Here you can find out how to access the etracker application and how you can change basic settings.
The functions of etracker Analytics can be accessed via the etracker website:
1. Open the etracker website www.etracker.com.
2. Click on Login to the top right.
3. Enter your ID and password and click on Log in.
To end the current session, click to the top right of the navigation bar on Account Info and, in the window that opens, to the bottom left on Logout.
Part of the general configuration options, which you can access by clicking on your account at the very top of the navigation bar, are:
You can open all of the available reports and settings via the navigation bar. If you click on a navigation area, a menu with the selection of the respective reports, functions and settings will open on the right-hand side. Settings are marked with a gear wheel. The menu automatically closes with a click on an entry or click on the close symbol to the top right.
When you have opened a report, the navigation area you are in is highlighted with an orange bar and orange font colour.
As soon as you select a report, the following interface generally appears:
The reports are based on the combination of so-called dimensions, optional segments and key figures. In the table, the dimensions and segments appear with their values in the left area.
The evaluation of data is divided into two general sections: the graphical display in the upper section and the tabular display in the lower section. The evaluation area includes the following elements:
To the top left, beside the report name, the currently selected timeframe will be shown. By default, the evaluation period is set to the last seven days and the current day.
By clicking on the Timeframe button, you can open the calendar and open the analysis for a specific period of time (see 1).
To quickly set the timeframe, you can use the predefined timeframes from the calendar’s selection list (e.g. Current week, Current month) (see 2).
There are two options if you wish to set a specific timeframe in the calendar:
2. Use the calendar to set a specific timeframe by selecting the desired start and end date and then clicking Apply (see 2).
If you apply the same settings regularly for a certain report (timeframe, dimension, segment and/or key figures selection), it can make sense to save your configurations. You can access the saved configurations by going to the My Configuration dropdown menu, thereby saving yourself time and effort.
To save your configurations, please proceed as follows:
Select a report and set the desired settings. Click on the Disk symbol to the right of the configuration selection (see 1).
To delete saved configurations, click on the Gear wheel and then on the Recycle bin button.
To manually download report data, open the report and select the Export button to the right corner of the evaluation area. There are a number of different options and file formats available for the Export of the table (CSV, XML, XML (Excel), XLS) or the entire report as a PDF.
If you export the report regularly or on a repeat basis with specific settings, you can conveniently use the automated Email Reporting.
The graphic shows the values of the table over time. The tiles to the left show the relative shares of the selected attribute dimensions, while simultaneously showing the importance of the lines in the chart. You can select and deselect the data records for the graphic using the buttons in the Show in graphic table column (see 1). The top dimension with the greatest share for the selected timeframe will also be shown in the long-term chart.
If you travel with the mouse pointer along the time axis, the values for the respective time will appear for each line as well as the overall value.
You have the following options when it comes to editing the graphics:
The tabular view is split up into three areas: In the left area, the attribute dimensions and segments, like the page names, are shown; on the right, the respective key figures, like the visits, can be seen and above the actual table you will find the configuration of the dimensions and segments.
You have different options to adjust the tabular view inside the three areas:
In many reports, you can also filter according to certain dimension values like Referrer URLs, Page names, Event names or Campaign names. The filter functions can be found above the segment and dimension configuration section. The Advanced Filter option enables the combined searching in multiple dimensions or segments, the selection of the match type (contains, exactly matches, starts with, ends with) and if the filter should serve as an exception or search criterion (include or exclude results).
This way you can quickly find the data records which you need for your evaluation. This is particularly helpful when you supplement the corresponding parameters for event or page names with additional information, e.g. using prefixes for the selected language.
Click to switch back and forth between the different models for attributing orders and sales and switch flexibly between the models.
The switch can be found to the top right of the table. Click on the active distribution model and select the desired model from the dropdown menu. The orders and sales will be redistributed in an instant.
This way you can quickly find the data records which you need for your evaluation. This is particularly helpful when you supplement the corresponding parameters for event or page names with additional information, e.g. using prefixes for the selected language.
Available Distribution Models:
Using the timeframe comparison, you have the option to compare a current timeframe with the data from the previous timeframe. The changes are visualised in colour in the report table so that you can identify at a glance for which segment values the key figures changed most positively or negatively.
