SiteCatalyst v 12.2 Module Mobile Device Measurement
Contents
1. ADOBE ONLINE MARKETING SUITE Adobe Powere d by Mobile Device Measurement IMPLEMENTATION GUIDE Copyright 1996 2010 Adobe Systems Incorporated All rights reserved Omniture is a registered trademark of Adobe Systems Incorporated in the United States Japan and the European Community Terms of Use Privacy Center Omniture products and services are licensed under the following Netratings patents 5 675 510 5 796 952 6 115 680 6 108 637 6 138 155 6 643 696 and 6 763 386 A trademark symbol etc denotes an Adobe trademark An asterisk denotes a third party trademark All third party trademarks are the property of their respective owners 14 8 07222010 MOBILE DEVICE MEASUREMENT IMPLEMENTATION GUIDE ii Table of Contents PREFACE 23 6s aes ini eae ee Dl d eee aa ae PEE ee aa E iv CHAPTER 1 MEASURING MOBILE WEB 1 1 HOW MOBILE DEVICE MEASUREMENT WORKS sss es 1 MOBILE BEACONS a 2 dedo en Tora e URS an af e Wake Vect esci 1 D sas Ub ss t Mti aa x eine eh deed da 5 CUSTOM LINK MEASUREMENT ea DN aero Sra ore sa wai oy Paca o P C ESAE Pees RAI ds 7 MOBILE DEVICE REPORTS iuo Ga DES E EUR PRETI IC Re PU OHA Gk Ba Oe PRETI 7 MOBILESSUBRELDATIONS Eds EIU bow ana DU 8 CROSSSDEVIGE MEASUREMENT2. obe Pan a wale ORE Rada 8 VIDEO MEASUREMENT FOR MOBILE OPTIMIZED SITES 9 APPENDIX A DEPLOYMENT BEST PRACTICES 10 SITE CONFIGURATION 4 55 85 05 3 Saath dion eat Str AUD tap Fare a enc ded Aue rod ep ad 10 CODE DEPLOYMENT reas rot Tta SC GRECO toa a E ce RU e Des an aum 11 CUSTOMIZATION 3 2 14 v2 aot Po rd uc e eld teda quoa gc Cd P Update bip ad 13 VABIDATIOIUI e 0s cosy la Gs quide qu ous ete qeu TQ MEL MEE 16 QUERY STRING PARAMETERS ph Et ed vA DADA 16 APPENDIX B FREQUENTLY ASKED QUESTIONS sss 19 MOBILE DEVICE MEASUREMENT IMPLEMENTATION GUIDE iii Preface The Adobe Mobile Device Reporting Implementation Guide describes how to implement an alternative measurement method on your Web pages that lets you effectively collect site activity that originates from a mobile device Because mobile device support for JavaScript can be limited or disabled Adobe s standard JavaScript Web beacon might not be an effective measurement option for many mobile device users This Guide include the following general sections e Measuring Mobile Web Traffic e Deployment Best Practices e Frequently Asked Questions NOTE This guide is intended for Web Marketers and Web site engineers that are familiar with SiteCatalyst and implementing SiteCatalyst beacons Terms and Conditions of Use This document and the
3. 75 5 e Customer managed VisitorID e Subscriber ID Header e Cookie e IP Address User Agent Gateway IP Address MOBILE DEVICE MEASUREMENT IMPLEMENTATION GUIDE 5 Chapter 1 Measuring Mobile Web Traffic fig This setting uses a modified ID method order e Customer managed VisitorID e Cookie e Subscriber ID Header e IP Address User Agent Gateway IP Address You can improve unique ID chances by being added to the white list for the carrier that your mobile visitors use To get access to the carrier s visitor ID contact the carrier to add your domain to their white list If you are on a carrier s white list you also have access to subscriber ID headers that you may not otherwise be able to access You can also use dynamic variables to search for specific values in a header To do this set the visitorID query M string parameter For more information see Dynamic Variables on page 3 Customer Managed VisitorlD The initial method used to identify unique visitors is with the Customer Managed Visitor ID A Customer Managed Visitor ID is created whenever the Web site has a unique way to identify visitors An example of this is an ID generated when a user logs in to Web site using a user name and password Subscriber ID Headers Adobe has identified a number of HTTP headers that uniquely identify a majority of mobile devices Those headers often include the device phone number or a hashed version of the number or other identifier
