Use of custom variables to track data most relevant to your business, generating a more complete view of the visitor in the process.
While there is no industry standard definition, a custom variable
is essentially an addition to your standard web site data collection
strategy, commonly collected via a page tag or query string parameter
and stored in a client-side cookie (Figure 2-18). You can have
many custom variables per cookie, each containing a name=value pair such
color=blue" or "
rating=five stars". Custom variables can be
used to count nontraditional data elements, but are ideally tied to a
specific business objective.
Figure 2-18. **pd#119**Custom variable deployment
When an objective tied to a custom variable is reached, the web measurement application records the event (and any quantifiable value of the event). Through this simple process, you can gain valuable insight into which initiatives are most successful.
As long as your measurement application supports these custom variables, the opportunities are unlimited. Some examples of common uses for custom variables include: