This training chapter shows ways for reviewing the data transmitted to Webtrekk and how the integration should be tested. You can download this training chapter as PDF file here.

Content:

1. Onsite-Test
1. General remarks for all tools
2. Firefox Web Developer Tools
3. Chrome Developer Tools
4. HttpFox
5. Parameter overview
6. Check Tag Integration
7. Requests
2. Basic tests in Webtrekk
1. Reasons for tracking issues
3. Extended tests in Webtrekk
1. Restriction of data to test
2. Analyses for extended testing
4. Data comparison

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1. Onsite-Test

A check is made directly on the website with onsite tests regarding which data is sent to Webtrekk.

There are various tools available with which you can analyze the data traffic.

The following free solutions are recommended by Webtrekk:

• Firefox Web Developer Tools
• Chrome Developer Tools
• Firefox add-on HttpFox
• Fiddler 2 (software installation) for browser-independent review

Just checking the source code is an inadequate test. E.g. event, heatmap and form requests and JS errors cannot be recognized or only with difficulty.

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1.1 General remarks for all tools

In general, you should filter on your track domain (in the example, knigge.webtrekk.net).

The column „Status“ (Firefox Web Developer Tools und Chrome-Entwickler-Tools) and „Result“ (HttpFox) provides information whether the data was transmitted correctly.

Example results:

• “200” = successfully tracked
• “Cache” = successfully tracked
• “404” = data transmission was not successful. TrackID or track domain do not exist.
• “(Aborted)”
  Usually occurs with heatmap or event requests. Despite the message, the measurement usually occurs in Webtrekk. This is dependent on using the latest pixel version.
  Technical background: The browser establishes a connection to the server (track request) in order to load the picture requested from there. As soon as the query reaches the server, the request is measured. But the server then has to return the picture, which in part is then no longer possible due to leaving the page.

If no request is measured at all, there was a technical error. For example, the pixel is completely missing or the path to the JavaScript file is incorrect.

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1.2 Firefox Developer Tools

Firefox (up from version 23) provides the possibility to examine request with the help of an internal tool.

• Open the website you want to examine in firefox. The tool can be started by clicking
  ≡ -> Developer -> Network or by Ctrl+Shift+E.
• The parameter values are shown in the „parameter“ tab.

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1.3 Chrome Developer Tools

You can also use the Google Chrome Developer Tools to record the tracking requests.

• For doing so, visit the website to be examined with Google Chrome, open the Developer Tools (F12) and select the tab "Network".
• Examine the submitted parameters in the tab „Headers“ under „Query String Parameters“.

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1.4 HttpFox

HttpFox is a free Firefox plugin to examine requests.

• Inspect the transferred parameters in the tab “Query String”.

Example: Overview of the transmitted requests

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1.5 Parameter overview

You can obtain a detailed description of the parameters in the Webtrekk manual.

Parameter	Description	Configuration in Webtrekk necessary?	Analysis path
p	Includes various basic information items: Pixel version, Name of the page, Javascript activated, Screen resolution, Color depth in bit, Cookies activated, Time stamp of the client (in milliseconds), Referrer (otherwise the coded URL), Visible area of the browser window, Java installed		- Navigation > Pages > Pages, Visitors > Technology > Javascript Visitors > Technology > Screen resolution Visitors > Technology > Colour depth Visitors > Technology > Cookie - Marketing > Referrers Visitors > Technology > Browser resolution Visitors > Technology > Java

 

Parameter	Description	Configuration in Webtrekk necessary?	Analysis path
eid	End device Visitor Ids		n.a. (Dimension: End device Visitor Ids)
eor	End of request. Serves for evaluation at Webtrekk as to whether requests are completely recorded or not.
fn	Form name		Navigation > Forms > Forms
ft	Form field		Navigation > Forms > Form Fields
fvc	not used		not used
is	Search term of internal search function	X (when using URL parameter)	Marketing > Search Phrases > Internal Search Phrases
la	Country code of the language setting of the client (e.g. "de")		Visitors > Geography > Browser Language
lvc	not used		not used
pu	Page URL		Used for the feature "Dataprofiles"
wt_vt	AB test variant [1,2,3…]	X	Navigation > Tests > [Name of the test]