Please note that the comparison is only visualised in the report table. The data of the current timeframe will continue to be shown in the diagram.
Selecting the Current Timeframe
In the report which opens, click on Timeframe Selection above the graphic.
In the shown calendar, you can now select your desired timeframe by clicking on the first and last day.
Activating the Comparison Timeframe
Using the Compare with switch, you can then activate the comparison timeframe. Here, a timeframe of the same length as the one directly before the current timeframe is automatically selected as the comparison timeframe.
Example: If you select 3 April to 23 April as the current timeframe, then when you activate the comparison timeframe, 13 March to 2 April will be set.
If you change the current timeframe when the timeframe comparison is activated in the calendar, then the comparison timeframe will be adjusted automatically.
If you would like to compare the already selected timeframe from the report with the same timeframe before that, then you can also activate the comparison using the switch beside the shown timeframe in the report.
When the timeframe comparison is activated, the changes to the comparison timeframe will be visualised in the report table.
Display of the Comparison in the Overall Bar
In the overall bar, the percentage change to the comparison timeframe as well as the absolute amount for the current timeframe are shown. The deviation is also shown either by an arrow up (better than in the comparison timeframe) or by an arrow down (worse than in the comparison timeframe). For differences of greater than +5%, a green arrow (improvement) or a red arrow (underperformance) is shown.
The “Bounce Rate” key figure represents a special case. For bounce rates which fall compared to the comparison timeframe, this is visualised as an improvement, while differences of -5% or higher are displayed correspondingly with a green arrow or a green bar. Bounce rates which increase for comparison timeframes are shown with a red arrow or bar.
Display of the Comparison in the Segments
In the report table, in addition to the absolute value of the current period, bar charts for the key figures of the segments are used to visualise the changes. The grey bar from the left to the black line shows the overall value of the timeframe currently in view. If there are no changes to the key figure value for the comparison period, the bar will not be coloured in, but will remain shown in grey. The lengthwise relations of the bars of a key figure across all segments of the report are based around the highest key figure value of the current timeframe or (if this is higher) to the value of the comparison timeframe (see Fig. 7).
If the key figure value for the comparison timeframe changes, the difference between the comparison timeframe and the one currently in view will be shown with a green or red section up to the black line. Green colouring evaluates the increase as an improvement in performance (like, for example, when increasing the PIs). Red colouring evaluates the increase as a drop in performance (like, for example, an increase to the bounce rate).
Opening Up an Additional Segment Level with Active Comparison
If you open up a segment level for an additional segment in the report, then the comparison timeframe will also be visualised for the additional segment. The relationship of the lengths of the comparison bars here is aligned around the maximum key figure values of the additionally opened up segments.
Display of the Values on MouseOver
If you position the mouse over the line of a segment in the table when the timeframe comparison is active, the percentage and absolute change of the key figure value compared to the comparison timeframe will be shown instead of the bar.
You can end the timeframe comparison using the switch beside the display of the timeframe in the report or via the Compare with switch in the calendar.
You can view all relevant KPIs in the direct overview of the etracker Analytics Dashboard.
The black bar of a segment from the left to the white line shows the overall value of the timeframe currently in view. If there are no changes to the key figure value for the comparison period, the bar will not be coloured in, instead it will stay black.
Example: In the current month, four visitors arrived at the page via mobile phone. In the previous month, similarly four visitors arrived at the page via mobile phone. A black bar with a white line is shown, as there is no change.
If the key figure value for the comparison timeframe increases, the difference between the previous month and the one currently in view (by default seven days) will be shown with a green or red section up to the white line. Green colouring evaluates the increase as an improvement in performance (like, for example, when increasing the PIs). Red colouring evaluates the increase as a poorer performance (like, for example, an increase to the bounce rate).
If the key figure value for the comparison timeframe increases, the difference between the timeframe for the previous month will be shown with a green or red section from the white line onwards. Here too, the reduced value is evaluated positively with green colouring (like, for example, the reduction of the bounce rate). Red colouring evaluates the reduction as negative (like, for example, the reduction of the PIs).
Via the top lists below the dashboard, you will see, among other things the top list of the most visited pages and the most visited countries. Via the drilldown menu inside the respective top list, you have the option to freely select the desired key figure, according to which the top list should be sorted.
