Table of Contents

Overall setup 

Report suite usage

For each type of website (www.yamaha-motor.eu / www.yamaha-racing.com / media.yamaha-motor.eu) 2 report suites will need to be foreseen: one for production related data and one for non-production related information (development/test/acceptance).
During the initial implementation we're only going to foresee the report suites to track www.yamaha-motor.eu :

• YME PRODUCTION CAAS
• YME NON-PRODUCTION CAAS

The EU Digital Marketing Team will have access to the "master report suites" (marked in blue in the above image) while the local markets will have access to virtual report suites.
This will allow us to grant access to only their data.  
It's the intention that the local marketing teams will connect their BI tool (eg. LookerStudio) to their virtual report suite.
By default they will not have access to the "master report suites".
Also the access to the non-production report suite will only granted by exception.

The following sections will cover the setup of the report suites.
Each report suite for www.yamaha-motor.eu will have the same setup.

Tagging plan

Setup general settings

General account settings

• time zone : Berlin/Stockholm/Brussels/Amsterdam (GMT+1)
• replace the last octet of the visitor's IP address by a 0 : enabled
• enable data warehouse : enabled
• multi-byte character support : enabled
• base currency : EUR
  !! important : all amounts need to be converted from the local currency to EUR

Internal URL filters

Adobe Analytics uses this list to rule out the internal domains when evaluating the referring domains.

Currently following domains have been added : 

• yamaha-motor.eu
• media.yamaha-motor.eu
• www.yamaha-motor.eu
• yamaha-racing.com
• www.yamaha-racing.com
• yamaha-racing.de
• www.yamaha-racing.de  

Paid Search Detection

The rules specified below are used to populate the following reports:

• Paid Search Engines
• Paid Search Keywords
• Natural Search Engines
• Natural Search Keywords

Setup is pending

Server-side Forwarding

This feature allows to have Adobe Analytics automatically send data to Adobe Audience Manager in realtime.

This feature is NOT enabled as no license of Adobe Audience Manager was acquired

Setup Traffic

Traffic variables

Also know as props are used to track information related to a hit (page view)

Traffic classification

Currently not yet needed.  No setup made.

Setup Conversion

Conversion variabels

Also know as eVars are used to measure specific information which is tied to an event.
Based on the attribution model, all the events/conversions will be linked to the initial value passed to these variables, the last value, ...

List variables

Success Events

Events are used to track how many times specific situations occurred.

Setup Marketing

Paid search detection

Any business can define how the query string attributes used in URLs will be composed; which values they will hold.
Based on this information, Adobe Analytics needs to be configured how to identify which traffic has is of a paid search origin.
This is done by the paid search detection rules.

Following rules have been implemented : URLS containing following query string parameters (and values) will be considered paid search :

• utm_campaign=
• cid=

Internal traffic detection

In order to filter out internal traffic from other traffic, Adobe Analytics needs you to configure the internal URL filters.
Any traffic coming from one of following domains are considered internal traffic : 

• www.yamaha-motor.eu
• media.yamaha-motor.eu 
• yamaha-motor.eu
• yamaha-racing.de
• yamaha-racing.com
• www.yamaha-racing.de 
• www.yamaha-racing.com

Marketing channels

Here is the list of marketing channels that will be visible in Adobe Analytics : 

• Paid Search 

• Paid Social

• Paid Display

• Paid Video

• Paid Shopping

• Paid PRG Display

• Paid PRG Video

• Email

• Organic Social

• Organic Search
• Internal
• Referral 
• Direct
• Other

Marketing processing rules

Based on the type of marketing channel, rules can be implement how to identify the exact marketing channel and which information will be captured.
The rules are based on following overview provided by YME : 

The rules will be implemented in the order as specified here.
Once a rule gets fired and the marketing channel is assigned, no further rules will be triggered.

Paid search

Rule :

• • the value for the query string parameter utm_medium equals paid_search or PAID_SEARCH

Value stored :

• • Channel = "Paid search"
  • Channel's value = Search engine + Search Keyword(s)

Paid social

Rule :

• • the value for the query string parameter utm_medium equals paid_social or PAID_SOCIAL

Value stored :

• • Channel = "Paid social"
  • Channel's value = value of query string parameter utm_source

Paid display

Rule :

• • the value for the query string parameter utm_medium equals paid_display or PAID_DISPLAY

Value stored :

• • Channel = "Paid display"
  • Channel's value = value of query string parameter utm_source

Paid video

Rule :

• • the value for the query string parameter utm_medium equals paid_video or PAID_VIDEO

Value stored :

• • Channel = "Paid video"
  • Channel's value = value of query string parameter utm_source

Paid shopping

Rule :

• • the value for the query string parameter utm_medium equals paid_shopping or PAID_SHOPPING

Value stored :

• • Channel = "Paid shopping"
  • Channel's value = value of query string parameter utm_source

Paid PRG display

Rule :

• • the value for the query string parameter utm_medium equals paid_prg_display or PAID_PRG_DISPLAY

Value stored :

• • Channel = "Paid PRG display"
  • Channel's value = value of query string parameter utm_source

Paid PRG video

Rule :

• • the value for the query string parameter utm_medium equals paid_prg_video or PAID_PRG_VIDEO

Value stored :

• • Channel = "Paid PRG video"
  • Channel's value = value of query string parameter utm_source

Email

Rule :

• • the value for the query string parameter utm_source equals email or EMAIL
    and
  • the value for the query string parameter utm_medium equals owned or OWNED_EMAIL

Value stored :

• • Channel = "Email"
  • Channel's value = value of query string parameter utm_medium

Organic social

Rule : 

• • the value for the query string parameter utm_source contains one of following values
    • youtube
    • Facebook
    • messenger
    • instagram
    • t.co
    • linkedin
    • pinterest
    • tiktok
    • reddit

and

• • the value for the query string parameter utm_medium equals referral or REFERRAL

Value stored :

• • Channel = "Organic social"
  • Channel's value = value of query string parameter utm_source

Internal

Rule :

• • Adobe detects the traffic as internal traffic (see Internal traffic detection)
    and
  • it's the first page of visit

Value stored :

• • Channel = "Internal"
  • Channel's value = page

Organic search

Rule :

• • Adobe detects the traffic as natural search (see Paid search detection)
    and
  • it's the first page of visit
    and
  • query string parameter utm_medium does not exist
    and
    
  • query string parameter utm_source does not exist
    and
  • query string parameter utm_campaign does not exist

Value stored :

• • Channel = "Organic search"
  • Channel's value = Search engine + Search Keyword(s)

Referral

Rule :

• • the Referring Domain exists 
    and
  • it's the first page of visit
    and
  • the value for the query string parameter utm_medium equals referral or REFERRAL

Value stored :

• • Channel = "Referral"
  • Channel's value = referrer

Direct

Rule :

• • the referrer does not exist
    and
  • it's the first page of visit
    and
  • query string parameter utm_medium does not exist
    and
    
  • query string parameter utm_source does not exist
    and
  • query string parameter utm_campaign does not exist

Value stored :

• • Channel = "Direct"
  • Channel's value = page

Other

Rule : it's the first page of visit

Value stored :

• • Channel = "Other"
  • Channel's value = Referring domain