Etracker Analytics integration

This topic is for administrators and developers with administration access rights in etracker.

Available only in Germany, Austria, and Switzerland.

This topic describes the etracker Analytics integration with Optimizely Campaign that makes website visitor activity and product data available for email campaigns from the etracker Analytics. The etracker Remarketing Feed lets you collect visitor activity data that can be used for creating segments for target groups and in Marketing Automation. You can send remarketing emails, addressing customers with specific product views, purchases, and abandoned shopping carts.

Setting up the integration

Contact etracker support to enable the inbound channel and the Remarketing feed function for your etracker account.

Linking extension and outbound channel

If required, create the corresponding campaign in etracker Campaign Control before sending a mailing.

Optimizely Campaign extends mailing links with these parameters:

  • etcc_rid. RecipientID (unique, coded ID of the recipient)
  • ettc_mid. MailingID (unique, coded ID of the mailing)
  • etcc_med. Medium ("email")
  • etcc_par. Partner ("Optimizely")
  • etcc_cmp. (name of the mailings)
  • etcc_var. Media code
  • etcc_date. Start date of the mailings

To get the exact link in the mailing of etracker, add the parameter etcc_plc to selected links in your mailing.

Importing segments from etracker

Based on website visitor activities, etracker generates data sets for every event in the return channel and transfers them to Optimizely Campaign. An event can be a product purchase, a product view or an abandoned shopping cart. To create a segment from these events, define a target group Subset of recipients defined by rules and conditions and a logic relationship between them. For example, all recipients in the United Kingdom. that filters data sets belonging to the same event type, for example "product purchase". You can also add additional parameters, for example data from particular mailings, where applicable.

The following data is transferred hourly:

Name Data type Description Notes
Event String One of the following: abandonment, order or productView Instead of these standard event types, you can define others on the administrator page of your etracker account, for example productRating or the like.
context String The product ID from your shop system.  
price Float The price of the product. The gross price that is transferred.
Number Integer The number of products for each item. The total price for each item can be calculated from the number of products and the product price.
Order number String The order number when the order is initiated. Using the order number, data sets for various products can be allocated to an order if they have coinciding order numbers.  
Session ID String If no order is initiated, the session ID helps allocate multiple products to one shopping cart.  

Creating target groups for use with etracker

To use web analytics data, you must first create target groups in Optimizely Campaign. Do the following:

  1. Open the Optimizely Campaign menu and select Recipients > Target Groups.
  2. Click Create.
  3. In the Target group definition area, click Add +.
  4. In the second drop-down list, select Action and in the third drop-down list, select has created post click.
  5. If you are using multiple post-click services, in the Service drop-down list, select Web analytics.
  6. In the Mailing drop-down list, select the mailings to which the data refers. If nothing is selected, all mailings are analyzed.
  7. Select a date or time in the Period drop-down list to only select post clicks created within a defined time range or at a certain date. Time entered as a number of days ("Exactly 30 days ago") refer to the current day.
  8. In the Category drop-down list, select a value and assign an operator, for example equals. Use values from Recipient segments, or one of the values previously defined.
  9. Enter a reference value.
  10. Click Apply ✔.
  11. To combine multiple categories, click Add + and repeat the steps.
  12. In the Properties tab, enter a name for the target group.
  13. Click Create.

Example: Buyers of a certain product select

  1. Open the Optimizely Campaign menu and select Recipient >Target Groups.
  2. Click Create.
  3. In the Target group definition area, click Add +.
  4. In the second drop-down list, select Action and in the third drop-down list, select has created post click.
  5. In the Service drop-down list, select Web analytics.
  6. In the Category drop-down list, select event type and assign the operator equals.
  7. Enter the reference value order.
  8. Click Add + and repeat the actions described under 6 and 7. Instead of event type, select context and in the reference box, enter XYZ (the name of your product).
  9. Open Properties and enter the name buyer of product XYZ . Optionally, enter a description and select a folder for saving the target group.
  10. Click Create.