Customised Variables

Capture the web and mobile app data that matters most for data-driven decision making and that maps to your business goals.


Data needs to answer business needs.

Your business needs are as numerous as the ways your customers behave. That means you need the ability to gather the data that serves these diverse needs. Maybe you want to know how often people look at a product before they buy. Or which search terms lead to a form submission.

With customised variables, it’s easy to identify specific behaviours that you want to measure. For example, when someone logs into your site, you can use a customised variable to pass that ID into Analytics so that you can associate all that user’s further behaviour with that ID. This allows you to build out specific dimensions that meet the needs of your specific business.

Success event variables

Use customised variables (we call them eVars) to determine which dimensions of your site contribute the most to conversion. These variables are persistent and can be broken down by one another, a unique feature of Adobe Analytics.

Traffic variables

Use traffic variables (Props) to help you to understand the popularity of various dimensions on your site, such as page views, visits, unique visitors and time spent.


Categorise variables and add metadata, allowing you to group different values and report on them in bunches or in clarifying ways.


Learn more about customised variables in Adobe Analytics.

Dig deeper into customised variables.

Explore customised variables on our Help pages.

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Compare different customised variables.

Take a deeper look at traffic and conversion variables on our Help pages.

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