In Adobe Customer Journey Analytics (CJA), understanding the types of traffic is essential for analyzing how users interact with various touchpoints across their journey. Here are the main types of traffic typically analyzed in Adobe Analytics/Customer Journey Analytics (CJA):
Types of Traffic in Adobe Analytics/Customer Journey Analytics
- Direct Traffic:
- Users who directly enter the URL into their browser or use bookmarks to access the site.
- Referral Traffic:
- Users who come to your site through links on other websites. These can be categorized further by the source website.
- Search Engine Traffic:
- Users who arrive at your site through search engines. This can be divided into:
- Organic Search Traffic: From unpaid search results.
- Paid Search Traffic: From paid advertising on search engines (e.g., Google Ads).
- Users who arrive at your site through search engines. This can be divided into:
- Social Media Traffic:
- Users who come from social media platforms such as Facebook, Twitter, LinkedIn, etc.
- Email Traffic:
- Users who click on links in email campaigns to visit your site.
- Paid Advertising Traffic:
- Users who come from various paid advertising channels, including display ads, social media ads, and affiliate marketing.
- Affiliate Traffic:
- Users who come from affiliate marketing efforts, where partners promote your products and drive traffic in exchange for a commission.
- Campaign Traffic:
- Users who come from specific marketing campaigns, tracked through UTM parameters or other tracking codes.
- Other Traffic:
- Any other sources of traffic that don’t fall into the above categories, which could include links from non-traditional marketing efforts or other unique sources.
In CJA, these traffic types are often analyzed using various dimensions and metrics to understand user behavior, campaign effectiveness, and overall site performance. This detailed analysis helps in making informed decisions to optimize user experience and marketing strategies.
What are ‘Not Set’, ‘Undefined’ in Adobe Analytics/Customer Journey Analytics
In Adobe Customer Journey Analytics (CJA), you may encounter categories like “Not Set”, “Undefined”, “None” when analyzing traffic data. These categories often indicate issues or gaps in data collection and tracking. Here’s a breakdown of what these terms generally mean and common types of traffic that might fall into these categories:
What is ‘Not Set’ in Adobe Analytics/Customer Journey Analytics?
- Meaning: “Not Set” typically appears when a particular data point, such as a dimension or metric, has not been properly defined or captured in the analytics setup. It could indicate a problem with tracking or data collection.
- Common Causes:
- Missing tracking parameters in URLs.
- Misconfigured or incomplete tracking codes.
- Issues with data integration between different systems or platforms.
What is ‘Undefined’ in Adobe Analytics/Customer Journey Analytics?
- Meaning: “Undefined” usually refers to instances where the value for a specific variable is not available or recognized. This can happen if the expected data is not present or if there are discrepancies in data processing.
- Common Causes:
- Data collection errors.
- Problems with data mapping or transformation.
- Unrecognized or new traffic sources that are not yet categorized.
What is ‘None’ in Adobe Analytics/Customer Journey Analytics?
- Meaning: Categorizes traffic or data points that don’t fall into any predefined category or where specific information is missing.
- Common Causes:
- Direct traffic: Users who type the URL directly or use bookmarks.
- Missing or improperly tagged campaign parameters.
- Issues with tracking codes or UTM parameters.
Addressing “Not Set”, “Undefined” and “None” Traffic
To minimize “Not Set”, “Undefined” and “None” traffic categories, you can:
- Review and Fix Tracking Codes:
- Ensure that all tracking codes are correctly implemented and functioning.
- Validate Data Collection:
- Regularly check data collection processes to ensure they are capturing all necessary information.
- Integrate Data Sources:
- Make sure all relevant data sources are properly integrated and mapped in your analytics setup.
- Use Consistent Tagging:
- Implement a consistent tagging framework for campaigns and traffic sources to ensure accurate categorization.
- Audit Regularly:
- Perform regular audits of your analytics setup to identify and resolve any issues promptly.
By understanding and addressing the categories of “Not Set,” “Undefined,” and “None,” you can improve the accuracy of your traffic data and ensure more meaningful insights from your Customer Journey Analytics.