4. amp c1 D 3DUser Agent amp c1 D 3D 22test 22 amp c1 D 3D 22US 3A 20 22 2BUser Agent amp vid D 3Dmyvid amp vid D 3DX TM ANTID s prop1 D v0 s prop1 D User Agent s prop1 D vinfo s prop1 D named_value s prop1 D User Agent Accept Language Makes 1 a dynamic variable filled in with the HTTP header User Agent Makes propi a dynamic variable filled in with the string test This becomes more useful when used with concatenation which utilizes the operator Makes propi a dynamic variable filled in with the User Agent prefixed by UA For cname implementations If you use a cookie called myvid the example pulls the visitor ID from the cookie This example searches for a unique header which in this case is X TM ANTID This pulls in query string values This pulls in HTTP header values This pulls in cookie values assuming a cname implementation and vinfo is a cookie set by the client Pulls in mapped variables These are query string or HTTP header values for which names have been defined The names match the tags for the Data Insertion API XML Posts Example s prop1 D pageName String literals defined in quotes Used for concatenation of values Geo Segmentation and Carrier Identification The mobile device s IP address that Adobe receives typically comes from the carrier s gateway a device that forwards data for visitors Some browsers like Opera Mini forward all
5. smm domain com CNAME domain 102 112 207 net or smm domain com CNAME domain 102 122 207 net 4 Optional With your Account Manager coordinate the purchase and upload of secure certificates to Adobe data collection servers for use with secure CNAME NOTE Change the subdomain and domain values to match desired values for mobile Web site For optimal visit and visitor accuracy the primary CNAME domain should match the primary domain of the measured site Collection Code Optional Generate mobile collection code in the SiteCatalyst Code Manager part of the Administration Console For more information see Adding a Mobile Beacon to Your Web Pages on page 2 MOBILE DEVICE MEASUREMENT IMPLEMENTATION GUIDE 10 Appendix A Report Suites Create a separate report suite for each mobile Web site that you want to deploy If the necessary report suites already exist confirm the Report Suite IDs used to access each report suite To do this use the SiteCatalyst Administration Console or contact your Account Manager NOTE Adobe recommends segmenting traffic from mobile sites into a separate report suite Furthermore each site or domain should have two report suites one for production traffic and one for development testing Custom Variables Assign friendly names to the following custom variables e Traffic Variables e Conversion Variables e Success Events For more information about configuring these variable
6. 207 in the mobile beacon depending on your datacenter location e The code following the report suite name specifies the image type e 5 returns the default image type e 5 1 or 1 always returns a GIF image e 5 5 always returns a WBMP image If the default image type is not supported on a particular device no data is returned To avoid this you can force the Adobe data collection server to return a particular graphic type that the mobile device supports e When you use the Administration console to create the mobile beacon following the image type specifier you may see something that looks like this H 19 2 WAP pageName Because some mobile devices limit the URL length you can shorten this to pageName gt as shown in the example e While the mobile beacon image is actually 2x2 pixels to ensure support for all mobile devices you should set height and width properties to 5 For example lt img srce http metric mydomain com b ss Report Suite Name gt 5 random number pageName alt width 5 height 5 e You can add a random number or timestamp to the beacon to ensure that multiple requests are not cached and treated as a single request While Adobe data collection servers instruct the mobile device browsers not to cache the image request a random number or timestamp prevents image caching by making each image request unique e Because some providers block 3rd party cookies many clients prefer to use a fir
7. 3A2 2F 2Fdomain com 2Fdownload mp3 amp pe lnk d amp pevl D url gt download mp3 lt a gt Exit Link lt a href http mm domain com b ss domainmobiledev 5 4 REDIR url http 3A 2F 2Fgoogle com amp pe lnk e amp pevl D url gt google com lt a gt Code Example PHP html lt body gt lt php cname mm domain com rsid domainmobiledev random mt_rand 100000 999999 page_referrer _SERVER HTTP_REFERER campaign _GET cmp dt date Ymds isBot false strtolower _SERVER HTTP_USER_AGENT isBot strpos ua googlebot false strpos ua yahoo false strpos ua msnbot false strpos ua false strpos ua crawler false strpos ua robot false if isBot 4 echo lt img src http cname b ss rsid 5 dt random r page_referrer amp v0 campaign amp gn search storysearch searchresults amp h1 D gn amp ch search amp c8 storysearch amp c9 search amp c1 breaking story amp v1 D cl1 amp c2 50 amp ev event1 event2 amp c3 D User Agent amp c4 vz amp v4 D c4 amp c5 none amp v5 D c5 width 5 height 5 border 0 alt _ gt gt lt a href http lt echo cname gt b ss lt echo rsid gt 5 4 REDIR url http 3A 2F 2Fdomain com 2Fdownload mp3 amp pe Ink_d amp pev1 D url gt download mp3 lt a gt lt a href http lt echo cname gt b ss lt echo rsid g
