Maileon Analytics

General description

Maileon Analytics is a valuable tool for individuals and businesses who strive to generate sales via their website and measure the effectiveness of their newsletter campaigns.

This feature enhances and extends the evaluation capabilities of the system, allowing it to collect data directly from the customer’s website through advanced tracking.

Maileon provides the possibility to configure results and analytics with external monitoring and analysis services. In both cases, shared URLs are attached with URL GET parameters. These are redirected to the target page through a script, allowing revenue tracking.

In the case of using Maileon Analytics, the tracked data will be shown as conversions in your account. For this reason, Analytics is mostly used for purchase by the majority of Maileon users – but not exclusively.

This feature is available at Settings > Mailings > Analytics & Conversions.

Setting up the process requires two crucial steps:

1. Creation of the Maileon Analytics Token badge, which is necessary for assigning and classifying the information returned from the target page.
2. Inserting the token into the appropriate website.

 
Please note: To configure the Maileon Analytics process, you need to enable single user tracking and confirm cookies on the website where you intend to place the token. Otherwise, the process will not function!

Please see the process in detail below.

1. The Maileon Analytics Token badge

Advanced tracking of data requires the creation of a platform-wide, unique Maileon Analytics Token badge, which can be obtained by creating a Maileon Analytics page. This token, which can be viewed in the settings of the Maileon Analytics Page, is essential for mapping and assignment in the feedback process.

Please click the “create new Analytics page” button or use the “+” sign above it.

Use the form in the pop-up window to create your Analytics page. Note: The data marked with a red line are mandatory.

The first step is to name the form. Please, use only letters, numbers, and hyphens. The description is optional and serves as an overview.

In the Domain type please define the URL pattern or static URL. The URL pattern will accompany the recipient at every step throughout the website. Static URL defines a single important URL.

Suggestion: URL pattern is much more versatile, e.g. for a shop.

The Domain checkbox must be completed as illustrated in Fig. 4, using asterisks (*) and dots (.). As most users utilise the *.shop.* domain, the form displays the standard format for completion.

In the case of „static URL“, the domain type defines the domain to which the Maileon Analytics parameters are to be automatically added. In the case of „URL pattern“, it defines the domain pattern in which Maileon Analytics parameters are automatically added.

Note: As you will see below, Maileon Analytics pages may contain one or more Maileon Analytics page targets. These targets are indicated by means of a static path (e.g., „/order/confirmation.php“) or a path pattern (e.g., „/*/confirmation.php“). However, this is independent of the specified URL or URL pattern of the Maileon Analytics page.

When filling out the form, please specify the default currency in which incoming sales are recorded.

After completing the form, click on “save Analytics page”, which navigates you back to the Analytics & Conversions page Here you can find the Analytics page you have created before.

Clicking on the “Name” tab will reveal the form with the token in the form of a link. Please note that part of the link is not visible for privacy reasons.

2. Technical Integration

The customer’s website requires a few technical adjustments to ensure that the conversion information is successfully returned to Maileon. A dummy integration can be downloaded for each Maileon Analytics page, “ready configured.” The page-specific Analytics tokens would be set up within the JavaScript function.

To achieve this, the following steps are necessary.

After the Analytics page is registered, you may download the tracking code by downloading the completed form.

You can get the tracking code from the downloaded, “ready configured” script. It should be executed once on each page navigation. We recommend deleting the comments after testing.

The yellow highlighted part is the Maileon Analytics token. Please note that part of the link is not visible for privacy reasons.

This function receives a JavaScript library from the Maileon Analytics Cloud, which contains all necessary functions for handling conversions. The Maileon Analytics Token(s) can be entered via the list variable mAT.

In the next step, the function mln (mAT, val, “) is stored in the Analytics Cookie. If there is data within the cookie, the script will continue to check each page built for fulfillment of an Analytics Page Targets defined in Maileon.

This check only takes place with existing data within the cookie. Saving data within a cookie is necessary due to site navigation within the customer site. This ensures that essential information for identifying the contact at the page transition is not lost.

All Maileon Analytics Page Targets will be assigned to the standard revenue or sales during creation. This will be set as the conversion revenue/sales for each target compliance.

In many cases, however, there is a dynamic revenue or sales, which can be set instead of the standard revenue or sales (for example, for product purchases). Such a dynamic revenue or sale can be transferred via dynamization of the variable val within the script.

For example:

<script> ... var val = '11.95'; // OPTIONAL: PERSISTING DYNAMIC CONVERSION VALUES AFTER
CONVERSION || TYPE DOUBLE ... </script>

The dynamic, contact individual revenue or sales (eg shopping cart value) can be defined as type Double with decimal separator POINT as a transfer value of the function. This will be included in the conversion check as realized revenue or sales.

Local Override of the Path

In order for a conversion to take place by Analytics, it requires a match of the current page path of a contact with that of a Maileon Page Target of the Analytics Page. This information is usually collected during page setup and sent to Maileon for conversion verification. However, in some cases, conversions occur directly on the same web page, not by redirecting to a specific page. Technically, sections of the website are are exchanged dynamically (eg. via AJAX). In such cases, the page path is the same as the entry page path, and as a result, you will not be able to distinguish between a normal page view and a conversion. To be able to process such cases, the page path can be locally overwritten in the script:

The value in the example „page path“, must correspond to the highlighted path of the desired Maileon page destination. This override should only be enabled once the page target is reached (when the HTML component is swapped), otherwise multiple conversions may be received. The invocation occurs in Document-Ready in the section used.

Subsequently, either you (or your web agency) can insert the code into the specific location on the website that you wish to track.

Please note: You can use Maileon Analytics not only for purchase, but also for value analysis, reference to a White paper, etc. The user decides what this default value should be.

Once the token is connected to Maileon, it will track the recipients each time they visit the website after arriving from the newsletter. The data will be transmitted back to Maileon, even if the purchase happens e.g. days later.

Please note: The token’s holdover time is 60 days.

Summary

If these two dimensions are properly defined, the Maileon Analytics settings will be successfully completed. The user’s website should now have the Maileon Analytics script installed. Within the script, the Maileon Analytics token must be integrated with the Analytics page to enable classification and assignment. This script, like other Analytics integrations, is loaded with every page view. If done properly, all requirements from the user page will be fulfilled, and the function will be successfully set up.

When you click a trackable link in a Maileon, you are directed to a target page with a URL corresponding to a specified URL or URL pattern of the Analytics page. The URL is appended with automatically coded, contact-specific information as URL GET parameters.

The Analytics script installed on the target page will accept these parameters and store them within a Maileon Analytics cookie. Additionally, this script will track and report all movements of the contact on the website back to the Maileon account.

The information collected includes the current page URL, the Analytics token, and the data stored within cookies for the unique identification of the contact. (60 days)

If there is a match between the current URL and a path or path pattern of a Maileon Analytics page target, a conversion will be registered. Another script can also assign a dynamic revenue or sales value to the conversion (e.g. a shopping cart value).

Within Maileon, the conversions will then be viewable at various levels: the Analytics page level, the Analytics page target level, the Mailings level, and the contact level.

Opportunities & Limitations

The Maileon Analytics module enables extended tracking of a contact on the user’s website, along with the collection and conversion of the acquired data. However, certain technical conditions and permissions may limit the module’s functionality. Analytics relies on storing contact-specific information in the Analytics cookie.

Please note: If the contact’s browser has cookies disabled, tracking and conversion tracking will not be possible.

Every movement made on the user’s website will be registered via the Analytics script, and the collected data and conversions will be sent to Maileon. If this tracking is blocked by an ad blocker or the browser’s Do-Not-Track function, then tracking and conversion tracking will not be possible.

Permission

As mentioned above, if a Maileon contact has not agreed to the „single user tracking consent“ permission extension, tracking and conversion tracking will not be possible. In this case, conversions are not saved at the contact level but are recorded anonymously in other dimensions.

URL-Parameter

If the user’s web server removes incoming URL parameters, the information cannot be inserted into or stored within the Analytics cookies. This may lead to incorrect transmission if the parameter identifiers “mlnc”, “mlnch”, “mlnm”, “mlnl”, “mlnt”, “mlnval”, and “mlnpp” are used. In the case of URL forwarding on the landing page, the cookie must either be pre-filled on this page, or the URL parameters must be added to the destination URL.

