This training chapter shows, which information and data can be tracked in Webtrekk Analytics. Furthermore, it provides best practice examples and tips for configuration and setup.
- Options for data collection
- Advanced setup
- Overview of all trackable elements
- Session parameters
- External data
- Internal search
- Generic parameters
- Website Goals
- Data import and export
Options for data collection
There are various ways to record web analytics data in Webtrekk.
- Tag Integration
- Standard pixel
- Server-to-server communication
- Mobile SDKs
Webtrekk-specific product features, tags of other service providers and custom plugins can be configured in a straightforward user interface with Webtrekk Tag Integration.
Available tags of other service providers:
Available tags for Webtrekk-specific product features:
Functionality: Tags other than Webtrekk can also be controlled with Tag Integration.
Rules determine which tag is sent when and with what information.
The Tag Integration pixel is loaded asynchronously and therefore does not slow down website loading.
The individual tags work similar to integration without Tag Integration.
- It is still necessary to integrate an opt-out possibility per tag.
- Every tag uses separate cookies.
Advantages of Tag Integration:
- Low demand on the resources of the IT department for maintenance and the expansion of data capture
- Independent of internal release processes
- Few errors due to incorrectly integrated tags
- Data sovereignty: No unnecessary data sent to external tag providers
- Efficient data capture with the use of a uniform data layer
- Future-proof: Ongoing expansion of the plugin library
Disadvantages of Tag Integration:
- More elaborate initial setup (configuration in Tag Integration)
Overview of the components of tag integration
Effects of containers, parameters and rules
All relevant tags are put into a container.
Separate containers for live and test environments or different websites/domains are recommended.
Each container is configured to determine under which domains it will (not) be delivered.
Custom plugins can be created in addition to the tags preconfigured by Webtrekk under "Custom plugins > New custom plugin". They can be executed in different positions as well:
As soon as Tag Integration has been fully loaded.
For example A/B tests
- In Head
Before the website content is loaded.
For example jQuery frameworks
- After <BODY>
When the website content starts loading.
For example marketing pixel on the order confirmation page
- Before </BODY>
When the website content has been fully loaded.
For example 3rd-party tracking provider
A parameter is information that is defined globally in Tag Integration and can be used in the plugins (e.g. the page name, the order number).
Webtrekk recommends using a central data layer that makes all relevant information available.
This information is queried and defined as parameters in Tag Integration.
Alternatively, certain information can also be queried manually from the website.
An example is the page name from the DIV ID with the name "breadcrump".
Note that this approach is error-prone in case of changes to the website.
Rules are used to establish when plugins are executed.
- Rules define page areas (e.g. homepage, product pages, thank-you page) based on parameters and the URL.
- Various conditions can be combined with each other here.
The data collection takes place with the help of a pixel/tag.
Webtrekk code is integrated in the source code of the webpage.
Every page (also layers, Flash films, etc.) should contain a pixel in order to prevent errors in the data interpretation.
For a fast and easy integration Webtrekk offers Plugins for several CMS systems (e.g. Typo3, Joomla).
The following steps occur when a webpage is requested:
Standard pixel advantages:
- Straightforward initial setup
Standard pixel disadvantages:
- Increased demand on the resources of the IT department for maintenance and the expansion of data capture
- Dependent on internal release processes
- Use of Webtrekk Marketing Automation is not possible
- Not future-proof: New Plugins for Tag Integration only
Server-to-server tracking supports the highest data accuracy.
Data are transmitted directly from the web server and not from the client to Webtrekk.
The process is also used to measure directly linked PDF files.
Advantages of server-to-server:
- Very high data accuracy
- No tracking detectable
Disadvantages of server-to-server:
- Data privacy considerations (opt-out possibility)
- Complex integration
- No direct testing on the website possible
Structure of a tracking request:
Webtrekk offers SDKs for Android, iOS and Windows Mobile to support fast app integration.
- The scope of tracking functionality is similar to pixel integration.
- The tracking data are cached during offline use and sent when the internet connection is restored.
Mobile SDK advantages:
- Faster setup process.
Mobile SDK disadvantages:
- Support for native developer tools only.
The following steps are executed when the app is used:
The advanced setup takes the following points into account:
- First/third-party cookies
- Track domain
- How many Webtrekk accounts?
- Access exclusion
First or third-party cookies can be used to recognise visitors.
- The cookie is set in the domain of the webpage.
- Greater acceptance enables higher data accuracy.
- Default setting in Webtrekk.
- Cookie is set in the track domain.
- Domain-independent tracking in an account WITHOUT session break.
- Blocked by some browsers.
To improve the visitor identification, a Customer-ID should be transmitted. In this way, even cookie deleters and visitors that use different browsers and devices can be recognized.