8. Retail focused sites typically place code at the top of the page Bottom of Web Page Placing Web beacons at the bottom of the Web page provides the most accurate content consumption Media focused sites typically place code at the bottom of the page NOTE The Web beacon must be placed inside the lt body gt tag MOBILE DEVICE MEASUREMENT IMPLEMENTATION GUIDE 11 Appendix A Configure Spider Bot Filtering Detect and filter requests from spiders and bots using either a server side detection routine or an VISTA rule NOTE If you implement Spider Bot filtering at the VISTA rule the hits still incur the standard contract CPMM charge Create and Place the Mobile Web Beacon Using the CNAME and report suite values construct a Web beacon image request using server side code The code must contain the following components lt img src lt requesting domain gt b ss lt Mobile RSID gt lt Image Type and visitorID gt random number gn Query String gt lt Image Attributes gt gt Requesting Domain The domain that the image request is sent through CNAME or Adobe domain Mobile RSID The SiteCatalylst report suite that receives the mobile measurement data Image Type amp Visitor ID Identifies the type of image that Adobe returns and the method used to identify Web site visitors In most situations this value is 5 which does the following e Returnsa gif Or bmp depending on the accept header You can
9. a href http www yoursite com product mov gt Product Tour lt a gt Rewritten link lt a href http metrics yoursite com b ss reportsuiteid 5 4 REDIR url http www yoursite com product mov amp pe media amp mediaName ProductTour amp mediaLength 120 amp mediaPlayer Mobile amp mediaSess ion 0 0 Product Tour lt a gt The rewritten link includes the following components highlighted in the sample above Measurement server netrics yoursite com The CNAME or Adobe data collection server domain Report Suite ID reportsuiteid The SiteCatalyst report suite where you want to collect the video data Video URL nttp www yoursite com product mov The video URL to play Media Name ProductTour The video name that SiteCatalyst displays in its video reports Media Length 120 The length of the video in seconds Media Player Mobile The player name that SiteCatalyst displays in its video reports Remember the following when considering a redirect for video links e Remember to URL encode query string parameter values where applicable e The link redirection does not provide video metrics for seconds watched or segments viewed but all other video reports are availabe along with the rest of SiteCatalyst s reporting capabilities e Redirection from one protocol to another is not typically supported by mobile devices so be sure that the URL and the redirect URL use the same protocol usually HTTP For information about measuring vi
10. c9 to the type of content consumed e g story content video download audio gallery etc For example amp c9 story Custom Page View Event Set a custom page view event event1 on every page There might be an additional cost associated with setting a custom page view event on every page amp ev eventl amp Timeparting Ask your Account Manager to set up a Timeparting VISTA rule on timeparting variables c7 amp v7 There might be a cost associated with VISTA setup If necessary you can set timeparting variables using server side code in place of VISTA Send Analytics Internal Search On the Search Results page set search term c1 amp v1 set number of search results c2 set the search event event2 and set the page view event event1 For example amp cl breaking story amp vl D 2cl amp c2 50 amp ev eventl event2 amp No Search Results If the search does not return any results set number of search results to nu1l and set the search phrase to null search phrase For example amp cl null breaking story amp vil D cl amp c2 null amp ev eventl event2 amp MOBILE DEVICE MEASUREMENT IMPLEMENTATION GUIDE 14 Appendix A Link Click Activity If desired you can alter the download and exit links to use link measurement which uses redirect through Adobe data collection servers to measure clicks For example Download Link lt a href http mm domain com b ss domainmobiledev 5 4 REDIR url http
