Setup Options for the Tracking of Elements

Document version 1.2

© 2017

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

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

▪ 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.

About this document

Contents

1 Overview trackable elements

1.1 Custom information

2 Page-related information

2.1 Pages

2.2 Content groups2.3 Page parameters

3 Event-related information3.1 Events3.2 Event parameters3.3 Teaser performance plugin

4 User-related information4.1 Customer ID4.2 URM categories

5 Form-related information

6 Campaign-related information6.1 Ad media6.2 Campaign categories6.3 Campaign parameters

7 Media-related information7.1 Media7.2 Media categories

8 Product-related information

8.1 Products8.2 Product categories8.3 E-Commerce parameters (product relation)

9 Order-related information

9.1 Orders9.2 E-Commerce parameters (order ID relation)

10 Visit-related information

10.1 Session parameters

11 Internal search

12 External data

12.1 Time categories12.2 Independent parameters

13 Further information

13.1 Website goals13.2 Overview over import and export options13.3 Data import13.4 Further information about categories and parameters

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The following basic elements can be tracked in Webtrekk:

1 Overview trackable elements

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

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.

1.1 Custom information

Category Navigation Area: „Checkout“

Page: „checkout.1“

Seite: „checkout.1“

ParameterError Message:

„Missingsalutation“

Parameter Error Message: „Invalid email

address“

No parameterError Message

Page: „checkout.1“

Overview over available categories and parameters per dimension:

1.1 Custom information

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

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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?

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.

2.1 Pages

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

2.1 Pages

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

2.1 Pages

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.

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'}]);

2.1.1 Virtual pages

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

2.2 Content groups

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

▪ 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 groups, are depicted with a “-” in the analyses.

▪ Available best practices:

▪ Build content groups to dissect usage of the website

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

2.2 Content groups

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

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.

2.2.1 Page URL

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

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

2.3 Page parameters

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

▪ Information about setting up custom parameters.

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

2.3 Page parameters

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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?

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.

3.1 Events

There are 2 ways to track HTML links:

1) 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.

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

3.1.1 Tracking of HTML links

Disadvantages: ▪ Link names can get very long.▪ No custom naming possible.

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

3.1.1 Tracking of HTML links

Name = Logo

Name = Nav1

Name = Nav2

2) 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).

Example: Links at the page www.knigge.de

3.1.1 Tracking of HTML links

Disadvantages: ▪ Higher effort for the integration.

Link Event name

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

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

3.1.1 Tracking of HTML links

Name = Logo

Name = Nav1.home

Name = Nav2.index

Name = Nav1.topics

Name = Nav1.service

Name = Nav1.authors

Name = Nav1.forum

Name = Nav2.your_questions

Name = Nav2.seminars

Name = Nav2.literature

Name = Nav2.interactive_media

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

3.1.1 Tracking of HTML links

Name = Teaser.knigge-of-the-week Name = Teaser.knigge-for

Name = forum.llast-posts.1

Name = forum.last-posts.2

▪ 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.

3.1.1 Tracking of HTML links

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'}]);

3.1.2 Tracking of other links/events

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)

3.2 Event parameters

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

▪ 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?

3.2 Event parameters

Additional information about the teaser tracking can be found here.

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.

3.3 Teaser performance plugin

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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?

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”.

4.1 Customer 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 (“Webtrekk Q3 > Configuration > System

Configuration > Data Collection”) in order to use the customer ID for the visitor calculation.

▪ Available best practices:

▪ Webtrekk User Centric Tracking (1): An introduction

▪ Webtrekk User Centric Tracking (2): The next level

4.1 Customer ID

User-centricCookie based

When using the Webtrekk Cross Device Bridge also login information from other websites and appsare 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.

4.1.1 Cross Device Bridge

Datenpool

Cookie ID 123Cookie ID 123

▪ E-Mail: a@b.c▪ Device: Tablet

Cookie ID 234

▪ E-Mail: a@b.c▪ Device: PC

Cookie ID 234

Visits on www.knigge.de Visits on demoshop.webtrekk.com

Email: a@b.c

▪ Device: Tablet, PC

▪ Cookie IDs: 123, 234

Data pool

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.

