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Implementation 3 – Setup Options for the Tracking of Elements

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Webtrekk offers a variety of analyses. Some of them automatically provide data, as soon as Webtrekk is integrated (e.g. Which end devices were used?, From which country was the access made?...).

On the contrary, this training chapter covers all elements, that you can affect actively.

  • What can be tracked with Webtrekk?
  • How should it be tracked?

For each element we provide use cases and show a selection of best practices.

You can download this training chapter as PDF file here.

Content:

Overview trackable elements

The following basic elements can be tracked in Webtrekk:

Dimensions

Description

Pages

the name of a specific page

Events

the name of a specific link or other events

Customer-ID

a login information (e.g. email address)

Ad media

the data source (e.g. URL parameter) of a marketing action

Media

the name of a video or media stream

Products

the name of a product

Order ID

the tracked order ID

Internal search phrase

the used search phrase in the own search

Custom information

Categories and parameters allow the integration of custom information about dimensions.

  • Categories: For tracking static information
    • Categories can be tracked via the pixel or be imported
  • Parameters: For tracking dynamic information
    • Parameters can solely be tracked via the pixel
      (Exception: E-commerce parameters).
    • Multiple information can be submitted for each
      parameter at the same time.

Categories and parameters have to be configured in Webtrekk prior to data collection. Text (> Dimension) and figure values (> Metric) are supported.

Overview over available categories and parameters per dimension:

Dimensions

Categories

Parameters

Pages

Content groups

Page parameters

Events

-

Event parameters

Customer-IDs

URM categories

-

Ad media

Campaign categories

Campaign parameters

Media

Media categories

- (instead possible via event parameters)

Products

Product categories

E-commerce parameters

Order ID

-

E-commerce parameters

Time

Time categories

Independent parameters

Session IDs

-

Session parameters

Page-related information

Allows, for example, the following analyses:

  • What pages and page areas are accessed?
  • Which are the most often used entry and exit pages?
  • Which paths do visitors use?

Pages

The dimension "Pages" is the base for all page-related analyses.

  • For each page further information can be tracked via categories and parameters.
  • The analysis of pages is done in the navigation area "Navigation > Pages".
  • A meaningful page naming is necessary for a comfortable and fast work.
    The naming can be done automatically or manually.

Automatic page naming

By default the page name is automatically created from the URL.

For doing so the URL is converted:

  • Slashes ("/") in the URL are converted to dots, dots are converted to underscores ("_").
  • URL parameters (e.g. "?" or "&") are not taken into consideration.

Example for automatically created page name:

  • URL: http://www.demoshop.com/men/productoverview.htm
  • Page name: www_demoshop_com.men.productoverview_htm

Advantages:

  • Allows a very quick and easy integration of Webtrekk.
  • Can potentially lead to fewer questions and misunderstandings.

Manual page naming

Alternatively, a specific page name can be submitted.

It should be unique and provide a good conclusion to the page.

Exceptions for a mandatory uniqueness:

  • Product pages (differentiation is done via e-commerce tracking)
  • Search results (differentiation is done via search parameters)

Recommendation: Use the navigation path for naming the pages.

Example for page naming based on the navigation path:

Page names:

  • en.home
  • en.men.overview
  • en.men.coat.productview

Advantages:

  • Allows a speaking and short page naming.
  • Higher flexibility: Information can be added in the page name, that are not a part of the URL.

Virtual pages

Via function call so-called virtual pages can be created.

By doing so, pages without specific URL (e.g. layers, sent forms) as well as events (e.g. Ajax elements) can be tracked, too.

Example for the tracking of the page "en.newslettersubscription.success" (when using Tag Integration):

wts.push(['send', 'page', {contentId: 'en.newslettersubscription.success'}]);

Content groups

Pages can be categorized via content groups. This allows a superordinate view and an easier use of the user interface.

  • For each content group a fixed information can be assigned to a page.
  • Often information about the hierarchy is submitted.

Examples:

  • Country
  • Main area
  • Sub area

Page name

Content group 
"CG1 - Country"

Content group
"CG2 - Main area"

Content group 
"CG3 - Sub area"

en.home

en

home

  

en.men.overview

en

men

overview

en.men.coat.productview

en

men

coat

Page URL

The Page URL is a predefined content groups. It shows the initial URL, under which a page was accessed.

