Help with understanding how to use EVAR properly on a conversion report

[VirginieRe2]

I am struggling with building a report based on an evar as I dont fully comprehend the nunances of evar.

On my website, we have product pages. On those product pages, we use and evar to capture the product brand (evar10).

The configurations of that evar are:

merchandising : conversion variable

binding events: purchase event (order, revenue, units) checkout, cart additions, remove from cart, add to wishlist, remove from wishlist, product view, cart view, and cart open.

allocation most recent : last

reset: do not reset

expire after: purchase

enable merchandising: enabled.

Now, i want to know conversion rate for evar10 = brand_A
Specifically, I want to know 2 things :

QUESTION 1. of all visits to products page where evar10='brand_A', what percentage of those visits purchased 'brand_A' products?

QUESTION 2. of all visits to products page where evar10='brand_A', what percentage of those visits purchased a product (of any brand, does not have to be a brand_A product).

I created a segment based on HITS where evar10='brand_A' (attribution = default) and i applied that segment to a freeform table where I put the name of the region as rows, visits and conversion rate (out of the box Adobe CVR) as rows. I believe this report will answer report 2 above, but not report 1. Is that correct?
How do i set up my report to answer question 1 or 2 above?

[Vinay_Chauhan]

Hi @VirginieRe2 

You are thinking about this the right way and your current setup for eVar10 looks solid. Since it’s a merchandising eVar (last-touch allocation, no reset, expires after purchase), it binds to individual products and attributes success events like orders, revenue, or units based on that binding.

and here are my comments to your two questions -

Firstly For Your Question 2 : “Of all visits to product pages where eVar10 = brand_A, what percentage of those visits resulted in any purchase (any brand)?”
Yes, your current approach using a hit-level segment (eVar10 = brand_A) and applying it to a Freeform table with Visits and Conversion Rate is correct. The standard CVR metric will calculate how many of those visits included any purchase event, regardless of brand.

and, For Your For Question 1 : “Of all visits to product pages where eVar10 = brand_A, what percentage purchased brand_A products?”
For this, you’ll need to narrow the numerator to purchases that were actually tied to brand_A. Because your eVar10 is merchandising-enabled, success metrics like Orders or Revenue will automatically attribute to the correct brand binding.
You can get this view by:

• Using eVar10 = brand_A as a row in your Freeform table and applying Orders or Revenue as the metric — that will show only purchases attributed to brand_A.

• Then, divide by total Visits where eVar10 = brand_A to calculate your brand-specific conversion rate.

So according to me your current setup correctly answers Q2 (any purchase), while a merchandising-based attribution on Orders or Revenue gives you Q1 (brand-specific purchase rate).

Let me know if that helps.