Which domain will the logged data be transmitted to?
Webtrekk track domain
- The data are sent directly to a Webtrekk domain (e.g. "knigge.webtrekk.net"). Default setting in Webtrekk.
Advantage: User identification possible across domains (when using 3rd-party cookies).
Disadvantage: No measurement if tracking blockers are used.
- Default setting in Webtrekk.
Custom track domain
- A special track domain is configured as subdomain (e.g. "img.knigge.de"). Forwarding to Webtrekk takes place there.
- If SSL is used, Webtrekk additionally needs a suitable certificate. Setup costs are incurred for the setup of certificates.
Example: Track domain for www.knigge.de: img.knigge.de
Advantage: Greater data accuracy, as tracking blockers are not effective.
Disadvantage: Possible setup costs.
To ensure maximum data accuracy, a custom track domain should be used.
How many Webtrekk accounts?
Is all data supposed to be tracked in one account?
Example for useful division:
- Different countries (e.g. Shop UK, Shop US)
- If pages of different content are tracked (e.g. shop and blog)
- Website / App
- Live / Test account
Usually, one live and one test account are recommended: Tests won't impact data analysis!
Benefits and disadvantages of separate accounts:
Flexible solution: Use an overall account and additional subaccounts (recommended solution).
By using the feature "Dataprofile" it is possible to copy tracking data into other accounts (e.g. based on a parameter). Thus, various accounts can be tracked by one pixel.
Example: Data collection in one overall account ("Shop Global"), in which overall analyses are possible. For individual shop analyses separate local accounts ("Shop UK", "Shop US") are used.
Configuration via "Webtrekk Q3 > Configuration > System configuration > Data collection".
Please note, that the source and target account should be configured identically (e.g. individual parameters, categories…).
If the parameter cg1 (content group 1) is set for the value "uk", the track request is copied from the account "Shop UK".
If the domain is "mobile.shop", the track request is copied from the account "Mobile Shop".
Filters can be set using regular expressions.
Exclusion of access
Known bots and crawlers are automatically excluded from the measurement.
Moreover, access can be excluded on the basis of the following criteria:
- IP address
This might be meaningful in order to prevent the own access activity or that of an agency from distorting the data.
The setting can be found under "Webtrekk Q3 > Configuration > System Configuration".
Webtrekk offers two different options of how data can be collected when using multiple browser tabs.
- Only when a tab is seen, Webtrekk tracks it. Every renewed call of a tab leads to a repeated count. Through a page parameter it is possible to determine, how often a tab was used.
Corresponds to the real user behavior. (Page) paths are correctly established. Clicks (action) are correctly matched to a page
As soon as a tab is opened, Webtrekk tracks it. Renewed calls of a tab are not counted a second time.
In some circumstances it can be more cost-effective because less page impressions are measured. Correlates with common measurements in analytics tool.
By default option B is activated. In order to use option A, a predefined parameter must be used in the pixel.
While being on the page "Solutions", the link for "Industries" is opened in another tab (not seen!).
Afterwards, the link "Analytics" is clicked and seen in the current tab, following a switch to the tab "Industries".
Data collection when using option A or B:
- Only when a tab is seen, Webtrekk tracks it.
PAGE "Solutions" > ACTION "Mainmenu.Industries" > ACTION "Analytics" > PAGE "Analytics" > PAGE "Industries"
As soon as a tab is opened, Webtrekk tracks it.
PAGE "Solutions" > ACTION "Mainmenu.Industries" > PAGE "Industries" > ACTION "Analytics" > PAGE "Analytics"
Overview of all trackable elements
The following are examples of elements that can be captured in Webtrekk:
The following elements can be tracked by Webtrekk:
With custom elements you are able to integrate additional information in Webtrekk.
- Distinction between static and dynamic information.
- All individual elements have to be configured in Webtrekk beforehand.
Meaningful page naming forms the basis for comfortable use.
- There is custom naming and automatic naming.
- The analysis is done under "Navigation > Pages".
The page name is transmitted in the pixel. This enables meaningful and short names.
The name should be unique and provide some idea of the page.
Exceptions for mandatory uniqueness:
- Product pages (differentiation by e-commerce tracking)
- Search results (differentiation by search parameters)
Recommendation: Use the navigation path for the page naming.
Structure of the page naming: [Main category].[Subcategory1]
- Page names can be formed automatically from the URL.
- Slashes ("/") in the URL are converted to dots.
- URL parameters (e.g. "?" or "&") are not taken into consideration.
Page name : www_knigge_de.subjects.table_htm
Example: Automatic VS. custom naming of the website knigge.de
By using content groups, pages can be categorized. This enables a generalized examination.
For each page, a piece of information is stored in a content group. Often the page name already contains interesting information.
