Engagement/Analytics/Webtrends/Tracking

DCS Tracking Code

There are a couple of different tagging options depending on what type of reporting you wish to do.  I will present each here:

1.  Basic 2-step Scenario Analysis reporting usually tracks the presentation of an action (a.k.a an impression) and the actualization of that action, usually a click. 

For example, a user my land on a page on the Mozilla.org site that presents them with the option to download Firefox -an impression.  The user may then decide to download Firefox by clicking on a link that downloads the application.

So step 1, impression, step 2 click on the download button.

In order to capture this behavior within Webtrends you would apply the following tags as specified below:

In the page header please apply the following META tags (it is these tags that specify the above-mentioned 'impression'):

<META name="WT.si_n" content="Download Firefox" />
<META name="WT.si_x" content="1" />  

In order to capture the click event, please apply the following dcsMultiTrack call to the onClick event handler of the associated link:

    dcsMultiTrack('DCS.dcssip', 'www.mozilla.org',
    'DCS.dcsuri', '/en-US/download',
    'WT.ti', 'Link: Download Firefox',
    'WT.dl', 1,
    'WT.si_n', 'Download Firefox',
    'WT.si_x', '2')  

Please note the structure of the dcsMultiTrack function call:
dcsMultiTtrack('Name1', 'Value1', 'Name2', 'Value2', ... , 'NameN', 'ValueN')                              
                             
Here is a short description of the above parameters:

• DCS.dcssip - the domain of the page you wish to track
  DCS.dcsuri - the uri of the page you wish to track
• WT.ti - The link title
• WT.dl - a parameter that specifies a given action - for dcsMultiTrack clicks we use 1
• WT.si_n - the name of the associated 'scenario' you are tracking
• WT.si_x = the step of the associated 'scenario' you are tracking -note for the impression this value is equal to 1 and for the click it is equal to 2

2.  Another type of reporting that requires the use of dcsMultiTrack is campaign tracking.  Campaign tracking is also usually a 2-step process.  Typically, a banner ad exists on an external site that 'lands' on Mozilla.org.  This banner ad is identified by a custom Webtrends parameter called WT.mc_id; it is included as a query parameter on the banner link.  The landing page usually presents an action like downloading Firefox.  The goal is to determine the effectiveness of a campaign by identifying how many downloads originated from users that clicked the banner ad -or in other words, how many downloads can be 'attributed' to the campaign effort.

In order to capture the download click event we apply the following dcsMultiTrack call to the onClick event handler of the associated link:

    dcsMultiTrack('DCS.dcssip', 'www.mozilla.org',
    'DCS.dcsuri', '/en-US/download',
    'WT.ti', 'Link: Download Firefox',
    'WT.z_convert', 'download_firefox',
    'WT.dl', 1)

  
Notice that this may seem redundant because we already implemented a dcsMultiTrack call on track the download click associated with the Scenario Analysis tracking.  In fact, it is both redundant and incorrect to make two dcsMultiTrack calls to track the same behavior.  So in this case, we can combine the dcsMultiTrack call into one:

    dcsMultiTrack('DCS.dcssip', 'www.mozilla.org',
    'DCS.dcsuri', '/en-US/download',
    'WT.ti', 'Link: Download Firefox',
    'WT.z_convert', 'download_firefox',
    'WT.dl', 1,
    'WT.si_n', 'Download Firefox',
    'WT.si_x', '2')
    

This last call will provide Webtrends with enough data to create both a Scenario Analysis report AND a Campaign Tracking report.  Once this data is captured within the Webtrends logfile, custom reports can be created in the OnDemand environment. br>

DCS Tracking - How to Create a Report

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The first type of report we are going to cover is a Scenario Analysis report. These reports are typically used to track a predefined set of behaviors. For example, we may be interested in how many users visit the Firefox download page and then go on to download Firefox.

The Scenario Analysis report contains a funnel view and tabular view, please take a look below:

In order to configure the Scenario Analysis reports, please navigate to the following Scenario Analysis report wizard:

Please fill-out the relevant fields, most are self explanatory.

The SmartSource Identification String should match the WT.si_n
parameter specified in the tag.  

Go ahead and configure the specific scenario steps by clicking the 'add' button.

Here you can specify the specific step name as it will appear in the report.

After scenario steps have been added they should appear in the 'Ordered List of Steps' widget. At this point a basic Scenario Analysis report is complete. The next step is to add it to a profile.

After the Scenario Analysis report has been added to the profile our analysis servers need to cycle before the report is available.

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The second type of report we are going to cover is a basic conversion report:

They're are three parts to this report. It breaks down into a graph, tree and table:

After your site has been tagged with the appropriate Webtrends parameters (as mentioned in a previous Wiki entry) you can configure this report.

There are a couple of ways to go about this. I'll cover the long way first (I recommend following this path until you're comfortable with this type of report configuration):

Go into the administration interface and create a new custom report:

The wizard presents four main steps:

In the general tab, you'll enter basic information.

• Name - specifies how the report will appear in the administration interface.
• Title - the title of the report within the OnDemand UI.
• Category - a way to functionally group various configuration items (e.g. profile, reports, dimensions, measures, filters, etc...). You can add a new category by clicking the highlighted 'Categories' link.
• Short Description - a short summary of the dimensions and measures.
• Help Card Description - a detailed explanation of the schema and purpose of the custom report.

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