AD0-E207 practice question 5 of 10

For internal search terms, a company wants to give credit to the original keyword used to find a product. On the first visit, a customer searches for…

For internal search terms, a company wants to give credit to the original keyword used to find a product. On the first visit, a customer searches for "Mobile" and views the Nebulous Pro. During the second visit, the customer refines this search to "5G Mobile" and views the Nebulous Pro again. The customer then purchases the Nebulous Pro for S200 on the third visit. The company wants "Mobile" to receive credit. Which configurations should the Architect apply?

Answer options

A: Configure an eVar as Merchandising with Original Value (First) allocation and set the expiration to 3rd Visit.

B: Configure an event to capture the revenue and enable the participation and set the expiration of the visit to 90 days.

C: Configure an event as Merchandising event to capture the revenue and set the expiration of the visit to 30 days.

D: Configure an eVar as a Merchandising Variable with Original Value (First) allocation and set the expiration to the purchase event. Correct answer

Correct Answer:

D. Configure an eVar as a Merchandising Variable with Original Value (First) allocation and set the expiration to the purchase event.

Explanation

The requirement is to attribute a purchase to the first internal search term used in a series of visits. This requires an eVar with "Original Value (First)" allocation. This setting ensures that only the first value captured by the eVar ("Mobile") within its expiration window receives credit for success events. Setting the eVar to expire upon the "purchase" event ensures it persists for the entire customer journey until the conversion occurs. Using a merchandising eVar is the correct approach for product-specific attribution.

Why Incorrect

A. Expiring on the "3rd Visit" is arbitrary and brittle; the purchase could happen on a later visit, causing the original keyword to lose credit prematurely.
B. This describes an event with participation, which would give credit to all keywords used ("Mobile" and "5G Mobile"), not just the original one.
C. This describes an event, not an eVar. Events are counters (metrics), while eVars are used to store persistent string values for attribution.

References

Adobe Experience League. (n.d.). Allocation. Adobe Analytics Components Guide. Retrieved from https://experienceleague.adobe.com/docs/analytics/components/metrics/allocation.html?lang=en. (See section "Original Value (First)" which states it "attributes 100% of the success event to the very first eVar value captured").

Adobe Experience League. (n.d.). eVar - Expiration. Adobe Analytics Implementation Guide. Retrieved from https://experienceleague.adobe.com/docs/analytics/implementation/vars/page-vars/evar.html?lang=en#expiration. (This section explains setting expiration based on a specific event, such as a purchase).

Adobe Experience League. (n.d.). Merchandising eVars. Adobe Analytics Components Guide. Retrieved from https://experienceleague.adobe.com/docs/analytics/components/dimensions/merchandising-evars.html?lang=en. (This explains the use of merchandising eVars for product-level attribution).

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