This training chapter shows, which options for data collection with Webtrekk exist and what advanced setup possibilities arise.

You can download this training chapter as PDF file here.

Content:

Options for data collection
Advanced Setup

1. Options for data collection

There are various ways to track web analytics data in Webtrekk.

Website

Tag Integration
Standard pixel
AMP extension
Server-to-Server communication

Apps

Mobile SDKs
Server-to-Server communication

1.1 Tag Integration

Webtrekk-specific product features, tags of other service providers and custom plugins can be configured in a straightforward user interface with Webtrekk Tag Integration.

All tags are aggregated in one JavaScript.

The Tag Integration script is loaded asynchronously. Thus, it does not slow down the loading of the website.

The specific tags work like as if they would have been integrated without Tag Integration.
Some tags of external service providers generate cookies. In these cases, opt-out possibilities have to be integrated for each tag.

In order to track users with deactivated JavaScript include an additional NoScript pixel int the website.

For a fast integration Webtrekk provides plugins for the following shop systems:

Tags	Description
Hybris	Allows a fast integration of Webtrekk Analytics into Hybris systems.
Magento 2	Allows a fast integration of Webtrekk Analytics into Magento 2 systems.
Shopware	Allows a fast integration of Webtrekk Analytics into Shopware systems.

Special features of Tag Integration:

Low demand on the resources of the IT department for maintenance and the expansion of data collection.
Independent of internal release processes.
Data sovereignty: You decide, which data you send to external tag providers.
Efficient data collection with the use of a uniform data layer.
Future-proof: Ongoing expansion of the plugin library by Webtrekk.
Initial setup for the configuration of Tag Integration necessary.

Containers

A container defines an URL section.

For each Webtrekk account (e.g. live account, test account) a container has to exist.

Plugins

For each container a defined set of plugins is used.

Plugins can be configured individually for each container.

Available tags for Webtrekk-specific product features:

Tags	Description
Cross Device Bridge	For submitting user-specific information in order to improve the matching in the Cross Device Bridge.
Detect AdBlock	Tracks in Webtrekk Analytics, if an adblocker is activated.
Net Promoter Score	An NPS survey can be shown. The results are tracked in Webtrekk Analytics.
Page Load Time	Tracks, how long it takes to load a single page of website.
Product Advertised	Tracks, if the product advertised in external campaigns is also purchased.
Product List Tracking	Shows, which products were viewed on which position in the product list and what the effects of other product status are.
Scrollposition	Determines, what percentage of a page was viewed and how many pixels it is high.
Survey Widget	Allows the integration of surveys, that can be tracked in Webtrekk Analytics.
Teaser Tracking	Measure teaser views and clicks as well as their effects on the achievement of website goals.
Webtrekk Plugin	Allows the data collection in Webtrekk Analytics/Q3.
Webtrekk Marketing Automation	Allows the use of Webtrekk Marketing Automation.

Available Plugins for A/B test tools:

Tags	Description
AB Tasty	Tests provided by AB Tasty can be analyzed in Webtrekk Analytics.
Kameleoon	Tests provided by Kameleoon can be analyzed in Webtrekk Analytics.
Optimizely	Tests provided by Optimizely can be analyzed in Webtrekk Analytics.

Other plugins:

Tags	Description
Cookie Policy	Shows an opt-out reference for cookies. Layout and text can be configured.
Import External Customer Journey	Allows the import of customer journey data from third party service providers. The customer journey tracked by Webtrekk will be overwritten.
URL Campaign Mapper	The plugin is able to read out URL parameters and combine them to a Webtrekk campaign code.

Plugins for other service providers:

Tags	Description
AdClear	AdClear make it possible to track the entire customer journey, including campaign views, and calculates the optimal attribution model. The plugin allows the data submission to AdClear and the use of the AdClear purchase probability for predictions calculated by Webtrekk.
Adition Tagging	With the plugin users can be marked for Adition.
Adition Tracking	With the plugin success pixels for Adition can be sent.
Affilinet Retargeting	With the plugin users can be market for Affilinet.
Affilinet Order	With the plugin success pixels for Affilinet can be sent.
Criteo	With the plugin users can be marked for Criteo as well as success pixels can be sent.
OMQ	OMQ offers predefined answers to internal searches based on an intelligent knowledge data base. The plugin provides detailed information, that can be used in Webtrekk Analytics.

