Engage Web Tracking. Getting Started Guide. Silverpop. June 2010

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1 Engage Web Tracking Getting Started Guide Silverpop June 2010

2 Table of Contents Welcome to Engage Web Tracking... 3 Getting Started... 3 Before You Begin... 3 Setting up Web Tracking... 4 Enabling Web Tracking... 4 Registering Your Web site s Domain... 4 Adding Web Tracking Codes to Your Web Site... 4 Additional Information... 5 Providing Custom Web page Names in Engage... 5 Providing a Custom Name... 5 Using Branded Domains... 6 Sessions... 6 Event Types... 7 Usage... 7 Segmenting Your Marketing Database with List Manager... 7 Page 2 of 7

Welcome to Engage Web Tracking Engage Web Tracking allows you to track visits to your Web site, link this data to the product, and subsequently target communications to contacts based on the Web

3 Welcome to Engage Web Tracking Engage Web Tracking allows you to track visits to your Web site, link this data to the product, and subsequently target communications to contacts based on the Web pages they have viewed. You can build dynamic lists based on your contacts real-time Web site activity or create automated campaigns which send a contact a follow up/thank you immediately following their visit to your site. The visits are recorded after a string of HTML code, provided by Silverpop during set up, is included on each Web site or Web page that will be tracked. Getting Started Before You Begin Before you get started, you will need to: Create your Web pages and have a list of domain names for first-, second-, and third-level domains. Enable the Web Tracking functionality in Engage. Register the domains, including second and third-level domains, you wish to track in Engage. Copy and paste the Web Tracking Code into your Web site. Figure 1 - Web Tracking Settings Page 3 of 7

4 Setting up Web Tracking To set up Web Tracking, you ll need to enable your organization. Then, you can register the domains that you want tracked and place the Web tracking codes on your Web pages. Enabling Web Tracking You must enable Web Tracking in Engage so your organization can use this function. You can enable Web tracking at the Organizational level. 1. From your Engage homepage, go to Org Admin > Organization Settings > Web Tracking Settings. 2. Click the Enable//Disable button. Registering Your Web site s Domain Let s say you have three Web sites you want to track in Engage: store.silverpop.com, and You will need to add all three domains to Engage. The system will generate one access key for all domains in an organization. To register domain names to your Web Tracking settings: 1. From your Engage homepage, go to Org Admin > Organization Settings > Web Tracking Settings. 2. Click the Add button. 3. Type your domain name in the Domain Name field. 4. Click Save. 5. Repeat steps 1-3 to add additional domain names. Figure 2 - Adding Domain Names in Engage Adding Web Tracking Codes to Your Web Site A Web tracking code, also known as a JavaScript library, is used for external tracked Web sites, not landing pages or mailing templates. You must include the following library to enable tracking on your site: Web Tracking Library Responsible for generating the websyncid, storing the cookie, tracking the Web page visit, and appending the websyncid to all Engage gateway URLs referenced in the href attribute found in <A> html tags within the same Web page. This snippet also includes the access key, which will be passed in to Engage for authentication. In the following example, the access key is in bold red text: <script src= type="text/javascript"></script> Page 4 of 7

5 Note: The access key is specific to each organization. You can find your organization s access key on the Web Tracking Settings page in Engage (see Figure 1 Web Tracking Settings). Tips: Place the Engage Web Tracking code within the <head> or <body> tags on the page. Google Analytics Web Tracking is known to cause issues with Engage Web Tracking. Although you can place the Engage Web Tracking code within the <head> or <body> tags on the page, if you are also using Google Analytics Web Tracking, it is strongly recommended that you place the Engage Web Tracking code within the <head> tag. If you re using Google analytics and want to place the Engage Web Tracking code in the body tag, then make sure the Engage Web tracking code is above the Google Analytics code. Additional Information Providing Custom Web page Names in Engage By default, Engage always track Web page visits by the entire URL up to the query string, which typically begins with the? symbol; for example, and When working with the results of Engage Web site tracking, you will see these types of URLs tied to the underlying Web page visits. The tracked URL can be thought of in two parts: the Web site and the Web page. In the examples above, is the Web site and /index.html or /Solutions/index.html are the Web pages. You can also decide to pass in to Engage a much more readable and manageable custom Web page name. This will make things easier when monitoring your leads, segmenting your marketing database, and reviewing analysis results. Providing a Custom Name There are three ways you can provide Engage a custom Web page name. They are (in order of precedence): (1) use a parameter in the URL query string, (2) use a JavaScript variable, or (3) use a <META> html tag. Option 1: Use a parameter in the URL query string Pass the page name through a URL parameter named vpagename. Examples: Page 5 of 7

6 Option 2: Use a JavaScript variable Use JavaScript to name a Web page. Example: <script type="text/javascript"> var ewt_pagename = Home Page'; </script> Option 3: Use a <META> html tag Use a <META> html tag to declare a custom Web page name. Example: <meta name="com.silverpop.pagename" content="home Page" /> <meta name="com.silverpop.pagename" content="solutions Home Page" /> The name attribute must be named com.silverpop.pagename. Using Branded Domains If you are also referencing this branded domain in your <A> html tags on your tracked Web site, then you will also need to supply our JavaScript library the additional domain(s) which the websyncid should be appended. Use a <META> html tag to provide these domain(s). Example: <meta name="com.silverpop.brandeddomains" content="offers.silverpop.com" /> The example above results in all URLs in <A> html tags, which begin with offers.silverpop.com, where the websyncid is appended as a URL parameter in the query string. You can provide any number of domains. Use a comma as a separator/delimiter between domains. No spaces should be present in this value. Sessions A Session gathers information on all Web-tracked sites. Because sessions no longer contain a time component, the session remains open as long as the visitor keeps the browser open. Session Keys are passed from tracked domain to tracked domain by adding the session key to the query string. For example, an identified or anonymous customer browses to the tracked Web page and strings together some downloads and clicks, keeping the current session alive with each subsequent action. This customer then goes idle (browsing away from the tracked site or leaving the page up). Page 6 of 7

7 Event Types Event Types allow you to specify what type of action is tracked and reported. The different Event Types are: Page Views (default), Download, Click, Form, and Multimedia. Usage When a customer browses to a Web tracked Web site page, the event is tracked as the default Page View. For example, suppose your organization has white papers available for customers to download. You can track each white paper separately to decide which download is more appealing to your customers. To track each white paper, add some JavaScript to standard HTML tags that support the onclick property: HTML <a> Tags for a Download Event Type <a href=" onclick="javascript:ewt.track({name:'whitepaper 1',type:'download'});">Silverpop White Paper 1</a> <a href=" onclick="javascript:ewt.track({name:'whitepaper 2',type:'download'});">Silverpop White Paper 2</a> HTML <form> Tag for a Form Event Type <form name= myform action= actionpage.html onclick= javascript:ewt.track({name:'contact Us Form Submit',type:'form'});"> Notes: Be sure to copy the onclick exactly, modifying only the name: and type: properties inside the { } brackets. Make sure you keep the values you are editing within the single quotes ( ). Only use the four types provided for specifying the Event Type ( download, click, form, multimedia ). Reporting uses the name: property as the identifier of a separate item. Because of this, you must use a unique name for each Event Type. The examples above use Whitepaper 1, Whitepaper 2, and Contact Us Form Submit' as the unique names. Segmenting Your Marketing Database with List Manager Once your Web site tracking is enabled and implemented successfully, you can begin to segment your list based on Web site traffic. Keep in mind, you will initially only see the Web sites gathered and registered during the Setup phase. Individual Web page(s) will not be listed until Engage receives traffic from that page. Page 7 of 7

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