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EXTERNAL CAMPAIGN TRACKING

Click-Throughs and Standard Events

The information in this document is subject to change without notice and does not represent a commitment on the part of Omniture. The names of companies and individuals used in examples in the manuals.© January 2005 by Omniture or its subsidiaries. or any part thereof. . This document refers to numerous products by their trade names. ® ® All rights reserved. are fictitious and are intended to illustrate the use of the software. Information contained in this document is proprietary to Omniture and may be used or disclosed only with written permission from Omniture. if not all. whether past or present. This document and the related software described in this manual are supplied under license or nondisclosure agreement and may be used or copied only in accordance with the terms of the agreement. and in any sample databases provided. This document. In most. cases these designations are Trademarks or Registered Trademarks of their respective companies. is purely coincidental. Any resemblance to actual organizations or individuals. may not be reproduced without the prior written permission of Omniture.

...........................................1 Implementation ............. 3 .. 1 1..................2 Tracking External Emails................................................................................CONTENTS 1 External Email Tracking ............................................. 1 1........................................................................

In order to view them. WARNING!: A Warning highlights an action that may result in damage to your system or an unforeseen loss of data. Omniture offers white papers for several other topics. SiteCatalyst™ is the only solution that provides access to Traffic. allowing the user to keep the analysis momentum. and Data Warehousing all in one interface. Document Conventions To ensure that this document is as easy to read and understand as possible. Additional References/Resources In addition to this document. SiteCatalyst can track email click-throughs and standard events. intuitive. contact Omniture Live Support. and industry-leading user interface. online analytics provider by revenue. SiteCatalyst is an enterprisegrade solution designed for rapid user adoption across the organization.adobe. offering industry leading scalability and flexibility combined with an intuitive user interface. Unique to SiteCatalyst™ is the ability to move between reports in an interactive fashion. SiteCatalyst can report web site analysis data for clients from different business models and/or industries. and Omniture’s SiteCatalyst is the most mature and comprehensive technology on the market. Segmentation. experienced in Click-Throughs and Standard Events i . real-time reports and dashboards. Omniture is the largest. SiteCatalyst™ comes with a comprehensive set of out-of-the-box reports that can be further tailored to suit special needs. CAUTION: A Caution makes you aware of the results of an action. the following conventions may be used throughout. which enables users to quickly access actionable information. TIP: A Tip adds insightful information that may help you use the system better.com. headquartered in Orem. This document outlines the steps for tracking your e-mail campaign. ASP based. SiteCatalyst is the only web analytics product that provides a comprehensive view with real-time reporting as well as a full data warehouse.. SiteCatalyst provides superior scalability and reliability and is designed to handle massive traffic spikes. Reader is a free download from Adobe at http://www. Omniture offers knowledgeable professional service teams. The results may not necessarily be damaging. The white papers are available in PDF format. For more information on the available white papers. Commerce. Omniture is the only company in its market to offer a comprehensive view of activity on a company's Web site that includes historical (data warehouse) and real-time analysis and reporting. whether the client has a smaller online client base or a billion page views per month. is the pioneer of next-generation online analytics technology that delivers the essential intelligence needed by Web commerce leaders and innovators to drive the business decisions that increase ROI. NOTE: A Note distinguishes helpful information of which you may not be aware. and displaying metrics with the email campaign analysis data in SiteCatalyst. About Omniture Omniture. Product Overview SiteCatalyst™ delivers a powerful. The easy-to-use approach allows Omniture customers of all skill levels to access actionable. Utah. you must first have Adobe® Reader® installed on your system. Path.PREFACE PREFACE SiteCatalyst users frequently make requests to determine the success of their email campaign. Inc. In addition. Campaign. but they definitely are important.

com. Omniture has the highest level of retained and satisfied customers in the market.omniture. www. AOL. GM and Hewlett-Packard. Microsoft. Overstock. Gannett.com. Proof of its worldclass technology and outstanding team.PREFACE helping customers determine the questions they must ask to arrive at the answers they require. including eBay. Click-Throughs and Standard Events ii . Wal-Mart. Oracle.

