Google Analytics Events

Google Analytics Plugin

The Stackla Google Analytics Plugin allows for customers to easily track key events / interactions with their Stackla Content and Map Widgets within their Google Analytics instance. These events are stored as behaviours within the Analytics tool, however can be used to help build out Segments which identify the impact of the Widgets on Users and their respective Sessions across the Digital Properties.

Events

The Google Analytics Plugin has been built to track nine key events / interactions across the Stackla Content and Map Widgets. Each Event that is stored in Google Analytics will have an Event Category and Event Action, with all bar Widget Load and Load More having an Event Label.

Stackla, by default, groups Event Categories based upon the Widget and Filter that they have been instigated from. Whilst this can be changed within the plugin, it allows for brands to determine what Widget and Filter is driving interactions. Event Actions are the specific action that has been performed by the user / Widget, whilst Event Label contains more granular detail such as Tile ID.

Full details of each of the Event is listed below:

Event Description Event Category Event Action Event Label
Widget Load Triggered after the widget has been loaded Widget {WidgetID}, Filter {FilterID} Load
Load More Triggered after the more tiles have been loaded Widget {WidgetID}, Filter {FilterID} Load more
Tile Expand Triggered after the Tile opens Widget {WidgetID}, Filter {FilterID} Tile expand tile_id: {TileID}, source: {Network}, media: {MediaType}
Share Click Triggered after the click of sharing buttons Widget {WidgetID}, Filter {FilterID} Share click tile_id: {TileID}, source: {Network}, media: {MediaType}, share_network: {Network}
Username / User Handle Click Triggered after the click of the user links Widget {WidgetID}, Filter {FilterID} Username or Handle click tile_id: {TileID}, source: {Network}, media: {MediaType}
Map Pin Click Pin click Widget {WidgetID}, Filter {FilterID} Pin click latitude: {Latitude}, longitude: {Longitude}
Shopspot Flyout Triggered after the Shopspot Flyout opens Widget {WidgetID}, Filter {FilterID} Shopspot flyout tile_id: {TileID}, source: {Network}, media: {MediaType}, product_tag_id: {TagID}, ext_id: {ExternalProductID}
Shopspot Button Click Triggered after the Shopspot CTA button has been clicked Widget {WidgetID}, Filter {FilterID} Shopspot action click tile_id: {TileID}, source: {Network}, media: {MediaType}, product_tag_id: {TagID}, ext_id: {ExternalProductID}
Product Button Click Triggered after the Product CTA button has been clicked Widget {WidgetID}, Filter {FilterID} Product action click tile_id: {TileID}, source: {Network}, media: {MediaType}, product_tag_id: {TagID}, ext_id: {ExternalProductID}

Configurations

The Stackla Google Analytics Plugin comes with a series of configuration options which are designed to allow for organisations to ensure that the reporting data sent from Stackla is consistent with the manner in which they like to report in Google Analytics.

The configurations, which can be customised at both a Stack level or per Widget level, include:

  • Tracking ID
  • Non-Interaction
  • Custom Event Category Name
  • Store Event Labels as Original URLs

Details on each of these is available under their respective headings below.

Tracking ID

The Tracking ID is where you can add the Google Analytics Universal Analytics (UA) Identifier so the Stackla Widget known which Google Analytics Property to send the Event Data to. The UA-ID can be set at a Stackla level via the Google Analytics Plugin on your Stack, or on a per Widget level under the Google Analytics tab, allowing brands to send different event data to different properties.

Non-Interaction

Google Analytics, by default, considers whenever a user visits a page and triggers an event that they are not a bounce. This is regardless of whether the user has previously visited any other page in their session or goes on to perform another action.

The parameter, nonInteraction, changes this behaviour so a bounce will still be recorded even if an Event is triggered.

This parameter can be set on an event to event basis.

Custom Event Category Name

As defined above, by default, all Events sent by Stackla contain both the Widget ID and Filter ID in the Event Category name (Widget {WidgetID}, Filter {FilterID}). As such, whenever a user goes to view the Events within their Google Analytics account, under the Category page these will be separated based upon the number of different Widgets and Filters being used on the property.

The Custom Event Category Name allows for organisations to either group all Events from Stackla under a single Category name (ie. Stackla) or on a per Widget basis based upon their reporting needs.

Store Event Labels as Original URLs

As defined above, by default, all Event Labels sent by Stackla include granular details such as Tile ID, Source and Media Type. This configuration, if enabled, will send the associated UGC Tile’s Media URL versus the previous data.

Custom Events

Naturally the Stackla Google Analytics Plugin isn’t for all of our clients, with some organisations preferring to define how Events are sent to their Google Analytics instance or wanting to send completely custom events to their Analytics instance. Fortunately for those customers, Stackla supports both.

Send Events via Custom Javascript

The data sent to Google Analytics via the Stackla Google Analytics Plugin, is naturally pre-set and configuration is limited to choosing which Widgets you want to track and the specific interactions you want to track on them. For those organisations who would rather track data relating to Stackla Javascript Events which are currently not supported by the Plugin, or for those who wish to change what data is sent, we recommend following this guide.

Bind and Create Custom Events

Stackla’s Global Widgets API empowers users to feed their favourite Analytics tools with useful interaction information from their Stackla Widgets based upon common user behaviour.

These common events relate to items such as Expanding a Tile, Loading more Content or Clicking on a Shopspot link, and are based upon the areas our users have wanted to track the most.

Now whilst these ‘Events’ cover the most common areas a client may wish to track, there are always scenarios where you need to track the less common areas, and thus need to be able to create your own events.

To help customers bind these ‘Events’ and send them onto Google Analytics, we recommend following this guide.

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