11. for the site will be incremented resulting in higher site totals than mobile totals MOBILE DEVICE MEASUREMENT IMPLEMENTATION GUIDE 21 Appendix B Is it better to implement using page tags or the data insertion API XML for mobile data collection Both approaches have advantages and disadvantages However the data insertion API places a greater implementation burden on you When using the Data Insertion API you must manage the Visitor ID add additional handling for special headers like x forwarded for that Adobe handles by default in page tag implementations and apply more advanced spider bot filtering mechanisms In general using page tags or the measurement libraries for PHP amp Java is the recommended approach Should customers have separate report suites for mobile optimized sites and mobile apps Yes You should use a dedicated report suite for your mobile optimized site and a separate dedicated report suite for your mobile application However you can still combine data from multiple report suites through a secondary or roll up report suite to provide aggregate reporting Is it possible to de duplicate users browsing across multiple channels e g standard site mobile optimized site mobile app and SMS into a single user Adobe does have capabilities for providing a single view of the user across multiple channels but it requires an authentication ID that spans the channels Why are there instances in the page
12. identification To resolve this issue deploy a CNAME First Party Cookie for hits sent to Adobe from mobile sites How do deploy the App Measurement library for a specific mobile device Adobe provides custom libraries to help you properly track the use of applications on popular mobile devices including iPhone Blackberry Android Symbian Nokia and Palm Pre The following steps describe the general process used to incorporate App Measurement into your mobile application 1 Create a specific report suite for capturing the mobile application data 2 Generate and download the SDK from the SiteCatalyst Code Manager SiteCatalyst Admin Console Code Manager 3 Download the App Measurement Implementation Guide for your specific mobile platform SiteCatalyst Help Supporting Docs Manuals A Use the information in the Implementation Guide to incorporate and configure App Measurement in your application For more information see these blog posts http blogs omniture com 2009 08 11 measure your mobile initiatives http blogs omniture com 2009 07 28 the implementation side of palm pre app measurement MOBILE DEVICE MEASUREMENT IMPLEMENTATION GUIDE 19 Appendix B How does iPhone application measurement work does it use an image beacon Adobe App Measurement uses native libraries installed directly into the mobile application to format and send data to Adobe via HTTP App Measurement sends an HTTP GET req
13. related software described in this document is proprietary to Adobe Systems Inc and is supplied only under license or nondisclosure agreement The document and software can be used or copied only in accordance with the terms of the agreement Enterprise Terms of Use https sc omniture com p l10n 1 0 terms html The information in this document is subject to change without notice and does not represent a commitment on the part of Adobe Account Support ClientCare is available to e Answer specific product questions e Help you use SiteCatalyst reports to their maximum benefit e Help resolve any technical difficulties you might have e Help you configure eVars and events Service and Billing Information Depending on the service level you have purchased some of the options described in this guide might not be available to you Additionally each account has unique billing needs Please refer to your contract for pricing due dates terms and conditions If you would like to add to or otherwise change your service level or if you have questions regarding your current service please contact your Account Manager Adobe welcomes any suggestions or feedback you might have regarding the contents of this guide Send comments to your Account Manager MOBILE DEVICE MEASUREMENT IMPLEMENTATION GUIDE iv Contact Information CORPORATE ADDRESS Adobe Systems Inc 550 East Timpanogos Circle Orem UT 84097 PHONE 1 801 722 7000 FA