The “Last Visitor Report” shows you the table of visitors for the current day starting at 00:00. The sorting of the previous visitors is done using the last recorded page impression, regardless of how long the visitor has already been active. The overview does not update automatically as it is otherwise impossible to perform a detailed analysis of the last visitors with heavy-traffic pages. This report is limited to the last 500 visitors.
By clicking on the last visitor’s IP address, you can see the detailed view with every visitor session and action which were shown in the last two days. The detail view updates itself automatically every three seconds so that you can follow the visitors live.
The “Page Value” is a measure of the economic relevance of page contents. It indicates to what extent certain content contributes towards the success of the website. If a page is viewed particularly often by visitors who then carry out transactions during this visit, then this page will receive a high page value.
As an online retailer, it is important to not just evaluate pages in regard to their popularity, that is, using page impressions, views per visit, entries, exits and bounce rates. In eCommerce, economic success is what counts. Particular attention should therefore be paid to those pages which are accessed a lot or have a high number of visitors, but have a lower page value. Or vice-versa, pages with few visits, but which have a relatively high page value. Therefore, the page value is very helpful as an indicator for pages which increase conversions and sales. The value is calculated as follows: The sales of all transactions in the selected period is divided by the unique number of page impressions or the number of visits for each page. The following graphic illustrates the principle:
Accordingly, the page value shows which websites lead to sales. If a page is not found in any visit where something was bought, then the page value for this page is zero. If no sales are recorded in general, then the page value for all pages is zero. By nature, the value for the pages of the checkout process and generally for the homepage are particularly high. Here, you should consider that pages about the company or in the area of Customer Service have a very low page value.
What is interesting and notable are those cases where the visitor numbers for product or category contents do not correlate with the page value, that is, many visits and low page value or few visits and high page value. Just as interesting is the comparison of the page values with the product events and conversions, especially, the ‘Seen’ number and the ratios of ‘Product page to basket’ or ‘Product page to purchase’ in the eCommerce Reports. Accordingly, one should be very careful when removing items from the product range or changing them, which, when viewed by themselves, generate low sales, but have a high page value and thus appear to play an important role in the evaluation process.
But beware! Unlike with marketing attribution, that is, the allocation of conversions and sales to media and campaigns, with page value sales are not allotted. While the page value is calculated from the generated sales, its sum does not correspond to the overall turnover across all pages. For this reason, no sum will be shown in the respective reports for the page value. The page value is to be seen more as a visitor count weighted with sales.
In the etracker application you will find the key figure in the page report of etracker Analytics under Web Analytics > Basic Reports.
The “Area Value”, similar to the page value, is a measure of the economic relevance of page contents. If a website area is viewed particularly often by visitors who then carry out transactions during this visit, then this area will receive a high area value. Therefore, the area value indicates to what extent certain content contributes towards the success of the website. Areas with a high area value have a greater effect than those with a low value.
Unlike the “Product Performance Reports”, this does not count if a product was viewed from the area or if it was placed in the basket and ordered, but if an area was viewed by buyers. This way, the page and area values clearly show the economic influence of content beyond the product detail pages.
The area value is calculated as follows: The sales from all transactions in the selected period is divided by the unique number of page impressions or the number of visits for each area.
In exactly the same way, with multiple area levels, the values of subareas are not summed up to upper area levels. Upper sections are only assigned a value if unique pages are also assigned to them, for example, overview pages.
In the etracker application you will find the key figure in the area report of etracker Analytics under Web Analytics > Basic Reports.
Along with the question of which pages are the most popular or relevant, it can be revealing to look at the paths the visitors take. The progression from page to page by visitors is known as the clickpath.
Inside the clickpath reports, you will be shown the visitor flow on your website both visually and in table form. Here, select the desired page from the table from which the onward “behavioural flow” should be viewed.
Using the visual Sankey diagram from the viewed page, you can optionally analyse the top 5 or top 10 pages which are viewed directly or opened afterwards. In addition, you have the option to specifically examine an individual section by clicking on one of the following opened pages.
The Customer Journey describes the process visitor takes up until the final decision and conversion. Contact with the means of advertising and website views are viewed as stations on the journey to the target. For spontaneous or very targeted purchases, the customer journey can consist of one individual contact. Customer journeys can however continue on over longer periods and through numerous stations.