 

Pages

Parameter	Description	Configuration in Webtrekk necessary?	Analysis path
cg [ID]	Content group [ID]	X	Navigation > Content Groups > [Name of Content Group] (for datatype “Text”, otherwise metric)
cp [ID]	Page parameter [ID]	X	Navigation > Page Parameters > [Name of Page Parameter] (for datatype "Text", otherwise metric)

Page parameters, that are predefined in Webtrekk:

Parameter	Description	Configuration in Webtrekk necessary?	Analysis path
cp570	Page Load Time	X	- (Metric)
cp750	Adclear Click ID	X	- (not available in the frontend)
cp751	Google Click ID	X	- (not available in the frontend)
cp752	Divolution Click ID	X	- (not available in the frontend)
cp770	Consider browser tabs	X	- (Metric)
cp771	Number of search results	X	- (Metric)
cp772	Error messages	X	Navigation > Page Parameters
cp773	Paywall calls	X	Navigation > Page Parameters
cp774	Article heading	X	Navigation > Page Parameters
cp775	Content tags	X	Navigation > Page Parameters
cp776	Page title	X	Navigation > Page Parameters
cp777	Page type	X	Navigation > Page Parameters

cp778	Page length	X	Navigation > Page Parameters
cp779	Days since publication	X	- (Metric)
cp780	Viewport	X	Navigation > Page Parameters
cp781	Experiment	X	Navigation > Page Parameters
cp782	Version	X	Navigation > Page Parameters
cp783	Screen Orientation	X	Navigation > Page Parameters
cp784	requestURLStoreQueu	X	- (Metric)
cp785	Pixel variant	X	Navigation > Page Parameters
cp785	Pixel version	X	Navigation > Page Parameters

Page categories (content groups), that are predefined in Webtrekk:

Parameter	Description	Configuration in Webtrekk necessary?	Analysis path
cg880	Ressort/Main category	X	Navigation > Content Groups
cg881	Subcategory	X	Navigation > Content Groups
cg882	Author	X	Navigation > Content Groups

 

Events

Parameter	Description	Configuration in Webtrekk necessary?	Analysis path
ck [ID]	Event parameter [ID]	X	Navigation > Event Parameters (for datatype “Text”, otherwise metric)
ct	Event name		Navigation > Events

Event parameters, that are predefined in Webtrekk:

Parameter	Description	Configuration in Webtrekk necessary?	Analysis path
ck500	Survey - Survey title	X	Navigation > Event Parameter
ck501	Survey - Question	X	Navigation > Event Parameter
ck502	Survey - Question Evaluation	X	- (Metric)
ck503	Survey - completed status	X	Navigation > Event Parameter
ck520	Teaser - Placement	X	Navigation > Event Parameter
ck521	Teaser - Name	X	Navigation > Event Parameter
ck522	Teaser - Variant	X	Navigation > Event Parameter
ck523	Teaser - Views	X	- (Metric)
ck524	Teaser - Clicks	X	- (Metric)
ck525	Teaser - Page Engagement	X	- (Metric)
ck526	Teaser - Content	X	Navigation > Event Parameter
ck527	Teaser - Type	X	Navigation > Event Parameter

ck528	Teaser - Conversions	X	- (Metric)
ck529	Teaser - Widget Request ID	X	- (not available in the frontend)
ck530	Teaser - Target Group	X	Navigation > Event Parameter
ck531	Teaser - Rule	X	Navigation > Event Parameter
ck532	Teaser - Item Page in Widget	X	Navigation > Event Parameter
ck533	Teaser - Item Position in Widget	X	Navigation > Event Parameter
ck540	Scroll Depth	X	Navigation > Event Parameter
ck550	Social Media Buttons	X	Navigation > Event Parameter
ck830	Player type	X	Navigation > Event Parameter
ck831	Foreground/background	X	Navigation > Event Parameter
ck832	Uptime/live-alive	X	- (Metric)
ck833	Viewing platform	X	Navigation > Event Parameter

