Adobe Analytics and BrightEdge Integration Guide Version 2.0 December 2014

Transcription

1 Adobe Analytics and BrightEdge Integration Guide Version 2.0 December 2014

2 Copyright 2014 BrightEdge, Inc. All rights reserved. BrightEdge, the BrightEdge logo, SEO XRAY, Ad DNA, and Data Cube are trademarks of BrightEdge Technologies, Inc. The trademarks and names of other companies and products mentioned herein are the property of their respective owners. Copyright 2014 Adobe Systems Incorporated. All rights reserved.

3 CONTENTS ABOUT THIS GUIDE... 1 Customer Support... 1 Feedback... 1 INTEGRATION OVERVIEW... 2 Before you begin... 2 Integration data notes... 2 Pricing considerations... 3 INTEGRATION PROCEDURE... 4 Create integration variables... 4 Configure integration in Data Connectors... 5 iii

4 ABOUT THIS GUIDE The Adobe Analytics and BrightEdge Integration Guide explains how to use Data Connectors to integrate BrightEdge with your analytics account. This guide is intended for Information Services professionals or online marketers that are familiar with BrightEdge and configuration variables in Adobe Analytics. Integrating your BrightEdge and Adobe Analytics accounts enables you to send important data between the two platforms automatically. Integration also restores the keyword-level visibility that was lost with the introduction of secure search. This includes visibility into estimated traffic, revenue, and conversions metrics. Additionally, you can generate reports that inform you how BrightEdge drives traffic, and ultimately revenue, to your online business. NOTE Adobe Analytics and Data Connectors were previously known as Adobe SiteCatalyst and Omniture Genesis, respectively. Customer Support The Adobe and BrightEdge support teams are available to help you with any questions you have about Adobe Analytics or BrightEdge. Contact Adobe by calling (877) or by visiting their website at Contact BrightEdge by calling (800) , by ing your Customer Service Manager (CSM), or by visiting our website at Feedback BrightEdge welcomes your feedback on its documentation. If you have any comments about this document, please contact your BrightEdge Customer Service Manager (CSM). 1

5 INTEGRATION OVERVIEW Before you begin Before you begin the Adobe Analytics and BrightEdge integration process, verify that the following prerequisites are met: 1. Your BrightEdge account is correctly configured for the integration. Contact your BrightEdge CSM to confirm that this requirement is met. 2. You have your BrightEdge numeric Account ID. Contact your CSM for your ID. 3. You have an Adobe Analytics account. 4. Adobe Data Warehouse is installed. 5. You have admin access to Adobe Analytics. Integration data notes BrightEdge data is generated on a weekly basis while Adobe Analytics data is displayed on a daily basis. To account for this difference in reporting cadence, BrightEdge divides its weekly data by 7 to provide a daily value. A new data week begins on Sunday. Additionally, you may notice differences between BrightEdge s estimated revenue/order data and Adobe Analytics actual revenue/order data. This occurs because BrightEdge does not pull actual revenue and order data directly from Adobe Analytics. Rather, BrightEdge estimates these values based on user-provided information on the estimated average orders per visit and the estimated average order value. If you notice large variances between estimated revenue/order data and actual revenue/order data, you may want to update your estimated average values. You can edit these values in BrightEdge by going to Setup > Est. Keyword Report. 2

6 Pricing considerations There may be implementation fees associated with this integration. Fees are in accordance with your service agreements with both Adobe and BrightEdge. By activating this integration, you agree that you are an authorized representative of your company; As such, your company agrees to pay any fees as set forth in your service agreement. Contact your Adobe Account Representative and BrightEdge Account Representative for pricing details. 3

7 INTEGRATION PROCEDURE The following section guides you through the integration process for BrightEdge and Adobe Analytics. Before you begin the integration process, ensure that all prerequisites have been met. See Before you begin in this guide for all prerequisites. There are two primary steps in the integration process. First, prepare Adobe Analytics for integration by creating the required BrightEdge variables. Second, step through the integration wizard in Data Connectors. Create integration variables You need to define custom evar and Event variables in Adobe Analytics to use with the BrightEdge integration. These variables must be defined before beginning the Data Connectors integration wizard. To define integration variables in Adobe Analytics: 1. In Adobe Marketing Cloud, go to Admin > Report Suites. 2. Select the report suite for which you want to create the integration variables. 3. Go to Edit Settings > Conversion > Conversion Variables. 4

8 4. Add the evars required for the integration. Only the Status, Name, and Type fields are required. Defining any other field is optional. For more information on evars and evar syntax, see Adobe s evar help topic. Requirement Status Name Type Required Enabled BrightEdge Keyword (or custom name you choose) Optional Enabled Search Engine (or custom name you choose) Text String Text String 5. Click Save. 6. Go to Edit Settings > Conversion > Success Events. 7. Add the Events required for the integration. Only the Name and Type fields are required. Defining any other field is optional. For more information on Events and Event syntax, see Adobe s Event help topic. Requirement Name Type Optional Optional Optional Optional (Up to 5 custom events) BrightEdge Estimated Orders (or custom name you choose) BrightEdge Estimated Revenue (or custom name you choose) BrightEdge Estimated Visits (or custom name you choose) Estimated Organic Success (or custom name you choose) Numeric Currency Numeric Numeric 8. Click Save. Configure integration in Data Connectors The integration wizard will guide you through the process required to integrate BrightEdge with Adobe Analytics. You will add the BrightEdge integration using Data Connectors. To integrate BrightEdge with Adobe Analytics: 1. In the left sidebar of Adobe Marketing Cloud, click Analytics > Data Connectors > Add Integration. 5

9 2. In the Show drop-down list, select By Name. 3. Locate BrightEdge underneath the Show drop-down list. Drag the BrightEdge icon to an empty plug-in slot on the right. This will launch the Integration Wizard. 4. In the dialog box that appears, select the I accept these terms and conditions checkbox. 5. Under Integrations Settings, select the Report Suite for which you want to apply the BrightEdge integration from the drop-down menu. Next, enter a name for the integration into the blank field. 6. Click Create and Configure This Integration. 7. In the General Settings section, the Report Suite, Name, and associated with the integration are automatically populated. Optionally, enter a description for the integration in the Description field. 8. In the Custom Values section, enter your BrightEdge Account ID in the Account ID field. This is a numeric ID that is given to you by your CSM. 6

10 9. Click Save and Continue to Next Step. 10. In the evars section, select the correct evar for each metric from the SiteCatalyst evar drop-down list. Optionally, change the default name of the evar in the Rename the chosen SiteCatalyst metric field. NOTE The variables for each metric should have been created prior to beginning the integration wizard. For help creating integration variables, see Create integration variables in this guide. 11. In the Events section, select the correct Event for each metric from the SiteCatalyst Event drop-down list. Only the BrightEdge Denominator metric is required. All other metrics are optional. Optionally, change the default name of the Event in the Rename the chosen SiteCatalyst metric field. 12. Click Save and Continue to Next Step. 13. In the Classifications section, optionally change the name of the BrightEdge Keyword variables. 14. In the Access Requests section, select your desired permissions. You are required to select the following checkboxes: a. Allow this integration to download page_views data b. Allow this integration to download search_engine data c. Allow this integration to download visitors data d. Allow this integration to download visits_all data All other permissions are optional. Restricting access to any data will limit the information that can be used in the BrightEdge platform. 7

11 15. Click Save and Continue to Next Step. 16. Review all integration information for accuracy. Click Activate Now. Your BrightEdge and Adobe Analytics integration is complete. Contact your BrightEdge Partner Account Representative to identify a timeframe for data collection to begin. 8