14. reports under visitor profile gt timezone e Traffic Sources Referrers are typically not available for mobile applications without significant additional effort on the part of the developer publisher e Exit links e Download links e Clickmap By Default App Measurement does not capture this data so these reports are typically empty However it is possible to measure data for exit download and Clickmap links for both mobile apps and mobile sites Is there a SiteCatalyst App for my iPhone Adobe currently provides SiteCatalyst Dashboards on several mobile platforms including the iPhone e iPhone App http itunes apple com WebObjects MZStore woa wa viewSoftware id 289760802 e BlackBerry App http appworld blackberry com webstore content 1483 e Android App market search q pname com omniture android dasboard viewer e Mobile Optimized SiteCatalyst http m omniture com sci14 mobile MOBILE DEVICE MEASUREMENT IMPLEMENTATION GUIDE 20 Appendix B I add App Measurement code to an app that has already been released Yes You can easily integrate App Measurement into an existing application Once the measurement library is added to the application and configured appropriately you must release a new version of the app in the corresponding App market or store That way users that have already installed the application are prompted to update How long does it take to deploy Adobe s mobile app and mobile site mea
15. ENT IMPLEMENTATION GUIDE 12 Appendix A body html NOTE Leaving off the pageName query parameter gn results in SiteCatalyst using the requesting page URL for all page based reports Measure Finding Methods Add page referrer to r query parameter if domain of requesting page does not match the referrer For example php page referrer SERVER HTTP REFERER echo lt img srce http Scname Sdomain b ss Srsid 5 Sdt random r page referrer width 5 height 5 border 0 alt ors Te Measure Campaigns Identify query parameter used to identify promotional efforts such as links from paid search campaigns QR DataMatrix URLs SMS MMS messages mobile site launcher widgets mobile applications emails banners affiliates and bookmarks preinstalled on device For example the code below assumes the parameter cmp always contains the value of the campaign or promotional effort php campaign GET cmp echo lt img srce http Scname domain b ss Srsid 5 Sdt Srandom v0 Scampaign width 5 height 5 border 0 alt gt 25 A 3 Customization Deploy the following SiteCatalyst variables for best results when measuring mobile sites e Configuration e Content Naming Standards Send Analytics e Link Click Activity e Code Example PHP NOTE In addition to these general customizations you sh
16. The default prefix is D There are two methods of flagging dynamic variables e Use a default prefix of D For example s prop1 D User Agent e Use a custom prefix defined in the D query string parameter For example if the query string parameter is amp D you can create a dynamic variable with the following command s propi User Agent Table 1 1shows several methods for creating dynamic variables Consider the following when working with dynamic variables e Dynamic variables are case sensitive e Dynamic variables support literal strings contained in quotes e The dynamic variable prefix must be at the start of the variable value not in the middle For example use c2 test7 User Agent rather than c2 test7 User Agent Table 1 1 Sample Dynamic Variable Creation b ss rsid gn Home amp D amp cl v0 Four ways to set prop1 to a campaign b ss rsid gn Home amp D amp cl campaign b ss rsid gn Home amp cl D 3dv0 3d is b ss rsid gn Home amp ci1 5b 5bv0 5d 5d 5b b ss rsid gn Home amp D amp c2 x up subno Pulls the x up subno header into prop2 b ss rsid gn Home amp D amp c2 ABCDE Pulls the ABCDE cookie into prop3 b ss rsid gn Home amp D amp c2 22ABCDE Adds a prefix to the ABCDE cookie 22 2bABCDE 22 15 euo 529 is x MOBILE DEVICE MEASUREMENT IMPLEMENTATION GUIDE 3 Chapter 1 Measuring Mobile Web Traffic
