Monday, January 18, 2010

Widget Analytics in Omniture – Part 3 of 3

This is the third part of a three part article about tracking widgets. In part one, “Widget Analytics in Omniture – Part 1 of 3”, I discussed widgets, how they are used by Business, and the metrics used to track business goals. In the second part, “Widget Analytics in Omniture – Part 2 of 3”, I detailed how to implement those metrics in Omniture. In the third part, I will go through how these metrics are pulled from Omniture and how those reports might look.

From part one of this article, here are the metrics we want to get:

Metric
1. Reach by widget (count of domains)
2. Which domains have placed the widget?
3. Widget placements per domain
4. Which domains have distributed the most widgets?
5. Specific places the widget was placed.
6. Acquisition by site (UU per domain where user clicked or interacted with the widget)
7. Repeat use for a Widget (user must have clicked or interacted) across all domains
8. Impressions for a widget across all domains
9. Impressions for a widget per domain
10. Unique user presentations for a widget across all domains
11. Unique user presentations for a widget per domain
12. Count of clicks (or whatever you deem an interaction) to a widget across all domains
13. Count of clicks to a widget per domains
14. Count of clicks to a given link in a widget.
15. CTR of a widget across all domains
16. CTR of a widget per domain
17. Site activity driven by a given widget

From part two of this article, here is how they are implemented in Omniture:

Omniture Field Name Business Name Implementation
s_accountAccount IDThis is the name of your Omniture report suite
Prop1Widget NamePass the [widget-name]
Prop2Domain + Widget NamePass the [domain name of the host page]_[widget-name]
Prop3Widget Name + Link IDPass the [widget-name]_[link id]
Prop4Domain + Widget Name + Link IDPass the [domain name of the host page]_[widget-name]_[link id]
Prop5Widget Host Page NamePass the [URL of the host page]
Prop6Report SuiteIf you use multi-suite tagging, you will need to pass the value for the destination Omniture report suite. If you don’t, this is not needed.
s_campaignTracking CodeSet up Omniture to look for your tracking code parameter. For example “cid”. Add the value for that parameter into the link href in the widget.

The Reporting Plan

Below I have provided example reports and how to pull that reporting from Omniture Site Catalyst given the implementation outlined above.

Using Custom Insight 1 and filtering on the widget name, you can pull impressions and clicks across all domains. The report will provide the following 5 metrics:

Metrics RequestedReporting Plan
8. Impressions for a widget across all domainsCustom Insight 1, widget-name > search for impression widget name > metric: page views.
10. Unique user presentations for a widget across all domains Custom Insight 1, widget-name > search for impression widget name > metric: monthly unique users.
12. Count of clicks (or whatever you deem an interaction) to a widget across all domains Custom Insight 1, widget-name > search for widget name > metric: page views
15. CTR of a widget across all domains Calculated. Clicks / Impressions

Impressions: Custom Insight 1, widget-name > search for widget name and “-imp” > metric: page views.
Clicks: Custom Insight 1, widget-name > search for widget name > metric: page views
7. Repeat use for a Widget (user must have clicked) across all domains Calculated. Visits / MUU

Visits: Custom Insight 17, widget-name > search for widget name and “-imp” > metric: visits.
MUU: Custom Insight 1, widget-name > search for widget name > metric: monthly unique users

Remember that the widget impression id is distinguished from the widget click by adding an “-imp” to the impression value. Here is what the Omniture report might look like:

Omniture Report Example for Widgets 1

CTR and Repeat Use are manual calculations. Simply find the impression and clicks and do the calculation. It may be easier to download the report and do these calculations in Excel if you have a large number of widgets.

Using Custom Insight 2 and filtering on the widget name, you can pull impressions and clicks by domain. The report will provide the following 7 domain based metrics:

Metrics RequestedReporting Plan
1. Reach by widget (count of domains) Custom Insight 2, domain + widget-name > search for widget impression name > sort by domain > add each unique domain.
2. Which domains have placed the widget? Custom Insight 2, domain + widget-name > search for widget impression name > sort by domain.
9. Impressions for a widget per domain Custom Insight 2, domain + widget-name > search for widget impression name > metric: page views.
11. Unique user presentations for a widget per domain Custom Insight 2, domain + widget-name > search for widget impression name > metric: monthly unique users.
6. Acquisition by site (UU per domain where user clicked or interacted with the widget) Custom Insight 2, domain + widget-name > search for click widget name > sort by domain > metric: monthly unique users.
13. Counts of clicks to a widget per domain Custom Insight 2, domain + widget-name > search for widget name > metric: page views
16. CTR of a widget per domain Calculated. Clicks / Impressions

Impressions: Custom Insight 2, domain + widget-name > search for widget impression name > metric: page views.Clicks: Custom Insight 2, domain + widget-name > search for widget name > metric: page views.

Here is what the Omniture report might look like:

Omniture Report Example for Widgets 2

You will likely have many domains on which the widget is placed. To get a count of domains (metric #1), you may need to download the report as a cvs file and open it in Excel to get the line count.

CTR by Domain is a manual calculation. Simply find the impression and clicks for each domain and do the calculation. Again, it may be easier to download the report and do this calculation in Excel if you have a large number of domains.

Custom Insight 3 will provide the clicks to the widget by link:

Metrics RequestedReporting Plan
14. Count of clicks to a given link in a widget. Custom Insight 3, widget-name + link ID > search for module name > metric: page views

Here is what the Omniture report might look like:

Omniture Report Example for Widgets 3

Correlating Custom Insight 2 and 5 or Custom Insight 1 and 5 will provide detail about where the widget was placed:

Metrics RequestedReporting Plan
3. Widget placements per domainCustom Insight 2, domain + widget-name > search for the widget name and “-imp” > correlate to Custom Insight 5, host page name > add the unique pages > repeat for each domain.
5 .Specific places the widget was placed.Custom Insight 1, widget-name > correlate to Custom Insight 5, host page name

Here is what the Omniture reports might look like:

Omniture Report Example for Widgets 4

Omniture Report Example for Widgets 5

Remember that the link to grab the widget has been coded to pass a value when clicked. Custom Insight 4 will provide the number of time that has happened and can be used as a proxy for distribution by domain.

Metrics RequestedReporting Plan
4. Which domains have distributed the most widgets?Custom Insight 4, host page + widget-name + link ID > search for the module name and link ID of the link > metric: page views

Here is what the Omniture report might look like:

Omniture Report Example for Widgets 6

Our last metric will tell us about site activity driven back to the parent site. All the links back to the site have a regular tracking code and we use the Traffic Code variable.

Metrics RequestedReporting Plan
17. Site activity driven by a given widgetCampaign > Tracking code > search for the campaign code > metrics: click-through and page consumption.

Here is what the Omniture report might look like:

Omniture Report Example for Widgets 7

The click through figure measures how many times a user clicked from the widget to the site. The PVC figure is average Page Consumption (PV/Visit) for the visit.

This completes our three articles about widget tracking covering what metrics one can use to track widgets, a methodology to implement tracking in Omniture, and how to pull the metrics in the Omniture Site Catalyst tool. If you have a different approach, let me know. I’ll be interested to hear about it.

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