Adobe Analytics Business Practitioner Practice Exam

What adjustment should be made to align order counts between the e-commerce platform and analytics for model XYZ?

1. Edit eVar2 settings, and change the allocation from "Linear" to "Most Recent (Last)"

2. Change eVar2 to "First Touch" allocation

3. Modify reporting timeframes to match source data

4. Consolidate reporting across all product models

The correct answer is: Edit eVar2 settings, and change the allocation from "Linear" to "Most Recent (Last)"

Selecting the option to edit eVar2 settings and change the allocation from "Linear" to "Most Recent (Last)" directly addresses the need to ensure the order counts align accurately between the e-commerce platform and analytics for model XYZ. In many e-commerce analytics scenarios, different attribution models can significantly affect how conversions and orders are counted and attributed to specific variables. When using a "Linear" attribution model, credit for a conversion is evenly distributed across all touchpoints in the user journey, which may not accurately reflect the final action that led to a sale. By switching to "Most Recent (Last)" allocation, the attribution shifts to give full credit to the last interaction before the conversion. This model is often preferred in e-commerce settings, as it typically aligns better with the typical sales cycle where the most recent interaction is likely the most influential in the customer's decision to purchase. Other options, while potentially relevant for different analytical needs, do not directly resolve the alignment issue with order counts. For instance, changing eVar2 to "First Touch" allocation would focus on the first interaction, which could skew the overall counts differently. Modifying reporting timeframes may help in some situations, but if the underlying attribution model is misaligned, this method might not effectively