Adobe Site catalyst first party and third party cookies. What to choose?

Cookies are fundamental building blocks of web analytics tools. It is small chunk of software code placed into visitor browser to track the some vital information about visitor.

But, with regard to web analytics cookies in general and site catalyst or google analytics cookies in particular usage of cookies is governed by Personally Identifiable Information ( PII) governed by “European ePrivacy Directive

Cookies can be classified as First Party and Third Party Cookies.

First party cookies are domain specific cookies placed in visitor browser by web analytics vendor on behalf of customer. Upon placing first party cookies, visitor information collected by Adobe site catalyst will not share with any other domain or party.

As a first part cookie, it collects all data anonymously with no reference to any personal data what so ever.

First Party cookies set by site catalyst Reporting and Analytics recognizes visitors who traverse across sub domain and Top Level Domains. For example first party cookies set on musicworld.com also recognizes the visitors who traverse across music. musicworld.com or music. musicworld.co.in

First Party cookies are :

  1. s_cc : This is cookie checks whether browser has enabled to accept the cookies are not. The default value is true , i.e. cookies are enabled, if not it is ‘false’
  2. s_sq : This cookie is to keep the click map data from previous page.

Third Party Cookies

Adobe also uses third party services like 207.net and omtrdc.com to track and collect visitors data. These cookies are third party cookies where in data collected by these 3rd parties may share data[there is no evidence] with other other domains, to target user on other domains for Remarketing or Re Targeting purpose. On other hand majority of browsers have sophisticated filters to reject third party cookies due to security concerns. To surprises , even first party cookies can also be rejected. This threatens the accuracy of web analytics data being collected by enterprise level web analytics tools.

s_vi[##] is third party unique visitor identification cookies placed by 207.net if you had chosen to go with third party cookies. On other hand, you can opt for first part cookie, if you could choose to work with first party cookies.

Last but important,Site catalyst cookies usage is governed by “European Union ePrivacy Directive”, learn from the leader. Happy visit to Adobe Digital Marketing Blog for more information about European Union ePrivacy Directive

Adobe Omniture VISTA rules : Server side Implementation for Real Time Data Manipulation

Visitor Identification,Segmentation & Transformation Architecture

What are VISTA rules?
VISTA stands for Visitor Identification, Segmentation & Transformation Architecture. It is Adobe Site Catalyst technology to implement rule or apply logic on server side, after collecting data on website, but before sending processed data to Adobe Analytics Server.

VISTA rules are realtime data manipulation system, which resides on serverside, where in any traffic variables and custom variable can be created or deleted. There is no limit to create VISTA rule on each Report suite.

VISTA rules can act on data sent in HTTP header and data sent through Report and Analytics code.

Who Implements VISTA rules ?
Adobe Engineering Team plays a major role in implementing VISTA rules. Clients need to identify and share requirements of VISTA rule with Adobe Engineering Team. The team hard code the requirements, test rules and after getting desired results, the scripts are pushed to production server. But that does not come for free, you need to pay stipulated fee for that.

VISTA Rule Implementation Use Case
Imagine an insurance company has Direct Sales Associates(DSA) who are appointed across all the states in India. An online enquiry form is placed to acquire the leads through website. In the Enquiry Form there is a drop down menu which has all DSA names populated along with Insurance company’s state specific sales team.

When a prospect fills web enquiry form, the sales would be attributed to specific DSA or sales team based on the option chosen by the visitor.

For above requirement the developer team of insurance company has to transport the data to server, where in Adobe team sets up VISTA Rule to segment the data based on the option chosen by the prospect.

What are the other situations, where VISTA Rules can be implemented?

  1. To filter out internal traffic to company website.
  2. Real time visitor segmentation based on demographic factors like age and geographical they belong to. Visitors can be segmented on any possible factor we capture through form text fields. These form text fields are sent either through site catalyst variable or query parameter which are appended to URL.
  3. Capture the order values along with product line to target the customers, to upsell or cross sell.

Adobe Omniture Site Catalyst Report Categories

Adobe Marketing Cloud Site catalyst has following types of Reports :
Site catalyst has 4 report types. They are:

1.Ranked Report

Ranked report with tables reports ranked items using numbers and percentages in metrics. For example: pages report below ranks the pages on the website based on traffic, on other hand shows up metrics like page views, revenue and unique visitors numbers and percentages. You can add up to 10 metrics to your ranked reports.

Along with Ranked Report a horizontal bar chart( default graph type) is shown. The graph displays each metrics in different colors. By default, chart displays 5 metrics, but as per site catalyst documentation, you can show up to 30 metrics.

2. Trended Report

The trended report is nothing but pivot table, which gives a granular analysis into each and every dimension subjected to analysis. The trended report also helps you to analyze how conversions and events trend over a selected time granularity i.e. Hour, Day, Week, Month, Quarter or Year. In case you need to analyze at hour level, you need to reduce the period of analysis to 14 days, because ‘Hour’ granularity can be selected for a maximum of 14 days.

3. Totals Report

It is type of report which summarizes top level metrics used by executive to quickly learn the business trend.

4. Flow Report

Flow report shows the most common paths users take through web site pages, site sections and servers.

Flow report can be classified into

a. Next Flow Reports

Next Flow can be further divided into Next Page Flow, Next Section Flow and Next Server Flow.

b. Previous Flow reports.

On other hand Previous Flow report shows where visitors were before visiting a specified page.