clickstream data feeds

Adobe® Marketing Cloud

ClickStream Data Feeds

Contents

Clickstream Data Feeds Help...........................................................................................3

What's New........................................................................................................................4

Best Practices....................................................................................................................8

Configuring Data Feeds...................................................................................................9

Data Feed Contents........................................................................................................12

Clickstream Data Column Reference.............................................................................15Page Event Lookup.........................................................................................................................................................46

Hit Source Lookup...........................................................................................................................................................47

Calculating Metrics.........................................................................................................49

Identifying Visitors.........................................................................................................52

Pre and Post Columns....................................................................................................54

Special Characters..........................................................................................................55

Troubleshooting.............................................................................................................57

Contact and Legal Information.....................................................................................58

ClickStream Data FeedsLast updated 7/13/2016

Clickstream Data Feeds Help

Important: See What's New to learn about an upcoming column expansion that impacts all data feeds customers.

Raw clickstream data that is collected from web sites, mobile apps, or is uploaded using web service APIs or data sources, isprocessed and stored in Adobe's Data Warehouse. This raw clickstream data forms the data set that is used by Adobe Analytics.

As a service, Adobe can deliver this raw data to the customer in a batched manner on a recurring daily or hourly delivery schedule.This service is called the "raw clickstream data feed", or just "data feed." Each data feed comprises the clickstream data for asingle report suite.

To get started with clickstream data feeds, see Configuring Data Feeds.

For column reference for an existing feed, see Clickstream Data Column Reference.

3Clickstream Data Feeds Help

What's NewCumulative release notes for Clickstream data feeds.

Data Feed Column Expansion (expected soon)

The following data feed column sizes will increase in a future release:

• geo_zip field - column size will increase from 16 to 50 bytes• geo_region field - column size will increase from 32 to 255 bytes• geo_city field - column size will increase from 32 to 255 bytes

New OS Types Lookup File

Clickstream data feed customers that are currently receiving the os column will automatically receive an additional lookup filefor OS types starting June 19, 2014.

Mobile Carrier Column Now Available

Mobile carrier data is now available in clickstream data feeds (this data is currently displayed on the Visitor Profile > Technology> Mobile Carrier report in marketing reports & analytics). Contact customer care to have this column added.

Data Feed Column Expansion

Adobe is currently evaluating an increase to the size of many data feed fields. Before these field sizes are increased, you need toexpand the data fields in your ETL system to accommodate these new sizes. You also need to expand the fields used to storelookup file keys, as these are increasing in size as well. Note that the column expansions that were previously scheduled for April2014 have been postponed, and an announcement will be included in the release notes when these expansions are rescheduled.

Note: You can download a sample data feed with expanded columns and lookup files to test your ETL process. We recommendall customers test processing of this sample feed to prepare for the upcoming expansion.

Lookup file key expansion

The column used to store each lookup file key value should be expanded to store a 32-bit unsigned integer.

Note that additional lookup files could be added to the data feed when additional columns added, If possible your ETL systemshould be designed to accommodate the addition of new lookup files without impacting processing.

String expansion

Expand the following columns to store a 255 character string:

click_actionclick_tagip2

pagenamepost_page_event_var2page_event_var2

channelpost_pagename_no_urlpost_pagename

t_time_infouser_serverpost_channel

first_hit_pagenamedomainpost_t_time_info

post_transactionidtransactionidvisit_start_pagename

ref_domainpost_prop1-75prop1-75

pluginsgeo_zipcode_ver

4What's New

http://marketing.adobe.com/resources/help/en_US/sc/clickstream/files/column_expansion_sample.tar.gz

ct_connect_typec_coloraccept_language

post_ page_typepage_typeip

s_resolutionpost_purchaseidpurchaseid

visit_keywordsua_pixelsua_color

geo_citystats_serverpost_keywords

statej_jscriptgeo_region

post_zipzippost_state

post_currencycurrencynamespace

ua_os

Integer expansion

Expand the following columns to store a 32-bit unsigned integer:

search_enginebrowser_widthbrowser_height

browser (Feb 20, 2014)post_browser_widthpost_browser_height

languagecountrycolor

visit_search_engineresolutionos (Feb 20, 2014)

search_page_numpost_search_enginegeo_dma

October 17, 2013

Social, Mobile, and Video solution variables are now available

You can now receive solution variables in data feeds, which currently includes Social, Mobile, and Video metrics.

To update your data feed definition to add solution variables, contact Customer Care.

Event lookup file now included in data feed download

Starting October 17, 2013, an additional event lookup file will be added to all data feeds. Your ETL might require a modificationto consider this file.

This new lookup file provides a map for all events, including shopping cart events, instance events, custom events, mobile-specificevents, social-specific events, and so on. Be aware that the map for Mobile, Social, and Video solution event numbers are differentfor each report suite. The event lookup file delivered with each report suite should be considered specific to that report suite.

May 23, 2013

Hourly Data Feeds

Hourly data feeds provide customers raw Analytics data in hourly increments instead of the normal daily increments. By splittingthe data into hourly increments, the data can be delivered in a more timely manner with less peak load on both origination anddestination servers. See Configuring Data Feeds.

February 14, 2013

Format of post_product_list column when events are present but product is empty

5What's New

In post_product_list, If events are contained on the event list for a given hit but there is no product in the product list, thepost_product_list contains four semicolons:;;;;

or in rare cases as semicolon, semicolon, zero, semicolon, zero, semicolon:;;0;0;

If you are performing a check for an empty product list you should update your ETL to handle both formats.

January 22, 2013

Expansion of page_url and page_event_var1 Columns

These columns were expanded to store URLs that are longer that 255 characters. This change enables you to receive the entireURL of each page and tracked link, which might contain long query strings or other values that were previously truncated at255 characters.

After this change, the page_url and page_event_var1 length will increase from 255 bytes to 64 kilobytes. Update any applicationsor scripts that you are using to process the data feed to use a 64Kb variable to store these strings. If you are storing the data feedin a database, make sure that the page_url and page_event_var1 columns are large enough to contain a string up to 64Kb.Alternatively, if your systems require the truncated versions of these columns, please make certain your ETL handles truncationappropriately.

This change does not impact the post_page_url or post_page_event_var1 columns, which remain at 255 characters.

June 21, 2012

• You may now opt to receive clickstream data feed data as a once-daily package of multiple files rather than a single largemonolithic file. The multiple file package is particularly useful for report suites with very high traffic volumes and has severaladvantages:

• Improved delivery consistency, especially during days with traffic spikes.• Better parallel data processing. Using the multiple file package can significantly reduce the time required to compress and

extract large data sets.

• The following additional optional columns are now available for inclusion in your data feed. In order to maintain compatibilitywith your current ETL processes, existing data feeds will not be altered unless requested to Customer Care through yourSupported User.

• post_event_list

post_ page_event

post_page_event_var1


post_ page_type

post_page_url

post_pagename

post_pagename_no_url

post_product_list

post_channel

post_mvvar1 – post_mvvar3

6What's New

post_purchaseid

post_referrer

post_state

post_hier1-post_hier5

post_currency

post_partner_plugins

visit_keywords

post_transactionid


va_instance_event

va_new_engagement

post_prop1-post_prop75

tnt_post_vista

7What's New

Best PracticesFollowing are some best practices for data feed processing and delivery. You should:

• Ensure that you communicate any anticipated traffic spikes ahead of time. Any upstream latency has a direct impact on howquickly the data feed process can get started.

• Ensure that you have ample room on your FTP site. Clean it out on a regular basis so that you don’t inadvertently run out ofdisk space.

• When changing FTP credentials, please ensure that the credentials are current in Adobe's data feed system. Notify AdobeCustomer Care of the credential changes.

• Use hourly delivery if possible. It makes the files smaller and faster to produce/transmit.• Consider using “multiple-file” delivery (typically done with large daily feeds.) Multiple-file delivery breaks the single monolithic

file into smaller files and delivers them all at the same time. Again, smaller files make it faster to create, zip/unzip, and transmitthe data.

• If you are using sFTP as the delivery method, do not read and do not delete files with a “.part” suffix. The “.part” suffix indicatesthe file is partially transferred, it is not complete. Once the file has been transferred, the file will be renamed without the “.part”suffix.

• Build your ETL process with the assumption that, occasionally, a file may be transferred more than once. Otherwise, you mayend up with duplicate data.

8Best Practices

https://marketing.adobe.com/resources/help/en_US/reference/t_traffic_schedule_spike.html

Configuring Data FeedsData feeds are enabled by Customer Care and delivered using FTP or Amazon S3.

This section provides an overview of data feed options and the one-time configuration process.

FTP File Delivery

Data feed data can be delivered to an Adobe or customer hosted FTP location.

If you select to have data uploaded to your FTP server, you must provide Adobe with the appropriate username, password, andupload path. You must implement your own process to manage disk space on the server, as Adobe does not delete any datafrom the server.

sFTP File Delivery

Data feed data can be delivered to an Adobe or customer hosted sFTP location.

If you select to have data uploaded to your FTP server, you must provide Adobe with the appropriate username and uploadpath. You must implement your own process to manage disk space on the server, as Adobe does not delete any data from theserver.

Amazon S3 File Delivery

If you don't want to worry about managing disk space or encrypting your data, you can now upload your files to an Amazon S3bucket. Amazon will automatically encrypt the data at rest (on the Amazon servers). When you download the data, it getsdecrypted automatically.

