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Often invisible to the visitor, web beacons can prove to be an easy way to tracks movement on a piece of content or a site
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September 17, 2012Beacons: Tracking pages without JavaScript
Ignatius Hsu, Business Analyst – [email protected], @ignatiushsu
Beacons
• What are they• Scenarios• Tracking communications channels• How to use one today in Google
• Classic Async
• Universal Analytics
• Challenges• http://bitly.com/bundles/ignatiushsu/3
9/17/20132 More Reading: http://bitly.com/bundles/ignatiushsu/3
3 More Reading: http://bitly.com/bundles/ignatiushsu/39/17/2013
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An image embedded in content such as emails and Web pages
Often invisible to the visitor, a 1x1 pixel gif (though sometimes visible as display ad)
Image is served from a third party
Tracks movement on a piece of content or a site
Also used in sites designed for feature phones
Sometimes visitors are tracked across sites using third party cookies
Embedded Beacons
More Reading: http://bitly.com/bundles/ignatiushsu/39/17/2013
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Embedded Beacon - Email
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Embedded Beacon - Email
More Reading: http://bitly.com/bundles/ignatiushsu/39/17/2013
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Web analytics packages use JavaScript to capture visit data, sends to server.
The transmission of data to the server is known as an “endpoint”. Many packages use a gif as their endpoint, not unlike a beacon.
gif - Google Async, Adobe SiteCatalyst
URL - Google Universal Analytics
Tracks movements within a site through first party cookies (third party cookies are now rare)
JavaScript Beacons
More Reading: http://bitly.com/bundles/ignatiushsu/39/17/2013
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Beacons & AnalyticsEmbed Embed Dynamic JS
Channel Emails, Web Pages Web PagesBeacon Embedded image on page Endpoint is dynamically
rendered on page, captures visit data
Data storage Third party server captures and stores referral data
Transmits visit data through endpoint to a third party server
Cookies Often uses cookies (3rd party)
Uses cookies(1st party)
Use Cases Ad Networks, Email Marketing, Content on forums/external sites, other uses?
Owners of Websites
More Reading: http://bitly.com/bundles/ignatiushsu/39/17/2013
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Analytics Tracking Methods
Content Presentation Layer + Client Browser
JavaScript No JavaScript
Control over Code
E.g. my website.Web Analytics(Google Analytics, Adobe Analytics, etc.)
E.g. native iOS app.Server side scripts, Mobile SDK Frameworks(Google Analytics for Mobile Websites - php…, Flurry iPhone/Android SDK, etc.)
No Control over Code
E.g. social media.Use analytics provided by service or third party, if any.(Facebook, Twitter, Hootsuite, Radian6, etc.)
Can I insert an external image? If yes, consider using a beacon.
E.g. email messages, forums, some publishing platforms.Use analytics provided by service (MailChimp Analytics360)
Can I insert an external image? If yes, use a beacon.
More Reading: http://bitly.com/bundles/ignatiushsu/39/17/2013
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Multi-Channel Tracking (e-mail/site)
More Reading: http://bitly.com/bundles/ignatiushsu/3
Current
9/17/2013
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Classic Universal Analytics Measurement Protocol
Multi-Channel Tracking (e-mail/site)
More Reading: http://bitly.com/bundles/ignatiushsu/39/17/2013
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Classic GA BeaconFully Static Beacon (see bit.ly Google Spreadsheet):
<img src="http://www.google-analytics.com/__utm.gif?&utmwv=1&utmn={{random-number}}&utmhn=my.site.com&utmp=/filter-param/content.html&utmac=UA-XXXXXXX-Y ||&utmr=-&utmcc={{long-cookie-string}}" />
• Pageview model.• All pageviews tracked are tied to one unique visitor.• No cookies stored.
Pre-rolled Appspot Beacon (see bit.ly AppSpot for the developer’s post):
<img src="http://nojsstats.appspot.com/UA-XXXXXXX-Y/my.site.com/filter-param/content.html" />
• Pageview model.• Each pageview creates a unique visitor.• 1 pageview / unique session.• Third party cookie stored.
