Custom variables let you squeeze more from your Piwik PRO Analytics deployment and deliver advanced, customized reports to add depth to your stats. You can create a custom name-value pair assigned to any visitor or event.
A custom variable can be attributed to a visit or a page view action.
A visit level variable applies to every website load during a visit. It can be used to track demographic information (gender), time of day (morning, evening), types of users (regular visitor vs customer, logged in vs not logged in user, content scroller vs content reader).
A pageview level variable applies to a single page view, during which it is tracked. It can be used, for example, to analyze which sections (and subsections) of a text are the most popular, or what a user was doing on the website just before making a purchase.
By default, Piwik PRO Analytics Suite allows up to 10 Custom Variable slots per site (5 for pageview and 5 for visit scope).