If the customer journey consists of multiple contacts with different advertising means or channels, then the question arises as to what contribution the individual contacts made towards the success and thus how much of a share of the sale should go to which advertising medium. This can be done by so-called attribution or distribution models, which distribute the sale according to certain rules or weightings or weightings on contact points.
But the reason for doing this is also to better understand the user so as to be able to
The aim of the etracker customer journey report is to provide information on to how great an extent, in which combination and in which phases advertising measures contribute to the success.
The contact combinations report under Marketing Reports > Customer Journey shows the sequence of contacts of a visitor, grouped according to the number of contacts.
The distribution of the contact count by orders or sales shows
By activating the contact sequence, you can view the top sequences by amount (see 1). You can sort by orders, sales or frequency using the column labels (see 2). This way you can see which combinations are the most successful. Additionally, the report also supplies information on whether certain media appears more towards the start or to the end of the contact chains.
You do not have to laboriously derive information from the individual contact chains in order to discover core effectiveness areas in the decision-making phases. Instead you can use the Advertising effect report.
The Advertising Effect report makes transparent the effect of channels (media), campaigns and keywords:
From the four cases illustrated, there are four key figures in the report: stimulation, conviction, action and direct purchase.
Website targets can be the completion of processes (e.g. orders), which a visitor to your website performs. Here, the visitor must open individual pages of the website which describe the process steps.
Examples of website targets:
In the Website Targets report under Basic Reports > Content you can determine how many visitors discontinued the process and where; provided they have defined a website target process.
You can create your website-target processes with the help of the Assistant, which can be accessed via the gearwheel in the Basic Reports Selection. Here click on the Add Process button. The procedure in the Assistant is then as follows:
Under Basic Reports > Content > Website Targets the table in the first column shows you a list of all the website target processes you have defined. Click on Add (see 1) and select the Step segment (see 2) in order to view the individual process steps. In the table, you can read how successfully your website targets are being reached.
In order to evaluate the website targets by campaign or medium as well, activate the corresponding attributes via segmentation (see 3).
The table consists of the following key figures:
|Conversion rate||Conversion rate of the person who discontinued and skipped.
Calculation at step level:
Number of people who discontinued and skipped the step / Number of people who discontinued and skipped the process.
Calculation at page level:
Number of people who discontinued and skipped the page / Number of people who discontinued and skipped the step.
|Visitors||Number of visitors in reference to the process or page. These visitors are identified uniquely by their user ID (unique visitors). This means a visitor is identified as a repeat visitor over a long period of time and thus counted just once, even if they have gone through the target process on multiple occasions.
So if individual days in a timeframe are considered, then the visitor will be counted and identified once a day. If the entire timeframe is considered, the visitor will also be identified once.
|Skipped||Number of visitors who have skipped a specific step or page.|
|Drop-outs||Number of visitors who discontinued the process after visiting the page.|
|Drop-out rate||Number of drop-outs divided by the number of visitors.|
|Target-reached||Number of visitors who arrived at the target in the last step.|
The data comparison adds supplementary parameters to links to keywords and ads placed for Google AdWords®, which etracker Analytics then analyses.
The following display types are supported by the Google AdWords® interface:
Like with all other campaigns, etracker Analytics determines the entry page and additional information from the referrer. Furthermore, when using the interface different key figures can be imported from the Google AdWords® account.
So you can record and evaluate your Google AdWords® campaigns using etracker Analytics, you will need to add the corresponding Google AdWords® account to etracker Analytics first. Here, click on the Google AdWords® gearwheel in the Marketing Report Selection.
In the overview shown by etracker Analytics you can add new Google AdWords® accounts and then view all of the ones already created and edit them.
To show a list of all Google AdWords® campaigns from a specific Google AdWords® account, click on the gearwheel symbol behind the desired account in the Google AdWords® configuration.