If you select to have data uploaded via Amazon S3, you must provide Adobe Client Care with a Bucket name, an Access KeyID, a Secret Key and a folder name.

BucketOwnerFullControl setting for Amazon S3 data feeds

The common use case for Amazon S3 is that the Amazon Web Services (AWS) account owner creates a bucket, then creates auser that has permission to create objects in that bucket, and then provides credentials for that user. In this case, the objects ofa user belongs to the same account, and the account owner implicitly has full control of the object (read, delete, etc). This issimilar to how FTP delivery works.

AWS also makes it possible for a user to create objects in a bucket that belong to a completely different user account. For example,if two AWS users, userA and userB, do not belong to the same AWS account but want to create objects in other buckets. If userAcreates a bucket, say bucketA, he or she can create a bucket policy that explicitly allows userB to create objects in bucketA eventhough the user doesn't own the bucket. This can be advantageous because it doesn't require that userA and userB to exchangecredentials. Instead, userB provides userA with their account number, and userA creates a bucket policy that essentially says"let userB create objects in bucketA".

BucketOwnerFullControl provides cross-account rights to create objects in other buckets. If userB uploads an object to userA'sbucket, userB still "owns" that object, and by default, userA is not granted any permissions to that object even though userAowns the bucket—objects do not inherit permissions from the parent bucket. UserB must explicitly grant userA permissionsbecause userB is still the object's owner. For this cross-account upload, AWS provides a BucketOwnerFullControl ACL byspecifying that the use of this ACL by the bucket owner (userA) and is granted full permissions to the object (read, write, delete,etc), even though the object is "owned" by userB.

9Configuring Data Feeds

Delivery Formats and Contents

Daily: Data for each day is delivered after it is processed in a single zipped file, or in multiple zipped files each containingapproximately 2 GB of uncompressed data. You receive a single delivery for each day.

Hourly: Data for each hour is delivered in a single zipped file that contains all data received during that hour. You receive 24separate deliveries for each day, with each file delivered after the data for that hour is processed.

Note: Due to the potential size of data feed zip files, make sure your ETL process uses a 64-bit zip utility.

Hourly Data Feeds

It is important to understand that the term “hourly” describes the time frame of the data that is sent with each individual dataexport, and not the time frame in which the delivery occurs. Hourly data feeds are processed and delivered in a best-effortfashion. However, there are several factors that can impact the delivery time of an hourly data feed including:

• Report suite latency (i.e. unannounced spike in traffic)• Upstream processing• Peek and non-peak hours• Internet connection speeds

For hourly data feeds the expectation is that 95% of the time the feed will deliver within six hours of the close of that hour’sworth of data.

Receiving an hourly data feed is different then receiving daily feed with multiple file delivery. When receiving hourly data feedsthe data for each day is split into 24 files based on the data collected during that hour, and each file is delivered as soon as it isavailable. A daily feed that is delivered in multiple files is delivered once per day after the previous day's data is processed, andis spilt into 2GB increments based on the amount of data collected.

Data Backfills for Hourly Data Feeds

If you request data for earlier dates when setting up a new hourly data feed, data for dates more than 60 days ago might bedelivered in daily format instead of hourly.

In this case, you will not receive 24 separate deliveries for these days, instead, you will receive a single delivery with a midnighttimestamp that contains all of the data for that day. If you are requesting this type of backfill, Make sure your ETL is configuredto process daily deliveries.

Multiple File Delivery

You can select single file or multiple file delivery when the data feed is created. When setting up a daily feed, we recommendselecting multiple file delivery, due to the significant performance increases gained when compressing and uncompressing filesthat are larger than 2 GB. Multiple file delivery makes it easier to process data in parallel. Data files are always split on a completerecord and can be easily concatenated after extraction.

One Time Configuration Process

DescriptionPerformed ByTask

Review the clickstream data columns and determine the datayou would like to receive. Adobe also provides arecommended column set that can be selected.

CustomerSelect data columns



Select an FTP location where Adobe should deliver data feedfiles. Adobe can provide FTP hosting for the files if preferred.

Customer(FTP only) Select FTP location

Purchase an S3 bucket from Amazon

Contact Customer Care through your Supported User andprovide:

CustomerContact Adobe Customer Care toconfigure the data feed.

• The report suite that contains the data you want in the feed.• The columns you want in the data set.• Daily or hourly data delivery. If Daily, select single file or

multiple file delivery (multiple recommended).• (FTP only) FTP hostname, credentials, and path.• (Amazon S3 only) bucket name, access key ID, secret key,

and folder name.

Delivery Process


Server calls are collected and processed in Adobe DataCollection servers.

AdobeData collection

After data is processed for the delivery period (previous houror previous day), the data is exported to the data feed. Thefeed is stored in delimited format and compressed.

AdobeFeed generation

The compressed data is transferred to either Amazon S3 or acustomer-hosted or Adobe-hosted FTP site. When complete,

AdobeDelivery to customer

a manifest file (or .fin file for older feeds) is transferredindicating that the delivery is complete.

The customer monitors S3 or the FTP for the manifest file.This file contains details on all files that were delivered.

CustomerData download

The manifest file is read and each listed file is downloaded.CustomerManifest file processing

Downloaded files are uncompressed and processed.CustomerData is uncompressed and processed

After you have configured your data feed, continue to Data Feed Contents to understand what files you will receive.


Data Feed ContentsThis section describes the files found in a data feed delivery.

Manifest File

The manifest file contains the following details about each file that is part of the uploaded data set:

• file name• file size• MD5 hash• number of records contained in the file

The manifest file follows the same format as a Java JAR manifest file.

The manifest file is always delivered last as a separate .txt file, so that its existence indicates that the complete data set for thatrequest period has already been delivered. Manifest files are named according to the following:<report_suite_id>_YYYY_MM_DD.txt

A typical manifest file contains data similar to the following:Datafeed-Manifest-Version: 1.0 Lookup-Files: 1 Data-Files: 1 Total-Records: 611

Lookup-File: bugzilla_2012-09-09-lookup_data.tar.gz MD5-Digest: af6de42d8b945d4ec1cf28360085308 File-Size: 63750

Data-File: 01-bugzilla_2012-09-09.tsv.gz MD5-Digest: 9c70bf783cb3d0095a4836904b72c991 File-Size: 122534 Record-Count: 611

Every manifest file contains a header, indicating the total number of lookup files, data files, and total number of records in alldata files. This header is followed by multiple sections containing information for each file included in the data feed delivery.

Some feeds are configured to receive a rsid_YYYY-MM-DD.fin file instead of a .txt manifest. The .fin indicates that theupload is complete, but it contains no metadata about the upload.

Lookup Files

Lookup files do not contain hit data, these are supplemental files that provide the column headers for the hit data, and lookupfiles to translate the IDs found in the data feed to actual values. For example, a value of "497" in the browser column indicatesthat the hit came from "Microsoft Internet Explorer 8".

Note that the column_headers.tsv and event_list.tsv are specific to the data feed and report suite. Other files, such asbrowser.tsv, are generic.

The lookup files are delivered together in a compressed zip named according to the following:<report_suite_id>_<YYYY-mm-dd>-<HHMMSS>-lookup_data.<compression_suffix>

• column_headers.tsv (customized for this data feed)• browser.tsv• browser_type.tsv• color_depth.tsv• connection_type.tsv• country.tsv

12Data Feed Contents

• javascript_version.tsv• languages.tsv• operating_systems.tsv• plugins.tsv• resolution.tsv• referrer_type.tsv• search_engines.tsv• event_lookup.tsv (customized for this data feed)

For hourly delivery, lookup files are delivered only with the data for the first hour of each day.

Hit Data Files

Hit data is provided in a hit_data.tsv file. The amount of data in this file is determined by the delivery format (hourly ordaily, and single or multiple files). This file contains only hit data. The column headers are delivered separately with the lookupfiles. Each row in this file contains a single server call.

Delivery Contents

Note: The files are encoded using ISO-8859-1.

The actual files delivered by Adobe vary based on the type of data feed that you have configured. Find the configuration thatmatches your data feed in the following table for a description of the delivered files.

The time (HHMMSS) indicated in a file name always indicates the beginning of the date range for the data in the file, regardlessof when the file was produced or uploaded.

DescriptionDelivery Format

After data is collected for a day, you will receive a delivery that contains the following:Daily, single file

• a single compressed data file.• A manifest file.

The data file is delivered with the following name:<report_suite>_<YYYY-mm-dd>.<compression_suffix>

Where <compression_suffix> is either tar.gz or zip.

When extracted, the data file contains a single hit_data.tsv file with all data for that day, as well asthe compressed lookup files described above.

The hit data file size varies greatly depending on the number of variables actively used and amount oftraffic on the report suite. However, on average, a row of data is approximately 500B (compressed) or 2KB(uncompressed). Multiplying this by the number of server calls can provide a rough estimate on how largea data feed file will be.

After data is collected for a day, you will receive a delivery that contains the following:Daily, multiple file

• One or more compressed data files, broken into 2 GB chunks.• A manifest file.

Each data file is delivered with the following name:<index>-<report_suite>_<YYYY-mm-dd>.<compression_suffix>


DescriptionDelivery Format

Where <index> is an incrementing file index from 1 to n, given n files, and <compression_suffix>is either tar.gz or zip.