Example: At 08:02 am, the page "home" was logged for the first time in Webtrekk.

Access

Page

Actual Page URL

Page URL tracked in Webtrekk

8:02

en.home

www.knigge.de?wt_mc=google

www.knigge.de?wt_mc=google

8:03

en.home

www.knigge.de

8:04

en.home

www.knigge.de?wt_mc=yahoo

8:05

en.home

www.knigge.de

Just like content groups Page URLs can be edited and imported.

Page parameters

Page parameters can be used to log additional information about a specific page.

Examples:

  • Page load time
  • Screen orientation
  • Number of search results of the internal search
  • Error messages for forms

Access

Page

Page parameter
"Error Message"

8:02

service.registrationform

  

8:10

service.registrationform

Salutation

8:15

service.registrationform

Salutation; GTC

8:37

service.registrationform

GTC

Event-related information

Allows, for example, the following analyses:

  • Which links are used?
  • How do different link positions work?
  • What are click rates of links?
  • How far are pages scrolled?

Events

The dimension "Events" is the base for all event-related analyses, like e.g. the use of links.

  • For each event further information can be tracked via parameters.
  • The analysis of events is done in the navigation area "Navigation > Events".
  • The naming can be done automatically or manually.

Tracking of HTML links

There are 2 ways to track HTML links:

Variant "Link"

  • All HTML links are automatically tracked when clicked.
  • The target URL is taken as event name.
  • An arbitrary link attribute (default: name attribute) can be used for the unique labeling of links (in case multiple links with the same target exist).
  • Advantages:
    • Very easy to implement.
  • Disadvantages:
    • Link names can get very long.
    • No custom naming possible.

Example: Links at the page www.knigge.de without and with labeling

Link

Event name

<a href="tablemanners.html">Link</a>

www.knigge.de.tablemanners.html

<a href="tablemanners.html" name="nav1">Link</a>

nav1.www.knigge.de.tablemanners.html

Example: Labeling of link areas for a unique naming www.knigge.de

Variant "Standard"

  • All labeled HTML links of a page are tracked when clicked.
  • An arbitrary link attribute (default: name attribute) is used for the unique labeling and naming.
  • Advantages:
    • Allows a short and unique naming.
    • Not all links of a page have to be tracked
      (could lead to fewer costs).
  • Disadvantages:
    • Higher effort for the integration.

Example: Links at the page www.knigge.de

Link

Event name

<a href="topics.html" name="nav1.topics">Link</a>

nav1.topics

Example: Manual labeling of links at www.knigge.de

Recommendation: Use the link position for labeling dynamic link areas.

An event is automatically assigned to the page, that was tracked last before the click. Thus, the name of the linking page does not have to be submitted in the name of the event.

Tracking of other links/events

In order to track other links (e.g. JavaScript, Ajax), a tracking via function call can be made.

Example for the tracking of the event "Nav1.topics" (when using Tag Integration):

wts.push(['send', 'click', {linkId: 'Nav1.topics'}]);

Event parameters

Event parameters can be used to log additional information about an event.

Examples:

  • Scroll depth
  • Link type (e.g. internal/external)
  • Click area (e.g. text/image/header)
  • Link target (e.g. if a link position is used as link name)

Access

Event name

Event parameter
"Events - Click area"

Event parameter
"Events - Link target"

8:02

Teaser.News1

Text

News - Knigge Seminars

8:03

Teaser.News1

Picture

News - Knigge Seminars

8:04

Teaser.News2

Text

News - Interview

Teaser performance plugin

Onsite teasers can be analyzed in detail by using the teaser performance plugin.

  • Views and clicks are tracked for each teaser. This allows the calculation of click rates.
    When a view is tracked it is also taken into account, if the teaser was in the visible area.
  • Engagement and goal achievement can be analyzed per teaser.
  • To make the tracking work, the teaser stage has to be adapted. Data collection is done via several event parameters.

Additional information about the teaser tracking can be found here.

User-related information

Allows, for example, the following analyses:

  • How many unique users were there?
  • How many end devices do the visitors use?
  • How many offline orders were made by visitors, that I reached via campaigns?

Customer ID

The dimension "Customer ID" is the base for all user-related analyses.

  • Usually an encrypted login information (e.g. email address) is used as customer ID.
  • It allows user-centric analyses. Thus, visitors can be identified across browsers and devices.
  • For a customer ID further information can be tracked as categories.
  • A list of all tracked customer Ids is available in the navigation section "Visitors > URM - User Relationship Management > URM - Custom Visitor Id".

