Data Collection Document version

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Horatio Watts
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1 Data Collection Document version

2 Contents 1 Options for data collection 1.1 Tag Integration 1.2 Standard pixel 1.3 Accelerated Mobile Pages AMP 1.4 Mobile SDKs 1.5 Server-to-Server 2 Advanced setup 2.1 First-/Third-party cookies 2.2 Custom domains for data collection and Tag Integration 2.3 How many Webtrekk accounts? 2.4 Exclusion of access 2.5 Data privacy 2.6 Single page applications 2.7 Multitab browsing

3 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

4 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.

5 1.1 Tag Integration Tag Integration script 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.

6 1.1 Tag Integration 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.

7 1.1 Tag Integration 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.

8 1.1.1 Containers A container defines an URL section. For each Webtrekk account (e.g. live account, test account) a container has to exist. Container WEBSITE Live URL:

9 1.1.2 Plugins For each container a defined set of plugins is used. Plugins can be configured individually for each container. Container WEBSITE Live URL: Plugins Webtrekk plugin Marketing Automation Teaser Tracking Criteo Scroll depth Page load time

10 1.1.2 Plugins Available tags for Webtrekk-specific product features: Tags Cross Device Bridge Detect AdBlock Net Promoter Score Page Load Time Product Advertised Product List Tracking Scrollposition Survey Widget Teaser Tracking Webtrekk Plugin Webtrekk Marketing Automation Description For submitting user-specific information in order to improve the matching in the Cross Device Bridge. Tracks in Webtrekk Analytics, if an adblocker is activated. An NPS survey can be shown. The results are tracked in Webtrekk Analytics. Tracks, how long it takes to load a single page of website. Tracks, if the product advertised in external campaigns is also purchased. Shows, which products were viewed on which position in the product list and what the effects of other product status are. Determines, what percentage of a page was viewed and how many pixels it is high. Allows the integration of surveys, that can be tracked in Webtrekk Analytics. Measure teaser views and clicks as well as their effects on the achievement of website goals. Allows the data collection in Webtrekk Analytics/Q3. Allows the use of Webtrekk Marketing Automation.

11 1.1.2 Plugins Available Plugins for A/B test tools: Tags AB Tasty Description 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 Cookie Policy Import External Customer Journey URL Campaign Mapper Description Shows an opt-out reference for cookies. Layout and text can be configured. Allows the import of customer journey data from third party service providers. The customer journey tracked by Webtrekk will be overwritten. The plugin is able to read out URL parameters and combine them to a Webtrekk campaign code.

12 1.1.2 Plugins Plugins for other service providers: Tags AdClear Adition Tagging Description 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. 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.

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.

13 1.1.2 Plugins 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

14 1.1.3 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. Container WEBSITE Live URL: Parameters Plugins Webtrekk plugin Teaser Tracking Scroll depth Product name Page name Order value Internal search phrase Events Order ID Customer ID Product category Marketing Automation Criteo Page load time

This information is requested and defined as parameters in Tag

15 1.1.3 Parameters Webtrekk recommends using a global data layer, which provides all relevant information. This information is requested and defined as parameters in Tag Integration. Data Layer Tag Integration pixel Please click here to get more information on data layers in the Support Center.

16 1.1.4 Rules Rules are used to define, when plugins should be executed. Parameters, events or the URL can be used for definition. Container WEBSITE Live URL: Parameters Plugins Webtrekk plugin Teaser Tracking Scroll depth Product name Page name Order value Internal search phrase Events Order ID Customer ID Product category Marketing Automation Criteo Page load time Rules Home page URL Product view Parameter Product status = view All pages URL *

17 1.1.4 Rules 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

layers) should contain a pixel in order to prevent errors in the data

18 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).

19 1.2 Standard pixel The following steps happen when a website is requested: Web server 1 Database Pixel 3 4 Track Server

20 1.2 Standard pixel 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.

21 1.2 Standard pixel 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).

22 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.

23 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.

24 Offline Online 1.4 Mobile SDKs The following steps are executed when the app is used: Database Online Pixel Track server

25 1.5 Server-to-Server Server-to-Server tracking provides the highest data accuracy. Data is transmitted directly from the web server and not from the client to Webtrekk. Example: Web server Database 3 2 Track server The process is also used to measure directly linked PDF files.

26 1.5 Server-to-Server 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.

27 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

28 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.

29 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: Disadvantage: Domain-independent visitor recognition possible (when using third-party cookies). 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: Disadvantage: Greater data accuracy, as tracking blockers do not work. Costs for certificate (when using SSL).

30 2.2 Custom domains for data collection and Tag Integration 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: Disadvantage: Greater data accuracy, as tracking blockers do not work. Costs for certificate (when using SSL).

31 2.2 Custom domains for data collection and Tag Integration Example for custom domains used for data collection and Tag Integration Web server Tag Integration script Containers ti.knigge.de responder.wtsafetag.com cdn.knigge.de d1r27qvpjiaqj3.cloudfront.net Data collection img.knigge.de knigge.wt-eu02.net In order to ensure a best possible data accuracy, custom domains should be used for the tracking and Tag Integration.

32 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!

33 2.3 How many Webtrekk accounts? Benefits and disadvantages of separate accounts per country: Benefits No filtering on domain/country/page etc. required. Less data faster calculation. Customized naming of metrics, parameters etc. possible (e.g. in local language). Limits (e.g. reports amount, parameter characteristics) apply for each account. Better account administration for individual teams. Disadvantages Account setup more complex. Usually higher costs. No overview of total accesses (Please note: Cross-domain visitor recognition for first-party cookies only with customized implementation possible!) Less custom metrics required (e.g. Visits US, Visits UK ) Campaign structure properly displayable.

34 2.3 How many Webtrekk accounts? 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 Shop UK Account Account Shop US Shop UK Account Shop Global Shop US

35 2.3 How many Webtrekk accounts? Copy from global account into sub accounts Shop UK Account Account Shop UK Shop US Account Shop Global Shop US 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 ).

36 2.3 How many Webtrekk accounts? 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.

37 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.

38 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

39 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

40 2.7 Multitab browsing Webtrekk offers two different options of how data can be collected when using multiple browser tabs. 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. 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.

41 2.7 Multitab browsing 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. 1 2 Data collection when using option A or B: A) As soon as a tab is opened, Webtrekk tracks it. 1 2 PAGE Solutions > ACTION Mainmenu.Industries > PAGE Industries > ACTION Analytics > PAGE Analytics B) Only when a tab is seen, Webtrekk tracks it. 1 2 PAGE Solutions > ACTION Mainmenu.Industries > ACTION Analytics > PAGE Analytics > PAGE Industries

Summary You should now be able to answers questions like these: What options for data collection are available? Which advantages come with the use of Tag Integration?

42 Summary You should now be able to answers questions like these: What options for data collection are available? Which advantages come with the use of Tag Integration? What is a container in Tag Integration? Get your certification! We offer several certifications to prove your expertise ranging from Basic to Admin level. Click here for more information.

43 Thank you for your interest in Webtrekk! To help us improve the training documentation we request an evaluation. Your feedback assists us with the further optimization of the training documentation. To do so scroll down on the article page in the Support Center. To the evaluation This presentation is protected by copyright. Any exploitation, dissemination or use without the consent of Webtrekk GmbH is prohibited!

Setup Options for the Tracking of Elements

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