When extracted, each data file contains a single hit_data.tsv that contains approximately 2 GB ofuncompressed data, as well as the compressed lookup files described above.

After data is collected for an hour, you will receive a delivery that contains the following:Hourly, single file

• a single data file.• A manifest file.

The data file is delivered with the following name:<report_suite>_<YYYY-mm-dd>-<HHMMSS>.<compression_suffix>

Where <compression_suffix> is either tar.gz or zip.

When extracted, the data file contains a single hit_data.tsv file with all data for that hour. Thecompressed lookup files described above are delivered only with the data for the first hour of each day.

After data is collected for an hour, you will receive a delivery that contains the following:Hourly, multiplefile

• One or more compressed data files, broken into 2 GB chunks.• A manifest file.

Each data file is delivered with the following name:<index>-<report_suite>_<YYYY-mm-dd>-<HHMMSS>.tsv.<compression_suffix>

Where <index> is an incrementing file index from 1 to n, given n files, and <compression_suffix>is either gz or zip

When extracted, each data file contains a single hit_data.tsv that contains approximately 2 GB ofuncompressed data. The compressed lookup files described above are delivered only with the data for thefirst hour of each day.


Clickstream Data Column ReferenceTable data describing the columns in the data feed.

• Columns, Descriptions, and Data Types• Events Lookup for Solution Variables

Columns, Descriptions, and Data Types

Example lookupData typeColumn descriptionColumn name

en-us, ja;q=0.62, deString (255 characters)The accept language header fromthe browser.

accept_language

See Browser Lookup andBrowser Type Lookup Key: FK

32-bit unsigned integerThe browser ID (has lookup table)actually used for the hit. Seepre_browser.

browser

806 Key: FK32-bit unsigned integerHeight in pixels of browserwindow.

browser_height

128032-bit unsigned integerWidth in pixels of browser window.browser_width

32String (255 characters)Color depth as generated fromJavaScript.

c_color

[Custom]String (255 characters)The campaign value passed in onthe hit. May not end up being the

campaign

value that gets passed to theinterface (see post_campaign).

String (100); Media Optimizersolution variable

mobile carrier (requries lookup file)carrier

[Custom]String (100 characters)Custom traffic variable for sitesections (channels).

channel

http://www.adobe.comString (255 characters)Visitor click map information. Thisinformation is what is contained in

click_action

the address of the link the userclicked on (URL / JS function, etc.)

08-bit unsigned integerVisitor click map information. Thetype of link clicked on.

click_action_type

homepageString (255 characters)Visitor click map information. Thisis the pagename (or URL if no

click_context

pagename is declared) for the pageon which the link click occurred

08-bit unsigned integerVisitor click map information. Thetype of click_context (indicates

click_context_type

whether the pagename or URL wasused)

39632-bit unsigned integerVisitor click map information. Thisis the numeric ID for the location

click_sourceid

on the page where the link islocated

15Clickstream Data Column Reference

AString (255 characters)Visitor click map information. Thetype of link or form element thatwas clicked on.

click_tag

G.7-pD-SString (255 characters)The version of code in the JS filecreating the image request.

code_ver

See Color Depth Lookup Key:FK

32-bit unsigned integerColor depth ID (has lookup table)that we ended up using for the hit.See pre_color.

color

08-bit unsigned integerConnection type ID (has lookuptable).

connection_type

Ystring (1 character)Specifies whether JavaScript sessioncookie is accepted.

cookies

See Country Lookup Key: FK32-bit unsigned integerCountry ID (has lookup table).country

modemString (255 characters)Connection type of the browserscomputer.

ct_connect_type

28-bit unsigned integerHow the currency rate is stored.curr_factor

1Decimal (24 significantdigits,12 digits after thedecimal point )

Current exchange rate when thetransaction occurred.

curr_rate

USDString (3 characters)Type of currency for thetransaction.

currency

110275071632-bit unsigned integer(timestamp-enabled report suitesonly) The timestamp sent with the

cust_hit_time_gmt

hit. This "timestamp" is in Unixtime (number of seconds since Jan1, 1970.)

UserID123ABCString (255 characters)A visitor ID passed in with the hitto be used as the visitor ID for the

cust_visid

hit (instead of using visid_high andvisid_low)

08-bit unsigned integerA flag to determine if current hit isa new daily visitor.

daily_visitor

YYYY-MM-DD HH:MM:SS(this is not in Unix time.)

datetimeThe time in readable format inTime Zone specified by ReportSuite ID. Set by Adobe servers.

date_time

Adobe servers combinepost_cust_hit_time_gmt and thereport suite's time zone to createdate_time. hit_time is in thetimezone of the report suite

example.comString (255 characters)Domain of users ISP.domain

[Custom]String (255 characters)Lists each event that was countedas a duplicate.

duplicate_events

08-bit unsigned integerA flag indicating that the purchaseevent for this hit should be ignoredbecause it is a duplicate.

duplicate_purchase


(rsid)Report suite that the hit wasduplicated from

duplicated_from

String (255 characters), AMOsolution variable

ef_id for Media Optimizeref_id

[Custom]String (255 characters)Custom variable 1 - 250.evar1-250

For event ID to name mapping,see the event.tsv file that isdelivered with the data feed.

String (64k characters)Comma separated list of numericIDs representing events passed infrom the customer.

event_list

See Exclude Lookup Key: FK

Hits that have a value otherthan 0 for this column are not

8-bit unsigned integerHit excluded by client rule.exclude_hit

used by Analytics reports andshould be ignored whencalculated metrics.

Note that visit_num is notincremented for excluded hits

http://www.adobe.comString (255 characters)The original entry page URL.first_hit_page_url

homepageString (255 characters)The original entry page pagename.first_hit_pagename

http://www.yahoo.comString (255 characters)Original referrer - referrer of firsthit ever for the visitor.

first_hit_referrer

110275071632-bit unsigned integerTimestamp of the first hit in GMT.first_hit_time_gmt

los angelesString (255 characters)City from Digital Envoy.geo_city

usaString (255 characters)Country from Digital Envoy.geo_country

[Custom]32-bit unsigned integerDMA from Digital Envoy.geo_dma

caString (255 characters)Region / State from Digital Envoy.geo_region

84103String (255 characters)Zip code based on IP-addresslookup

geo_zip

[CUSTOM],[CUSTOM],[CUSTOM]String (255 characters)Delimited list of values as passed inon the image request. The delimiter

hier1-5

is chosen by the client duringimplementation.

See Hit Source Lookup8-bit unsigned integerA flag for the back-end processingto know what type of hit the datais.

hit_source

109661412232-bit unsigned integerSet by Adobe servers, this is thetimestamp used for

hit_time_gmt

non-timestamped report suites.This "timestamp" is in Unix time(number of seconds since Jan 1,1970.)

64-bit unsigned integerUsed to uniquely identify a hit. Thecombination of hitid_low and

hitid_high1. 14988E+15 Key: PRI


hitid_high creates a unique ID forthe row.

64-bit unsigned integerUsed to uniquely identify a hit. Thecombination of hitid_low and

hitid_low1. 50367E+16 Key: PRI

hitid_high creates a unique ID forthe row.

Nstring (1 character)Homepage flag, whether or not thispage was the user's homepage

homepage

08-bit unsigned integerA flag to determine if current hit isa new hourly visitor.

hourly_visitor

String (255 characters)IP address of user's computer, fromusers ISP.

ip1. 112.89.14

String (255 characters)A second IP address to be used byVISTA to determine validity of hits.

ip2

String (255 characters)Version of JavaScript supported bybrowser.

j_jscript1. 3

Ystring (1 character)Flag indicating whether or not javais enabled.

java_enabled

See Javascript Version LookupKey: FK

8-bit unsigned integerVersion of Javascript.javascript

See Languages Lookup Key: FK32-bit unsigned integerLanguage ID (has lookup table).language

110275196532-bit unsigned integerTimestamp of the previous hit inGMT

last_hit_time_gmt

032-bit unsigned integerThe purchase number of theprevious purchase.

last_purchase_num

032-bit unsigned integerThe time of the previous purchase.last_purchase_time_gmt

String (255 characters)Marketing Cloud Visitor ID TheMarketing Cloud Visitor ID is a

mcvisid1. 64983E+37

128-bit number that consists of 2signed, positive, 64-bit numbers inbase 10, both padded to 19 zeros,and then concatenated.

Mobile solution variables. SeeMobile Solution Variables

mobile* post_mobile*

2332-bit unsigned integerThe ID of the mobile device whichpassed the hit into marketingreports.

mobile_id

08-bit unsigned integerA flag to determine if current hit isa new monthly visitor.

monthly_visitor

String (64k characters)Mvvars are multi-value fieldsprovided to allow customers to

mvvar1-3

implement custom multi-valueprojects. Also known as "listvariables" in Adobe MarketingReports & Analytics.


