Page Name eVar
In my last post, I described some of the benefits of using a Page View Success Event. In this post I will continue along the same theme by describing the benefits/uses of a Page Name Conversion Variable (eVar). I recommend you read my last post on the Page View Success Event prior to reading this post as the two go hand-in-hand.
Setting a Page Name eVar
Setting the Page Name in an eVar, while somewhat nontraditional, can be used for many different purposes. In this post I will cover just a few, but I am sure those reading this can come up with many more. The implementation of this couldn’t be easier. Simply pass the s.pagename value to an eVar and you are done! The following sections will outline how I use this variable once it is set.
Let’s say that you are running a bunch of online marketing campaigns and you want to see how many pages on the website people coming from each Campaign Tracking Code view. In SiteCatalyst, the main way to figure this out would be to use DataWarehouse, ASI or Discover unless you read my last post and had set a Page View Success Event. But now let’s take it a step further. What if you want to see the pages that visitors from each Campaign Tracking Code viewed on your website. Easy right? Not so fast. There is really no easy way to see this in SiteCatalyst using out-of-the-box reports. One way to do this would be to use the Get&Persist Plug-in to pass the Campaign Tracking Code to a Traffic Variable (sProp) on each page of the visit and then use a Traffic Data Correlation to correlate this new sProp with the Page Name variable, but that is a lot of work! The other way is to use a Page Name eVar. By default, your Campaign Tracking Code report will store and persist the Campaign Tracking Code for multiple page views (you choose your time frame in the Admin Console) so if you begin to store Page Names in another eVar, you will have an intersection between Page Name and Campaign Tracking Code on each page. That allows you to use a Conversion Variable Subrelations report to see all Pages viewed by visitors coming from each Campaign Tracking Code You can see this by opening up the Campaign Tracking Code report, selecting the Page View (Event) metric and clicking the icon next to a specific Tracking Code to break it down by the Page Name eVar. Once you have done this, you should see a report like this:
Channel Pages Tracking
If you role up your Campaigns to higher-level Marketing Channels using SAINT Classifications you can use the concept from the Page View Event post to see how many pages are viewed on your site after visitor arrive from each Marketing Channel.
You can then break this report down by the Page Name eVar to see the most popular pages for each Marketing Channel:
While this is not as granular as viewing Pathing by Campaign (as I demonstrated in this post) , it can give you a high-level view of what pages are popular for each different marketing channel. If you are using the Unified Sources DB VISTA Rule or Channel Manager plug-in, it gets even better as you can see what pages people coming from another website or SEO are viewing on your website by breaking down a particular SEO keyword or external website link by Page Name:
Internal Search Follow-On Pages
If you are properly tracking Internal Search on your website, you should have Internal Search Terms stored in an eVar so you can use this concept to break down Internal Search Terms by this new Page Name eVar (while using the Page View Event) to see what pages visitors view after they search on each specific Internal Search Term:
What Page Does Success Take Place?
Another side-benefit of setting a Page Name eVar is that you can see on which page a Success Event takes place. For example, if you set a “File Download” Success Event and a file is available on several pages, you can subrelate each file name with the Page Name eVar to see which page is the most popular for downloading each file.
Conversion Variable QA
Finally, there is a completely different use for the Page Name eVar – Quality Assurance. Often times, you will run into situations where you have eVars that have bad data or no data at all (the dreaded “None” row!). Often times, these issues are hard to troubleshoot. However, if you have a Page name eVar, your life is much easier.
Let’s say that you have forms on your website and when visitors complete a form, they are required to enter a “Company Size” field which is stored in an eVar. However, there are many cases where you are seeing the Form Company Size eVar with no data. This might mean that IT forgot to make the field required on some of the Forms (would never happen right?). How do you figure out which forms are causing the issue? All you have to do is the following:
- Open the eVar report that has data issues with a relevant Success Event metric (Form Company Size and Form Completes in this example)
- Find the row that has bad data or no data (“None” row)
- Click the breakdown icon to break the report down by the Page Name eVar
- The resulting report (see below) will show you a list of Page Names where SiteCatalyst set the Form Complete Success Event, but did not have a corresponding Form Company Size eVar value
You can then send this report to your IT team to help them find pages where there may be tagging issues. You could even schedule this as a recurring report to you and IT so you are alerted when similar issues arise in the future, which helps with overall data quality. Keep in mind that this will only work if the eVar you are looking at has Full Subrelations or you add Full Subrelations to the Page Name eVar (see below).
As you can see, there are many different uses of this functionality. The following are some final pointers related to this topic:
- As previously noted, if you plan to use the Page Name eVar extensively for testing, I would recommend that it have Full Subrelations so you can QA all eVar reports, not just those that already have Full Subrelations.
- In one of the rare times I ever tell clients to do this, I would recommend that you set the Page Name eVar to expire at the Page View in the Admin Console. Expiration beyond that will probably add little value and only slow down reporting. There are some special things you need to do here if you use Custom Links so I would advice you speak to Omniture Consulting about this.
- Consider Classifying the Page Name eVar by Page Type, Page Product Category, etc… to increase the value you get from this eVar.