17. X 1 801 722 7001 TOLL FREE 1 877 722 7088 support billing and sales SUPPORT E MAIL clientcare omniture com SALES E MAIL sales omniture com INFORMATION E MAIL info omniture com CORPORATE URL http www omniture com LOG IN http my omniture com MOBILE DEVICE MEASUREMENT IMPLEMENTATION GUIDE CHAPTER 1 Measuring Mobile Web Traffic Increasingly people are using mobile devices such as cell phones personal data assistants and portable media players to access information via the Internet Because of the increasing use of mobile devices Adobe gives you the option of measuring mobile users throughout the Adobe Online Marketing Suite including SiteCatalyst Discover and Data Warehouse to effectively monitor those accessing your Web sites using mobile devices Because mobile device support for JavaScript might be limited or disabled standard JavaScript Web beacons are not an effective measurement option for mobile device users This Guide explains the process of implementing these as well as the limitations and advantages in doing so You can use JavaScript and mobile device measurement concurrently This section contains the following topics e How Mobile Device Measurement Works e Mobile Beacons e Unique ID e Custom Link Measurement e Mobile Device Reports e Mobile Subrelations Cross Device Measurement e Video Measurement for Mobile Optimized Sites NOTE Adobe also provides Measur
18. appleseedpodcasts 4 REDIR url http 3A 2F 2Fwww johnny appleseed org 2Fmpegs 2Fplanting apple trees mpeg amp pe lnk d amp pevl http 3A 2F 2Fwww johnny appleseed org 2Fmpegs 2Fplanting apple trees mpeg amp pev2 pl anting apple trees amp Planting an Apple Tree lt a gt NOTE For more information about parameters for use in environments that do not support JavaScript see Implementing without JavaScript in the SiteCatalyst Knowledgebase 1 5 Mobile Device Reports SiteCatalyst provides several reports specific to mobile devices For a current list of mobile device reports in SiteCatalyst see Report Descriptions in the SiteCatalyst User Guide Additionally most SiteCatalyst reports are available and correct for mobile device users SiteCatalyst properly reports all custom insight prop and eVar event site traffic and pathing data generated from mobile devices However the following caveats exist because of the unique needs of mobile device collection method e The following reports have data only if the referrer is populated in the image request sent from the mobile page The referrer is populated via the r query string parameter as outlined in the Implementing without JavaScript white paper e Search Engines e Search Keywords e Referring Domains e Referrers MOBILE DEVICE MEASUREMENT IMPLEMENTATION GUIDE 7 Chapter 1 Measuring Mobile Web Traffic NOTE The r query string parameter must include the protocol
19. cations and mobile optimized sites Is it possible to relate mobile reports in SiteCatalyst to non mobile dimensions Yes Correlations between mobile attributes and other reports for example mobile devices to page names are available under the correlation tab in the Report Suite Admin section of Admin Console If needed Adobe ClientCare can enable subrelations to conversion variables for example mobile devices to campaigns How do debug implementations for mobile optimized sites and mobile apps If you are using a standard image beacon on the mobile site you can use the SiteCatalyst debugger MOBILE DEVICE MEASUREMENT IMPLEMENTATION GUIDE 22 Appendix B If you are using the sendFromServer feature from App Measurement or the Measurement Libraries set debugTracking true which outputs the request to the screen Can I look at a list of devices measured by Adobe Adobe has many partners that provide device identification and attribute information Such a list would include thousands of devices and isn t publically available for competitive and licensing reasons MOBILE DEVICE MEASUREMENT IMPLEMENTATION GUIDE 23