 

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.

Thus, users can also be identified across devices, even if they don‘t login at your own website.

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 submitted. The more traits are available, the better a matching across different websites, apps and devices can be ensured.

URM categories

Through URM categories (User Relationship Management) it is possible to save user-centric data. Numerous URM categories are already predefined in Webtrekk and don’t have to be configured manually.

The following predefined categories exist:

URM categories

Description

Data collection done via

URM - Age

Specifies the current age of a visitor in 5-year increments. Calculated using the recorded date of birth.

Pixel, import, widget

URM - City

The city, a visitor comes from.

Import

URM - Country

The country, a visitor comes from.

Import

URM - Customer Discount Value

How much discount was included into the order.

Pixel, import

URM - E-Mail Opt-in

Specifies, whether a user has registered for a newsletter. The following are differentiated: unknown (default), yes, no.

Pixel, import

URM - Email Receiver ID

Contains a unique ID of the newsletter recipient and thereby enables newsletter remarketing.

Pixel, import

URM - Gender

Shows the gender of the visitor, that was submitted to Webtrekk.

Pixel, import, widget

URM - Postal code

The postal code, a visitor comes from.

Import

URM - Street

The street, a visitor comes from.

Import

Age and gender can be tracked via the survey widget, that is available in Webtrekk Tag Integration.

Example: Submitting the age in a widget

With custom URM categories individual user information can be tracked to a customer ID or end device visitor IDs.

An upload to end device visitor IDs is only possible via datafeed.

Examples:

  • Creditworthiness
  • Number of offline orders
  • Lead status

Customer ID

Number of offline orders

Creditworthiness

168456

1

Green

168457

0

Green

168458

2

Red
  • Information about setting up categories.
  • The last value, that was tracked for a customer ID, is depicted.
  • Categories can also be imported.
  • The analysis is done in the section "Visitors > URM Categories" (for the datatype Text).
  • All customer IDs, that have not been assigned to a URM category are depicted with a "-" in the analyses.
  • Available best practices:

Campaign-related information

Allows, for example, the following analyses:

  • Which marketing campaigns are used?
  • What are the most successful campaigns?
  • In which order are campaigns used?
  • What costs are caused by campaigns?

Ad media

The dimension "Ad media" is the base for all campaign-related analyses.

  • For each ad media further information can be tracked via categories and parameters.
  • The analysis of ad media is done in the navigation section "Marketing > Campaigns".

Extended information about the campaign setup can be found here.

The base of an ad media is an unique data source.

The following data sources can be used to define campaigns:

  • URL parameters (e.g. www.knigge.de?wt_mc=banner.123)
  • Pages (specific landing page)
  • Events (click on internal link)
  • Referrers (e.g. SEO, Social media referrers, other referrers, 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 here.

Campaign categories

Campaigns can be categorized. This allows for a better overview.

  • By doing so, additional information can be tracked for each campaign.
  • Campaign categories can be populated via URL parameter or import.

Examples:

  • Campaign channel, campaign event
  • Campaign costs
  • Campaign audience

Campaign

Campaign category
"Campaign channel"

Campaign category
"Campaign event"

wt_mc=newsletter.2017.cw13

newsletter

2017

wt_mc=newsletter.2017.cw14

newsletter

2017

wt_mc=display.web_de.a07

display

web_de

Campaign parameters

Dynamic information about a campaign can be tracked with campaign parameters.

Campaign parameters can be submitted via separate URL parameters or in the pixel.

Examples:

  • Submitting the position of a link
  • Passing a distinctive link name

Access

Campaign

Campaign link position

Campaign link name

8:02

wt_mc=newsletter.2017.cw13

Header-Logo

-

8:10

wt_mc=newsletter.2017.cw13

Contentelement-1

Additional information

8:15

wt_mc=newsletter.2017.cw13

Contentelement-4

Brand new

8:37

wt_mc=newsletter.2017.cw13

Footer

GTC

Media-related information

Allows, for example, the following analyses:

  • Which films are viewed?
  • How far a films viewed?
  • How do films add to the success of my website?

Media

The dimension "Media" is the base for all media-related analyses.

  • For each media further information can be tracked via categories and event parameters.
  • The analysis of media is done in the navigation section "Navigation > Media".

