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Adobe® Analytics Quick-Reference Guide: Market Reports and Analytics (formerly SiteCatalyst) by Shane Closser

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9. Conversion Analytics

Conversion data offers a view into the monetary impact of marketing and technology decisions. The results are of interest to all levels of the organization, particularly decision-makers. They offer the nuts and bolts of site performance and help you target visitors and turn casual browsers into buyers/customers.

The primary report structure highlighted in this chapter is the funnel, which illustrates the process of conversion beginning at the top of the funnel and ending at the bottom with the success event. Conversion reports are customizable, so you can add custom conversion events. The conversion reports track your ability to achieve macro goals. Macro goals are actions on your website (such as purchasing a product, ...

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