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How to Integrate Adobe Test&Target with SiteCatalyst & Google Analytics

How to Integrate Adobe Test&Target with SiteCatalyst & Google Analytics

August 7, 2012           Google Analytics, Adobe Analytics, Conversion Testing

Adobe Test and Target is a robust website optimization tool. The Test&Target product allows you to design tests and create audience segments to target content. Test & Target provides its own reporting interface to analyze the results of a test.

This is great, but you might want to analyze the performance of a test in your web analytics tool. When you have the test variation/identification data in your web analytics tool, your analysis is more flexible and less dependent on the limited data set contained in Test&Target.

Note: You should be aware that T&T does calculate conversions and visits differently than your web analytics tool, so don’t be alarmed. For example, once a visitor converts, then a returning visitor will count as a new visitor in T&T reports but they won’t in your web analytics tool.

If you are familiar with Adobe Test & Target as well as SiteCatalyst, you may be saying to yourself right now that Adobe already provides an integration with the two products; all you have to do is ask and they’ll give you a plugin and code snippet. This is true and this works great if you place your SiteCatalyst code at the bottom of the html source.

More often than not though, we prefer to implement the SiteCatalyst code up near the top of the <body> tag of the html source (to increase accuracy). We’ll be showing you a solution for this issue. You will also be able to use this same technique to integrate Test&Target with Google Analytics; we’ll be showing you both integrations.

Create a Plugin in Adobe Test&Target

Whether you use Adobe SiteCatalyst, Google Analytics, or another web analytics tool, you’ll first want to create a plugin in Test and Target.

Create an HTML Offer

  1. Login to Adobe Test & Target as an administrator
  2. Add a new HTML Offer (Offers > Create > HTML Offer)
  3. Configure and paste in the JavaScript code (with the <script> tags intact).  You’ll want to remove the Google Analytics code or SiteCatalyst code if it doesn’t apply to you.  Additionally, for each, be sure to customize either the eVar number or custom variable slot so that it works with your implementation.
    Here’s the script:
<script type="text/javascript">
try {
     if (typeof(s_tnt) == 'undefined') {
          var s_tnt = '';
     }
     s_tnt += '${campaign.id}:${campaign.recipe.id}:${campaign.recipe.trafficType},';

     var sCampaignName = '${campaign.name}';
     var sRecipeName = '${campaign.recipe.name}';

     if (sCampaignName.length > 0 && sRecipeName.length > 0) {
         //remove the next two lines if you don't use GA
          _gaq.push(['_setCustomVar',1,'TNT:' + sCampaignName,sRecipeName,1]);
          _gaq.push(['_trackEvent','TnT',sCampaignName,sRecipeName,undefined,true]);

          //remove this function as well as the scTrackTNT() call if you don't use SiteCatalyst
          function scTrackTNT(){
               var s=s_gi(s_account);

               s.linkTrackVars='eVar19';
               s.linkTrackEvents='None';

               //variable for TNT classifications
               s.eVar19 = sCampaignName + ':' + sRecipeName;

               s.tl( true , 'o' , 'TnT Tracking' );
          }
          scTrackTNT();
     }
}
catch(e){}
</script>

See the SiteCatalyst and Google Analytics sections below to learn about what this ends up doing.

Activate the HTML Offer as a Plugin

  1. Go to Configuration > Plugins and add a new JavaScript plugin
  2. Name your plugin whatever you like
  3. For the ‘Serve condition’, select ‘First mbox request only’
  4. For the ‘JavaScript offer’, select the name of the HTML Offer that you previously added
  5. Select an Mbox to serve this for.  IMPORTANT NOTE: You’ll have to go in and switch this to the proper mbox that contains a test whenever you want a test tracked.
  6. Check the box that says ‘Serve in production’
  7. Test it out.  We like using a debugging proxy tool such as Charles Proxy to look for the tracking pixel request that is generated.