The following information can be tracked:

  • Access of media, playback period and playing time.
  • Events like play, pause, stop.
  • Bandwidth, volume, ...

Webtrekk provides a library, that allows the tracking of several players (e.g. HTML5, Windows Media Player).

Click here to access the technical documentation.

Media categories

Media can be categorized. This allows a generalized examination.

A medium can be allocated to a value in a media category.

Example:

Media

Media category "MC1 - Main area"

Media category “MC2 - Subarea"

54812 – Sport.Fussball.Goal fo the month 11/2016

Sports

Football

62219 – Music.Rock.Beatsteaks

Music

Rock
  • The analysis takes place under "Navigation > Media Categories".
  • In the analysis, all media not allocated to any media category appear with "-".
  • Information about setting up categories.
  • Categories are solely read out automatically at the first access of the specific media.
  • Alternatively, categories can also be imported.
  • The analysis is done in the section "Navigation > Media Categories" (for the datatype Text).
    All media, that have not been assigned to a media category, are depicted with a "-" in the analyses.

Product-related information

Allows, for example, the following analyses:

  • Which products are viewed often, but not purchased?
  • Which products are often added to the cart, but not purchased?
  • What revenue do I loose in the cart?

Products

The dimension "Products" is the base for all product-related analyses.

  • For each product further information can be tracked via categories and parameters.
  • The analysis of products is done in the navigation section "E-Commerce > Products".

The following are examples of product-specific information, that can be tracked in Webtrekk:

The use of links, for example viewing product images, reviews etc., can be tracked as event in Webtrekk.

Product name

A unique product name needs to be specified.

  • The article number is often used as the name.
    This is expedient especially when using Webtrekk Marketing Automation, 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 is often used as well.

Advantages and disadvantages of using the article number as the product name:

Advantages

Disadvantages

Makes uniform product naming possible, even across different shop languages.

No informative overview in product analyses
(> Use of a separate product category for names).

Linking the product catalogue to the data import is easier (e.g. for Marketing Automation).

  

Do not select a product name, that can change in the course of the ordering process.

Qty, price and product status

For each product quantity, price and product status are tracked via additional parameters.

The following product status are supported:

*available as separate plugin in Tag Integration

Product categories

Products can be categorized. This allows a generalized examination.

For each product, one piece of information can be stored in a product category.

Examples:

  • Product name
  • Main range, sub range

Product

Product category

"Product name"

Product category

"PC1 - Main range"

Product category

"PC2 - Sub range"

455-710-353

Jacket with biker details

Men

Jackets

487-411-169

Jersey t-Shirt with different prints

Men

T-Shirts

615-135-431

Sneaker in classic design

Woman

Shoes

Use e-commerce parameters to track dynamic categories.

E-Commerce parameters (product relation)

E-commerce parameters are used to track changing information on products.

Examples:

  • Product color
  • Product size
  • Availability
  • Margin

Access

Product

E-Commerce parameter "Color"

8:02

455-710-353

Blue

8:03

455-710-353

Blue

8:04

455-710-353

Black

8:05

455-710-353

Brown
  • Information about setting up custom parameters.
  • The analysis is done in the section "E-Commerce > E-Commerce Parameters" (for the datatype Text).
  • Please note, that the parameters should be sent for each product status.
  • E-Commerce parameters have a relation to the product, if in the configuration the amount of parameter values is set to "Several Values".

Order-related information

Allows, for example, the following analyses:

  • How many orders were made?
  • Which payment methods were used?
  • Which orders were returned?

Orders

The dimension "Order ID" is the base for all order-related analyses.

  • For each order ID further information can be tracked via parameters.
  • The analysis of order IDs is done in the navigation section "E-Commerce > Orders separately".

As soon as the order value is submitted, an order is tracked.

  • Webtrekk recommends submitting the order value net and without possible shipment costs. This allows, for example, a better comparison with campaign costs.
  • Specifying the order ID is optional. It increases the accuracy of order measurement, since  calling up the order confirmation page more than once with a known order ID is not counted multiple times. It also makes comparisons with other tools easier.
  • Webtrekk generates an order ID, if none is submitted.

E-Commerce parameters (order ID relation)

E-commerce parameters are used to track additional information on orders.