String (255 characters)Not currently populated; reservedfor future release.

namespace

08-bit unsigned integerA flag that determines if the currenthit is a new visit.

new_visit

See Operating Systems LookupKey: FK

32-bit unsigned integerOperating system ID (has lookuptable).

os

String (64k characters)List of plugins available to thebrowser.

p_plugins

0 See Page Event Lookup8-bit unsigned integerPage event ID, the type of hit thatis sent in the request. Look-ups

page_event

provided for type of event(normal,download, exit, custom)

http://www.adobe.comString (64k characters)Related to the page_event column.It is the URL of the download link,exit link or custom link clicked.

page_event_var1

homepage_buyString (255 characters)If you have individually namedyour link, this column contains thelink name.

page_event_var2

String (64k characters)Used for both Survey and Mediamodule, and serves as the

page_event_var3

pre-version for both modules. (Thiscolumn contains the value passedin on the hit for the page event.)

errorPageString (255 characters)page type variable (only used forerror page).

page_type

http://www.adobe.com/search/search_results.htmString (64k characters)The URL of the pageview. Theaddress of the page in the addressbar of the browser.

page_url

search_resultsString (100 characters)The name of the page (if set).pagename

18-bit unsigned integerA (1/0) flag that determines if thehit was used for paid searchtracking.

paid_search

String (255 characters)Not usable by customers. This is acomma-separated list of

partner_plugins

plungin_ids (usually about 5characters each) for plugins thatpartners have registered with us.

YString (1 character)A flag indicating if 3rd partycookies and/or persistent cookiesare enabled.

persistent_cookie

See Plugins Lookup Key: FKString (255 characters)List of plugin IDs available to thebrowser (has lookup table) This isthe post value.

plugins

0 See Page Event Lookup8-bit unsigned integerPage event ID, the type of hit thatis sent in the request.

post_ page_event


errorPageString (100 characters)page type variable (only used forerror page).

post_ page_type

60032-bit unsigned integerHeight in pixels of the browserwindow.

post_browser_height

86832-bit unsigned integerWidth in pixels of the browserwindow.

post_browser_width

[Custom]String (255 characters)Persisting value of campaign.post_campaign

[Custom]String (100 characters)Custom traffic variable for sitesections (channels).

post_channel

Ystring (1 character)Specifies whether JavaScript sessioncookie is accepted.

post_cookies

USDString (3 characters)Type of currency for thetransaction.

post_currency

110275071632-bit unsigned integerTimestamp actually used for the hit,this is cust_hit_time_gmt for

post_cust_hit_time_gmt

timestamp-enabled report suites,or hit_time_gmt otherwise.

8-bit unsigned integerPost version of the cust_visid field.What we ended up using for the hit.

post_cust_visid

String (255 characters); AMOsolution variable

post verion of ef_idpost_ef_id

[Custom]String (255 characters)Persisting value of evar1-250.post_evar1-250

For event ID to name mapping,see the event_lookup.tsv that

String (64k characters)Comma separated list of numericIDs representing events passed infrom the customer.

post_event_list

is delivered with the data feed.Key: FK

[CUSTOM],[CUSTOM],[CUSTOM]String (255 characters)Delimited list of values as passed inon the image request. The delimiter

post_hier1-5

is chosen by the client duringimplementation.

Ystring (1 character)Flag indicating whether or not javais enabled.

post_java_enabled

my keywordString (100 characters)The keywords that were actuallyused for the hit.

post_keywords

Stringpost_mobileaction

Stringpost_mobileappid

Stringpost_mobilecampaigncontent

Stringpost_mobilecampaignmedium

Stringpost_mobilecampaignname


Stringpost_mobilecampaignsource

Stringpost_mobilecampaignterm

Stringpost_mobiledayofweek

Stringpost_mobiledayssincefirstuse

Stringpost_mobiledayssincelastuse

Stringpost_mobiledevice

Stringpost_mobilehourofday

Stringpost_mobileinstalldate

Stringpost_mobilelaunchnumber

Stringpost_mobileltv

String (255 characters); Mobilesolution variable

post version of mobilemessageidpost_mobilemessageid

String (255 characters); Mobilesolution variable

post version ofmobilemessageonlinepost_mobilemessageonline

Stringpost_mobileosversion

Stringpost_mobileresolution

String (64k characters)Post-processed mvvars. "What weended up using for the hit."

Data in the post_mvvar columnswill be separated by a 6-characterdelimiter:

--**--

post_mvvar1-3

The delimiter in column mvvar willbe replaced in post_mvvar by--**--

post_page_event

http://www.adobe.comString (100 characters)Related to the page_event column.It is the URL of the download link,exit link or custom link clicked.



homepage_buyString (100 characters)If you have individually namedyour link, this column contains thelink name.


String (64k characters)Used for both Survey and Mediamodule, and serves as the


pre-version for both modules. (Thiscolumn contains the value passedin on the hit for the page event.)

Stringpost_page_type

http://www.adobe.com/search/search_results.htmString (255 characters)The URL of the pageview. Theaddress of the page in the addressbar of the browser.

post_page_url

search_resultsString (100 characters)The name of the page (if set). If nopage is specified the URL is placedin this value.

post_pagename

search_resultsString (100 characters)The name of the page (if set). If nopage is specified this value is leftempty.

post_pagename_no_url

String (100 characters)List of partner plugins available tothe browser (has lookup table).

post_partner_plugins

Ystring (1 character)Flag indicating if 3rd party cookiesand/or persistent cookies areenabled.

post_persistent_cookie

Format is comma separated listof: category; product; quantity;

String (64k characters)The product list as passed inthrough the JavaScript.

post_product_list

cost; custEventsDecValues;merchandisingValues

Computers;HPPavillion;1;1000;200|201,OfficeSupplies

[Custom]String (100 characters)Custom traffic variables 1 - 75.post_prop1-75

1584A9646GString (100 characters)Unique identifer for a purchase.Identifies a duplicate purchase (seeduplicate_purchase).

post_purchaseid

String (244 characters)Page prior to the current page.post_referrer


post version of s_kwcidpost_s_kwcid

Search Engine Lookup32-bit unsigned integerThe numeric ID of the searchengine that was actually used andstored.

post_search_engine

AZString (100 characters)Geographical region (i.e. Arizona,Utah, Saxony [German Region])

post_state

passed in on JavaScrip. Normallyonly set on a purchase page.


3826-0-0--**--3826-1-1--**--3826-2-0String (64k characters)Post column for the marketingreports and Survey integration.

post_survey

Processed based onpage_event_var3.

12/11/2004 4:23:31 1 +420String (100 characters)Raw time info from JavaScript.Used to determine the visitor'stimezone.

post_t_time_info

String (64k characters)Post column for Analytics andTarget integration.

post_tnt

String (64k characters)Post column for Analytics andTarget integration.

post_tnt_action

A1B2C3D4String (100 characters)A unique identifier where variousdata points can be uploaded latervia Data Sources.

post_transactionid

64-bit unsigned integerThe visid_high value that we endedup using for the hit.

post_visid_high

64-bit unsigned integerThe visid_low value that we endedup using for the hit.

post_visid_low

0=Custom VisitorID (Acustom visitor ID was set in thecode using s.visitorID)

8-bit unsigned integerPost version of the visid_typecolumn. What we ended up usingfor the hit.

post_visid_type

1=IP&UA fallback (cookieswere rejected by browser)

2=Wireless (HTTP MobileSubscriber Header identifiedas mobile carrier)

3=Adobe (server generated,stored in s_vi on client)Default method.

4=Fallback cookie (newfallback ID, JavaScriptgenerated, stored in s_fid onclient, added in H25.3)

5=Visitor ID Service

See Identifying Unique Visitors.

String (100 characters)Post version of the zip field. Whatwe use for the hit.

post_zip

032-bit unsigned integerThe page id of the previous page.This is an internal identifier and notuseful to the customer.

prev_page

Format is comma separated listof: category; product; quantity;

String (64k characters)The product list as passed inthrough the JavaScript.

product_list


http://marketing.adobe.com/resources/help/en_US/mcvid/

http://marketing.adobe.com/resources/help/en_US/sc/implement/visid_overview.html

cost; custEventsDecValues;merchandisingValues

Computers;HPPavillion;1;1000;200|201,OfficeSupplies

Replaced by post_product_list as ofApril 2011. Contains data for

product_merchandising

Merchandising evars as they relateto products.

[Custom]String (100 characters)Custom traffic variables 1 - 75.prop1-75

1584A9646GString (255 characters)Unique identifier for a purchase.Identifies a duplicate purchase (seeduplicate_purchase).

purchaseid

[Custom]8-bit unsigned integerA flag to determine if current hit isa new quarterly visitor.

quarterly_visitor

String (255 characters)The referring domain of the hit(based on referrer).

ref_domain

8-bit unsigned integerInteger representing the type ofreferral for the hit. Lookup values

ref_type

can be obtained fromreferrer_type.csv lookup table.

String (255 characters)Page prior to the current page.referrer

See Resolution Lookup Key:FK

32-bit unsigned integerResolution id (has lookup table).resolution


s_kwcid for Media Optimizers_kwcid

1024x768String (255 characters)Screen resolution as passed in fromJavaScript.

s_resolution

Nstring (1 character)A (Y/N) field if the hit was used(sampled) or not for ad hocanalysis.

sampled_hit

See Search Engine Lookup Key:FK

32-bit unsigned integerSearch engine ID, has lookup tablesearch_engine

132-bit unsigned integerThe page number of search resultsthat the keywords were on from thesearch engine.

search_page_num

08-bit unsigned integerUsed to track secondary hits.Secondary hits are charged at a rateof 50% of the normal costs.

secondary_hit

ssString (2 characters)Deprecated. pe or ss - type of hitcoming through. The page_event

service

column gives the same informationbut in more detail.