In the table, you will be shown the following details:
|Track campaigns with CC||All campaigns with ticks are ones which are synchronised (tracked). All other Google AdWords® campaigns will not be taken into consideration in etracker Analytics.|
|Name||Indicates the name of the campaign within Google AdWords®.|
|Start date||Indicates since when the campaign has been active on Google AdWords®.|
|End date||Indicates when the campaign on Google AdWords® ends.|
|Google AdWords status||Shows the current status of the Google AdWords® campaign (active, paused or expired).|
The default view always shows all Google AdWords® account campaigns. You have the following options to change the view:
The illustration of the Google AdWords® structure in etracker Analytics and the customisation of links in etracker is known as Structure Synchronisation. Two things happen with this comparison of the campaign link structure: One is that objects relevant for the use of Google AdWords® like campaigns, ads and keywords are saved to etracker Analytics in such a way that they can be used in the reports by etracker Analytics. Another is that the campaign links in ads, the keyword links and the ad sitelinks are changed by adding parameters in such a way that makes the tracking of clicks on Google ads as optimum as possible.
To execute structure synchronisation for the first time or to add new campaigns to the synchronisation, please proceed as follows:
After synchronisation Remove campaigns from tracking (desynchronise) by removing the tick beside the campaign in the Track campaigns with CC column. With desynchronisation, the link between the structure of Google AdWords® campaigns and the corresponding structure in etracker Analytics is removed. The links which were changed for the purpose of tracking will also be reset to their original status. The process has no effect on the data recorded prior to that. The data from the corresponding reports will remain available.
For frequent changes to Google AdWords® campaigns, it can make sense to set up frequent automatic structure synchronisation. The frequent structure synchronisation can be activated below the tabular view for the chosen timeframe. If you select weekly after Compare Campaign Link Structure, synchronisation will always be carried out on the day of the week on which you saved the setting. If you select monthly, synchronisation will be performed on the same day of each month. If you have saved the tracking rhythm, e.g. 5 July, the data will be synchronised on 5 August, then 5 September, etc.
With Key figure synchronisation, key figures from Google AdWords® will be put alongside the data recorded by etracker Analytics. This way, you can compare sales and orders with the costs incurred for Google AdWords®.
If structure synchronisation was carried out for a Google AdWords® campaign, etracker Analytics will be able to apply key figures from Google AdWords® into its reports, like, for example, the costs per keyword.
You will only be able to perform key figure synchronisation once structure synchronisation has been carried out. Proceed as follows in order to activate frequent key figure synchronisation:
Nach der Synchronisation erfasst etracker die Kampagnen-Informationen parallel zu Google. Die synchronisierten Anzeigentypen werden über alle Google Netzwerke erfasst (Google Search, Google Search Partner, Display Network).
Unter Marketing Reports finden Sie einen Google AdWords Basis-Report mit den wichtigsten Kennzahlen sowie einen umfänglichen Google AdWords Report für granulare Auswertungen. In beiden Reports wird in der Spalte Medium der über den Kanal SEA mit Google AdWords erfassten Suchmaschinen-Traffic der Website angezeigt. Diesen Suchmaschinen-Traffic können Sie mittels zusätzlicher Segmente bspw. nach den zugeordneten gebuchten Keywords weiter herunterbrechen.
Die tabellarische Ansicht kann die folgenden Attribute und Kennzahlen(gruppen) enthalten. Klicken Sie auf den Kennzahlen-Header und konfigurieren Sie die von Kennzahlen nach Ihren Anforderungen.
|Medium||Type/Channel of a Contact (SEA)|
|Campaign||Here the names of the Google AdWords® campaigns are listed out.|
|Group||Serves as a subgrouping for campaigns and illustrates an AdGroup in Google AdWords®.|
|Entered keyword||Refers to the keyword which was entered in Google AdWords®.|
|Keyword||Refers to a visitor's search term or phrase.|
|Matchtype||Specifies the search type for a booked keyword in Google AdWords®.|
|Advert||Specialist name or term of an advert (ID).|
|Origin||Origin domain if there is a referrer.|
|Booked device||Refers to the device booked in Google AdWords®. Can be used to limit the campaign numbers according to device types like desktop PC, tablet PC and mobile phone.|
|Google AdImpressions||This key figure group compiles imported key data from your Google AdWords account which show how many ad extensions were shown to your visitors (e.g. all ads, sitelink, headline).|
|Google Clicks||This key figure group compiles imported key data from your Google AdWords® account which show how often your visitors clicked on ad extensions (e.g. all clicks, sitelink, headline).|
|Leads||Number of Leads|
|Clicks||External contacts of visitors with the website. A contact here can be both an explicit advertising contact as well as a type-in/click on a link to a different website.|
|Direct Visits||Number of visits which directly follow a contact (compared to a post visit which follows the direct visit with a time delay).|
|Page Impressions||This key figure group compiles the following key figures:
- Direct PIs:
Number of page views which can be assigned to direct visits.