Example: Main menu, Submenu
Content groups can also be imported.
The analysis takes place under "Navigation > Content Groups".
In the analyses, all pages not allocated to any content group appear with "-".
For every page the initial URL under which it was accessed is logged.
The page URL is a predefined content group.
Example: At 08:02 am, the page "home" was logged for the first time in Webtrekk.
Page URLs can be processed and imported in the same way as content groups.
- Error messages for forms
- Number of search results of the internal search
Unlike content groups, page parameters are logged anew every time for every call.
Events can be used to measure links and other events.
There are 2 procedures with which Webtrekk can automatically log HTML links.
Events can be analyzed under "Navigation > Events".
Automatic measurement of events
All a-href links of a page are logged automatically.
The target URL is used as link name. Therefore, different links with the same target URL on the same page cannot be distinguished.
A link attribute can be used to identify links uniquely.
- Advantage: Very easy to implement.
- Disadvantage: Link names can become very long, an attribute may be necessary for the unique naming of the link.
Mark the links with an attribute in order to be able to distinguish them from other links.
All marked a-href links of a page are logged automatically.
Marking and naming take place in a freely selectable link attribute.
Example: <a href="/service.html" name="mainmenu.service"></a>
- Short, unique names are possible.
- Not all links of a page need to be logged.
- Disadvantage: Higher integration workload.
Recommendation: Use the link position for naming links on pages with frequently changing links.
The actual link target can be specified as an action parameter.
Please use the teaser performance plugin for detailed analysis of teaser and teaser positions including CTRs, if possible.
Example: Automatic and custom link naming on www.knigge.de
Events are automatically allocated to the page on which they were logged. Thus, a filter can be applied to see on which page the click took place, without taking this into consideration in the name of the click.
Downloads are measured automatically if the file type (e.g. PDF) is stored in the pixel.
Event parameters can be used to log additional information about an event.
- Click area (e.g. text/image/header)
- Link target (e.g. if a link position is used as link name)
The Customer-ID allows user-centric tracking.
Users are recognized across browsers and devices.
The quality of data improves as users are not counted multiple times per browser or device.
How can I apply user-centric tracking?
An anonymized Customer-ID has to be transferred to Webtrekk at login.
You have to activate "User Centric Tracking" in the system configuration ("Webtrekk Q3 > Configuration > System Configuration > Data Collection") in order to use the Customer-ID for the visitor calculation.
Cross Device Bridge
When using the Webtrekk Cross Device Bridge also login information from other websites and apps are used to identify a visitor across multiple devices.
It is possible even if a visitor does not login.
The data qualtity increases – the user recognition improves by 30% on average.
All user traits are collected in a data pool.
- Unique user traits are transmitted to Webtrekk anonymously.
- For the accurate identification of users within a pool as many user traits as possible should be forwarded. The more traits are available, the better a matching across different websites, apps and devices can be ensured.
Predefined URM categories
Through URM categories it is possible to save user-centric data. Numerous URM categories are already predefined in Webtrekk.
These categories and indicators do not have to be set up separately in Webtrekk.
Some categories can be populated automatically with the survey widget available in Tag Integration.
The following predefined categories exist: (1/2)
Predefined URM categories are only available with the booking of user relationship management (URM).
The following predefined categories exist: (2/2)
Widgets require the use of Webtrekk Tag Integration. This allows functions to be (de)activated easily.
Example: Transferring the age in a widget
Custom URM categories
With custom URM categories individual user information can be tracked (Customer-ID).
- Number of offline orders
- Lead status
The analysis takes place under "Visitors > URM Categories".
In the analysis, all Customer-IDs not allocated to any URM category appear with "-".
The use of forms can be logged accurately.
Differentiation between accessed, cancelled and submitted forms.
Values entered in the form fields or, in the case of anonymized transmission, the information whether the field has been filled out.
A form is considered submitted as soon as the submit button is clicked. Error messages should be tracked separately (i.e. via page parameters).
Tracking of the marketing campaigns is mostly based on specific URL parameters/media codes.
Campaigns have to be configured in order to be tracked.
Campaigns can be defined for the following data sources:
- URL parameter (e.g. www.knigge.de?mc=banner.123)
- Page name (specific landing page)
- Link (click on internal link)
- Time reference (for TV/Radio)
- Referrer (e.g. SEO, Social media sources, other sources, direct input)
Using the URL campaign mapper plugin, you may generate a Webtrekk media code from several URL parameters. This way, existing parameters can be adopted easily.
Comprehensive information can be found in the training chapter "User Interface Analytics 7 – Campaign Configuration".
Campaigns can be categorized. This allows for a better overview.
- For each campaign the additional information can be tracked.