Custom plugins can be created in addition to the tags preconfigured by Webtrekk ("Custom plugins > New custom plugin"). They can be executed in different positions as well:

Instantly
As soon as Tag Integration has been fully loaded.
e.g. A/B tests
In Head
Before the website content is loaded.
e.g. jQuery frameworks
After <BODY>
When the website content starts loading.
e.g. marketing pixel on the order
confirmation page
Before </BODY>
When the website content has been fully loaded.
e.g. 3rd-party tracking provider

Parameters

Parameters is information, that has to be defined globally in Tag Integration. They can be used in plugins (e.g. page name, order ID).

For doing so, JavaScript variables or URL parameters can be used.

Webtrekk recommends using a global data layer, which provides all relevant information.

This information is requested and defined as parameters in Tag Integration.

Please click here to get more information on data layers.

Rules

Rules are used to define, when plugins should be executed.

Parameters, events or the URL can be used for definition.

By using a filter function, various conditions can be combined with each other.

1.2 Standard pixel

Data collection can also be done via a standard pixel.

The pixel is integrated in the source code of the website.
Each page (also e.g. layers) should contain a pixel in order to prevent errors in the data interpretation.
Users with and without activated JavaScript can be tracked.

For a quick and easy integration Webtrekk provides plugins for some shop systems (e.g. Hybris, Magento 2, Shopware).

The following steps happen when a website is requested:

Special features of the standard pixel:

Compared to Tag Integration there is a higher effort in the IT department for maintaining and extending the data collection.
Often adaptions are lengthy, as they depend on internal release processes.

The chosen integration position has a significant influence on the data collection

When integrating it at the beginning of a website: Tracking is done as quickly as possible.
- Advantage: Higher data accuracy.
- Disadvantage: Qualitative view only available when using additional plugins (e.g. scroll depth, page load time).
When integrating it at the end of a website: Tracking is only done, when the page was loaded completely.
- Advantage: Qualitative tracking.
- Disadvantage: Missing data (e.g. campaigns, orders).

1.3 Accelerated Mobile Pages - AMP

AMP is an open source project and serves for accelerating mobile websites. Depending on the device either the "normal" website is displayed or the AMP website.

Webtrekk can be used via the "amp-analytics" extension.
A limited range of functions is supported.
The tracking of media, forms and heatmap is not possible.
Pixelation (e.g. page naming) has to be done manually.

1.4 Mobile SDKs

For a quick app integration Webtrekk provides SDKs for Android and iOS.

Range of functions for the tracking is the same as with pixel integration.
Tracking data for offline usage is stored temporally and sent as soon as an internet connection is available again.
Automatic tracking of activities.
No appstore release for adaptions of the tracking necessary, when using the mobile container in Tag Integration.

Special features of the mobile SDKs:

Quick setup process.
Supports only the native developer tools.

The following steps are executed when the app is used:

1.5 Server-to-Server

Data is transmitted directly from the web server and not from the client to Webtrekk.

Example:

The process is also used to measure directly linked PDF files.

Special features of Server-to-Server:

Very high data accuracy.
No tracking visible.
Consider data privacy (opt-out possibility).
Complex integration.
No direct testing on website possible.

Structure of a tracking request:

http[s]://[track domain]/[track ID]/wt?p=[version] ,[page name],…

Further information can be found in the technical documentation.

2. Advanced setup

The advanced setup takes the following points into account:

First-/third-party cookies
Custom domains for data collection and Tag Integration
How many Webtrekk accounts?
Access exclusion
Data privacy
Single page applications
Multitab browsing

2.1 First-/Third-party cookies

First- or third-party cookies can be used to recognize visitors with Tag Integration or the standard pixel.

First-party cookies

The cookie is set in the domain of the website.
Greater acceptance enables higher data accuracy.
Default setting in Webtrekk.

Third-party cookies

Cookie is set in the track domain.
Domain-independent tracking in an account WITHOUT session break.
Is deleted automatically by some browsers after session end.

To improve the visitor identification, a customer ID should be submitted.

