Gathering relevant data is the single most important thing in data-driven web 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, the simultaneous 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 for measuring the business performance of your site as well as Frosmo's impact on that performance.

Setting up conversion and transaction tracking

You can track conversions and transactions:

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 triggers, which you also create in the Control Panel. This is the best approach if you want to implement a simple conversion tracking scheme by yourself and do not have the data layer available on your site. For more information, see Creating and managing conversion definitions.

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

For more information about tracking conversions and transactions, see:

Product data

Product tracking is the process of collecting product data from a site and counting the number of views different products receive from visitors. Product data and product view statistics are stored in the Frosmo back end.

Setting up product tracking

You can track products:

Product data can include several attributes, such as:

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

For more information about tracking products, see Tracking products.

Custom actions

You can set up custom actions to track basically any visitor activity or state on your site, such as a button click, form submission, or login status. You can use custom actions to segment visitors, fire triggers, and control whether to display modifications.

Custom actions are not included in the statistics that you can view in the Frosmo Control Panel.

For more information about tracking custom actions, see:


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:

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.