Implementation 3 – Setup Options for the Tracking of Elements

Mapp Intelligence offers a variety of analyses. Some of them automatically provide data, as soon as tracking 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 Mapp Intelligence?

• How should it be tracked?

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

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Find more information in the course Mapp Intelligence - Technical Onboarding.

1 Overview of trackable elements

The following basic elements can be tracked in Mapp Intelligence:

1.1 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 prior to data collection. Text (> Dimension) and figure values (> Metric) are supported.

Overview of available categories and parameters per dimension:

2 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?

2.1 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 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.

Advantages:

• Allows a very quick and easy integration.

• Ensures consistent naming of pages.

It depends on the version of the tracking pixel how the URL is exactly converted to page names.

Example for automatically created page name for the URL http://www.mapp.com/products.htm?id=123:

• Page name for Pixel Version 4, 5, SDKs: “www_mapp_com.products_htm“

• Page name for Smart Pixel: “www.mapp.com/products.htm“

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)

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'}]);

2.2 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, fixed information can be assigned to a page.

• Often information about the hierarchy is submitted.

Examples:

• Country

• Main area

• Sub area

• Information about setting up categories.

• Content groups are solely read out automatically at the first access of the specific page.

• Alternatively, content groups can also be imported.

• The analysis is done in the section Navigation > Content Groups (for the datatype Text).
  All pages, that have not been assigned to a content group, are depicted with a "-" in the analyses.

Available best practices:

• Build content groups to dissect the usage of the website

• How successful was a visit? Define visit values to measure impact

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 Mapp Intelligence.

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

2.3 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

• Information about setting up custom parameters.

• The analysis is done in the section Navigation > Page Parameters (for the datatype Text).

3 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?

3.1 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

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

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'}]);

3.2 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)

• Information about setting up custom parameters.

• The analysis is done in the section Navigation > Event Parameter (for the datatype Text).

Available best practices:

• Scroll depth: What percentage of each page is seen?

3.3 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.

4 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?

4.1 Customer ID

The dimension URM – Visitor Id is the basis for all user-related analyses.
It contains the most specific ID for user recognition.

• For recognizing (returning) users, login information can be used. It is stored in the URM – Custom Visitor Id (also called „Customer ID“).

• This login information is also used in the URM – Visitor Id. This way, users can be identified across browsers and devices.
  If no login information is used or available, the URM – Visitor Id is solely based on the cookie.

• Further information can be collected as categories (e.g., Age, Gender) for each user and imported for each Customer ID.

• A list of all tracked Customer IDs is available in the navigation section Visitors > URM - User Relationship Management > URM - Custom Visitor Id.

• The quality of data improves as users are not counted multiple times per browser or device.

  

• You have to activate "User Centric Tracking" in the system configuration ( Mapp Q3 > Configuration > System Configuration > Data Collection) in order to use the customer ID for the visitor calculation.

  

Available best practices:

• User Centric Tracking (1): An introduction

• User Centric Tracking (2): The next level

4.2 URM categories

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

Predefined Categories

The following predefined categories exist:

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

Example: Submitting the age in a widget

Custom URM categories

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

• 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:

• Data Exchange CRM - Mapp Intelligence

5 Form-related information

Usage of forms can be tracked precisely. To this end, we also support custom forms (without <form>  attribute).

• We distinguish between forms that were accessed, abandoned, and submitted.
  A form counts as submitted as soon as the Submit button is clicked.

• Also, values that were input into form fields can be analyzed. Respectively, if data is transferred anonymized, one can analyze whether the form field was filled in or not.

Error messages should be tracked separately (i.e., via page parameters).

6 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?

6.1 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 is done in the navigation section Marketing > Campaigns.

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 Mapp Intelligence media code from several URL parameters. This way, existing parameters can be adopted easily. Comprehensive information can be found here.

6.2 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

6.3 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

• Information about setting up custom parameters.

• The analysis is done in the section Navigation > Campaign Parameters (for the datatype Text).

7 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?

7.1 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, ...

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

Click here to access the technical documentation.

7.2 Media categories

Media can be categorized. This allows a generalized examination.

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

Example:

• 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.

8 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?

8.1 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:

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

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 Marketing Automation since the product catalog 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:

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 a separate plugin in Tag Integration

Mapp calculates the „abandoned products“ as the difference of the products added to the shopping cart and the purchased products.

In Best Practices, we show you how you can realize further use cases:

• E-Commerce: Track whether a product has been actively removed from the shopping cart

8.2 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

Use e-commerce parameters to track dynamic categories.

• Information about setting up categories.

• Categories are solely read out automatically at the first access of the specific product.

• Alternatively, categories can also be imported.

• The analysis is done in the section E-Commerce > Product Categories (for the datatype Text).
  All products, that have not been assigned to a product category, are depicted with a "-" in the analyses.

Available best practices:

• Using product categories to measure performance

• Integrate product images for even more beautiful reports!

8.3 E-Commerce parameters (product relation)

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

Examples:

• Product color

• Product size

• Availability

• Margin

• 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".

9 Order-related information

Allows, for example, the following analyses:

• How many orders were made?

• Which payment methods were used?

• Which orders were returned?

9.1 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.

• Mapp 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.

• Mapp generates an order ID, if none is submitted.

9.2 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)

• Information about setting up custom parameters.

• The analysis is done in the section E-Commerce > E-Commerce Parameters (for the datatype Text).

• E-Commerce parameters have a relation to the order ID, if in the configuration the amount of parameter values is set to "Single Value".

Available best practices:

• Import return data to analyze shopping behavior in detail

10 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?

10.1 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

• Information about setting up custom parameters.

• The analysis is done in the section Visitors > Session Parameters (for the datatype Text).

Available best practices:

• Capturing the Net Promoter Score (NPS)

• Measure, how often adblockers are used

11. 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 (Mapp Q3 > Configuration > System Configuration > Account > Parameter Internal Search).
Example: www.knigge.de?q=manners

Post method

The search term is submitted in the pixel.

• The analysis is done at Marketing > Search Phrases > Internal Search Phrases.

• The search phrases are automatically transformed into lower case letters.

Available best practices:

• Internal search optimization - How to track visitors’ searches

12. External data

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

12.1 Time categories

By using time categories, numeric values can be imported.

The data will be allocated to an 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)

• Information about setting up categories.

• Time categories are available as metrics.

Available best practices:

• Import individual target values and monitor their achievement

12.2 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">

• Information about setting up custom parameters.

• The analysis is done in the section Visitors > Independent Parameters (for the datatype Text).

13. Further information

13.1 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 these parameters, no dimension (e.g. product, order ID) has to be submitted.

• You can configure the website goals at Mapp Q3 > Configuration > Website Goals.

  

• The analysis is done under Marketing > Website Goals.

• Training Chapter: Analysis of Goal Achievement

Available best practices:

• How to define website goals

13.2 Overview over import and export options

13.3 Data import

For the following dimensions data can be imported:

• For figure values besides a static assignment also an import of daily changing values is supported (e.g. for campaign costs)

• Information about the import of categories.

13.4 Further information about categories and parameters

Further information:

Categories

• Remarks to missing values in categories.

• Information about the import of categories.

• Remarks to setting up categories.

Parameters

• Remarks to setting up custom parameters.

• Remarks to tracking multiple parameter values.