String (255 characters)social account and app idssocialaccountandappids


Social solution variables. See SocialSolution Variables

social*

post_social*

32-bit unsigned integerAdobe proprietary columninformation

sourceid

AZString (255 characters)Geographical region (i.e. Arizona,Utah, Saxony [German Region])

state

passed in on JavaScript. Normallyonly set on a purchase page.

www263.omniture.comString (255 characters)Adobe internal server thatprocessed the hit.

stats_server

26/11/2013 4:23:31 1 420String (255 characters)Raw time information fromJavaScript. Used to determine thevisitor's timezone.

t_time_info

String (64k characters)Pre column for Analytics andTarget integration.

tnt

String (64k characters)Pre column for Analytics andTarget integration.

tnt_action

52060:81:1 or

52060:81:1,13234:23:0,9132:12:1

String (64k characters)Same information as the tnt fieldbut with any modifications madeby Vista Rules, etc.

tnt_post_vista

A1B2C3D4String (255 characters)A unique identifier where variousdata points can be uploaded latervia Data Sources.

transactionid

NString (1 character)A (Y/N) field that determines if thequery string of the hit wastruncated or not. i.e.

truncated_hit

String (255 characters)Screen color depth. Stands for UserAgent Color. From HTTP headersent by older browsers.

ua_color

String (255 characters)Screen color depth. Stands for UserAgent Operating System. From

ua_os

HTTP header sent by olderbrowsers.

String (255 characters)Screen color depth. Stands for UserAgent Pixels. From HTTP headersent by older browsers.

ua_pixels

String (64k characters)User agent as found in the HTTPheader sent from the browser.

user_agent

375724966432-bit unsigned integerThe hash on the report suite ID.user_hash

[Custom]String (255 characters)Custom traffic variable for servers.user_server

64461432-bit unsigned integerThe numeric ID for the report suiteID (normally seen in the name ofDW files).

userid

adobeString (255 characters)The report suite ID.username


String (255 characters)Detail for last-touch value inMarketing Channels reports.

va_closer_detail

8-bit unsigned integerID for last-touch value inMarketing Channels reports.

va_closer_id

String (255 characters)Detail for first-touch value in theMarketing Channels Report.

va_finder_detail

8-bit unsigned integerID for first-touch value inMarketing Channels reports

va_finder_id

8-bit unsigned integerInstance event for first-touch valuein Marketing Channels reports

va_instance_event

8-bit unsigned integerNew engagement for first-touchvalue in Marketing Channelsreports

va_new_engagement

Video solution variables. See VideoSolution Variables

video*

post_video*

64-bit unsigned integerPart 1 of the visitorID. Thecombination of two visitor IDs

visid_high1. 70E+18

(visid_high and visid_low) createsa unique visitor ID.

64-bit unsigned integerPart 2 of the visitorID. Thecombination of two visitor IDs

visid_low1. 21E+17

(visid_high and visid_low) createsa unique visitor ID.

string (1 character)Indicates whether this is anewly-generated visitorID. Only

visid_new

available if visid_type=3 (Example:a new s_vi cookie was generated).

32-bit unsigned integerIf the visitorID was generated by us(visid_type=3), this is the

visid_timestamp

timestamp for when the ID wasoriginally created.

0=Custom VisitorID (Acustom visitor ID was set in thecode using s.visitorID)

8-bit unsigned integerInteger that specifies how thevisitorID was calculated (based ona lookup).

visid_type

1=IP&UA fallback (cookieswere rejected by browser)

2=Wireless (HTTP MobileSubscriber Header identifiedas mobile carrier)

3=Adobe (server generated,stored in s_vi on client)Default method.


4=Fallback cookie (newfallback ID, JavaScriptgenerated, stored in s_fid onclient, added in H25.3)

5=Visitor ID Service

See Identifying Unique Visitors.

my keywordString (255 characters)Keywords used to find the site.visit_keywords

1

Note that visit_num is notincremented for excluded hits

32-bit unsigned integerThe number of the current visit(Incremented each time a visitorreturns to the site).

visit_num

(hits where exclude_hitcolumn > 0).

1732-bit unsigned integerThe page sequence number in thecurrent visit.

visit_page_num

http://www.google.comString (255 characters)The referrer to the visit.visit_referrer

032-bit unsigned integerThe search engine used to find thesite.

visit_search_engine

http://www.adobe.comString (255 characters)The start page for the visit.visit_start_page_url

homepageString (255 characters)The pagename the visit started on.visit_start_pagename

110275071632-bit unsigned integerThe GMT timestamp of the firstpageview in this visit.

visit_start_time_gmt

[Custom]8-bit unsigned integerA flag to determine if current hit isa new weekly visitor.

weekly_visitor

08-bit unsigned integerA flag to determine if current hit isa new yearly visitor.

yearly_visitor

84604String (255 characters)Zip code (i.e. 84604,85381) passedin by JavaScript, or populated byGeoSegmentation data.

zip

Events Lookup for Solution Variables

Solution variable events appear as numeric codes in the event_list and post_event_list, and are custom to each reportsuite. You must use the event_lookup.tsv file that is delivered with each data feed to decode the event numbers in thepost_event_list.

This applies to columns in the following sections:

• App Store Solution Variables• Video Solution Variables• Mobile Solution Variables• Social Solution Variables

App Store Solution Variables

Events LookupTypeDescriptionVariable/Event



http://marketing.adobe.com/resources/help/en_US/sc/implement/?f=c_identifying_unique_visitors

Solution variable events appear asnumeric codes in the event_list

Contained in event_listThe number of mobile applicationdownloads.

AppStoreDownloads

and post_event_list, and arecustom to each report suite. Youmust use theevent_lookup.tsv file that isdelivered with each data feed todecode the event numbers in thepost_event_list.


Contained in event_listThe number of in app purchases.AppStore Purchases



Contained in event_listUsed to calculate the average appranking. This calculated metric isdefined using the following formula:

AppStore Rank

and post_event_list, and arecustom to each report suite. You

[AppStore Rank] / [AppStore

Rank (divisor)]must use theevent_lookup.tsv file that isdelivered with each data feed todecode the event numbers in thepost_event_list.



AppStore RankDivisor


[AppStore Rank] / [AppStore

Rank (divisor)]must use theevent_lookup.tsv file that isdelivered with each data feed todecode the event numbers in thepost_event_list.


Contained in event_listThe amount of in app revenue.AppStore In-AppRevenue

and post_event_list, and arecustom to each report suite. Youmust use theevent_lookup.tsv file that is


delivered with each data feed todecode the event numbers in thepost_event_list.


Contained in event_listThe amount of revenue associatedwith the purchase of an app.

AppStore One-offRevenue



Contained in event_listThe amount of in app revenue minusamount retained by app store.

AppStore In-AppRoyalties



Contained in event_listThe amount of one off revenueminus amount retained by app store.

AppStore One-offRoyalties




AppStore Rating


[AppStore Rating] /

[AppStore Rating (divisor)]must use theevent_lookup.tsv file that isdelivered with each data feed todecode the event numbers in thepost_event_list.




AppStore RatingDivisor


[AppStore Rating] /

[AppStore Rating (divisor)]must use theevent_lookup.tsv file that isdelivered with each data feed todecode the event numbers in thepost_event_list.

Video Solution Variables

Note that pre* and post* versions of these variables are available. The post versions are prepended with "post_".



string (255 characters)Video namevideo



string (255 characters)Ad namevideoad



string (255 characters)Segmentvideosegment




string (255 characters)Content Type. Content type is set to"Video" automatically for all videoviews.

videocontenttype



string (255 characters)Ad Podvideoadpod



string (255 characters)Ad in Pod positionvideoadinpod



string (255 characters)Player Namevideoplayername



string (255 characters)Channelvideochannel

and post_event_list, and arecustom to each report suite. Youmust use theevent_lookup.tsv file that is


delivered with each data feed todecode the event numbers in thepost_event_list.


string (255 characters)Ad Player Namevideoadplayername



Contained in event_listVideo Time Viewed. Total time spentviewing the video.

videotime



Contained in event_listVideo Views. Indicates that a visitorhas viewed some portion of a video.However, it does not provide any

videostart

and post_event_list, and areinformation about how much, orwhat part, of a video the visitorviewed.

custom to each report suite. Youmust use theevent_lookup.tsv file that isdelivered with each data feed todecode the event numbers in thepost_event_list.


Contained in event_listVideo Completes. Indicates that auser has viewed a complete video orad.

videocomplete



Contained in event_listVideo Segment Views. Sent on allclose events, which occur on videocomplete or when the users stops

videosegmentviews



viewing at some point before thecomplete occurs.

must use theevent_lookup.tsv file that isdelivered with each data feed todecode the event numbers in thepost_event_list.


Contained in event_listAd Views. Indicates that a visitor hasviewed some portion of an ad.However, it does not provide any

videoadstart

and post_event_list, and areinformation about how much, orwhat part, of a video the visitorviewed.

custom to each report suite. Youmust use theevent_lookup.tsv file that isdelivered with each data feed todecode the event numbers in thepost_event_list.


