Adobe Analytics Business Practitioner Practice Exam 2025 – The All-in-One Guide to Achieve Certification Success!

Props, or "traffic variables," in Adobe Analytics are instrumental in capturing and analyzing page-level data. They are typically used to gather information about user interactions on specific pages, such as which pages were visited, how often they were accessed, and the flow of traffic through the site. Unlike eVars, which are association variables that can tie a value to a visitor over multiple pages or sessions, props focus more on capturing straightforward metrics about page views and interactions occurring during a single page visit.

Each prop can be defined to track specific elements or segments within the website, making them beneficial for detailed reporting and analysis. By analyzing prop data, businesses can understand user behavior on a granular level, optimizing content and improving overall user experience based on insights derived from page-level interactions. This ability to track and report traffic data effectively supports informed decision-making processes within digital marketing strategies.