 

Parameter	Description	Configuration in Webtrekk necessary?	Analysis path
ck834	Embed type	X	Navigation > Event Parameter
ck835	Page Type	X	Navigation > Event Parameter
ck910	Crash - Type	X	- (Metric)
ck911	Crash - Name	X	Navigation > Event Parameter
ck912	Crash - Message	X	Navigation > Event Parameter
ck913	Crash - Cause Message	X	Navigation > Event Parameter
ck914	Crash - Stack	X	Navigation > Event Parameter
ck915	Crash - Cause Stack	X	Navigation > Event Parameter
ck916	Crash - User Info	X	Navigation > Event Parameter
ck917	Crash - Return Addresses	X	Navigation > Event Parameter

 

E-Commerce

Parameter	Description	Configuration in Webtrekk necessary?	Analysis path
ba	Product name		E-Commerce > Products
ca [ID]	Product category [ID]	X	E-Commerce > Product Categories > [Name of Product Category] (for datatype "Text", otherwise metric)
cb [ID]	E-Commerce parameter [ID]	X	E-Commerce > E-Commerce Parameters > [Name of Parameter] (for datatype "Text", otherwise metric)
co	Product costs		Metrics "Value Product Views", "Value Product Added to Cart", "Value Purchased Products"
cr	Product currency. Used to indicate currency in an account for automatic conversion.	X	-
qn	Number of products		Metrics "Qty Product Views", "Qty Product Added to Cart", "Qty Purchased Products"
oi	Order ID		E-Commerce > Orders separately
ov	Order value		Metric "Order Value"
st	Status of the shopping cart		Metrics "Qty Product Views", "Qty Product Added to Cart", "Qty Purchased Products"

E-Commerce parameters, that are predefined in Webtrekk:

Parameter	Description	Configuration in Webtrekk necessary?	Analysis path
cb560	New or Returning Customer	X	E-Commerce > E-Commerce Parameters
cb561	Return Value	X	- (Metric)
cb562	Cancellation Value	X	- (Metric)
cb563	Coupon Value	X	- (Metric)
cb675	Product advertised	X	- (Metric)
cb760	Product sold out	X	- (Metric)
cb761	Payment method	X	E-Commerce > E-Commerce Parameters
cb762	Shipper	X	E-Commerce > E-Commerce Parameters
cb763	Shipping speed	X	E-Commerce > E-Commerce Parameters
cb764	Shipping costs	X	- (Metric)
cb765	Margin/mark-up	X	- (Metric)
cb766	Order status	X	Navigation > Event Parameter

cb767	Version (color, model and so on)	X	E-Commerce > E-Commerce Parameters
cb900	App installed	X	- (Metric)

Product categories, that are predefined in Webtrekk:

Parameter	Description	Configuration in Webtrekk necessary?	Analysis path
ca870	Product name	X	E-Commerce > Product Categories
ca871	Product main category	X	E-Commerce > Product Categories
ca872	Product subcategory	X	E-Commerce > Product Categories
ca873	Product manufacturer/brand	X	E-Commerce > Product Categories
ca874	Product description short	X	E-Commerce > Product Categories
ca875	Product description long	X	E-Commerce > Product Categories

 

Campaigns

Parameter	Description	Configuration in Webtrekk necessary?	Analysis path
cc [ID]	Campaign parameter [ID]	X	Marketing > Campaign Parameters (for datatype "Text", otherwise metric)
mc	Campaign ID, consists of parameter and value (e.g. "wt_mc=newsletter")	X	Marketing > Campaigns > Advertising Media
mca	Campaign action [c = click, v = view]		Metrics: "Campaign Views", "Campaign Clicks"

