September 22, 2008
So you know that you are tracked by e-mails. You are going to beat the system. You are not even going to use a search term to get to the website because you know Google will track you along with the website. You are going to direct load – typing the URL into the address bar – and avoid being tracked. Almost, but no. Chances are that the site gave you a cookie last time you were there. Oh well, you tried. But that is not what this post is about. Just because you got to the site without tracking, does not mean that you will not be tracked.
Internal campaigns are exactly what they sound like. They are campaigns that are internal to the site. A campaign is anything that the site is doing to try to get you to buy more stuff (or whatever the conversion metric would be, such as filling out a survey or something). E-mails are campaigns. Billboards are campaigns. A site or company runs advertising campaigns. You get the idea.
The banner that you see across whatever site you are on is sure to include an element that says that you clicked it – a tag. Note that I am only talking about a banner that is on the site and for the site, not an advertisement for a different site. The advertisement for a different site would be an external campaign for the company that bought the ad. We are talking about an ad for another item on your site – perhaps for an LCD monitor when you are looking at computers. I call this a real estate campaign or an internal campaign. I call it real estate because the site is tracking based on the tag on the banner and the site knows the location of the banner, the real estate. I call it an internal campaign because it is for another product that will take the visitor somewhere else internal to the site, not push them out the door to an external site.
So you clicked the banner and were tagged. It is in this way that the site can track how often the banner is being used (instances) as a rate of how many people saw the page it was on (page views). This also allows the site to understand where someone is clicking on the site. Each area of the banner could contain a different tag, thus if you clicked the t-shirt you could get tagged with a value of tshirtclick while if you clicked the jeans on the same banner you would get tagged with a value of jeansclick.
Internal campaigns are very useful for a site because they allow for a wide variety of reporting. The site will know how many conversions they got that clicked on the banner and how much revenue is associated with it. This also is a much easier way to track traffic from a page. Perhaps a single page has multiple banners and the site wants to know how many people clicked the banners. With no tagging on the banners, all the site would be able to do is look at what pages visitors went to next and add them up. For instance if there is no way to get to the jeans page from your home page and yet 20 of the 100 visitors took that path you can assume that they must have clicked on the jeans banner. But then to add that up with the page that took them to the t-shrits and the page that took them to the pants, and to…etc. is a huge pain. By the time you get to the number of estimated clicks (because in theory they could have the page bookmarked or something like that) you won’t care any more.
Look for more the post forthcoming about purchase influencer tagging on Thoughts From Thee Cake Scraps.
September 6, 2008
Hopefully you know that Google keeps track of everything you have searched for. Ever. Anyway, the part that people probably don’t know as much about is how individual sites track you. One way a site can track you is by tagging you when you click through on an e-mail they send you – the focus of this post. Think of tags as dated stamps in your passport book. Interestingly enough, some of this tagging can be easily found in the address bar of your browser.
When you see something in the address bar that looks like emid=584783 that is telling the website that your internal – meaning site specific- e-mail address ID is 584783. This value is unique to a single e-mail address. Each e-mail sent to that e-mail address will have their unique emid attached to all links in the e-mail. This also allows a site to build a history of that e-mail address – not only for activity, but for response rate as well. Now every time you click through an e-mail for that site they have more history. Note that larger sites rarely look at individual behavior but instead classify a behavior and then analyze that group. Still, the information is there.
In addition to an e-mail ID, there is usually a campaign variable such as cid=Sep08FreeShipping. This allows the site to report on everything with Sep08FreeShipping stored in the cid variable. All of this information is contained within the link that you click from the e-mail. If you get the e-mail and directly load their site, not through the e-mail, the activity will not be tracked because in a direct load no value would have been assigned to cid.
These variables do not have to remain in the web address the entire time. They are stored in the background after the initial click. So when you no longer see emid or cid in the address bar, but originally arrived at the site through the e-mail, you and your activity is still being tracked.
Look for at least one more installment of how you are tracked. There I will focus more on how a site tracks internal campaigns. Hope this helped give some people a better understanding of how websites track you.
August 25, 2008
It is hard to value a picture of your family on vacation, of your friends at a party, or of your website 3 weeks ago. As touching as the first two options are, this post will focus on the last of the three: a picture of your website.
Now for many people, this is not a big deal. If you are running a blog or some other site that has a primary focus of serving content your website may not change much in appearance over the course of a few weeks. But for the people that work with sites that have a focus of selling things with crisp pictures and captivating copy, things are changing all the time – and analysts may or may not know about it.
As a beginner in web analytics, and in fact to marketing in general, it has become clear very early on that knowing why trends are changing in your data is nearly as important as the data itself. What people want from an analyst is not “what is changing” but rather “why is that changing”. Answering the first part will get their attention but very few people are content knowing that traffic is up 15% without knowing why.
Keeping a log of changes either manually or by writing a simple script – currently beyond my abilities, but a co-worker of mine whipped something up – is of great value. Now we have a copy of what pages looked like on any day we want. If the creative changes or a sub-zone on a division tab moves we have that change recorded. With copies saved off, you are the owner. Better yet, when someone asks for some analysis on your site’s homepage or division page you can not only show them the data and a cool graph, but an image of a pre-change and post-change look at the site.
It would be great if these things just happened or if the web analysts always knew what changes were happening when, but the reality is that that is not always the case. If you manage the copies saved off you can always be sure you will capture the change, no matter if you are informed about it ahead of time or not. If there is a question about content change, you can now look for yourself and deliver your analysis in a more timely and – more importantly – a more informed manner.
I’m not sure what a picture is worth, but a picture can turn data into information and information is priceless.
UPDATE: Just found a great example of this in an article written by Bryan Eisenberg. You can find it here. It deals with how people interact with Google search and how it has changed overtime. Short, simple analysis but cool.