What unique aspect do eVars provide compared to props in Adobe Analytics?

eVars, or conversion variables, provide a crucial advantage over props, or traffic variables, in that they can persist values across sessions. This means that if a user interacts with a website, the data captured by an eVar remains available even if the user navigates away and returns later. This persistence is essential for understanding user behavior over longer periods and for tracking actions that may contribute to conversions, such as sign-ups or purchases.

For instance, if an eVar is set to capture the marketing channel through which a user arrived at the site, that information can remain associated with the user’s actions even if they return days later to complete a purchase. This characteristic allows businesses to attribute conversions appropriately, providing deeper insights into campaign effectiveness and user engagement over time.

In contrast, props are designed for single-page interactions and do not carry values beyond the current page view. They are useful for tracking immediate actions, but lack the capacity to connect user behavior across sessions which is where eVars excel. Therefore, the ability of eVars to maintain state and provide cumulative insights over time is a distinctive and powerful feature in Adobe Analytics.