What is a Solution Design Reference?
A Solution Design Reference (SDR) is the foundational document for any Adobe Analytics implementation. It maps every business requirement to a specific variable, defining what data gets collected, where it is stored, and how it should be formatted.
Without an SDR, implementations drift over time. Variables get reused for conflicting purposes, naming conventions break down, and data quality degrades. This template provides a pre-built starting point for e-commerce sites so your team can focus on customization rather than building from scratch.
Who This Template is For
Analytics teams implementing Adobe Analytics on e-commerce platforms including Shopify, Magento, WooCommerce, Salesforce Commerce Cloud, and custom-built storefronts. The variable mapping is platform-agnostic and works with both AppMeasurement and WebSDK.
E-commerce Event Tracking
The core of any e-commerce SDR is the event framework. These custom events track the key actions in your purchase funnel and feed into conversion reporting, calculated metrics, and attribution models.
| Event | Variable | Description | Trigger |
|---|---|---|---|
| Product View | event1 | Product detail page loaded | PDP page load |
| Add to Cart | event2 | Item added to shopping cart | Add to cart click |
| Checkout Start | event3 | User initiates checkout flow | Checkout page load |
| Purchase | event4 | Order confirmation completed | Thank you page load |
| Remove from Cart | event5 | Item removed from cart | Remove button click |
| Cart View | event6 | Cart page viewed | Cart page load |
Use the products string variable alongside these events for product-level detail. Format: Category;Product;Quantity;Price;Events;Merchandising eVars.
Product Variables
Product dimensions allow you to break down performance by product attributes. These eVars and props capture the metadata that powers product performance reports and merchandising analysis.
| Dimension | Variable | Type | Expiration | Example Value |
|---|---|---|---|---|
| Product Name | eVar1 | Merchandising (Product) | Purchase | Classic Leather Jacket |
| Product Category | eVar2 | Merchandising (Product) | Purchase | Men > Outerwear > Jackets |
| Product ID / SKU | prop1 | Traffic | Hit | SKU-12345 |
| Brand | eVar3 | Merchandising (Product) | Purchase | Acme Fashion |
| Product Price Range | eVar4 | Merchandising (Product) | Purchase | $100-$199 |
| Product Rating | prop2 | Traffic | Hit | 4.5 stars |
Merchandising eVars
Use product-binding merchandising eVars (not conversion syntax) for attributes that are specific to a product in a multi-product cart. This ensures that when a user purchases multiple items, each product retains its own attribute values in reporting.
Cart and Checkout Tracking
Tracking the checkout funnel with granularity lets you identify drop-off points and optimize each step. These variables capture cart value, checkout progression, and payment details.
| Dimension | Variable | Description | Example Value |
|---|---|---|---|
| Cart Value | eVar10 | Total cart value at time of action | $247.50 |
| Checkout Step | eVar11 | Current step in checkout flow | Shipping | Payment | Review |
| Payment Method | eVar12 | Selected payment type | Credit Card | PayPal | Apple Pay |
| Shipping Method | eVar13 | Selected shipping option | Standard | Express | Next Day |
| Coupon Code | eVar14 | Applied discount code | SAVE20 |
| Cart Item Count | prop10 | Number of items in cart | 3 |
Checkout Funnel Events
- event10: Shipping step completed. Fires when user moves past the shipping address form.
- event11: Payment step completed. Fires when payment information is submitted.
- event12: Order review step viewed. Fires on the final review page before purchase confirmation.
Campaign Attribution
Attribution mapping ensures every marketing touchpoint is captured and credited appropriately. These variables work together with Adobe Analytics Marketing Channels and processing rules.
| Dimension | Variable | Source | Example Value |
|---|---|---|---|
| External Campaign ID | eVar20 | URL parameter cid | google_brand_spring2026 |
| Internal Campaign | eVar21 | On-site banner / promo click | homepage_hero_spring_sale |
| Marketing Channel | eVar22 | Processing rules | Paid Search | Email | Social |
| Search Keyword | eVar23 | URL parameter or search integration | leather jacket mens |
| Internal Search Term | eVar24 | Site search input | blue sneakers |
Attribution Model Recommendation
Set external campaign eVars to Original Value (First) allocation with 30-day expiration for first-touch attribution. Create a duplicate eVar with Most Recent (Last) allocation for last-touch comparison. This dual approach gives you both perspectives without needing Attribution IQ for basic reporting.
Implementation Notes
A well-structured data layer is essential for reliable variable population. Here are the key requirements and Adobe Launch rule patterns for this SDR.
Data Layer Requirements
Your data layer should expose a consistent object on every page. For e-commerce, the recommended structure follows the W3C Customer Experience Digital Data Layer specification with extensions for product arrays.
Minimum Data Layer Object
Ensure your data layer includes: page.pageInfo for page metadata, product[] array for product details, cart object for cart state, transaction object on purchase confirmation, and user.profile for authentication state.
Launch Rule Patterns
- Page Load Rule: Fires on every page. Sets page-level variables (pageName, channel, site section) and checks for product or cart data in the data layer.
- Product View Rule: Triggered by data layer event when PDP loads. Populates product string and fires event1.
- Add to Cart Rule: Listens for add-to-cart data layer push. Populates product string with the added item and fires event2.
- Purchase Rule: Fires on order confirmation page. Populates full product string, order ID, and revenue. Fires event4.
