True to the GIGO rule (Garbage In, Garbage Out), the web analysis is dependent for the most part on the quality of the data gathered. Errors in the data make it more difficult to analyse and interpret it. In the worst case, they lead to incorrect conclusions and costly decisions.
For this reason, this checklist should help to avoid the most common errors during implementation and configuration and to bring about improved quality of data in the reports.
The basics of the integration and configuration can be split into the following four areas:
Is the Tracking Code integrated on all pages?
The tracking code needs to be included on all of the website pages to be measured. This is easily done via Plugins for most standard shop and content management systems. Don’t forget to also integrate microsites, standalone landing pages, blogs and external payment or booking pathways. Page visits can be recorded for dynamic content via Wrapper.
Is the tracking code integrated into the head area?
The tracking code should be inserted between the opening <head> tag and the closing </head> tag. We recommend inserting the tracking code as near as possible to behind the opening tag in order to guarantee optimum performance when testing and targeting.
Are all pages recorded in a self-explanatory and clear way?
It may come about that different pages are saved with the same page name. Please note: etracker saves the name of the parameter et_pagename from the parameter block as the page name. When the parameter et_pagename is left empty, the page will be registered under the name Index Page. If the parameter is not present, the page title will be used automatically. If the page title is also not present, the URL path of the page will be used without URL parameters. For this reason, use the et_pagename parameter when possible for descriptive, unique page names.
Have you successfully grouped pages into areas?
Using filters at the page level, all pages of a specific type or navigation level can be selected in the analysis according to the naming convention. However, no clear visitor numbers can be generated or behavioural patterns discerned from this. With the Area parameters on the other hand, you can summarise pages for different groups and in this way, view the total number of the visitors for the respective area.
Do you track the relevant interactions of visitors with the help of events?
Among the events which should be tracked using Events are viewing videos, zoom in on images, clicking on external links, filtering and sorting functions, using tabs, downloads, social shares, clicking on mailto: and tel: links. Also see Automatic tracking of events under Configuration in the Applikation.
Do you track the used search terms and results of the internal search?
The internal search provides you with ideas for SEA keywords. The number of searches without a result as well as the conversion to orders shed light on the quality of the search function. How it works:
Do you use conversion tracking for non-eCommerce targets?
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. How it works:
Do you use eCommerce tracking for micro conversions and transactions?
You can transfer shopping basket contents and values for transactions in online shops. With the help of the tracking of additional Product-Events (product details page viewed, product added to notepad, product deleted from basket), product performances can be analysed more comprehensively. These events are also especially interesting for remarketing. The data can, provided opt-in is chosen, be transferred to email tools with recipient IDs.
Do you track the success of product recommendations and teasers?
With events you can track how often, where and which product recommendations or teasers are clicked on. If you want to find out how many orders and what turnover is generated after the click, set an On-site Campaigns Parameters for the links.
Do you take cancellations and returns into account?
If cancellations and return rates fluctuate heavily from one source of traffic to another, then this should also be taken into account when evaluating the campaign. Otherwise, there is a risk of setting a sub-optimal budget allocation for marketing. How it works:
Do you take off-site lead conversions into account?
Are leads generated on your website which are only converted later on (e.g. after an agreed upon test training, trial run, test period, subsequent personal appointment, phone call, etc.)? If so, then the etracker Lead-in-Sale Conversion Option should be used in order to factor in the subsequent success of the touchpoint which was responsible for the original lead.
Are all internal domains entered?
If your website is on multiple domains, you need to make sure that the domain changes are not counted as new visits, thereby distorting the referrer evaluations. How it works:
Are internal visits excluded from counting?
Exclude internal visitors from the count by entering the IP address ranges or by using cookies. How it works:
Have you created target processes?
Target processes show at which points on the way to the corresponding conversions visitors abandon the process. This kind of funnel analysis is especially helpful for the basket or checkout process. How it works:
Have you activated the automatic tracking of events?
Social Media and PDF download links are automatically tracked by etracker if the function was activated in the Account Settings.
Have you connected your Google Adwords account to etracker?
Thanks to the synchronisation with your Google Adwords account, the target URLs are automatically adjusted and the key figures for views, costs, etc. are imported. How it works:
Do you have a strategy for how certain campaign parameters should be used?
To differentiate between campaign traffic and organic traffic, and to sensibly assign campaigns, links must be given corresponding URL parameters. In the run-up to this, you should consider which parameters should be used and how to fill them. In this respect, etracker provides a central planning file (Marketing Reports > Sources > Campaign Help) which you can use to avoid different spellings and considerably simplify link generation for employees and agencies.
Were all networks and tools configured in such a way that campaign parameters can be affixed automatically?
Newsletter tools, adservers and ad networks (retargeting, affiliates, SEA, Social Media, etc.) can usually be configured in such a way that the suitable URL parameters are automatically affixed to the target URLs. With Google AdWords, this is even easier thanks to the direct connection to etracker.
Do you meet the requirements of your duty to communicate information and offer the option to refuse data collection (opt-out)?
Are page elements with personal data excluded from tracking when using UX analyses?
With the UX analysis, it needs to be made sure that no personal data is played back during session replays. In the UX analysis of etracker, form input is replaced automatically by asterisks and page elements with personal information can be excluded from the tracking. How it works:
Have you concluded an order-related processing agreement with etracker?
Even though etracker with its default active IP masking does not usually record any personal data, the conclusion of an order-related processing agreement is required in writing in accordance with the requirements of Section 11 of the German Federal Data Protection Act (BDSG). How it works: