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As a focus, consider that everything appearing in the first page scroll (on a desktop screen) should be tracked with full details, and that most of what appears on the second and third page scroll should be tracked with good details and that at least some elements should be tracked in each page scroll below (so you have at least an idea if people scroll so deep at all).

Step 2:

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Business Area Analytics: Source → Journey → Results

A highly effective principle is to define a dedicated analytics for each area of your business you want to optimize (one after the other), and to define it from a customer journey perspective.

You will probably have cases in your analytics where the customer journey is not present, but it is our recommendation to try to orient and structure your analytics around the customer journey as much as possible.

A simple way to define your analytics in that way is to adopt the Source → Journey → Results model everywhere possible.

What is it: Source → Journey → Results?

Let’s start by the middle, the Journey part. The idea is simple, consider that all the information you are tracking about what your visitors are doing is the center of your data. In other terms, it’s a way to consider visitor behaviors as the center piece of any analytics process.

Here we describe how a the analytics should be built a simple principle:

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