On-Site Campaigns - play.etracker.com

Function and Purpose of On-site Campaigns

On-site campaigns are ones which you only run on your website. This means that the success of the campaigns is tracked via internal campaign links which a user clicks on by selecting certain functions on your website. By implementing on-site campaigns in etracker, you can determine how heavily certain website functions are being used, what contribution they make to this success and where there is a need for optimisation. Typical website functions whose use you can track with etracker:

Internal search
Banner on homepage or category pages
Product recommendations and ‘last viewed items’ boxes
Product videos
Configurators

Reports for on-site campaigns show which sales the website functions generate or which conversion rates were targeted. Tracking views is not possible.

Note: If you wish to view multi-level on-site processes in order to analyse exits and conversions across multiple steps and beyond, we recommend configuring website targets with a respective report. If you want to analyse successes by item, goods groups, main category and subcategory as well as take into account additional views of product detail pages and basket drop-outs, we recommend using the eCommerce API together with the Product Performance Report.

Preliminary Considerations for Tracking Website Functions

On-site campaigns should not influence off-site campaigns, that is, the evaluation of the success according to the campaign or referrer origin. To guarantee this, you should create your own attribute set for the on-site campaigns. The following previously created attributes are required as standard (mandatory attributes).

Attribute	Parameter (attribute name)	Description
Campaign universe	etcc_cu	Designation of the campaign universe (limitation of off-site campaigns or testing & targeting campaigns)
On-site medium	etcc_med_onsite	Type/Channel of a contact alongside the automatically generated media, for example: name of the website, name of the page, name of the website function
On-site campaign	etcc_cmp_onsite	Name of the campaign or type of website function

Examples of medium/campaign combinations:

Value(s) medium	Value(s) campaign
On-site campaign	Campaign xy
On-site campaign	Teaser container
Internal search	Search with result Search without result Number of search results
Teaser	Switch teaser Navi teaser
Recommendations	Product x Product y
Teaser	Campaign xy

Consider which additional attributes you will also require in order to represent the affected website functions and their different characteristics. The best thing to do here is to create user-defined attributes in etracker Analytics. For a distinguishable success analysis you could, for example, use the following attributes:

Website function	User-defined attributes/parameters
Banner (on homepage or category pages)	Banner type Motif Format Position Position
Product recommendations and the ‘last viewed items’ boxes	Recommended items Position in the block
Product videos	Viewed item Length
Configurators	Filter (or other settings)

Preparing to Record the On-site Campaign in the Application

Creating your own Medium and Attributes for the Campaign Link

Once you have determined which attributes you will require in addition to the mandatory attributes, create them and, if necessary, create your own value for the Medium attribute. You can do this directly in etracker Analytics under etracker Analytics → Marketing Reports → Campaign → Help Campaigns Link.

Configuring your own Report

Once you have created all of the required attributes in etracker Analytics, create your personal report for the on-site campaign under etracker Analytics → My Reports → Add Report. The report should evaluate the success of the on-site campaign and contain the required attributes and respective figures. The following key figures are suitable for an on-site campaign report:

Clicks
(Direct) visits
Leads
Lead volume
Click lead conversion
Sales
Sale volume
Click-sale conversion

A visitor can open multiple on-site campaigns during a visit and customer journey. In the same way as with off-site campaigns, you can set whether or not the success should be assigned to the first or last on-site campaign you opened.

Activate tracking

As soon as the on-site campaign is created in the account, it will still need to be activated as one. Here , please contact the etracker Support at support@etracker.com. Activation is usually within five working days after being requested. In your query, please enter the following information:

Name of your report
Account ID

Generating internal campaign link

The campaign link includes the parameters of the attributes and the relevant attribute values. You can transfer the parameters of the attributes using the control parameter cc_attributes in the tracking code or attach it directly to the internal campaign link. If you wish to track clicks on product recommendations or on promotional teasers on the homepage, you should adjust the parameters for the attributes directly in the campaign link.

Example for Campaign Link:

http://www.YourSite.de/targetsite.html?etcc_cu=onsite&etcc_med_onsite=Teaser&etcc_cmp_onsite=Eastercampaign&etcc_pos=2

The control parameter cc_attributes supplements the parameters in the campaign link automatically. It needs to be set inside the parameter block, that is, between <!– etracker PARAMETER 4.1 –> <script type=”text/javascript”> and </script> <!– etracker PARAMETER END –>. This procedure is suitable for, for example, competitions which you link to at multiple places on your website.

Example for cc_attributes:

cc_attributes["etcc_cu"] = "onsite";
cc_attributes["etcc_med_onsite"] = "Onsite contest";
cc_attributes["etcc_cmp_onsite"] = "contest ABC";

Example: On-site Campaign for Tracking the Internal Search

Let’s assume you wish to track how successful your internal header search is. To do so, you can use the Internal Search report in etracker Analytics under the Basic Reports → Content.

Necessary Parameters

The attributes listed in the table are required for tracking the internal search as standard (mandatory attributes).

Attribute	Parameter (attribute name)	Description
On-site search term	etcc_st_onsite	This attribute needs to be filled dynamically on the results page with the search term.
On-site medium	etcc_med_onsite	Transfer internal search as on-site medium.
On-site search term	etcc_cmp_onsite	The following values must be transferred to the internal search on the results pages: On the results page after a successful search: ‘with result’ or ‘successful’. Or on the results page after a failed search: ‘without result’ or ‘not successful’.

Note: In the same way, we could create additional attributes in order to, for example, differentiate between the free text searches and clicks on search suggestions. Generate the campaign link. To do so, transfer the parameters of the attributes in the parameter block of the tracking code. Depending on whether the search results page shows a result or not, you need to transfer different parameters.

Example Code for the Internal Search

Generic code:

cc_attributes["etcc_cu"] = "onsite";
cc_attributes["etcc_med_onsite"] = "Internal search"; 
cc_attributes["etcc_cmp_onsite"] = "#Placeholder search result#"; 
cc_attributes["etcc_st_onsite"] = "#Placeholder search therm#";

Code for search phrase ‘School’ (no result):

cc_attributes["etcc_cu"] = "onsite";
cc_attributes["etcc_med_onsite"] = "Internal search"; 
cc_attributes["etcc_cmp_onsite"] = "without result"; 
cc_attributes["etcc_st_onsite"] = "School";

Code for search phrase ‘Terminal 1’ (with result):

cc_attributes["etcc_cu"] = "onsite";
cc_attributes["etcc_med_onsite"] = "Internal search"; 
cc_attributes["etcc_cmp_onsite"] = "with result"; 
cc_attributes["etcc_st_onsite"] = "Terminal 1";

Alternative code for the transfer (search term ‘Book’, search successful)

var cc_attributes = { 'etcc_med_onsite': 'Internal search', 'etcc_cmp_onsite': 'with result', 'etcc_cu': 'onsite', 'etcc_st_onsite': 'book' };

Integration & Setup