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In the Frosmo Platform, data tracking is the automatic process of monitoring visitors on a website for specific actions and sending data about those actions to the Frosmo back end. The actions represent behavior relevant to the site's business, such as viewing a product or completing a purchase. The platform uses the data for various operational purposes, mainly for generating performance statistics and running features that rely on the data. Data tracking is a key part of data collection and processing.

The Frosmo JavaScript library manages all data tracking in the visitor's browser. The library receives the data from the site in the form of events, such as conversion and product view events, and passes the events with their data to the Frosmo back end, where the platform stores the data in a database.

The platform collects some data without needing any separate tracking setup in the back end or on the site. This includes data such as basic modification events and visitor background data. Other types of data, however, such as conversions and product data, require a separate tracking setup. This typically means sending the correct data layer events from the appropriate pages on the site. The exact data layer setup depends on whether the site has a basic feature setup (and which one) or whether the site uses the platform's default data layer events.

The following documentation provides an overview of how data tracking works in the platform. The focus is on the types of data that require a separate tracking setup.

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Primary data

Primary data is business-critical data that is tracked on most sites to gauge business performance and visitor behavior, and to collect product data. The data can be used to implement features such as recommendations and segmentation.

The Frosmo Platform can track the following primary data on a site:

Product tracking

A product is anything that a site sells or offers to visitors, or that the site otherwise tracks for conversions or transactions. A product can be, for example, a retail product, a blog article, an online game, a magazine subscription, or a downloadable brochure.

In the documentation, "product" and "item" are often used interchangeably.

Product tracking is the automatic process of:

  • Collecting product data from a site.
  • Counting the number of views different products receive from visitors.

Product data and product view statistics are stored in the Frosmo back end.

Product tracking is essential for building a database of products to which transactions and other product conversions can be mapped, and for tracking which products visitors view. Product data and product view statistics are a prerequisite for implementing recommendations and other features that revolve around products, such as segmenting visitors based on the types of products they have viewed.

The platform collects product data either by pulling the data directly from product pages as they load in a visitor's browser or by reading the data from a product data feed. On a product page, the standard means of providing the product data is through the data layer.

Product tracking in the Frosmo Platform

Figure: Product tracking in the Frosmo Platform (click to enlarge)

Product tracking generates product information and statistics, which you can view in the Frosmo Control Panel.

Setting up product tracking

For instructions on how to set up product tracking on your site:

To determine if your site has a basic feature setup, see Checking if a site has a basic feature setup.

Transaction tracking

A transaction is the simultaneous purchase of one or more products. The Frosmo Platform registers each transaction, irrespective of the number of products purchased, as a single conversion.

Transaction tracking is the automatic process of monitoring visitors for actions that qualify as transactions and sending the data about those actions (transaction data) to the Frosmo back end. Transaction tracking also involves counting transactions as conversions and attributing those conversions to modifications, which the Frosmo Platform does automatically when it receives transaction data from a site.

If you want to track conversions that do not involve a purchase, use conversion tracking. While the platform treats transactions as conversions, conversion tracking as such is only for non-purchase conversions.

Transaction tracking allows you to monitor the revenue generated by your site and measure Frosmo's impact on that revenue. Transaction tracking is also a prerequisite for implementing features that rely on transaction data, such as generating recommendations and segmenting visitors based on the products they have purchased, which in turn feed into revenue generation.

Transaction tracking in the Frosmo Platform

Figure: Transaction tracking in the Frosmo Platform (click to enlarge)

Transaction tracking generates transaction and modification statistics, which you can view in the Frosmo Control Panel.

Example: Counting transactions as conversions

A visitor of an online book seller adds five different books to their shopping cart, with two copies of one book, for a total of six items. The visitor proceeds to checkout and completes a purchase of all six items. The Frosmo Platform counts the purchase – a transaction – as a single conversion. The visitor then adds one more book to their now-empty cart and completes another purchase. The Frosmo Platform counts the second purchase of a single item as a single conversion.

Setting up transaction tracking

For instructions on how to set up transaction tracking on your site:

To determine if your site has a basic feature setup, see Checking if a site has a basic feature setup.

Conversion tracking

A conversion is an action you want your website visitors to take, such as purchasing a product, launching a game, signing up for a newsletter, or watching a video. You can define a conversion to be basically any variable in visitor behavior that you want to measure. What exactly you want to define as a conversion depends on your business goals.

Conversion tracking is the automatic process of monitoring visitors for actions that qualify as conversions and sending the data about those actions (conversion data) to the Frosmo back end. Conversion tracking also involves counting conversions and attributing them to modifications, which the Frosmo Platform does automatically when it receives conversion data from a site.

If you want to track conversions that involve a purchase, use transaction tracking. While the platform treats transactions as conversions, conversion tracking as such is only for non-purchase conversions.

Conversion tracking is essential for measuring the business performance of your site as well as Frosmo's impact on that performance. Conversion tracking is also a prerequisite for implementing features that rely on conversion data, such as generating recommendations and segmenting visitors based on the conversions they have completed.

Conversion tracking in the Frosmo Platform

Figure: Conversion tracking in the Frosmo Platform (click to enlarge)

Conversion tracking generates conversion and modification statistics, which you can view in the Frosmo Control Panel.

Setting up conversion tracking

For instructions on how to set up conversion tracking on your site:

To determine if your site has a basic feature setup, see Checking if a site has a basic feature setup.

Secondary data

Secondary data is data that can be tracked on a site to gain insights and implement functionality that are not possible with primary data.

The Frosmo Platform can perform the following secondary data tracking on a site:

Advanced tracking

By default, the Frosmo Platform counts only one click, display, and true display per modification per page load. However, this may not always be enough to properly analyze the performance of a modification. For example:

  • What if you want to track all the true displays for the modification?
  • What if the modification contains multiple clickable parts and you want to track their clicks separately?
  • What if you want to track something other than basic events?

Advanced tracking extends the basic tracking functionality of the platform with custom events, which allow you to track modifications beyond clicks, displays, and true displays. A custom event can be about anything that you can do with or change in a modification. For example, you might want to track:

  • All true display for a modification as the visitor scrolls back and forth across the page
  • Clicks per clickable element in a modification, to see what gets the most or least clicks
  • How many times visitors purchased a recommended product after seeing it in a modification
  • Product with the highest CTR in a recommendation modification
  • Visitor journey through a funnel of modifications

The tracking is variation-specific: If the modification contains multiple variations, a custom event is tracked for each variation separately.

Advanced tracking generates custom event statistics, which you can view in the Frosmo Control Panel.

Setting up advanced tracking

For instructions on how to set up advanced tracking on your site, see Tracking custom events with advanced tracking.

Custom action tracking

A custom action is any visitor action or state that you want to track and interact with on a website, and that is not a basic modification eventconversion, transaction, or product view. You can also use custom actions to find out where visitors are geographically located. The purpose of custom actions is to track what visitors are doing on a site or where they are located, and to use this information to dynamically modify their user experience in some way, for example, by showing specific content based on the page they are viewing or the city they are in.

Here are some examples of custom actions:

  • Button click (for example, the visitor accepts a cookie policy or downloads a brochure)
  • Form submission (for example, the visitor subscribes to a newsletter or leaves a contact request)
  • Geolocation (the current geographic location of the visitor's device)
  • Login status (the visitor is or is not logged in)

Custom action tracking is the automatic process of monitoring visitors for actions and state changes that qualify as custom actions, and sending the data about those actions and state changes (custom action data) to the Frosmo back end.

Custom action tracking allows you to dynamically react to visitor behavior that is not tracked by conversions, transactions, or product views. You can use custom actions to, for example, show variable content based on the page a visitor is viewing or the city they are in.

Custom action tracking in the Frosmo Platform

Figure: Custom action tracking in the Frosmo Platform (click to enlarge)

Custom actions are not included in the statistics that you can view in the Frosmo Control Panel. If you want to track a visitor action or state with statistics, track it as a conversion instead.

For a more detailed introduction to custom actions, see the Feature: Custom action.

Setting up custom action tracking

For instructions on how to set up custom action tracking on your site, see Tracking custom actions.

Checking if a site has a basic feature setup

Sites with a basic feature setup rely on dedicated, setup-specific data layer events for data tracking. Sites without a basic feature setup use the default data layer events supported by the Frosmo Platform.

To determine if a site has a basic feature setup:

  1. Log in to the Frosmo Control Panel.
  2. At the top of the page, click Change, and select the site, if it's not already selected.
  3. Select Setup > Shared code.
  4. If the shared code list includes [Tracking] Tracking adapter and [Tracking] Tracking module, the site is using a basic feature setup.