What does the term "prop" refer to in Adobe Analytics?

The term "prop" in Adobe Analytics specifically refers to customizable variables known as "traffic variables" or "custom props." These variables are designed to capture additional granular data about user interactions on a website or application. By defining props, organizations can track specific dimensions of user behavior or attributes that are not covered by standard metrics.

For example, a business might use props to capture specific categories or attributes related to a product, such as the product color or the type of promotion a user engaged with. This customization allows businesses to analyze user engagement more effectively and derive insights specific to their unique business needs. The flexibility and adaptability of props make them an essential part of capturing detailed data points that fuel in-depth analysis and reporting in Adobe Analytics.