- Campaign categories can be populated via URL parameter or imported.
Example for 2 campaign categories: Campaign channel, campaign content
Dynamic information about a campaign can be tracked with campaign parameters.
Campaign parameters can be send via separate URL parameters or in the pixel.
- Sending the position of a link
- Passing a distinctive link name
Using the media tracking, media streams can be analyzed in detail.
A special media tracking pixel is integrated.
The following can be logged:
- Call of media, playback period and playing time.
- Actions like play, pause, stop
- Bandwidth, volume ...
- Silverlight- Player
- Windows Media Player
- Apple Quicktime
Media can be categorized. This enables a generalized examination.
A medium can be allocated to a value in a media category.
- The analysis takes place under "Navigation > Media Categories".
- In the analysis, all media not allocated to any media category appear with "-".
Products and orders can be logged under e-commerce.
The following are examples of product-specific information that can be captured in Webtrekk:
The use of links, for example viewing product images, reviews etc. can be recorded as event in Webtrekk.
A unique product name needs to be specified.
The article number is often used as the name.
This is expedient especially when Webtrekk User Relationship Management is used, since the product catalogue is usually imported in this case based on the product name.
Alternatively, a combination of the article number and article name can be used as well.
Advantages and disadvantages of using the article number as the product name:
Do not select a product name that can change in the course of the ordering process.
Qty, price and product status
To each product Qty, Price and Product status are being tracked through additional parameters.
Following Product status are supported:
Products can be categorized. This enables a generalized examination.
For each product, a piece of information can be stored in a product category.
Evaluation under "Products > Product Categories".
All products not assigned to a product category are shown with "-" in the analysis.
A product tree can be created based on the product categories. The representation is determined in the configuration by specifying the hierarchy.
E-commerce parameters are used to log changing information on products.
- Product size
- Product color
Unlike product categories, e-commerce parameters are logged anew for every call, while categories are only logged once.
Order measurement can capture the order value, order number and discount value.
If you want to compare the order value to the campaign costs, it should be transferred net and without shipping costs where applicable. Alternatively, the amount actually payable by the customer can be transferred.
Specifying the order number is optional. It increases the accuracy of order measurement, since calling up the order confirmation page more than once with a known order number is not counted more than once. It also makes comparison with other tools easier.
The discount value supports the analysis of discounted orders per user with the booking of Webtrekk User Relationship Management.
E-commerce parameters can be used to log additional information about an order.
- Payment method
Session parameters can be used to log one piece of information per visit.
In the course of a visit, only exactly one value is logged.
If several values are transmitted, this may be the first or the last value (can be selected in the configuration).
- Automatic login on webpage
- Test groups for A/B test
By integrating plugins, further on-page information can be logged automatically.
The data are logged as additional parameter. The type depends on the plugin.
All plugins are available in Tag Integration. If you are using the standard pixel, information and download is possible under "Webtrekk Q3 > Configuration > Interfaces".
External data are not directly associated with the webpage visit, but provide interesting information.
The logged data do not have any session reference, i.e. they are not counted as visit.
Using time categories, numeric values can be imported.
The data will be allocated to a time.
- Number of available products per day
- Qty offline orders
Independent parameters can be used to log additional information per pixel call.
Newsletter opening in an email client
<img src=“http://knigge.webtrekk.net/123451392888888/ce.pl?p=314&ce1=newsletter.2016-27" height="1" width="1">
The internal search function of a webpage can be realised with the GET or POST method.
Analysis takes place under "Marketing > Search Phrases".
Search terms are transmitted in a parameter in the URL. The applied parameter (in the example "search") is stored in the system configuration ("Webtrekk Q3 > Configuration > System Configuration > Account > Parameter Internal Search").
Search term is transmitted in the pixel.
It is recommended to additionally commit the amount of search hits (e.g. via page parameter).
Generic parameters enable you to track an unlimited amount of information.
These parameters are only available in the raw data export – an analysis through the Webtrekk interface is not possible.
Tracking of the GCLID of Google AdWords: This is an ID in Google AWwords, that is distinct for every click on an ad, that means every click creates a new ID.
They can be used for every existing parameter type. For that, select "Generic" as the datatype when creating a parameter.
Use website goals to analyze and filter for important goals of your website.
Customer Journey calculation is based on website goals.
Analysis takes place under "E-Commerce > Website Goals".
Predefined is the website goal "Order". Also "Product added to shopping cart" can be selected as
conversion point of a website goal.
If you have additional goals (e.g. newsletter sign-up, registration) you have to send a specific e-commerce parameter.
You can configure the website goals under "Webtrekk Q3 > Configuration > Goal".
Data import and export
Overview of the export and import options
Data can be imported for the following objects:
In the case of numeric values, different values can be imported per day.