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This document describes the data that the Frosmo Platform collects from customer websites.

The data can be categorized into:

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Modification performance data

The Frosmo Platform automatically tracks (counts) the following basic events for a modification:

  • Click: The visitor has clicked a part of the modification for which clicks are tracked, such as a button, link, or any element with the class frosmo-click. If the modification has no clickable parts, it cannot get a click.
  • Display: Frosmo Core has rendered the modification to the page. The display event does not require that the modification has been in the browser viewport and therefore visible to the visitor.
  • True display: The modification has remained visible and stationary in the browser viewport for at least 3 seconds. In addition, if the modification's width and height are both less than or equal to 300 pixels, the modification must have been fully in the viewport. If the modification's width or height is greater than 300 pixels, at least 75% of the modification must have been in the viewport.

The platform only counts one basic event of each type per modification per page load. That is, a modification can only get a single click, a single display, and a single true display per page load, no matter how many times the visitor actually clicks or views the modification before reloading the page or navigating to another page.

In addition to the basic events, the platform can also track (count) the following performance-related events for a modification:

  • Conversion: The modification is attributed a conversion based on a click, display, or true display that the modification got. For more information, see Conversion attribution.
  • Custom event: The modification gets a special event you are specifically tracking for the modification.

The platform does not track conversions and custom events out of the box, so their tracking must be separately implemented. Once implemented, the tracking runs automatically.

The platform tracks basic events, conversions, and custom events separately for each variation of a modification.

Based on the basic event and conversion counts, the platform automatically calculates the following basic performance metrics for a modification:

  • Click-through rate (CTR): The ratio of clicks to displays or true displays. The platform tracks CTR separately for displays and true displays.
  • Conversion rate (CR): The percentage of all visitors that completed a conversion after clicking or seeing the modification. The platform tracks CR separately for clicks, displays, and true displays.
  • Total revenue: Total revenue attributed to the modification after the modification was clicked or displayed. The platform tracks total revenue separately for clicks, displays, and true displays.

For more information about the events and metrics tracked for modifications, see Modification statistics.

Product data

Product data comes from product tracking.

Product data can include several attributes, such as:

  • ID
  • Brand
  • Category or categories
  • Image
  • Name
  • Price
  • URL

The Frosmo Platform tracks product views and purchases separately for each visitor. Product data as such does not contain personal data.

Server logs

Server logs are files for recording events on a web server, namely information about incoming page requests. Website visitors do not have access to the logs; the logs are normally only accessible to the webmaster. The data in the logs is only used for the technical monitoring of the platform, not for profiling, targeting visitors, or any commercial purposes.

The logs can be divided into the following types:

  • Access logs

    The access logs contain:

    • Browser data
    • IP addresses
    • Requests to the server
    • Metadata, such as server request dates and times
    • Page referrer information
    • Resources requested from the server, including HTML and image files
  • Error logs

    The error logs contain the same information as access logs but with some additional data about the server status and errors.

If a third-party cookie is used on a site, its content is also logged.

In addition, the server may store logs from applications handling requests for the web server. These logs may contain data stored in the Frosmo back end, but they do not contain any data that is not stored elsewhere in the Frosmo Platform.

The log data is used to create usage statistics. Before refining the data for statistics, any personal data, such as IP addresses, is removed.

By default, the logs are stored for six months, after which they are automatically removed.

Visitor data

The Frosmo Platform tracks the following data about a visitor on a website:

  • Background data

    Information about the visitor that is not related to a specific website. For example:

    • Visitor's browser
    • Visitor's device (mobile, desktop, tablet)
    • Visitor's geolocation (on country/region/city level)
    • Visitor's IP address
  • Behavior data

    Information about the visitor's actions on the website. For example:

    • Amount of time the visitor has spent on the site or on a specific page
    • Content modifications the visitor has seen or clicked
    • How many times the visitor has visited the site
    • Pages the visitor has viewed
    • Products the visitor has viewed
    • When the visitor has last visited the site
    • Whether this is the visitor's first visit on the site
  • Conversion and transaction data

    Information about the visitor's actions on the website in connection with purchases and other conversions. For example:

    • Conversions the visitor has completed on the site (for example, purchases, subscriptions, reservations)
    • Products the visitor has added to their shopping cart
    • Products the visitor has purchased
    • Whether the visitor is a paying user
    • Whether the visitor is logged in
  • Account data

    Personal data collected and stored temporarily for the purpose of transferring it to customer's back end systems or third-party systems controlled by the customer. This information is collected only when explicitly agreed with the customer. For example:

    • Username
    • Email address
    • Postal address
    • Subscription type
    • Wallet balance (on gaming sites)