Examples:

  • Shipment costs
  • Gross order value
  • Discount value
  • Discount code
  • Payment method
  • Cancellations (via import)
  • Returns (via import)

Order ID

E-Commerce parameter "Payment method"

E-Commerce parameter
"Discount code"

E-Commerce parameter
"Discount value"

555710

Advance payment

    

555711

Invoice

Summersale

8.46 Euros

555712

Invoice

Summersale

19.84 Euros

Visit-related information

Allows, for example, the following analyses:

  • In how many visits visitors were logged in automatically?
  • In how many visits visitors still had products from previous visits in the cart?

Session parameters

With session parameters one piece of information per visit is tracked. Exactly one value is tracked during the visit.

If several values are submitted, this can be either the first or the last value (selectable in the configuration).

Examples:

  • Automatic login on the website
  • Test groups for A/B comparison
  • NPS feedback
  • Persistent shopping cart

 

Internal search

Allows, for example, the following analyses:

  • Which search requests perform users on my website?
  • How is the conversion rate of specific search phrases?
  • Which search phrases didn‘t deliver any results?

The internal search of a website can be realized by using the GET or POST method.

Get method

Search terms are submitted in a URL parameter. The applied parameter (in the example "q") is stored in the system configuration ("Webtrekk Q3 > Configuration > System Configuration > Account > Parameter Internal Search").

  • Example: www.knigge.de?q=manners

Post method

The search term is submitted in the pixel.

 

External data

External data can depict interesting information. They only have a time reference.

Time categories

By using time categories, numeric values can be imported.

The data will be allocated to a hour of a day.

Examples:

  • Number of available products per day
  • Qty online orders (for quality control)
  • Qty offline orders
  • Individual target values (for calculating target achievement)

Time (YYYY-MM-DD HH)

Time category
"Qty online orders"

Time category
"Target orders"

10.12.2017 00

5,664

5,500

11.12.2017 00

5,581

5,000

12.12.2017 00

5,405

5,000

Independent parameters

Independent parameters can be used to log additional information per track request.

Examples:

  • Adserver tracking
  • IoT tracking
  • Newsletter openings in an email client

Example for a tracking request:

<img src="http://track.wt-eu02.net/111111111111111/ce?p=503&ce1=newsletter_2017_08" height="1" width="1">

Further information

Website goals

Based on website goals customer journeys are calculated and campaigns are attributed.

  • Predefined and activated is the website goal "Order".
    Furthermore, "Product added to shopping cart" can be activated as a website goal.
  • Other website goals (e.g. registration, newsletter subscription) can be defined based on e-commerce parameters (one separate parameter for each website goal). For this parameters no dimension (e.g. product, order ID) has to be submitted.
  • You can configure the website goals under “Webtrekk Q3 > Configuration > Website Goals“.

  • The analysis is done under "E-Commerce > Website Goals".
  • Available best practices:

Overview over import and export options

 

Frontend

Datafeeds

JSON API

Raw data export

Export of analyses, reports and graphics

X

X

X

  

Real-time export (e.g. for recommendation function)

  

X

    

Import of categories and e-commerce-parameters (only for one order ID)

X

X

X

  

Import of session parameters (TV tracking)

X

  

X

  

Export of all tracked data via separate data table, without categories

      

X

Limitation

Number of rows per export (depending on the format) or import, number of imports and exports

Number of rows per export or import, number of imports and exports

Number of rows per export or import, number of imports and exports

Daily, hourly or custom periods

Characteristics

Automatic daily import of categories possible

Comfortable data exchange, real-time request possible

Standardized connection, light-weight

Allows calculation of own analyses and figures

Data import

For the following dimensions data can be imported:

Dimension

Import via

Supports
datatype Text

Supports
datatype Figure

Pages

Content groups

X

X

Customer IDs

URM categories

X

X

Media

Media categories

X

X

Products

Product categories

X

X

Campaigns

Campaign categories

X

X

Date/Hour

Time categories

  

X

Order ID

E-Commerce parameters

X

X

Order ID/Product

E-Commerce parameters

X

X

Further information about categories and parameters

Further information:

Categories

Parameters

Generic parameters

Generic parameters allow the tracking of an unlimited number of information. These parameters are solely available in the raw data export.

Examples:

  • Tracking of the GCLID of Google AdWords
  • Partner IDs

They can be used for each existing parameter type. For doing so, select the datatype "Generic", when setting up the parameter.

 

 

 

 

 

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