Campaign parameters, that are predefined in Webtrekk:

Parameter	Description	Configuration in Webtrekk necessary?	Analysis path
cc601	Optivo Linkname	X	Marketing > Campaign Parameters
cc606	eCircle Linkname	X	Marketing > Campaign Parameters
cc607	RTA Vertical	X	Marketing > Campaign Parameters
cc608	RTA Publisher	X	Marketing > Campaign Parameters
cc609	RTA SSP	X	Marketing > Campaign Parameters
cc610	RTA Size	X	Marketing > Campaign Parameters
cc611	RTA Visibility	X	Marketing > Campaign Parameters
cc612	RTA Bidrequest ID	X	Marketing > Campaign Parameters
cc613	RTA Domain	X	Marketing > Campaign Parameters
cc614	RTA Page	X	Marketing > Campaign Parameters

cc615	MA Targetgroup	X	Marketing > Campaign Parameters
cc616	MA Campaign ID	X	Marketing > Campaign Parameters
cc617	MA Item ID	X	Marketing > Campaign Parameters

 

Sessions

Parameter	Description	Configuration in Webtrekk necessary?	Analysis path
cs [ID]	Session parameter [ID]	X	Visitors > Session Parameters > [Name of Parameter] (for datatype “Text”, otherwise metric)

Session parameters, that are predefined in Webtrekk:

Parameter	Description	Configuration in Webtrekk necessary?	Analysis path
cs510	Nugg.ad - Age	X	Visitors > Session Parameters
cs511	Nugg.ad - Gender	X	Visitors > Session Parameters
cs512	Nugg.ad - Occupation	X	Visitors > Session Parameters
cs513	Nugg.ad - Personal Net Income	X	Visitors > Session Parameters
cs514	Nugg.ad - Householdincome	X	Visitors > Session Parameters
cs515	Nugg.ad - Household size	X	Visitors > Session Parameters
cs516	Nugg.ad - Education	X	Visitors > Session Parameters
cs517	Nugg.ad - Housekeeper	X	Visitors > Session Parameters
cs518	Nugg.ad - Main Breadwinner	X	Visitors > Session Parameters
cs519	Nugg.ad - Children	X	Visitors > Session Parameters
cs534	Tv&Radio-Environment after	X	Visitors > Session Parameters

cs535	Entry campaign channel	X	Visitors > Session Parameters
cs536	Tv&Radio-Name of spot	X	Visitors > Session Parameters
cs537	Tv&Radio-Broadcast Station	X	Visitors > Session Parameters
cs538	Tv&Radio-Theme	X	Visitors > Session Parameters
cs547	Tv&Radio-Spot duration	X	Visitors > Session Parameters
cs548	Tv&Radio-Costs per Spot	X	Visitors > Session Parameters
cs549	Tv&Radio-Range	X	Visitors > Session Parameters
cs600	Optivo Receiver-ID	X	Visitors > Session Parameters
cs605	eCircle Receiver-ID	X	Visitors > Session Parameters
cs650-669	Click Path Analysis	X	Visitors > Session Parameters
cs680	Frequency Analysis: Time of the last visits (days)	X	Visitors > Session Parameters

cs681	Frequency Analysis: Amount of visits	X	Visitors > Session Parameters
cs682	Frequency Analysis: daily visitor	X	- (Metric)
cs683	Frequency Analysis: weekly visitor	X	- (Metric)
cs684	Frequency Analysis: monthly visitor	X	- (Metric)
cs685	Frequency Analysis: date of the visitor	X	Visitors > Session Parameters
cs800	Login status	X	Visitors > Session Parameters
cs802	Tracking platform	X	Visitors > Session Parameters
cs803	Adblocker	X	Visitors > Session Parameters
cs804	App version	X	Visitors > Session Parameters
cs805	App release	X	Visitors > Session Parameters
cs806	Mobile wireless provider	X	Visitors > Session Parameters
cs807	Connection speed/type	X	Visitors > Session Parameters

