Analytics & Digital Marketing Tips
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.
See the SiteCatalyst and Google Analytics sections below to learn about what this ends up doing.
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:
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.
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.
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