Contained in event_listAd Completes. Indicates that a userhas viewed a complete video or ad.

videoadcomplete



Contained in event_listAd Time Viewed. Total time spentviewing the ad.

videoadtime


videopath

Mobile Solution Variables





string (255 characters)First Launch Date. Date of firstlaunch after installation.MM/DD/YYYY

mobileinstalldate

and post_event_list, and arecustom to each report suite. Youmust use the event_lookup.tsvfile that is delivered with each datafeed to decode the event numbers inthe post_event_list.


string (255 characters)App Id. Stores the Application nameand version in the following format:

mobileappid

and post_event_list, and are[AppName] [BundleVersion]

custom to each report suite. YouFor example, myapp 1.1 must use the event_lookup.tsv

file that is delivered with each datafeed to decode the event numbers inthe post_event_list.


string (255 characters)Populated from the a.action contextdata automatically passed in whentrackAction is called in the SDK.

mobileaction

and post_event_list, and areAllows for automatic action pathingin the app. custom to each report suite. You

must use the event_lookup.tsvfile that is delivered with each datafeed to decode the event numbers inthe post_event_list.


string (255 characters)Launch Number. Number of timesthe application was launched orbrought out of the background.

mobilelaunchnumber



string (255 characters)Days Since First Use. Number ofdays since first run.

mobiledayssincefirstuse




string (255 characters)Days Since Last Use. Number ofdays since last use.

mobiledayssincelastuse



string (255 characters)Hour of Day. Measures the hour theapp was launched. 24 hournumerical format. Used for time

mobilehourofday

and post_event_list, and areparting to determine peak usagetimes.

custom to each report suite. Youmust use the event_lookup.tsvfile that is delivered with each datafeed to decode the event numbers inthe post_event_list.


string (255 characters)Day of Week. Number of the weekday the app was launched.

mobiledayofweek



string (255 characters)Device Name. Stores the devicename.

mobiledevice

and post_event_list, and areOn iOS, this is a comma-separated2 digit string that Identifies the iOS custom to each report suite. You

must use the event_lookup.tsvdevice. The first number typicallyfile that is delivered with each datarepresents the device generation,feed to decode the event numbers inthe post_event_list.

and the second number typicallyversions different members of thedevice family.


string (255 characters)Operating System Version.mobileosversion




string (255 characters)Resolution. Width x Height inactual pixels.

mobileresolution



string (255 characters)Mobile Campaign Sourcemobilecampaignsource



string (255 characters)Mobile Campaign Mediummobilecampaignmedium



string (255 characters)Mobile Campaign Termmobilecampaignterm



string (255 characters)Mobile Campaign Contentmobilecampaigncontent




string (255 characters)Mobile Campaign Namemobilecampaignname



string (255 characters)Lifetime Value (evar)mobileltv



Contained in event_listFirst Launches. Triggered on firstrun after installation (orre-installation).

mobileinstalls



Contained in event_listUpgrades. Triggered on first runafter upgrade (anytime the versionnumber changes).

mobileupgrades



Contained in event_listLaunches. Triggered on any run thatis not an install or an upgrade. Thisalso triggers when the application isbrought out of the background.

mobilelaunches




Contained in event_listCrashes. Triggered when theapplication does not exit gracefully.Event is sent on application start

mobilecrashes

and post_event_list, and areafter crash (the application isconsidered to crash if quit is notcalled).

custom to each report suite. Youmust use the event_lookup.tsvfile that is delivered with each datafeed to decode the event numbers inthe post_event_list.


Contained in event_listPrevious Session Length.Aggregated total Previous SessionLength.

mobileprevsessionlength



Contained in event_listAction Time Totalmobileactiontotaltime



Contained in event_listAction Time In Appmobileactioninapptime



Contained in event_listLifetime Value (event)mobileltvtotal



String (255 characters);Mobile solution variable

Mobile message idmobilemessageid

String (255 characters);Mobile solution variable

mobile message onlinemobilemessageonline


string (255 characters)Point of Interest Namepointofinterest



string (255 characters)Distance to Point of Interest Centerpointofinterestdistance


Social Solution Variables



Solution variable events appearas numeric codes in the

255Social Campaign Variablesocialassettrackingcode

event_list andpost_event_list, and arecustom to each report suite. Youmust use theevent_lookup.tsv file thatis delivered with each data feedto decode the event numbers inthe post_event_list.


Calculated Metric: TotalSentiment (event) / Mentions(event)

socialaveragesentiment

event_list andpost_event_list, and arecustom to each report suite. You


must use theevent_lookup.tsv file thatis delivered with each data feedto decode the event numbers inthe post_event_list.


textSocial Platforms / Properties.socialcontentprovider



textAuthors.socialauthor



textLanguage.sociallanguage



textLatitude / Longitude.sociallatlong

event_list andpost_event_list, and arecustom to each report suite. Youmust use theevent_lookup.tsv file that


is delivered with each data feedto decode the event numbers inthe post_event_list.


textMention.socialmentions


String (255 characters)social owned definitioninsight typesocialowneddefinitioninsighttype

String (255 characters)social owned definitioninsight valuesocialowneddefinitioninsightvalue

String (255 characters)social owned definitionmetricsocialowneddefinitionmetric

String (255 characters)social owned definitionproperty vs postsocialowneddefinitionpropertyvspost

String (255 characters)social owned post IDssocialownedpostids

String (255 characters)social owned property idsocialownedpropertyid

String (255 characters)social owned property namesocialownedpropertyname

String (255 characters)socialownedpropertypropertyvsapp

String (255 characters)socialpubrecommends


Contained in event_listFollowers.socialpubsubscribers




Contained in event_listSentiment.socialtotalsentiment



Contained in event_listLike Adds.sociallikeadds



Classification on SocialCampaign Variable. ContainsLink used in Social Post.

sociallink



Contained in event_listSocial Property Views.socialpageviews



Contained in event_listPost Views.socialpostviews




Social Property Name (e.g.Adobe Photoshop FacebookPage, Adobe PhotoshopTwitter Handle)

socialproperty



Contained in event_listFacebook Interactions.socialfbstories



Contained in event_listPeople Talking About This.socialfbstorytellers


String (255 characters)social interaction countsocialinteractioncount

String (255 characters)social interaction typesocialinteractiontype



Contained in event_listRecommends.socialpubrecommends



Contained in event_listComments.socialpubcomments



Contained in event_listSubscribers.socialpubsubscribers



Contained in event_listPosts.socialpubposts



Social Listening Query,hashed value

socialterm



Not in use.socialtermslist

String (255 characters)post version ofsocialaccountandappidspost_socialaccountandappids

String (255 characters)post_socialassettrackingcode

String (255 characters)post_socialauthor

String (255 characters)post_socialcontentprovider

String (255 characters)post_socialfbstories

String (255 characters)post_socialfbstorytellers

String (255 characters)post version ofsocialinteractioncountpost_socialinteractioncount

String (255 characters)post version ofsocialinteractiontypepost_socialinteractiontype

String (255 characters)post_sociallanguage

String (255 characters)post_sociallatlong

String (255 characters)post_sociallikeadds

String (255 characters)post_socialmentions

String (255 characters)post version ofsocialowneddefinitioninsighttypepost_socialowneddefinitioninsighttype

String (255 characters)post version ofsocialowneddefinitioninsightvaluepost_socialowneddefinitioninsightvalue

String (255 characters)post version ofsocialowneddefinitionmetricpost_socialowneddefinitionmetric

String (255 characters)post version ofsocialowneddefinitionpropertyvspostpost_socialowneddefinitionpropertyvspost

String (255 characters)post version ofsocialownedpostidspost_socialownedpostids


String (255 characters)post version ofsocialownedpropertyidpost_socialownedpropertyid

String (255 characters)post version ofsocialownedpropertynamepost_socialownedpropertyname

String (255 characters)post version ofsocialownedpropertypropertyvsapppost_socialownedpropertypropertyvsapp

String (255 characters)post version ofsocialpageviewspost_socialpageviews

String (255 characters)post version ofsocialpostviewspost_socialpostviews

String (255 characters)post version ofsocialpubcommentspost_socialpubcomments

String (255 characters)post version of socialpubpostspost_socialpubposts

String (255 characters)post version ofsocialpubrecommendspost_socialpubrecommends

String (255 characters)post version ofsocialpubsubscriberspost_socialpubsubscribers

String (255 characters)post version of socialtermpost_socialterm

String (255 characters)post version ofsocialtotalsentimentpost_socialtotalsentiment

Page Event Lookup

Lookup table to determine the type of a hit based on the page_event value.

post_page_event valuepage_event valueHit type

0 for all page views (s.t() calls)same as postPage views

0 for trackState calls from the mobile SDKs.

100 for "other link"10 for "other link"Link tracking

100 for trackAction and lifecycle calls from theMobile SDKs.

10 for trackAction and lifecycle callsfrom the Mobile SDKs.

101 for "download link"11 for "download link"

102 for "external or exit link"12 for "external or exit link"

76 - Media start event31 – Media start eventMilestone Video

77 - Media update only event (doesn't perform any eVaror any other variable processing)

32 – Media update only event (doesn’tperform any eVar or any other variableprocessing)


post_page_event valuepage_event valueHit type

78 - Media + other variable update event (includes eVarand other variable processing)

33 – Media + other variable update event(includes eVar and other variableprocessing)

50 = (non-Primetime) Media Stream Startsame as post

Heartbeat Video

51 = (non-Primetime) Media Stream Close(Complete/Finish)

52 = (non-Primetime) Media Stream Scrubbing

53 = (non-Primetime) Media Stream Keep Alive(internal only, will not appear in data feed)

54 = (non-Primetime) Media Stream Ad Start

55 = (non-Primetime) Media Stream Ad Close(Complete/Finish)

56 = (non-Primetime) Media Stream Ad Scrubbing

60 = Primetime Media Stream Start

61 = Primetime Media Stream Close (Complete/Finish)

62 = Primetime Media Stream Scrubbing

63 = Primetime Media Stream Keep Alive (internal only,will not appear in data feed)

64 = Primetime Media Stream Ad Start

65 = Primetime Media Stream Ad Close(Complete/Finish)

66 = Primetime Media Stream Ad Scrubbing

8040Survey

70 - Indicates a hit that includes TargetActivity data. This is 70 for hits that are

Analytics for Target

and are not associated with an Analyticscall.