- PIs per visit:
Calculated key figure which illustrates the average number of page impressions per visit.
|Other Google key figures||This key figure group compiles key figures which were imported from the Google AdWords® account and cannot be assigned to any other key figures group (Google First Page CPC, Google Group Avg. Position, Google Keyword Avg. Position, Google Quality Score).|
|Sales||This key figure group compiles the following key figures:
- Click-Sale conversion:
Number of page views which can be assigned to direct visits.
- Sale turnover:
Turnover of all orders with sale status.
Number of all orders with sale status.
|Costs||This key figure group compiles the following key figures:
- Cost per lead (CPL):
Average cost for orders with lead status.
- Cost per sale (CPS):
Average cost per order with sale status.
- Click cost:
Sum of cost per click.
- Cost per click (CPC):
Average cost per click.
- Return on Investment
|CSR||Cost-Sales Ratio The CSR indicates what the average turnover was for each cost unit.|
|Order size (sales)||Average turnover of an order. Only sales are taken into account.|
Product range, price and positioning optimisation is one of the most important requirements in eCommerce. The basis of this optimisation are questions like:
These questions can be answered in detail using the Product Performance Reports. You can find these reports under eCommerce Reports > Product Performance.
For the reports, advanced data recording must be integrated into the websites to be tracked so that events like “Seen”, “Bookmarked” or “Put in basket” can be transferred along with the order via the eCommerce API and compiled in the report.
|Medium||Type/Channel of a Successful Contact (e.g. Social Media)|
|Campaign||Campaign name which serves to differentiate between different campaign actions and is necessary in order to compare different campaigns.|
|1st to 4th category||Four category levels in which each product can be illustrated (e.g. longboards > accessories > screws > Phillips head screws).|
|Product ID||Unique product number.|
|Product Name||Name of the product.|
|Page Name||Name of the page on which the product was shown.|
|Customer Group||Group to which a customer belongs, according to eCommerce API.|
|Terms of Delivery||Terms of delivery according to eCommerce API (e.g. delivery to the curb).|
|Terms of Payment||Terms of payment according to eCommerce API (e.g. in instalments).|
The key figures of the reports are organised in the key figure groups. The key figure groups result from the product-relevant actions of the shop visitors.
Key figure group “Bookmarked”:
|Number||Indicates how often the product was bookmarked in the Online Shop.|
Key figure group “Seen”:
|Number||Indicates how often the product was seen. All views are recorded, even if a visitor viewed a product multiple times during a visit.|
Key figures group “Placed into basket”:
|Goods value||The goods value of the products which the visitors have placed into the basket:
Number of "Product placed into basket" x Product quantity x Product price.
|Shopping basket product page||Relationship between the number of products which were placed into the basket and the number of viewed products:
Number 'Product placed into basket'/Number 'Product (page) seen'.
Key figures group “Deleted from basket”:
|Goods value||The goods value of the products which the visitors removed from the basket:
Number of "Product removed from basket" x Product quantity x Product price.
|Deletion rate||Relationship between the number of products which were removed from the basket to the number of products placed into it:
Number 'Product removed from the basket'/Number 'Product placed into basket'.
Key figure group ‘Order’:
|Product quantity||Indicates in what quantities the product was ordered.|
|Goods value||The goods value of the ordered products. It does not matter if orders were changed at a later point in time to a sale or cancellation. The key figure keeps the original status of the orders:
Number 'Product ordered' x product quantity x product price.+
Die Kennzahlengruppe ‘Bestellung’ ist optional je nach Implementierung. Wir empfehlen die Übergabe von Bestellungen als ‘Sale’, was in den Product Performance Reports in der Kennzahlengruppe ‘Kauf’ ausgewiesen wird.
