How to Implement Analytics Tracking in Ceros Content

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How to Implement Analytics Tracking in Ceros Content

With the right interactive storytelling approach and Ceros’ design Studio to bring your vision to life, you’re going to have some awesome content to use for your marketing program. Once that content goes live, you’ll want to track how it’s performing.

Ceros has an Analytics dashboard that tracks activity inside your content. However, you can also integrate third-party analytics to track performance of Ceros content in your existing systems.

The majority of our clients integrate Google Analytics and their marketing automation platform’s tracking into their Ceros content. You can also utilize a tag management system like Google Tag Manager or Tealium. Let’s walk through how to implement tracking for these three types of analytics programs.

Google Analytics

Google Analytics is used by millions of companies to monitor website traffic and goals. Now you can use it to monitor the same metrics on your Ceros content. To get the most out of your integration, start by asking a few questions.

What Are You Trying to Track?

Before everything else, it’s important to know which metrics are important to you and the goals you want to hit by using Ceros.

Establish your objective, and the key performance indicators associated with it. Then, you can identify the best metrics to track, and can set up your analytics to fit your needs. By creating a focused analytics plan, you ensure that the most important items get measured.

Key Differences

Should you use the basic Google Analytics integration or drop the entire tracking code into the Custom HTML? Here are the key differences.

Built-in Integration

When you use the built-in Ceros integration, you simply input your Google Analytics tracking ID into the Integrations Panel at the Account or Experience level.

With this configuration, the following occurs:

  • A separate pageview fires for each experience page visited.
  • Time on page is calculated for each individual experience page.

Custom HTML (Full Tracking Code or Google Tag Manager)

Alternatively, you can drop your tracking code or Google Tag Manager pixel into the Custom HTML section of your Experience.

With this configuration, the following occurs:

  • Only one page view will fire for the entire experience, regardless of number of pages visited.*
  • Time on page is calculated from the time the experience is first loaded to the last hit.

Although it is possible to combine both methods, you normally won’t need to. When doing so, be sure to use a separate Property ID for each. Otherwise, you could get conflicting information.

*It is possible to fire Google Analytics events in the Custom HTML panel via javascript or Google Tag Manager. More on this later.

Property ID or Tracking Code?

Depending on whether you want to see metrics for each individual page or just know that people viewed the Experience, you’ll implement tracking differently.

To track each individual page, simply plug your Google Analytics ID into the Integrations Panel, either for your full account or for a specific Experience.

Analytics Popup

If you’re more interested in a high-level overview, then plug your GA tracking code into the Custom HTML field.

GA Tracking Code

Together or Separate?

Do you want to see Ceros stats alongside the rest of your web pages or set apart?

  • For standalone Experiences, you typically want to track with the same property as the rest of your website. This option will treat your Ceros content like another page of your site.
  • For embedded Experiences, you’ll want to use a separate Google Analytics property.  Otherwise, you could end up with some pages counted twice (parent page and embedded content).
  • When using a separate Google Analytics property, make sure clicks from your experience to your website are being tracked properly. For example, add UTM parameters to URLs that click to other website pages or simply track referrals from view.ceros.com.
  • To preserve session and acquisition metrics, it’s preferred for your Ceros Experience to share the same Google Analytics property as your other pages.

What metrics can I see in Google Analytics?

Regardless of which method you use, you’ll be able to see any metrics typically available in Google Analytics. This includes:

  • Audience Intelligence – number of sessions, page views, visitors, bounce rate, session duration, pages/session.
  • Traffic Acquisition – channels that drive traffic to your Experience.
  • Visitor Behavior – pages of your Experience that receive traffic.
  • Goal Conversions – if you’ve set up goals, you’ll be able to see how Ceros Experiences impacted conversions.
  • Real-time Analytics – live report of users on your site. Real-time dashboard is also good for debugging your installation.

Marketing Automation Tracking

In order to track interactions with Ceros content in a per-user basis, you’ll need to include the tracking script or pixel for your marketing automation platform (MAP). We support every major MAP, including:

  • HubSpot (which we use ourselves)
  • Marketo
  • Eloqua
  • Pardot
  • Act-On
  • InfusionSoft
  • and more

You can drop your tracking script into the Custom HTML field in the Settings section of your Experience, or use the Integrations Panel to input your marketing automation system’s tracking code (if we support it).

This will allow you to track who’s viewed specific Experiences hosted on Ceros’ default subdomain (view.ceros.com).

Marketing Automation Tracking Pixel

If you want to push more granular analytics into your marketing automation platform, you may be able to using our Software Development Kit (SDK) and your in-house development team. You can also push javascript events to your MAP via Google Tag Manager.

Google Tag Manager

Google Tag Manager (GTM) is a popular free tool for managing website tags like Google Analytics, ad pixels, and marketing automation scripts. Before you get started, here are some important tips for connecting GTM to your Ceros Experiences.

Sending GTM Events

You can send Google Analytics or MAP events — including clicks, timers, and form submissions — by adding your GTM code to the Custom HTML field in the Settings Panel. Before deploying to a live audience, we recommend that you test how the container and any events fire by using Google Tag Assistant. Watch this video by Kissmetrics if you’d like to learn the basics about Google Tag Manager events.

Pageview Triggers Only Fire on Experience Load

Google Tag Manager works simply enough for single page Ceros Experiences. Just add your GTM code in the Custom HTML panel to track events with no loss in data.

For multi-page Experiences where you want to track each page separately, you’ll most likely be better off using the built-in Google Analytics integration. Simply add your Google Analytics property ID to track metrics on each individual page of your Experience.

Advanced Pageview Tracking in Multi-Page Experiences

For experienced coders, using GTM in a multi-page Ceros Experience is possible. However, you’ll need to use a custom JavaScript tag to do it.

Although Ceros Experiences are hard-wired to change the URL when switching pages, everything actually resides within a single HTML document. Unless you’re using the built-in integration, Google Analytics will only register one pageview for each multi-page Experience.

To record a pageview for every page, you can set up a JavaScript listener event for window.location (here’s a jQuery script to get you started). Then use that to trigger a separate Google Analytics pageview tag. Finally, add your code to the Custom HTML field of the Settings Panel of your Experience.