cs808	Adclear User ID	X	- (not available in the frontend)
cs809	Playstore-Advertiser-ID	X	- (not available in the frontend)
cs810	Playstore-eMail	X	Visitors > Session Parameters
cs811	Playstore-first name	X	Visitors > Session Parameters
cs812	Playstore-family name	X	Visitors > Session Parameters
cs813	Advertising Opt Out	X	- (Metric)
cs814	Android API Level	X	- (not available in the frontend)
cs815	App updated	X	- (Metric)
cs816	App preinstalled	X	- (Metric)
cs817	AdClear purchase probability	X	- (Metric)
cs818	Net Promoter Score	X	- (Metric)
cs819	NPS Feedback	X	Visitors > Session Parameters

 

Media

Parameter	Description	Configuration in Webtrekk necessary?	Analysis path
bw	Bandwidth in bit/second.		Navigation > Media > Media Bandwidth (Bit/Second)
mg [ID]	Media category [ID]	X	Navigation > Media > Media Categories > [Name of Category] (for datatype "Text", otherwise metric)
mi	Name of the video		Navigation > Media > Media
mk	Position of the media player		Navigation > Media > Media Chapters
mt1	Current position of the video		Metric: "Run Time"
mt2	Total run time of the video		Metric: "Media Run Time"
mut	Mute [1-mute active]		Navigation > Media > Media Player Mute
vol	Volume [0-255]		Navigation > Media > Media Player Volume
x	Time stamp		n.a.

Media categories, that are predefined in Webtrekk:

Parameter	Description	Configuration in Webtrekk necessary?	Analysis path
mg890	Video Title	X	Navigation > Media Categories
mg891	Video URL	X	Navigation > Media Categories
mg892	Video Thumbnail	X	Navigation > Media Categories

 

Visitors

Parameter	Description	Configuration in Webtrekk necessary?	Analysis path
cd	URM - Custom Visitor Id		Visitors > URM - User Relationship Management > URM - Custom Visitor Id
uc [ID]	URM category	X	Visitors > URM Categories

URM categories, that are predefined in Webtrekk:

Parameter	Description	Configuration in Webtrekk necessary?	Analysis path
uc700	URM - Email	X	Visitors > URM Categories
uc701	URM - Email Receiver-ID	X	Visitors > URM Categories
uc702	URM - Email-Optin	X	Visitors > URM Categories
uc703	URM - First Name	X	Visitors > URM Categories
uc704	URM - Last Name	X	Visitors > URM Categories
uc705	URM - Telephone	X	Visitors > URM Categories
uc706	URM - Gender	X	Visitors > URM Categories
uc707	URM - Birthday	X	Visitors > URM Categories
uc708	URM - Country	X	Visitors > URM Categories
uc709	URM - City	X	Visitors > URM Categories
uc710	URM - Postal Code	X	Visitors > URM Categories

uc711	URM - Street	X	Visitors > URM Categories
uc712	URM - House Number	X	Visitors > URM Categories
uc713	URM - Data validated	X	Visitors > URM Categories
uc850	NPS Score	X	- (Metric)
uc851	NPS Score Feedback	X	Visitors > URM Categories
uc852	Premium/Paywall user status	X	Visitors > URM Categories
uc853	RTA - Cost	X	- (Metric)
uc854	RTA - Ad views	X	- (Metric)
uc855	RTA - Ad Clicks	X	- (Metric)
uc856	RTA - Auctions	X	- (Metric)

 

Independent parameters

Parameter	Description	Configuration in Webtrekk necessary?	Analysis path
ce [ID]	Independent parameter [ID]	X	Visitors > Independent Parameters > [Name of Parameter] (for datatype "Text", otherwise metric)

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1.6 Check Tag Integration

Is Webtrekk Tag Integration loaded?