2.2 Custom domains for data collection and Tag Integration

Track domain: Where should the tracked data be sent to?

Webtrekk track domain
The data is sent directly to a Webtrekk domain (e.g. "knigge.wt-eu02.net").

Advantage: Domain-independent visitor recognition possible (when using third-party cookies).
Disadvantage: No measurement when tracking blockers are used.
Custom track domain
A custom sub domain (e.g. "img.knigge.de") is used for data submission.
A redirection is done from there to the Webtrekk track domain.
If SSL is used on the website, too, a corresponding certificate has to be installed.

Advantage: Greater data accuracy, as tracking blockers do not work.
Disadvantage: Costs for certificate (when using SSL).

Tag Integration: From where is Tag Integration loaded?

Webtrekk domain
"responder.wt-safetag.com" is requested. From there a redirection is done on the JS file, that is stored at "d1r27qvpjiaqj3.cloudfront.net".
Custom domain
Alternatively, custom domains can be used, that redirect to the Webtrekk domains.
If SSL is used on the website, too, a corresponding certificate has to be installed.

Advantage: Greater data accuracy, as tracking blockers do not work.
Disadvantage: Costs for certificate (when using SSL).

Example for custom domains used for data collection and Tag Integration:

In order to ensure a best possible data accuracy, custom domains should be used for the tracking and Tag Integration.

2.3 How many Webtrekk accounts?

Is all data supposed to be tracked in one account?

Example for useful differentiation:

Different countries (e.g. Shop UK, Shop US)
If pages of different content are tracked (e.g. shop and blog)
Live/test account

Usually, one live and one test account are recommended. Thus, tests won’t impact data analysis!

Benefits and disadvantages of separate accounts per country:

Benefits	Disadvantages
No filtering on domain/country/page etc. required.	Account setup more complex.
Less data à faster calculation.	Usually higher costs.
Customized naming of metrics, parameters etc. possible (e.g. in local language).	No overview of total accesses (Please note: Cross-domain visitor recognition for first-party cookies only with customized implementation possible!)
Limits (e.g. reports amount, parameter characteristics) apply for each account.
Better account administration for individual teams.
Less custom metrics required (e.g. “Visits US”, “Visits UK”…)
Campaign structure properly displayable.

Most flexible solution: Use an overall account and additional sub accounts.

By using the feature "Dataprofile" it is possible to automatically copy tracking data into other accounts. Thus, various accounts can be filled 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.

Copy from sub accounts to a global account

Copy from global account into sub accounts

Configuration is done at "Webtrekk Q3 > Configuration > System configuration > Data collection".

Please note, that the source and target accounts should be configured identically (e.g. custom parameters, categories…).

Configuration examples:

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.

2.4 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
Domain

This might be useful 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”.

2.5 Data privacy

Requirements of the German data privacy regulation:

The tracked data must not have any direct personal references
- Example: Tracking of form fields
- Alternative: Opt-in procedure
Reference in data privacy statement
Possibility for users to opt-out from the data collection
No storage of IP addresses in the analysis tool
Cookie duration max. 6 months

2.6 Single page applications

For single page applications data is submitted by a function call.

In the call it is determined, if the tracking should be done as event or page. By doing so, virtual pages can be generated.

Please note, that the use of virtual pages is suitable for various calculations:

Page duration
Click paths analysis
Process/funnel analysis
Entries/exits/bounces

2.7 Multitab-Browsing

Webtrekk offers two different options of how data can be collected when using multiple browser tabs.

Variant A

As soon as a new tab is opened (even if the active tab is not left), Webtrekk tracks it. Renewed accesses of a tab are not counted a second time.

Advantages:

In some circumstances it can be more cost-effective, because less page impressions are measured. Correlates with common measurements in analytics tool.

Variant B

Only when a tab is seen, Webtrekk tracks it. Every renewed call of a tab leads to a repeated count.

Advantages:

Corresponds to the real user behavior. (Page) paths are correctly depicted. Clicks (events) are correctly assigned to a page.

By default option A is activated. In order to use option B, the corresponding option has to be activated in Tag Integration.

Example:

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".

Articles in this section

Implementation 2 – Data Collection

1. Options for data collection