Intro to All Other Conversion Variables
The rest of the conversion variables all hold string-type data, so they are different from the events variable. From here on, “conversion variables” will refer to any of the conversion variables except the events variable. The event variable will be explicitly referred to as such.

Conversion variables are pre-named or custom variable describing what affected conversion. They contain the “who, which, or what” converted (performed the conversion event). Consider the following examples:

  • Which campaign drove the most orders?
  • Which User Type had the most form completions?
In the first example, the event is the Order. It is the desired conversion activity. The Campaign is the conversion variable, or the “who, which or what” that affected success.

In the second example, the event is the form completion, and the conversion variable is user type, as supplied into the variable in the code on your site.

We will first discuss the ins and outs of events and then the conversion variables.

An event, also called a success event, is defined as a point on your Web site in which a successful conversion occurs. For example, if a product is added is to the customer’s shopping cart, the scAdd events is used to capture that success event.

Omniture offers both predefined and custom success events. The predefined events are all e-Commerce - related events and have specific names meant for specific purposes (discussed later in the chapter). The custom events can be used for any purpose and are commonly used for conversion activities such as registrations, subscriptions, downloads, for completions, sign-ups, etc. They can even be used in an e-Commerce solution to fill in any gaps in the checkout process that go beyond is provided in the predefined events.

The general syntax for the variable is as follows: = “[Site Catalyst event name]”

This variable cannot accept just any value, but must be filled with either a predefined even name or a custom event name, as described in the following sections.

Custom events enable you to define the success type that you want to track. For example:, if you have a newsletter, your success event could be “Registration.” This event is not one of the predefined e-Commerce events, but by using a custom event, you can track the number of visitors who register for your newsletter.

Custom event follow the standard syntax show below.”event1[,event2]”

The basic steps that you go through to assign and code a custom event are:
  • Decide which events to use for site goals.
  • Put code on the page where the event is completed (Confirmation Page, Thanks You Page etc.)
Regardless of what you decide to use the event for, the syntax will stay the same. This is apparent in the following examples:

Custom Event 3 = Registration”event3”
Custom Event 7 = News Letter Sign-up”event7”
Custom Event 15 = Form Complition”event15”

This greatly necessitates documenting the purpose of your custom events. If you don’t document what the event is being used for, it may be difficult later to determine exactly why you coded an event onto a page.