Check with the Chrome Developer Tools (F12) in the tab "Network“.

• The check is done based on the request (in the example the Chrome Developer Tools are used)
• When using the default setup filter on "responder.wt-safetag.com". Alternatively, use the Tag Integration ID.
• Status codes (Tab "Headers" > "General")
  • 200 = Account ID incorrect. No Tag Integration account exists for the submitted Tag Integration ID.
  • 204 = No container was found for the current domain.
  • 307 = Successfully loaded and container is delivered.

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1.7 Requests

Webtrekk tracks the following requests

• Page requests
• Event requests
• Heatmap requests
• Form requests
• Media requests

Page requests

The following information is recorded in Webtrekk:

• The page "manieren_per_mausklick". Analysis is possible under "Navigation > Pages > Pages".
• Content group 1 with the value "home".
  Please note: Content groups are only assigned once, on the first track request!
• The page parameter 5 includes the ID "7654".

 

Event requests

The following information is recorded in Webtrekk:

• The Event "themen/bei-tisch-202.htm". Analysis is possible under "Navigation > Events".
  It is automatically assigned to the last page request.

Event requests can be recognized by the parameter "ct" (click tracking).

 

Heatmap requests

The following information is recorded in Webtrekk:

The coordinates of the clicks. Analysis is possible under "Webtrekk Q3 > Overlay > Heatmap".
It is automatically assigned to the last page request.

 

Form requests

The following information is recorded in Webtrekk:

• The form "manieren_per_mausklick". Analysis is possible under "Navigation > Forms > Forms".
• The form field "catchword.text" with form field value "empty".
• The form submit status "0" (not send).

Form requests can be recognized by the parameter "fn".

 

Media requests

The following information is recorded in Webtrekk:

• The video "arbeiten_in_reports".
• The video is paused at second 40 and a total of 1159 seconds long.
• Sound is activated.

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2. Basic tests in Webtrekk

Is the Webtrekk tracking pixel integrated on all websites?

An automated audit using crawler is advisable to check for pixel integration across all websites.

E.g. Screaming SEO-Frog (subject to charge).

An implementation concept is the basis for meaningful testing. It describes in detail which information is transferred to Webtrekk, as well as where and how.

Basic tests check whether the data is recorded as defined in the implementation concept or not.

• Is data (e.g. pages, events) available in the corresponding analyses?
• Is the naming (e.g. page name, action name) done according to the concept?
• The test results should be recorded for later reference.

Normally the system has a 60 minute updating interval! You can find the exact time of the last data update at "Webtrekk Q3 > Configuration > System Configuration > Data Collection".

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2.1 Reasons for tracking issues

Web analysis will never measure 100 % of all accesses. Consistency is a key factor for a meaningful analysis.

Reasons for missing data in Webtrekk:

• Page not completely loaded or interrupted before pixel was sent.
  Occurs frequently in the case of large websites or slow Internet connections (e.g. mobile access).
• IP address or domain excluded from measurement in system configuration.
• Ad-blocker/tracking blocker active and no custom track domain in use.
• User has excluded himself from measurement by opt-out.
• Access occurs without activated JavaScript and no NoScript is integrated.
• Technical errors:
• No pixels integrated
• Wrong track domain
• Wrong TrackID
• JS file incorrectly linked
• Function call missing …

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3. Extended tests in Webtrekk

The data validity is checked with extended analyses. Limiting the analyses on a test session is advisable.

Filter options:

• End device Visitor IDs
• Order ID
• Campaign

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3.1 Restriction of data to test

End device Visitor IDs

Filtering based on a End device Visitor ID. This can be read via the parameter "eid" (e.g. via HttpFox).

This limits the analysis to a particular visitor, not a visit. If needed, use the calendar to limit the analyses to individual test sessions.

