit”?

    • eVars work differently than standard success event attribution.
    • When you pull Revenue & Orders in a Freeform table, Adobe Analytics assigns them based on the last allocated value of the eVar (in your case, linear allocation across all touchpoints in the visit).
    • However, when you adjust the attribution model (to Linear with Visit expiration), it forces Adobe to recalculate how credit should be shared, leading to a different distribution.
    • Why the mismatch? The Freeform table initially shows success event attribution based on its default allocation (usually Last Touch or Visit-based), but adjusting the attribution forces it to match your eVar’s settings.

    Why do the metrics match when using a Hit container segment but not in the Freeform table?

    • A Hit container forces exact, per-hit tracking.
    • When you create a Hit container segment (like in your second table), it isolates only the hits where the eVar was set and then assigns Orders & Revenue only to those hits.
    • In contrast, the Freeform table still follows eVar allocation rules, meaning it considers all hits in the visit where the eVar was active.
    • That’s why when you use the Hit container segment, the numbers match, because it directly ties the success events only to hits where the eVar was recorded, eliminating allocation complexities.

    How should I report success metrics for this eVar? To analyze how this eVar performs in terms of Orders & Revenue, here’s the best approach:

    • Freeform Table: Use it if you want allocation-based insights, meaning you accept how the eVar distributes credit across all touchpoints.
    • Segment (Hit container): Use it if you want precise tracking, meaning you only consider Revenue & Orders that happened exactly when this eVar was set.
    • If you need to compare this eVar across multiple values and analyze how each performed in driving Orders & Revenue, stick with a Freeform Table with Linear Allocation & Visit Expiry for a more complete view.
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