Key figure group ‘Purchase’:
|Number||Indicates how often the product was bought.|
|Products per purchase||Average number of products per purchase:
Purchased product quantity/Number of 'Products bought'.
|Goods value||The goods value of the purchased products. It does not matter if purchases were cancelled at a later point in time:
Number 'Product bought' x Product quantity x Product price
|Goods value per purchase||Average goods value per purchase:
Goods value/Number 'Product purchased'.
|Leave value as is||Goods value of the products placed into the basket reduced by the purchased products.|
|Cancellation rate||Number of products abandoned of those placed into the basket (in %):
Number 'Placed into basket' minus number 'Purchase')/Number 'Placed into the basket'
|Product page for purchase||Ratio of purchased to viewed products|
In etracker Analytics, the campaign attributes are read out of the referrer, the URL parameters and the entry page. An attribute consists of three components: name, parameter and value. The name is the column title which is used in the reports. The parameter is the (usually cryptic) value which is transferred in the link. The value specifies a unique allocation and can be seen as a characteristic.
etracker Analytics generally tracks each time a website is accessed and automatically assigns the respective medium, provided this is not transferred via the URL parameter in the link or on the landing page. The medium attribute describes the channel or type of campaign (e.g. email, SEO, SEA, Display, Affiliate, Price search engine).
The following tracking is done automatically for the “Medium” attribute:
Alongside the ‘Medium’ attribute, there are additional ones which are automatically filled in by etracker.
All additional attributes will be filled in using specific URL parameters.
To exploit the full potential of etracker Analytics, you should map further information to your campaign structure by affixing simple parameters to the URL. In etracker Analytics, you can avail of the following predefined parameters.
|Campaign (etcc_cmp)||The 'Campaign' attribute is used to differentiate between different advertising campaigns and makes it possible for them to be compared with each other: Parameter: etcc_cmp.|
|Medium (etcc_med)||The 'Medium' attribute describes the type of campaign (e.g. email, paid search, organic search, Social Media, display, affiliate, price search engine): Parameter: etcc_med.|
|Group (etcc_grp)||The 'Group' attribute serves as a subgrouping for campaigns and shows, for example, a channel in etracker Web Analytics or an AdGroup in Google AdWords®: Parameter: etcc_grp.|
|Origin (etcc_ori)||The 'Origin' attribute describes a reference to the origin of the type of advertising. Examples for this are search engines, the name of the newsletter or the website on which the advertising was placed. Often, this is determined from the referrer. Example: Origin of the visitor or where the advertising was seen? Parameter: etcc_ori.|
|Partner (etcc_par)||The 'Partner' attribute describes the advertising partner or network (e.g. Google, Zanox, Affilinet: Parameter: etcc_par.|
|Keyword (etcc_key)||The 'Keyword' attribute refers to the search word or phrase used in Search Engine Marketing: Parameter: etcc_key.|
|Advertiser (etcc_adv)||The 'Advertiser' attribute describes who is running the ad. This parameter is first and foremost for differentiating between multiple clients: Parameter: etcc_adv.|
|Agency (etcc_acy)||The 'Agency' attribute describes an advertising agency or performance agency: Parameter: etcc_acy.|
|Target (etcc_tar)||With the help of the 'Target' attribute, you can set the target of a campaign (e.g. 'Sales', 'Branding', 'Leads', 'Registration'): Parameter: etcc_tar.|
|Display (etcc_ctv)||The 'Display' attribute refers to the technical name or the description of an advert.|
|Variant (etcc_var)||The 'Variant' attribute describes advert version on which a visitor clicked. It is used for content-relevant advertising and content tests (A/B test) to determine which version of an advert attracts volume-increasing new customers in the most effective way: Parameter: etcc_var.|
|Placement (etcc_plc)||The 'Placement' attributes specifies an area of a website in which advertising is activated: etcc_plc.|
|Matchtype (etcc_mty)||The 'Matchtype' attribute specifies the search type for a booked keyword in Google AdWords: Parameter: etcc_mty.|
The campaign link for a newsletter could look as follows:
Here, the attribute is based on the following structure (example):
Medium = Email (static)
Campaign = Campaign name
Origin = of the email host if necessary
Target = optional for differentiating, e.g. weekly emails vs. system mails or for rating products after the purchase
Creative = Paragraph where you can find the link or the advertised product
Placement = Paragraph position (no.) of the contained link
Variant = if necessary for differentiating between segments inside the newsletter or A/B tests for content variants
Only the parameters for the campaign (etcc_cmp) and the medium (etcc_med) are mandatory parameters. All other parameters can be inserted optionally and should be used uniformly for your individual structure. To provide support for uniform use of campaign attributes, there is an Assistant as well as Link Management available as an Excel download under Marketing Reports > Sources > Campaign Help.