More Reading: http://bitly.com/bundles/ignatiushsu/39/17/2013
Classic GA Beacon
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1. Fill in these values (or copy example values where applicable). Cookie value is a bit of a hack.
2. Copy this
Paste it wherever you need it
More Reading: http://bitly.com/bundles/ignatiushsu/39/17/2013
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GA Universal BeaconUniversal Analytics, Measurement Protocol:
<img src="http://www.google-analytics.com/collect?v=1&tid=UA-XXXXXX-Y&cid=9988776655&t=event&ec=email&ea=open&el=9988776655&cs=weekly-promo&cm=email&cn=date-9-15-2013&cm1=1&cd1=9988776655" />
• Channel agnostic, track by event, pageview, app or social.• Mix and match.• Flexible.• Tracks hits to visits.• No cookie stored.
More Reading: http://bitly.com/bundles/ignatiushsu/39/17/2013
Universal Analytics Measurement Protocol
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4. Copy this
5. Paste it wherever you need it
1. For CID, insert email or CRM customer ID, if possible
2. Complete fields for pageview or event or campaign.
More Reading: http://bitly.com/bundles/ignatiushsu/39/17/2013
Universal Analytics Measurement Protocol
16 More Reading: http://bitly.com/bundles/ignatiushsu/39/17/2013
Universal Measurement Protocol (optional enhancements)
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• See bit.ly (below) for LunaMetrics resources on enhancements covered in this section• Custom Metric 1 (cm1) – “Email Opens” –used in custom reports
• Scope: user• Make active
• Custom Dimension 1 (cd1) – “Visitor ID” – allows stitching of client ID b/w email + site• Formatting Type: Integer• Min: 0, Max: 1• Make active
More Reading: http://bitly.com/bundles/ignatiushsu/39/17/2013
Universal Measurement Protocol (optional enhancements)
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In your page source, add this code within the GA script, after “ga('create', 'UA-XXXXXX-Y', ‘my.site.com');” ga(function(tracker) { var hash = location.hash; var mcId = hash.match('mc_eid=(.*)'); var cid = tracker.get('clientId'); if(mcID){ var vid = mcId[1]; ga('set', 'dimension1', vid); }});
Where mc_eid is the link parameter added by your email marketing suite for unique customer ID. There may be other parametrs your email suite autotags.
Keep email link campaign codes consistent:?utm_campaign=date-9-15-2013&utm_medium=email&utm_source=weekly-promo&mc_eid=9988776655
More Reading: http://bitly.com/bundles/ignatiushsu/39/17/2013
Universal Measurement Protocol Report
19 More Reading: http://bitly.com/bundles/ignatiushsu/39/17/2013
Caution on Beacons
Classic
• Both versions have drawbacks (which is why we only use them when other options aren’t available).
• If pageviews are not tied to a unique visit, consider creating a new profile to track these interactions, and filtering these out of your main profile(s) so as to not affect visit metrics (bounce, pageviews/visit, time on site, etc).
Universal
• Pageviews are tied to visits. Events still count towards visit data, so like Classic, create a new account and set up filters.
• Track external pages and emails as events. Less messy, at least until User ID arrives (Universal is still in beta). Where possible, connect a Client ID to a user, and stitch data between channels (e.g. email and website).
• In Universal Analytics, Client ID <> User ID.• Client ID is supposed to be an anonymous ID, and is not a unique identifier.• User ID is a customer ID.• People speculate that User ID can be defined/switched by us in a future release.
20 More Reading: http://bitly.com/bundles/ignatiushsu/39/17/2013
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Speculating on the FutureSome vendors are already stitching cookie data in sophisticated ways. This diagram is a concept of how multi-channel tacking might be done through cookies and a flexible analytics package. The devil is in the details. What are the privacy implications, and how would customers opt-out?
Multi-Channel Tracking
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More Resources: http://bitly.com/bundles/ignatiushsu/3