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  6. Setting Parameters

Setting Parameters

The etracker tracking code can be customized as needed using predefined or custom parameters. This is recommended in the following cases:

Individual page naming and area assignment

An absolute must for web analytics is to capture each web page using its own unique page name. By default, the page name is automatically extracted from the page title. Under Settings → Account → Automated tracking → Automated registration of the page name, the default can be changed from the page title to the URL. Alternatively, a page name can be passed using parameters in the etracker tracking code.

Clustering pages into areas is a very helpful web analytics feature. By default, clustering is done automatically based on the URL structure. Under Settings → Account → Automated tracking → Automated area detection, the default can be customized in various ways. A completely individual clustering can be done by means of parameters in the etracker code.

Page name [et_pagename]

Pass an individual page name as follows:

var et_pagename  =  "PAGENAME"; // Pagename
// Free text max. 255 characters
// Default ""

If the et_pagename parameter is removed from the parameter block or not set, the page title is automatically captured as the name. If a page title is not present, the URL path of the page without URL parameter will be used.

Note: If the same page name is assigned on different pages of the website, these pages will be merged under one page name and cannot be evaluated in a differentiated way.

Areas [et_areas]

Pass an individual area as follows:

var et_areas    = "privatecustomer";
// Free text max. 255 characters;
// Default: ""

A single page of the website can be assigned to exactly one area. Areas can be hierarchically structured in up to five levels. Separate the individual hierarchy levels with a slash /.

Example: A website is divided into a “Men’s Fashion” area and a “Women’s Fashion” area, which in turn have different product areas and product sub-areas. The etracker section names could be, for example: “Men’s fashion/clothing/shirts”, “Men’s fashion/clothing/pants/chinos”, “Men’s fashion/shoes”, “Women’s fashion/clothing/dresses”, “Women’s fashion/clothing/pants/chinos”, “Women’s fashion/shoes”. 

Capture conversions with sales or for later conversion (leads to sales).

For store analysis, we recommend integrating ecommerce tracking as described here.

If conversion actions or conversion funnels are to be measured without sales and without lead-to-sale conversion, the configuration of conversion funnels can be used via the settings (Settings → Conversion funnel).

The following parameters are available for measuring leads and sales in the tracking code:

var et_tval = "0"; // Conversion value
var et_tonr = ""; // Order number
var et_tsale = 0; // Conversion status
var et_basket = ""; // Shopping basket

Please note: To measure conversions with turnover or leads or sales, the et_tval, et_tonr and et_tsale parameters must be filled.  The shopping cart parameter et_basket is optional.

Turnover [et_tval]

The turnover parameter is passed as follows:

var et_tval = "39.95";
// float: net turnover made upon the target being reached.
// Decimal points are shown as dots.
// A maximum of two places after the decimal point is supported.
// Units are not supported.
// Default "0"

Order number [et_tonr]

The order number (or transaction number) is used to uniquely identify the conversion. It is used for the optional conversion of leads to sales. If no number exists, a timestamp could also be used as a unique identifier.

The order number is passed as follows:

var et_tonr     = "RG_1234";
// string:    Unique order number. 
// Free text max. 50 characters.
// No commas or semicolons permitted.
// Default ""

Order status [et_tsale]

The et_tsale parameter specifies whether the conversion is a lead order or a sale order.

The order status is passed as follows:

var et_tsale = 0;
// integer
// 0 = Lead 
// 1 = Sale
// 2 = Storno
// Default 0

Note: If no leads are generated that are later converted to sales, all conversions should be passed directly as sales.

Shopping cart [et_basket]

The et_basket parameter is used for optional transfer of shopping cart information to distinguish between different conversion types.

The information about the shopping cart is transferred as follows:

var et_basket = "ArtNr,ArtName,ArtGroup,Number,Price";
// string: Shop system parameters to define shopping basket article
// Default "";

A data set consists of the following elements:

  • ArtNr: Unique article code of the ordered or requested service, max. 50 characters.
  • ArtName: Designation for the article or service, max. 100 characters.
  • ArtGroup: Designation for the associated category, max. 50 characters.
  • Number: Quantity of the item.
  • Price: Unit price of the article. Decimal places are marked with a dot. Units (Euro (€), Dollar ($) etc.) are not indicated.

The individual elements within a data set are separated by commas. If the website visitor orders multiple items, they will be separated by a semicolon.

The shopping cart for multiple items is passed as follows:

var et_basket = "ArtNr,ArtName,ArtGroup,Number,Price";
// string: Shop system parameters to define shopping basket article
// Default "";

Note: If special characters are used in the elements, they must be encoded beforehand according to the URL encoding standard. Commas and semicolons are not allowed within the elements.

Cross-device visitor aggregation (cross-device tracking)

Cross-device tracking enables cross-device analysis of visitors to a website. The unique identification of a visitor on different devices can be done e.g. by a newsletter or a login. The etracker parameter et_cdi is used to pass a value (identifier) that is used to match the website visitor.

Notice: Cross-device tracking is enabled by default for every etracker account. Please note that if the parameter is transferred incorrectly, the visitor numbers can be irreversibly falsified!

The identifier is always stored hashed by etracker, regardless of this, the identifier should already be transferred hashed for data protection reasons.

The identifier must be unique per website visitor, otherwise different user profiles will be merged.

The et_cdi parameter can be set in the etracker parameter block or passed with the wrapper.