4.1.1 Cross Device Bridge

Pool

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

Pixel, import

URM - Email Receiver IDContains a unique ID of the newsletter recipient and thereby enables newsletter remarketing.

Pixel, import

URM - GenderShows 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

4.2 URM categories

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

4.2 URM categories

Example: Submitting the age in a widget

Did you find what you were looking for?

How would you rate our navigation?

How would you rate our design?

Would you recommend us?

… and 29 years old.

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

4.2 URM categories

▪ 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 - Webtrekk

4.2 URM categories

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Allows, for example, the following analyses:• Which forms were accessed last?• Which form fields were used last before abandoning a form?

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).

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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?

Extended information about the campaign setup can be found here.

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”.

6.1 Ad media

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.

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)

6.1 Ad media

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

6.2 Campaign categories

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

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).

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

6.3 Campaign parameters

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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?

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”.

7.1 Media

Click here to access the technical documentation in the Support Center.

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).

7.1 Media

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 “-”.

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

7.2 Media categories

▪ 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.

7.2 Media categories

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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?

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”.

8.1 Products

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

8.1 Products

Product categoryTo what categories of the product range does the product belong and/or what unique additional information is of interest?

1 Product nameHow is the product called?

2

Product priceHow expensive is the product?

3

E-commerce parametersWhat are the (changing) characteristics of the product?

4

Product statusWas the product viewed in a list, viewed in detail, put into the shopping cart or bought?

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

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

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:

8.1.1 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).

For each product quantity, price and product status are tracked via

additional parameters.

▪ The following product status are supported:

8.1.2 Qty, price and product status

Purchased products

Product detail viewed

Product added to shopping cart

Product in list viewed*

window._ti = window._ti || {};window._ti['product'] = 'pullover;jeans';window._ti['productCategory'] = {1: 'oberbekleidung;hosen',2: 'noname;levis'};window._ti['productQuantity'] = '2;1';window._ti['productCost'] = '99.90;69.95';window._ti['productStatus'] = 'conf';window._ti['currency'] = 'EUR';

*available as separate plugin in Tag Integration

Use e-commerce parameters to track dynamic 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

8.2 Product 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

8.2 Product categories

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

Examples:

▪ Product color

▪ Product size

▪ Availability

▪ Margin

8.3. E-Commerce parameters (product relation)

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”.

8.3. E-Commerce parameters (product relation)

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Allows, for example, the following analyses:• How many orders were made?• Which payment methods were used?• Which orders were returned?

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”.

9.1 Orders

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.

9.1 Orders

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)

9.2 E-Commerce parameters (order ID relation)

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

▪ 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 analyse shopping behavior in detail

9.2 E-Commerce parameters (order ID relation)

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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?

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

10.1 Session parameters

▪ 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) in Webtrekk

▪ Measure, how often adblockers are used

10.1 Session parameters

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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.

11 Internal Search

▪ 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

11 Internal Search

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External data can depict interesting information.

They only have a time reference.

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)

12.1 Time categories

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

▪ Information about setting up categories.

▪ Time categories are available as metrics.

▪ Available best practices:

▪ Import individual target values and monitor their achievement

12.1 Time categories

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).

12.2 Independent parameters

13Fu

rther

info

rmatio

n

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:

▪ How to define website goals

13.1 Website goals

→

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

CharacteristicsAutomatic daily import of

categories possible

Comfortable data exchange, real-time

request possible

Standardized connection, light-weight

Allows calculation of own analyses and figures

13.2 Overview over import and export options

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.

Dimension Import viaSupports

datatype TextSupports

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 IDE-Commerce parameters

X X

Order ID/ProductE-Commerce parameters

X X

13.3 Data import

Further information:

Categories

▪ Please note, that categories are only read out at the first access of the dimension value.

▪ 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.

13.4 Further information about categories and parameters

→

You should now be able to answers questions like these:

▪ Which characteristics occur with the automatic page naming?

▪ What is the difference between page parameters and content groups?

▪ Which parameters have to be submitted to track an order?

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