s_code. each link can have a unique tracking code or all links can have the same tracking code. You may choose to either track each link separately or to track all links together.mycompany. 2. Table 1-A: Metrics Metric Click-throughs Purchases Segmentation by Subcategory Description displays the number of click-throughs tracked from the email to the landing page.com/index. <a href= "http://www. Altering SiteCatalyst JavaScript code in the JavaScript file. 1. <a href="http://www. Though each tracking code must be unique.CHAPTER 1 1 External Email Tracking Companies often develop costly e-mail campaigns to market their products. displays comparison data between different types of users.com/index. allows SiteCatalyst to capture how many users (and which users) clicked-through from the email and participated in subsequent success events.js. Modifications to the HTML email body and the JavaScript library are required in order to capture the key metrics shown above. The companies send bulk emails to customers with the expectation that some customers will access the site and a conversion will result. In other words. 1. it does not need to be any more than a number. In order to track a user click-through and subsequent success events. The list below shows examples of unique tracking codes.1 Implementation There are several steps to follow in order to successfully display email campaign analysis data in SiteCatalyst. Update the JavaScript library. including the following.asp?sc_cid=112233B&sc_v1=SUBCATEGORY">Visit our home page</a> 3. Consider the following hypothetical link within the email to a web site. a query string parameter needs to be added to each link within the HTML email. SiteCatalyst can report campaign analysis data in several key metrics. Email Opens: Promo Link 1: Promo Link 2: 112233A 112233B 112233C Contact Omniture Live Support for details on setting up and using tracking codes. There are two steps to updating the JavaScript library. Create unique tracking codes. The steps are listed and described as follows. Add query string parameters to HTML email links. Click-Throughs and Standard Events 1 . displays the number of purchases resulting from the email.mycompany. The companies use SiteCatalyst to determine the success of the e-mail campaign.asp">Visit our home page</a> The following query string parameters should be added to the link above.

Make sure that the "Code to Paste" JavaScript tags are on all landing pages.campaign=s. The query string parameters "sc_cid" and "sc_v1" must be visible in the URL on the final landing page. append the name of the email campaign to the prop.prop. This code to paste must reference the version of s_code. You can use a variable to show pathing by campaign. On all pages. Pathing analysis by email campaign can be accomplished similarly to pathing by another campaign. The doPlugins function within this file should be altered so that it will capture the query string parameters on the email links.doPlugins=s_doPlugins Each query string parameter that needs to be copied into a variable should have one getQueryParam call.getQueryParam('source') } s. that the query string parameters are only used for campaign tracking.js altered in Part A. b. 4. no click-through conversion will be recorded.js by calling getQueryParam. otherwise. Customize s_code. Make sure. For more information on SAINT. NOTE: Only the first call to getQueryParam is required to capture click-throughs. The s_code. The following points are important to remember when updating the JavaScript library. for example: /* Plugin Config */ s. Use SAINT to classify campaign tracking codes (optional – for more information on SAINT. Any time the parameters appear in a query string. b. s.prop1="Home Page : Spring Promo Email" Click-Throughs and Standard Events 2 . refer to Classifications in this document. The result will display as shown below. In the example above. a.usePlugins=true function s_doPlugins(s) { /* Add calls to plugins here */ // External Campaigns s. These points are listed below. The SAINT Campaign Management Tool can be used to convert tracking codes into user-friendly names. The following steps outline the process required to set up an email campaign in SiteCatalyst. refer to the Implementation Manual). It can also be used to summarize the success of each email campaign. Consult Omniture Live Support about turning on pathing for a Custom Insight Variable (prop). their values will be copied into campaign and eVar1. copy the page name into the designated s. as explained in the following steps. On the email landing page. the query string parameter sc_cid is copied into campaign and sc_v1 is copied into eVar1. c.js file should be placed in a location on the web server where each web page can access it. 5.EXTERNAL EMAIL TRACKING a. See pathing by email campaign (optional). however. “sc_cid” and “sc_v1” are examples of query string parameters. Contact your Omniture Implementation Engineer to implement this function and to ensure that your version of the JavaScript file contains the getQueryParam plug-in. Any query string parameter can be used and captured by the getQueryParam plugin.

this metric is provided by the email vendor.2 Tracking External Emails In addition to the external campaigns described in the previous section. Tracking email campaign analysis data is considered on a case-by-case basis. displays the total number of emails delivered to email servers. Table 1-B: Email Campaigns Campaign Type Emails Sent Description displays the total number of emails sent by the company. Click-Throughs and Standard Events 3 . you can use Path Reports (Next Page Flow. et cetera) to see visitor navigation from the landing page. this metric is provided by the email vendor. displays the number of times the visitors opened the email. Emails Delivered Emails Opened For more information on tracking email campaign analysis data. contact Omniture Live Support.EXTERNAL EMAIL TRACKING When pathing is enabled for the Custom Insight Variable. 1. Fallout. SiteCatalyst can report campaign analysis data in several additional key metrics with configurations made by Omniture Live Support.

.................................................. 5 Introduction ................................. 5 Click-Throughs and Standard Events ............................................ 5 Emails Sent ................................i Tracking External Emails ...............................................INDEX Index Custom Insight Variable .......... 5 Emails Opened ........................i Emails Delivered ......i Product Overview ........................ 4 Document Conventions ......... 3 Preface .....................................................

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