Hit Source Lookup

Lookup table to determine the source of a hit based on the page_event value.

Hit sourceID

Page view or tracked link with no timestamp passed in (non-timestamped report suites)1

Page view or tracked link with timestamp passed in (timestamped report suites)2

Live log file (not historical log file) with hit timestamps3


Hit sourceID

not used4

"generic" (sometimes known as ecommerce) data source (like current data source)5

full (historical) log file (not live log file)6

transactionid/customerid data source file7

SCM (SearchCenter+) data sources8

Adobe Social summary metrics9


Calculating MetricsDescribes how to calculate common metrics using clickstream data feeds.

Pre vs. Post column

Bots

Bots are excluded from data feeds according to the bot rules defined for your report suite.

Date filtering

Include rows from the date range you want included by filtering the date_time field. The date_time field is human readable(for example, YYYY-MM-DD HH:MM:SS) and is adjusted to the time zone of the report suite. For example, date_time startswith "2013-12" includes hits from December 2013.

Event string

The event string in event_list and post_event_list contains a comma-delimited list of events, which may have a valueand/or a unique ID. We recommend doing all processing on the post_event_list because it is de-duplicated and has alreadyapplied logic to remove duplicate events with the same ID (see Event Serialization).

For event ID to name mapping, see the event lookup delivered with your data feed.

For more information on events, see Events.

Formulas for common metrics

The following table contains instructions to calculate several common metrics.

How to calculateMetric

Page Views1. Exclude all rows where exclude_hit > 0.2. Exclude all rows with hit_source = 5,8,9. These are summary rows uploaded using data sources.

See Hit Source Lookup.3. Sum the remaining rows that have post_page_event = 0, which indicates a normal page view. See

Page Event Lookup.

You can use similar logic to count custom links:

• post_page_event = 100 to count custom links.• post_page_event = 101 to count download links.• post_page_event = 102 to count exit links.

Visits1. Exclude all rows where exclude_hit > 0.2. Exclude all rows with hit_source = 5,7,8,9. 5, 8, and 9 are summary rows uploaded using data

sources. 7 represents transaction ID data source uploads that should not be included in visit and visitorcounts. See Hit Source Lookup.

3. Combine post_visid_high, post_visid_low, visit_num, and visit_start_time_gmt*.Count unique number of combinations.

*In rare circumstances, internet irregularities, system irregularities, or the use of custom visitor IDs canresult in duplicate visit_num values for the same visitor ID that are not the same visit. To avoid resultingissues, also include visit_start_time_gmt when counting visits.

49Calculating Metrics

http://marketing.adobe.com/resources/help/en_US/reference/?f=bot_rules

http://marketing.adobe.com/resources/help/en_US/sc/implement/?f=c_event_serialization

http://marketing.adobe.com/resources/help/en_US/sc/implement/index.html?f=c_events

http://marketing.adobe.com/resources/help/en_US/reference/?f=metrics_visit


Visitors1. Exclude all rows where exclude_hit > 0.2. Exclude all rows with hit_source = 5,7,8,9. 5, 8, and 9 are summary rows uploaded using data

sources. 7 represents transaction ID data source uploads that should not be included in visit and visitorcounts. See Hit Source Lookup

3. Combine post_visid_high with post_visid_low. Count unique number of combinations.

When an event is set on a hit, post_event_list contains the event. The post_event_list isde-duplicated and is recommended to determine event instances.

Event instances

For example:post_event_list = 1,200

Indicates an instance of purchase and event1.

1. Exclude all rows where exclude_hit > 0.2. Exclude all rows with hit_source = 5,8,9. These are summary rows uploaded using data sources.

See Hit Source Lookup.3. Count the number of times the event lookup value appears in post_event_list.

When an eVar is set on a hit, event_list contains an instance of that eVar.eVar instances

For example:post_event_list = 100,101,106

Indicates an instance of eVar1, eVar2, and eVar7. This means that a value for these three eVars was seton the hit.

To calculate instances for eVars, use the same logic explained in Event instances above, but count thenumber of times the eVar lookup appears in the post_event_list.

To calculate time spent, you must group hits by visit, then order them according to the hit number withinthe visit.

Time Spent

1. Exclude all rows where exclude_hit > 0.2. Group hits for a visit by concatenating visid_high, visid_low, and visit_num.3. Order hits for each visit by visit_page_num.4. Using page_event, filter the types of hits you want.5. Find hits where the value you want to track time spent is set. For example:

hit 1: post_prop1=redhit 2: post_prop1=blue

6. Subtract the post_cust_hit_time for hit 1 from the post_cust_hit_time for hit 2 to determinethe seconds between these two hits. The result is the time spent for post_prop1=red. If this resultsin a negative number, it indicates that the hit was received out-of-order and the calculation should bediscarded.

This logic can be extended to calculate time spent for other values. When calculating time spent, Analyticscalculates time spent based on the time the value was set in a track (page_event=0) or trackLink(page_event=10|11|12) call, to the time of the next page view (track call).



When reporting time spent for a specific period, marketing reports & analytics and ad hoc analysis evaluatehits beyond the reporting period to determine time spent for values within the reporting period, exceptwhen the start and/or end date of the time period is on a monthly boundary. Due to the complexity ofthese calculations, it might be difficult to match the time spent metrics exactly. Data warehouse does notevaluate hits beyond the reporting period.

Currency conversion is applied to the post_product_list according to the settings for the report suite,so using that column is recommended.

Revenue, orders,units

1. Exclude all rows where exclude_hit > 0.2. Exclude all rows with hit_source = 5,8,9. 5-9 represent summary rows uploaded using data

sources. See Hit Source Lookup.3. Ignore purchase data for rows where duplicate_purchase = 1. This flag indicates that the purchase

is a duplicate (meaning that a hit with the same purchaseID was already recorded).4. The post_product_list uses the same syntax as s.products, so you can parse this string to calculate

metrics. For example:;Cross Trainers;1;69.95,;Athletic Socks;10;29.99

By parsing this string, you can determine that 1 pair of cross trainers were purchased for $69.95, andthat total revenue from this purchase was $99.94.

Note: Analytics allows currency events that contain product revenue to be passed in through theevents string, so you might need to account for revenue that is not in the products string. SeeNumeric/Currency Events in s.events.


http://marketing.adobe.com/resources/help/en_US/sc/implement/?f=c_products

http://marketing.adobe.com/resources/help/en_US/sc/implement/?f=c_events

Identifying VisitorsAnalytics provides several mechanisms by which visitors can be identified (listed in Analytics Visitor IDs). Regardless of themethod used to identify a visitor, in data feeds the final visitor ID used by Analytics is split across the post_visid_high andpost_visid_low columns, even when using the Marketing Cloud Visitor ID service.

To identify unique visitors:

1. Exclude all rows where exclude_hit > 0.2. Exclude all rows with hit_source = 5,7,8,9. 5, 8, and 9 are summary rows uploaded using data sources. 7 represents

transaction ID data source uploads that should not be included in visit and visitor counts. See Hit Source Lookup3. Combine post_visid_high with post_visid_low. All hits across all dates that contain this combination of

post_visid_high and post_visid_low can be considered as coming from same visitor.

If you would like to determine which mechanism was used to determine the visitor ID value (for example, to calculate cookieacceptance), the post_visid_type contains a lookup key that indicates which ID method was used. The lookup keys are listedalong with the visitor ID mechanisms in the table below.

Marketing Cloud Visitor ID

The Marketing Cloud Visitor ID is reported in a separate column, mcvisid. Because this ID is reported in its own column, itcan be unclear if Analytics is using this ID or a different ID to identify a visitor.

If the marketing Cloud Visitor ID was used to identify the visitor, the ID will be contained in the post_visid_high andpost_visid_low columns and the post_visid_type will be set to 5. When calculating metrics, you should use the valuefrom the post_visid_high and post_visid_low columns since these columns will always contain the final visitor ID.

Tip: When using the Adobe Analytics visitor ID as a key for other systems, always use post_visid_high and post_visid_low.These fields are the only visitor ID fields guaranteed to have a value with every row in the data feed.

Analytics Visitor IDs

There are several ways a visitor can be identified in Analytics (listed in the following table in order of preference):

Present Whenpost_visid_typecolumnvalue

Query Parameter (collection method)Order Used

s.visitorID is set.0vid (s.visitorID)

Visitor had an existing s_vi cookie before youdeployed the Visitor ID service, or you have aVisitor ID grace period configured.

3aid (s_vi cookie)

Visitor's browser accepts cookies (first-party), andthe Marketing Cloud Visitor ID service isdeployed.

