Gathering relevant data is the single most important thing in data-driven development and personalization.

When configuring your site with the Frosmo Platform, you set up tracking for:

In addition, you can use the Frosmo Platform to track:

The platform automatically tracks:

 Tracking can only access pages that a visitor actually visits.

For more information about data collected and stored by the Frosmo Platform, see Data collection and storage.

Conversions and transactions

A conversion is an action you want your website visitors to take, such as purchasing a product, signing up for a newsletter, downloading a brochure, or watching a video. The most common type of conversion is a transaction, that is, a purchase of one or more products.

Conversion tracking means counting conversions and transactions, and attributing them to modifications. Conversion and transaction data is stored in the Frosmo back end. Conversion tracking is essential to measure both the business performance of the site and Frosmo's impact on it.

Setting up conversion and transaction tracking

You can track conversions and transactions:

  • Using the data layer. You can pass information about conversions and transactions through the Frosmo data layer. The object you push to the data layer contains data about the conversion or transaction, such as ID, quantity, type, and value. This is by far the most effective way to track conversions and transactions. For more information, see Tracking conversions and transactions with the data layer.

    To make conversion and transaction even more effective, use shared code with the data layer.

  • In the custom code, which is a part of the site-specific Frosmo custom script.  This is a legacy option available for Professional Services customers. Your Frosmo team will implement the conversion tracking for your site.

You can also track conversions based on conversion definitions that you create in the Frosmo Control Panel. The conversion definitions, in turn, are based on triggered events you also create in the Control Panel. This way is the best in case you want to implement a simple conversion tracking scheme by yourself, and do not have the data layer in use on your site. For more information, see Creating and managing conversion definitions.

After you've set up conversion tracking, you can check at any time whether the Frosmo Platform is receiving conversion data  and transaction data from the site.

Product data

Product tracking is the process of collecting product data from a website and storing the data in the Frosmo back end. Product tracking is also used to aggregate the number of views a given product receives. You have to manually set up product tracking for each site. The Frosmo Platform can track product views and purchases separately for each visitor.

Setting up product tracking

You can track products:

  • Using the data layer. You can push product data to the Frosmo back end and trigger product views. This is by far the most effective way to track product data. For more information, see Tracking products with the data layer.
  • Using a data feed to fetch product data. You can ensure correct product information on your site by batch-updating product data. This option is available for you, if you are a Professional Services customer. Your Frosmo team will implement the tracking for your site.
  • Using a custom solution appropriate for your site. For example, you might read product data from a global JavaScript variable or scrape the data from the page HTML code.

Product data can include several attributes, such as:

  • ID
  • Name
  • Category
  • Image
  • Price
  • URL
  • Custom data, such as author, color, or availability

After you've set up product tracking, you can check at any time whether the Frosmo Platform is receiving product data from the site.

Custom actions

You can set up custom actions to track basically any visitor activity or state on your site, such as a button click, login status, or form submission. You can use this information to create conversion definitions, segment visitors, and control whether to display modifications. Events tracked using custom actions are not stored in the Frosmo back end or shown in the statistics for your site. You can track custom actions through the data layer.

For more information, see Custom actions.


Triggers allow you to detect a particular event on a web page and take a predefined action based on that event. For example, when a visitor views a specific page or product, or clicks a specific element, you can define a trigger to show related content to them. You can also use triggers to segment visitors, and to create your own conversion definitions.

For more information, see Triggers.

Basic modification events

Modification-specific conversion tracking is enabled by default. The Frosmo Platform automatically tracks basic events (clicks, displays, and true displays) for a modification.

For more information about modification-related events and metrics, see Modification statistics.

You can track modification events only when you have created modifications for your site. The data tracked through modifications is always stored based on the modification ID.

Visitor data

The Frosmo Platform automatically collects the following data for a visitor:

  • Site traffic
  • Visitor retention
  • Visit sources

In addition, visit data, such as visit dates and times, IP addresses, and page referrer information, is stored in server logs. For more information about default data tracking, see Default configuration and data tracking for a visitor.

To track other types of visitor data, such as browsers and devices and numbers of visits, logins, and purchases, use segments. For more information, see Segmentation.

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