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.