5mid (AMCV_ cookie set by Marketing CloudVisitor ID service)

Visitor's browser accepts cookies (first-party).4fid (fallback cookie on H.25.3 or newer, orAppMeasurement for JavaScript)

Device is recognized as a mobile device.2HTTP Mobile Subscriber header

Visitor's browser does not accept cookies.1IP Address, User Agent, Gateway IP Address

52Identifying Visitors

http://marketing.adobe.com/resources/help/en_US/sc/implement/?f=visid_custom

http://marketing.adobe.com/resources/help/en_US/mcvid/?f=mcvid_grace_period

http://marketing.adobe.com/resources/help/en_US/sc/implement/?f=visid_analytics



http://marketing.adobe.com/resources/help/en_US/sc/implement/?f=visid_fallback


http://marketing.adobe.com/resources/help/en_US/sc/implement/?f=visid_mobile


In many scenarios you might see 2 or 3 different IDs on a call, but Analytics will use the first ID present from that list as theofficial visitor ID, and split that value across the post_visid_high and post_visid_low columns. For example, if you aresetting a custom visitor ID (included in the "vid" query parameter), that ID will be used before other IDs that might be presenton that same hit.

53Identifying Visitors

Pre and Post ColumnsThe pre column contains the data as it was sent to data collection. The post column contains the value after processing.

For example, variable persistence, processing rules, VISTA rules, and currency conversion might change the final value recordedfor a variable that appears in the post column. For most calculations you want to use the post column unless you are applyingcustom business logic (for example, applying a custom formula to determine attribution).

If a column does not contain a pre or a post version (for example, visit_num), then the column can be considered a postcolumn. Columns prefixed with "pre_" typically contain data that was populated by Adobe and not sent by your implementation.For example, pre_browser is populated by Adobe, but evar1 is populated by your implementation. Both of these columnshave a "post_" column (post_browser, post_evar1), which contains the value used by reporting.

Case Sensitivity in Values

Most Analytics variables are considered as case-insensitive for reporting purposes, meaning different case variations are consideredto be the same value ("snow", "Snow", "SNOW", and "sNow" are all considered to be the same value). However, for displaypurposes, case sensitivity is preserved since most customers prefer to be able to send in mixed case characters to display inreports.

When processing the data feed, you can lowercase values for comparison purposes, though you'll likely want to preserve casefor display purposes.

If you see different case variations of the same value between the pre and post columns (for example, "snow" in the pre column,and "Snow" in the post column), it indicates that you are passing in both uppercase and lowercase versions of the same valueacross your site. The case variation in the post column was previously passed in and is stored in the virtual cookie, or wasprocessed around the same time for that report suite. For example:

Hit 1: s.list1="Tabby,Persian,Siamese”;

Hit 2: s.list1=“tabby,persian,siamese”;

When hit 2 is reported in the data feed, the pre column will contain the exact casing passed in (tabby,persian,siamese), but thevalue from hit 1 is likely persisted for that visit and will be reported in the post column (which will be Tabby,Persian,Siamese)since hit 1 and 2 contain the exact same value when a case-insensitive comparison is performed.

54Pre and Post Columns

Special CharactersInformation about special characters used in the Clickstream data feed.

• Special characters in the hit_data file• Special characters in multi-valued variables (events_list, products_list, mvvars)• Sample workflow

Special characters in the hit_data file

The following characters have a special meaning in the hit_data file:

DescriptionMeaningCharacter

Marks the end of a data field.End of column\t (tab character)

Marks the end of a data row.End of row\n (newline character)

Escapes tab, newline, and backslash when the character was partof the value sent during data collection.

Escape character\ (backslash character)

When any of the special characters are preceded by a backslash, they represent a literal character.


Literal tab character. This character was part of the value sent induring data collection.

Tab\\t

Literal newline. This character was part of the value sent in duringdata collection.

Newline\\n

Literal backslash character. This character was part of the valuesent in during data collection.

Backslash\\

Special characters in multi-valued variables (events_list, products_list, mvvars)

The following characters have a special meaning in multi-valued variables:


Separates product strings, event IDs, or other values in multi-valuedvariables.

End of value, (comma character)

Separates values associated with an individual product in theproduct_list.

End of sub-valuewithin an individualproduct value

; (semicolon character)

Assigns a value to an event in the event_list.Value assignment= (equals character)

When any of the special characters are preceded by a caret, they represent a literal character.

55Special Characters


Literal comma character. This character was part of the value sentin during data collection.

Comma^,

Literal semicolon character. This character was part of the valuesent in during data collection.

Semicolon^;

Literal equals character. This character was part of the value sentin during data collection.

Equals^=

Literal caret character. This character was part of the value sent induring data collection.

Caret^^

Sample workflow

If some of the columns in your data feed contain user-submitted data, you should check for special characters before separatingthe data by column or row using split or readLine, or similar.

Consider the following data:

prop1eVar1Browser HeightBrowser Width

ensearch\nstring10501680

ensearch\tstring600800

During export, the newline and tab characters in the eVar1 values are escaped. The data feed for these rows appears as follows:1680\t1050\tsearch\\nstring\ten\n800\t600\tsearch\\tstring\ten\n

Calling readLine() on the first row returns the following partial string:800\t600\tsearch\

Calling split("\t") on the second row returns the following string array:800600search\stringen

To avoid this, use a solution similar to the following:

1. Starting at the beginning of the file, read until you locate a tab, newline, backslash or caret character.2. Perform an action based on the special character encountered:

• Tab - insert the string up that point into a data store cell and continue.• Newline - complete the data store row.• Backslash - read the next character, insert the appropriate string literal, and continue.• Caret - read the next character, insert the appropriate string literal, and continue.

56Special Characters

Troubleshooting

Transfer Failures

In the event of an FTP transfer failure (login denied, lost connection, out of quota, etc), Adobe attempts to automatically connectand send the data up to three separate times. If the failures persist, the feed is marked as failed and an email notification is sent.

When contacting Customer Care to correct delivery failures, be sure to give the agent your data feed ID. This feed ID wasprovided by Customer Care when the data feed was initially created. If the feed ID is not available, provide the report suite IDand FTP destination.

Resend Options

If you need data for a delivery period resent, contact Customer Care. Adobe stores the generated data feed files for the previous7 days, so if the request is made within this period data feed files can be resent without being regenerated.

Daylight Savings impact on Hourly Data Feeds

For certain time zones the time will change twice a year due to daylight saving time (DST) definitions. Data feeds honor thetime zone for which the report suite is configured. If the time zone for the report suite is one that does not use DST, file deliverywill continue normally like any other day. If the time zone of the report suite is one that does use DST, file delivery will be alteredfor the hour in which the time change occurs (usually 2:00 am).

When making STD -> DST time transitions (“Spring Forward”), the customer will only get 23 files. The hour that is skipped inthe DST transition is simply omitted. For example, if the transition occurs at 2 AM, they’ll get a file for the 1:00 hour, and willget a file for the 3:00 hour. There will be no 2:00 file, since at 2:00 STD, it becomes 3:00 DST.

When making DST -> STD transitions, (“Fall Back”), the customer will get 24 files. However, the hour of transition will actuallyinclude 2 hours’ worth of data. For example, if the transition occurs at 2:00 am, the file for 1:00 will be delayed by one hour, butwill contain data for two hours. It will contain data from 1:00 DST to 2:00 STD (which would have been 3:00 DST). The nextfile will begin at 2:00 STD.

No Data for a Time Period

You can optionally configure a data feed to deliver a manifest file if no data is collected for a specific period. If you enable thisoption, you'll receive a manifest file similar to the following:Datafeed-Manifest-Version: 1.0 Lookup-Files: 0 Data-Files: 0 Total-Records: 0

Data Processing Overview

Before processing hourly or daily data, data feeds waits until all the hits that entered data collection within the timeframe (dayor hour) have been written out to data warehouse. After that occurs, data feeds collects the data with timestamps that fall withinthe timeframe, compresses it, and sends it via FTP. For hourly feeds, files are typically written out to data warehouse within15-30 min after the hour, but there is no set time period. If there was no data with timestamps that fall within the timeframe,then the process tries again the next timeframe. The current data feed process uses the date_time field to determine whichhits belong to the hour. This field is based on the time zone of the report suite.

57Troubleshooting

Contact and Legal InformationInformation to help you contact Adobe and to understand the legal issues concerning your use of this product and documentation.

Help & Technical Support

The Adobe Marketing Cloud Customer Care team is here to assist you and provides a number of mechanisms by which theycan be engaged:

• Check the Marketing Cloud help pages for advice, tips, and FAQs• Ask us a quick question on Twitter @AdobeMktgCare• Log an incident in our customer portal• Contact the Customer Care team directly• Check availability and status of Marketing Cloud Solutions

Service, Capability & Billing

Dependent on your solution configuration, some options described in this documentation might not be available to you. Aseach account is unique, please refer to your contract for pricing, due dates, terms, and conditions. If you would like to add toor otherwise change your service level, or if you have questions regarding your current service, please contact your AccountManager.

Feedback

We welcome any suggestions or feedback regarding this solution. Enhancement ideas and suggestions for the Analytics suitecan be added to our Customer Idea Exchange.

Legal

© 2016 Adobe Systems Incorporated. All Rights Reserved.Published by Adobe Systems Incorporated.

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All third-party trademarks are the property of their respective owners. Updated Information/Additional Third Party CodeInformation available at http://www.adobe.com/go/thirdparty.

58Contact and Legal Information

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