Example: Filtering with the End device Visitor ID

The Session ID is generated internally in Webtrekk and therefore cannot be read directly. It is therefore not suitable for direct filtering.

 

Order ID

Filtering on the basis of an order ID generated in the test.

Definition of the scope (page, visit, visitor) is possible in the filter engine (depending on the analysis desired).

Example: Filtering with an order ID

 

Campaign

Filtering on the basis of a campaign used in the test (e.g. media code).

Definition of the scope (page, visit, visitor) is possible in the filter engine (depending on the analysis desired).

Example: Filtering an advertising media "wt_mc=newsletter.test"

The campaign must be set up in advance in order to be recorded in Webtrekk.

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3.2 Analyses for extended testing

The following analyses are suitable for in-depth data inspection:

 

Entry pages

For which pages are entries measured?

Possible causes for error: session interruption

When using First-Party cookies different domains lead to several visits and accordingly several entry pages.

Bear in mind: After a Session timeout (no action for longer than 30 minutes) the next page is also counted as an entry page.

 

Path analysis

Are pages etc. called in the expected order?

Possible causes for error: missing or multiple measurement

 

Browser tests

Does the tracking work (e.g. pages, actions, orders) in all browsers?

Possible causes for error: tracking does not work in particular browsers

 

Events per page

Are events measured on the correct page?

Possible causes for error: measurement of the events does not occur on all pages

Example: On which pages are events recorded?

 

Parameters per dimension

• On which pages are page parameters recorded?
• During what actions are event parameters recorded?
• For what products/orders are e-commerce parameters recorded?
• For what sessions/visits are session parameters recorded?
• For what advertising media are campaign parameters recorded?

Possible causes for error: parameters are not set for all defined objects

Example: On what pages is the page parameter "Error Message" recorded?

 

Category per dimension

• To what pages are content groups assigned?
• To what products are product categories assigned?
• To what media are media categories assigned?
• To what Customer-IDs are URM categories assigned?
• To what advertising media are campaign categories assigned?
• To what times are time categories assigned?

All dimensions not assigned to a category appear under "-".

Possible causes for errors: no assignment

Categories (e.g. content groups) are only assigned once, on the first track request (e.g. page).

If the category was not configured in Webtrekk during the first request or not transferred in pixels, it is shown as "-" (not assigned).

To assign these objects, you can carry out an import (Excel, SOAP interface…) or activate a renewed categorization (reset function). The latter function can be activated optionally by your supervising consultant.

Function for renewed reading of categories ("Webtrekk Q3 > Configuration > Categories > Import-Export")

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4. Data comparison

The data comparison is another important building block for checking data quality.

The following sources are appropriate:

• Comparison with internal data (e.g. DWH/CRM)
  e.g. number of online orders vs. orders in Webtrekk,
  recorded customer numbers vs. Customer-IDs in Webtrekk

Tip: Import key figures (e.g. number of online orders) on a daily basis and use the alert function in Webtrekk in order to be notified automatically of irregularities.

• Comparison with other web analytics tools
  In general, other web analysis systems should provide similar data. Deviations of up to 5 percent are to be regarded as normal.
  For an initial comparison, an individual page should be considered for a limited period and the metric page impressions should be used.

Example: Comparison of the page impressions of the homepage for the last seven days on a daily basis.

Are the deviations between the tools per day consistent?

In the next step the comparison can also be extended to other pages/content groups.

• Comparison with marketing tools
  Two different tools, which measure at different places on the site, will, in general, never show the exact same numbers. It is important that the deviation is consistent and within reasonable limits.
  Usually different tools measure at different "spots". While – for example – your marketing tool measures clicks on an advertisement, Webtrekk measures users who reach the landing page. For instance a click can be measured (by the marketing tool) while the visitor closes the browser before fully loading the landing page, thus creating a click but no visit in Webtrekk.
  If the marketing tool duplicates click it is advisable to use campaign visits rather than campaign clicks within Webtrekk in order to create comparability.

 

 

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