Installation of the tracking code

True to the GIGO (garbage in, garbage out) rule, web analysis depends largely on the quality of data collection. Errors in the data complicate their analysis and interpretation. At worst, they lead to false conclusions and costly wrong decisions. This quick guide helps you to install the etracker code correctly and thus ensure a high quality of the data in the reports.

  • The tracking code is included between the opening <head> tag and the closing </head> tag. We recommend that you install the tracking code as close as possible to the opening tag to ensure optimal performance when tracking and testing.
    For each page, etracker automatically captures the URL path without URL parameters and the page title as the page name. If the page title does not exist, the URL path is also captured as a page name. If the page titles are not unique, a separate label can be passed through the et_pagename parameter. This prevents incorrectly summarising accesses from different pages.
    Using page-level filters, all pages of a type or navigation layer can be selected in the analysis, depending on the naming convention. To do this, etracker automatically captures the first three URL sections that are preceded by a slash (/) and do not contain file endings as ranges. GET parameters can also be recognized as a range via appropriate settings (for example, the language variant such as lang=en). To do this, go to Settings -> Account -> Consideration of GET parameters. The scope parameter allows you to group pages completely individually regardless of the URL.
    Page properties such as creation date, author, keywords, template, etc. can be recorded using so-called page-related own segments under Settings -> Account -> My segments.
    Clicks on external links and downloads are automatically recorded by etracker. All other events can be easily tracked using CSS selectors without any programming effort: Settings -> CSS selector events. Or you can use built-in event tracking calls. Here's how:
    Check the quality of your internal search. The number of searches without result and the conversion to orders from the search provide information about this. Internal search can also provide ideas for SEA keywords. Here's how:
    Depending on the targeting of your website, you can track events like sent forms, newly created accounts, catalogue downloads and similar as so-called leads in order to be able to evaluate the success of your marketing measures. Here, it helps to assign monetary values to the different targets. Here's how:
    For transactions in online stores, applications or bookings, you can analyze the complete conversion funnel with the help of product events (product seen on list, product detail page accessed, product added to notepad, product placed in shopping cart, product ordered). These events are also particularly interesting for remarketing. The data can be transferred to e-mail tools with recipient IDs or used directly in the new etracker service Signalize for automated push remarketing.
    Do you generate leads on your website that are converted later (e.g. after an agreed trial period, trial training, personal appointment, phone call, etc.)? Then the lead-to-sale conversion option of etracker should be used to attribute the downstream success to the touchpoints responsible for the original lead.
    In the meantime, mobile journeys are also being completed with the smartphone and it is no longer changed to the desktop as often. Nevertheless, many users are on the Internet with multiple devices. If you have a login area, you can pass an identifier such as the user ID in the et_cdi parameter, so that visitors are merged across different devices. Here's how:
    Form events can be used to collect information about how to interact with individual form fields, including possible error messages. Here's how:

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