CONVERSION VARIABLES & FEATURES AND FUNCTIONS
Omniture uses conversion variables to collect conversion data and display it in Site Catalyst reports. The following sections offer guidelines, syntax, and examples for each variable in order to avoid potential problems.

  • Conversion variables and how they are used in Site Catalyst.
  • Custom events and how they are used in Site Catalyst.
  • How to define each of the conversion variables.
  • How to effectively implement conversion variables.
  • How to show the result of properly using conversion variables in Site Catalyst.
INTRODUCTION
Conversion variables are used to capture data in Site Catalyst. There are two main types of variables:
  • The s.events variable.
  • All other conversion variables.
Following is a list if the basic purposes of all of the conversion variables, including the events variable.

The available conversion variables are defined as follows:
Predefined Events s.events. Omniture offers seven predefined events that you can use in conjunction with you shopping cart. For example, the predefined events track products as they move through the check-out process.
Custom Events s.events. Site Catalyst enables you to track any custom success event that you want to measure. For example, shipping is not part of the predefined check-out process, but you can add it as a custom event.
Products s.products. The products variable is used for tracking products and product categories as well as purchase quantity and purchase price.
Purchase ID s.purchaseID. The purchaseID is used to keep an order from being counted twice by Site Catalyst. Whenever the purchase event is used on your site, you should use the purchaseID variable.
States s.state. The state variable enables you to determine the amount of conversion your site generated from a particular U.S state or province.
Zip/Postal Code s.zip. The zip variable enables you to determine the amount of conversion your site generates from a particular U.S zip/postal code.
Tracking Code s.campaign. The campaign variable identifies marketing campaigns use to bring visitors to your site. The value of campaign is usually taken from a query string parameter.
Custom eVars s.eVar 1- 50 (or Custom Conversion Insight Variables) are used to identify how well specific events on your site.
Intro to s.events
The events variable differs from all of the other conversion variables. While the other conversion variables often hold text strings, the events variable just counts the number of times that an event happens. The events are simple counters designed to measure the number of times a success event happens on your site.

Conversion Events
All websites exist to persuade visitors to take actions.
  • E-commercer: ProdView, Checkout, Purchase.
  • Lead generation: Demo Request, RFP, Form Completion.
  • Media: Subscription, Sweepstakes Sign-up.
  • Finance: Application Submission, Service Sign-up.
  • Travel: Campaign Click-through, Purchase ( Booking).
- Trigger (code) the event when the “thing” happens.
- Just a counter - “how many” times it happened?

There are many kinds of success events, depending on your Web site type. Several examples are listed above.