This training chapter gives an overview over the recommended steps for the integration of Webtrekk as well as tips for the communication in companies.
Furthermore, corresponding training documents are depicted for each phase of integration.
You can download this training chapter as PDF file here.
Content:
- 1. Integration Phases
- Phase 1: Conception/Implementation
- Phase 2: Understanding Webtrekk
- Phase 3: Adjustments for working efficiently
- Phase 4: Go live
- Phase 5: Support in the Daily Business
- 2. Process Methodology
- 3. Responsibilities within the Company
1. Integration Phases
A catalogue of requirements is defined inter-divisionally within the company.
The following aspects have to be considered:
- Goals of the website
e.g. more orders, less returns, new customers, newsletter registrations - KPIs
What are the most important key figures and how should they be defined in detail?
- Which things have to be measured?
e.g. marketing campaigns, number of internal search results, error messages
It is recommended, that you phrase the desired evaluations as questions. E.g. "Which internal search phrases led to product views?". By doing so, the information, that have to be combined, can be identified.
Phase 1: Conception/Implementation
Implementation Concept
An implementation concept is developed, that shows, how the items defined in the list of requirements can be mapped in Webtrekk.
The concept contains:
- All defined requirements
- Example values per element
(e.g. the "page naming is structured in [COUNTRY].[Main Section]…"] - Overview over the existing parameters per page area
(e.g. Home Site, Product View, Shopping Cart…) - Configuration of Webtrekk
Recommended training chapters:
- Webtrekk Implementation Guidelines
- Integration and Configuration of the Webtrekk Tracking Pixel
- Implementation 2 – Data Collection
- Implementation 3 – Setup Options for the Tracking of Elements
Setup
Setup of the specific components in Webtrekk.
Configuration is made in accordance with the implementation concept.
The following aspects have to be configured:
- Categories (e.g. content groups, product categories)
- Custom parameters (e.g. page parameters, e-commerce parameters)
Tag Integration
The tags are integrated in accordance with the implementation concept.
- Operational concept
if necessary, development of functions to fill the tag parameters
tag configuration for every page according to concept specifications - Integration of the tags
Testing the Implementation
Extensive testing of the implementation.
- Onsite tests
Testing of the transmitted data on the website, e.g. with HttpFox - Basic test
Is data collected in the basic analyses (e.g. pages, events)? - Extended test
Extended analyses, to check validity
(e.g. processes, click paths) - Data comparison
e.g. with internal DWH, CRM
Recommended training chapter:
Phase 2: Understanding Webtrekk
The basic questions are:
- Which analyses do i need and which key figures are useful for me?
- How does the user interface work?
- Recommendation: Book a workshop and get individual training
Recommended training chapters:
The following aspects should be configured individually in Webtrekk:
- Campaigns
- Which campaigns should be tracked?
- Should the API to Google AdWords be used?
- Which attribution models are needed?
- Depths of engagement
Where do we lose users on the way to reaching website goals? - Processes
shows exits on important paths (e.g. checkout, registration)
- Creation of custom metrics/formulas
missing metrics (e.g. KPIs) can be created individually and managed centrally
Recommended training chapters:
- Analyses 3 – Campaign Analyses
- Analyses 3.1 – Campaign Configuration
- Analyses 4 – Referrer Analyses
- Analyses 5 – Analysis of Navigation Paths
- Analyses 6 – Analysis of Goal Achievement
- Analyses 7 - Extended user-centric analyses
- Analyses 8 – Cohorts
- User Interface 1.2 – Segmentation and Filter Options
- User Interface 1.3 – Custom Figures
Phase 3: Adjustments for working efficiently
A variety of adjustments provide comfortable work with Webtrekk Analytics.
- Setting up separate logins
a separate login should be set up for every user - Limiting logins via user management
hiding unnecessary analyses and metrics
- Set up analyses, that are needed regularly, as reports (e.g. for automatic email transmission) or at "My Analyses" (if no transmission or sharing is desired).
- Set up separate reports for reviewing errors in the data collection or allocation.
Recommended training chapters:
- User Interface 1.1 – Custom Reports
- User Interface 2 – User Management
- Best Practice: User Management: Basic Use Case
- Best Practice: User Management: Extended Use Case
- Best Practice: Analysis of errors in pixelation and assignment
Phase 4: Go live
A separate use of live and test accounts in Webtrekk Analytics is recommended.
The following steps are necessary before the go-live:
- Separate configuration of the live account
- Copy any existing reports from the test account to the live account
- Use a separate track ID in the pixel
Usually, own accesses are excluded from the live account by means of an IP filter (Webtrekk Q3 > Configuration > System Configuration > Data Collection)
Phase 5: Support in the Daily Business
After the go-live, the focus is on the interpretation of the data.
Webtrekk can offer you the following support:
- Comprehensive supervision by a personal consultant
A personal consultant will help you to use the full potential of Webtrekk as quickly as possible and avoid misinterpretations. Requires the booking of a consulting package. - Help in the user interface
Every analysis and metric has a help function. - Free online training
Registration on the Webtrekk homepage. - Support Center
The Support Center provides: - Comprehensive search function
- Videos
- FAQs
- Training documents
- Technical documents/pixels
- Individual workshops
We would be pleased to discuss your requirements and set up a custom-tailored agenda in a personal conversation.
2. Process Methodology
An exemplary project plan could look like this:
Digital analytics requires continuous adaptation and optimization.
3. Responsibilities within the Company
A central contact person is recommended, that answers internal questions and serves as interface to Webtrekk and other service providers. The contact person simplifies communication and faciliates ideal processes within the company.
Decentralized communication leads to contributed knowledge in the company.
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