Create Test and Target Plugin

Adobe SiteCatalyst Integration

For Adobe SiteCatalyst, the script we used in Test&Target is configured to use eVar19 to capture this data.  It fires an additional server call on pages where this mbox is running and fires it after the mbox loads (via custom link tracking code).  The results that you see in your SiteCatalyst report will look like:

SiteCatalyst Test and Target Integration

Google Analytics Integration

In Google Analytics, the script we used in Test & Target is configured to use custom variable slot #1.  We use the visitor-level scope so that it persists across visits and you can tie the version of the page the visitor saw even if the conversion occurs in a different session.  We fire a non-interaction event to send the custom variable data to GA (it is very important that you use the last parameter of true to make this a non-interaction event as otherwise this will impact your bounce rate).

The results that you see in your Google Analytics data can be found in the custom variable slot as well as in the event tracking reports.  You can then leverage this data to create an advanced segment and analyze the performance of each variation segment.

Google Analytics Test and Target Integration

Next Steps

Once you have the Test&Target data flowing into your web analytics tool, you can then leverage the data by creating segments and applying those segments to your reports.  This additional layer of data will be helpful to determine the performance of a variation against multiple conversion points and behavioral metrics that are of interest.

 

  • Holger Tempel

    Hey Joe – great post! What about mutlivariate test? Can these also be integrated with Google Analytics?

  • Thanks Holger! Setting up a multivariate test in T&T is also supported with the code I provided. When the test variation loads, it will pull in the specific recipe/variation and send that to GA as a custom variable and non-interaction event.

  • Holger Tempel

    Joe, thanks for the information. Will try that out next time we set up an MVT with T&T. Again – great post!

  • Christopher Regan

    Very cool, super helpful. You guys rock.

  • Suraj Dalvi

    I want to check Adobe test and target for a particular website? How I check if any site implements Adobe test and target.please help me?

  • Tehmi Tehmi

    Hi Joe, Thanks for this great article, explained in simple terms. Joe, I have a question. How would you integrate TnT and GA, when the data is to be sent multiple property ids in GA and TnT is implemented with one mbox across all domains?

  • @tehmitehmi:disqus: Thank you for reading our blog! This is a bit outdated as you should be using Google’s Universal Analytics syntax now and Adobe has a much tighter integration with Target using A4T. To answer your specific question though, it depends on your setup as there are a lot of variables in play here. For example, if you use multiple GA trackers on a single domain, you’d have to modify the mbox to put in calls for each of those named trackers. You could also put in javascript logic in your mbox code so that it behaves as you need it to for each domain. Remember that ga() is typically going to be invoked identically on each and every domain. Hope that helps!

  • Philip Dietrich

    Hi Joe, thanks for your great article. As the article is already four years old, I am asking my self if it’s still possible to integrate Target in GA?

    As far as I know it is not longer possible to activate HTML offers as a Plugin. So the integration wouldn’t work the way you described it. So is there anothr way today?

  • @philipdietrich:disqus Great question. This article was written back in the days of Target Classic. I’ve not yet had the need to do this on Target Standard/Premium. I do know that Adobe has a comment in their help doc about plugins (https://marketing.adobe.com/resources/help/en_US/target/ov/c_trans-advanced-feature-considerations.html): “A re-imagined plugin capability will be addressed in a future Target Standard/Premium update.” My initial impression is that you would need to inject a script into the test, but of course, that only gives you views of the test, not the original. The other thing to look at, is if you are using mbox.js instead of at.js, it appears there are some functions that may work: https://marketing.adobe.com/resources/help/en_US/target/target/r_variables_profiles_parameters_methods.html. Hope this helps, and report back if you are able to get something working!

  • Philip Dietrich

    Wow this
    was a really fast reply 🙂 We also thought about injecting a script for one
    particular test but that means we have to implement the script for each test.
    As we only need it for one activity we will probably go with that solution, if
    we find another solution we will let you know. Thank you so far!

 

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