What are 'custom variables' in Adobe Analytics?

Custom variables in Adobe Analytics refer to user-defined variables that collect additional context for analyzing visitor interactions. These variables enable organizations to tailor their data collection beyond the standard metrics and dimensions provided by Adobe. By creating custom variables, businesses can capture specific behaviors, attributes, or any unique events that are relevant to their analytics and reporting needs. This enhanced data granularity allows for deeper insights into user behavior and can help drive strategic decisions based on a more robust understanding of customer interactions.

The other options outline concepts related to metrics and variables but do not accurately describe custom variables. Global metrics apply universally but lack the personalization that custom variables offer. Standard variables are predefined and cannot be modified for specific use cases, while metrics tracking system performance focus on operational aspects rather than user interaction data. Custom variables fill the gap by offering flexibility and specificity in data collection, catering precisely to the organization’s unique analytical requirements.