The Advertising Media Link Generator in etracker Analytics helps with the creation of links. This also enables the creation of your own attributes or parameters should the predefined parameters be insufficient for your campaign structure.
The link generator is for illustrating the syntax of the URL parameters. The links can be created dynamically and independently based on the pre-defined attributes, so they do not need to be “generated” in etracker Analytics.
To create campaign links within etracker Analytics via campaign links, etracker provides you with an Assistant.
Proceed as follows:
The ‘Medium’ attribute describes the type of contact/advertising channel. The following media are preset and automatically recorded.
You can add my media by selecting “My media” under the mandatory properties. You can also use abbreviations for when naming the medium.
In order to record campaign costs inside etracker Analytics, you can enter the costs per click, per lead and per sale for each campaign. Proceed as follows:
In etracker Analytics, you can compile your own reports according to your wishes and ideas and permanently set up individual reports with their own names as onsite or offsite reports in the system. The data in the “My Reports” section are also available retroactively.
My Reports allow the free compilation of segments and key figures. The conversion timeframe will always be set automatically in the report for the selected timeframe. The attribution model for the report can be selected flexibly.
Proceed as follows:
Under My Reports, select whether it is an individual report for external campaigns (1) or an onsite report (2).
Using the Add (1) button, select up to six segments (2) which the report should contain.
Using the Add key figures and key figures groups point (1), you can select as many key figures or entire key figures groups as you like for the report (3). Then click on Save (4). The key figures groups must be activated prior to this using the sliders (2) so that key figures can be selected.
To save the created report, click on the Disk symbol over the graphic (1).
Give your report a title under Name (1) and specify under Timeframe (2) the default time progression which should appear when you open My Reports.
Click on Save. The report is now available in the report overview.
Reporting makes automatic sending of individual web analysis reports or individually compiled report sets possible via email. Alongside the joint user access to the application, customers, bosses, colleagues or agency partners can be supplied with the information they need on a regular basis. The selected report sets can be viewed for download at any time at the touch of a button.
An overview of all email reports and the reporting configuration can be found in the administration section or via the layer which opens when you click on the account information.
Select Account Info > Reporting & Exports > Create Reporting in order to send selected reports as needed daily, weekly, monthly, quarterly or even yearly. A selection of formats are available including CSV, XLS, XLS zipped, XML, XML for Excel and PDF.
The creation process includes the following steps:
1. Selecting the Type (File Format) and Title
2. Selecting Included Reports
Separate emails for each report are impractical and annoying. For this reason, you have the option with etracker Analytics to combine multiple reports in different configurations into one report and to send it together in one file. In Excel, you can find the different reports as individual tabs.
Reports from all Web Analytics areas, that is, basic reports, marketing reports, eCommerce reports and your own reports, can be selected.
In addition, you can save different report configurations to the respective reports, that is, with individual segmentation, sorting, filtering and key figure selection, before using it in the report.
The number of data records for the report distribution can also be set if you only wish to view the top 100 keywords, pages or areas.
3. Selecting the Distribution Interval
Set if the report should be sent daily, weekly, monthly, quarterly or yearly. The period for reporting currently corresponds to the selected distribution interval. The option to set deviating period ranges is already prepared.
4. Selecting Recipients
Now all that is missing is the recipient information in order to complete the reporting configuration. Click on Create to activate report sending.
You can access the overview of all created reports with their respective dates of creation, names and distribution interval via Account Info > Reporting & Exports > Existing Reports. By clicking on the icons in the Actions column on the right, you can download the reports as files as well as change or delete them.
With the help of the alarm function, a notification is sent automatically to one or more recipients when there are static fluctuations in a website’s traffic. By using notifications, valuable time is saved for the daily analysis. This way you can, for example, quickly fix problems on the website in a timely manner.
VDifferent key figures, conditions, periods and segments are available for selection. The term entered into the “Value” field for determining segmentation needs to correspond exactly to the segment value in order to trigger the alarm.
A pre-configured inactive alarm in the application serves as an example.