Test Context

In Maileon, it is possible to request a test mailing of a draft in a non-personalised context. If a conversion occurs as a result, it will not be registered because assigning the conversion to a contact is mandatory.

Opportunities

Cookies Lifespan
The default lifespan of cookies is 60 days (about 2 months), but it can be adjusted. If the contact’s browser does not clear its cookies, conversion tracking may still be successful even several days later.

Tracking Advanced Information
At this configuration level, it will be possible to track additional detailed information such as the operating system or browser. However, this function will initially be omitted in the first phase of expansion.

MAILEON Analytics Page Targets

Within the Analytics & Conversations interface, you can edit existing Analytics pages or create new ones. Subsequently, Analytics page targets should be directly and immediately defined. A single Analytics page can have multiple targets.

Within the listing, you will find reports of all conversions achieved.

Optionally, you can also report the total revenue or the number of sales. For all listings and breakdowns, a CSV export is available by clicking on Analytics & Conversions > Download button

By clicking on the Analytics page objectives of an Analytics page, you can view a list of the page’s targets. You can also create new ones by clicking on the plus (+) sign.

The Analytics page target form appears in the pop-up window. As for the Analytics page creation, data marked with a red line is mandatory.

In the Name field only letters, numbers and hyphens allowed. The Description – as in the previous case – is optional, serves as an overview.

The Retention period defines the length of time in which a conversion for further evaluation purposes will be maintained and realised in accordance with all links and connections. At the conclusion of the retention period, the conversion will be anonymised.

The Default revenue describes the standard revenue or sales, provided no revenue or sales are transferred from the target page. The currency could be inherited from the selected Analytics page. If no value has been transmitted from the page in case of target compliance, the default revenue is set.

The Domain type corresponds to the setting of the selected Analytics page and is shown in this context for a better overview.

The Domain corresponds to the setting of the selected Analytics page and is shown in this context for better overview.

In the Path type field, you may select either „static path“ or „path pattern“

Path pattern defines the path pattern of a URL. If the page visitor accesses a URL that matches the path pattern, then the Analytics page target is met, and a conversion is recorded.

Static path is a special part of a URL. If the page visitor accesses a URL that corresponds to the static path, then the Analytics page target is met, and a conversion is recorded.

Following the previous example, the “shop.checkout” page will be the destination page, which should be entered into the form as shown in the figure below The spelling of the page target is the same as on the Analytics page, except for using stars (*) and italic brackets (/) instead of stars and dots.

Setting the Upper and lower case-sensitive is optional. Checking the box is recommended when the Path Type contains both uppercase and lowercase letters. Note: This is also important to consider, as it is a common potential source of errors.

An Analytics page may include multiple targets, such as a PDF download or a product purchase. Separate conversions can be tracked and analyzed for each target.

For all listings and breakdowns, a CSV export is available.

At the end of the process please save Analytics page objective by clickling on the left. The page target has been successfully prepared.

Back on the starting page you will see the number of the actual Analytics page objectives.

When a user meets a predefined page target, the generated revenue or sales can be transferred to the Maileon account. This data can be used as additional KPIs, giving more detailed information on the success of a channel, campaign, or relationship.

The primary use case for Maileon Analytics is the enhancement of customer relations. Since all revenues are associated with individual contacts, you can create contact filters based on specific criteria.

Consider the following example from Lists & Contacts > Contact filters > Add new filter

You are able to filter contacts:

• if it has converted (x times),
• the revenue according to the origin of the Analytics page,
• if it has generated revenue at all,
• if it has generated revenue revenue between or higher than … and … (EUR, CHF, USD)

 
and start trigger mailings/Marketing Automations with that information.

With the help of Maileon Analytics, you can identify high-value customers, analyse segments, and initiate targeted advertising campaigns for specific target groups. This is one of the most powerful features and opportunities within Maileon for driving potential growth.

Tracking the measurement of conversions in the report statistics.

This feature is available at Reports & Analytics > Conversions. The data of sales over time, conversion rate over time and conversions over time can be reached from the conversion columns. For further information, please click on the go to detailed report button.

Obtain more detailed information on sales and conversion statistics on a daily and monthly basis. Please note: data for illustration only!