20. deo in iPhone applications see the AppMeasurement for iPhone Implementation Guide For information about measuring video in mobile Flash applications see the SiteCatalyst Video Measurement Implementation Guide MOBILE DEVICE MEASUREMENT IMPLEMENTATION GUIDE 9 APPENDIX A Deployment Best Practices This appendix provides best practices for deploying Mobile device measurement to your Web site For assistance with your deployment contact your Account Manager to set up a meeting with an Adobe Consultant This section includes the following topics e Site Configuration e Code Deployment e Customization e X Validation e Query String Parameters A 1 Site Configuration Before starting a Mobile device measurement initiative review your mobile Web site configuration for the following e CNAMES e Collection Code Optional e Report Suites CNAMES CNAMES help increase the accuracy of visitor identification which improves the quality of reports such as Visits Visitors and Time Spent To setup CNAMES on your mobile site 1 With your Account Manager confirm the appropriate Adobe data center identifier for your report suite The value is either either 112 San Jose OR 122 Dallas 2 Setup a CNAME to use in requests from non secure pages For example mm domain com CNAME domain 112 207 net or mm domain com CNAME domain 122 207 net 3 Optional Setup a CNAME to use in requests from secure pages For example
21. eb Pages e Dynamic Variables MOBILE DEVICE MEASUREMENT IMPLEMENTATION GUIDE 1 Chapter 1 Measuring Mobile Web Traffic e Geo Segmentation and Carrier Identification e Mobile URL Character Limits e Network Protocols Adding a Mobile Beacon to Your Web Pages To track mobile devices you need to put a mobile beacon on each Web page in the form of a server generated image tag Because mobile devices do not generally support scripting languages like JavaScript and WMLScript Web cannot be generated dynamically via a scripting language To generate a mobile beacon In the Administration Console select Admin Console Code Manager Under Select the type of code to generate select Mobile from the drop down menu In Options select the appropriate report suite from the drop down menu Select Use https instead of http to add the beacon to a secure Web page Click Generate Code Copy the beacon code and place it on each Web page you want to monitor Om PY Ne This code works for WAP and I Mode networks The mobile beacon looks something like the following lt img src http lt your namespace name gt 112 207 net b ss lt Report Suite Name gt 5 random number pageName gt When creating mobile beacons consider the following e When you create the mobile beacon in the Administration Console your name space name and report suite name are populated with your specific information e You may have 112 207 or 122
22. ement Libraries that simplify the measurement of Web site usage without JavaScript beacons For more information about these Measurement Libraries see the Measurement Library Java and the Measurement Library PHP Implementation Guides 1 1 How Mobile Device Measurement Works When a mobile device requests a page from a Web server the request goes through a gateway that acts much like a proxy server The gateway converts the mobile request usually WAP or I Mode into an HTTP request The Web server responds to the gateway which forwards the request to the mobile device The gateway typically passes the mobile device s user agent string to the Web server This allows the Web server to respond with a page that is built specifically for the device requesting it Adobe uses the user agent string to track the type of device being used to access the Web page When you add an Adobe Web beacon to a Web site a page view generates an image request to Adobe data collection servers When returning the image a 2x2 pixel WBMP or GIF Adobe servers instruct the browser not to cache it That way the browser requests the image again on subsequent pages A random number added to the image tag protects against gateways that do not obey Adobe s no cache directives See Adding a Mobile Beacon to Your Web Pages on page 2 1 2 Mobile Beacons To implement mobile device measurement understand the following e Adding a Mobile Beacon to Your W
23. ey do not support JavaScript including many Blackberry devices e Not using First Party Cookies for visitor identification Impact Mobile Visitors count is higher than the Mobile Visits count because many of the visitors counted are duplicate users with non persistent cookies e Referrer variable r is not populated on hit Impact No data in the Traffic Sources reports e Improperly configured image attributes Impact Mobile hits are not recorded for some mobile devices including many Blackberry devices e Improperly configured URL syntax Impact Variables assigned incorrect data in custom reports Negative impact to basic mobile measurement For more information see this blog post http blogs omniture com 2009 11 09 top 5 mobile implementation gotchas Why are my mobile visitor counts higher than my mobile visit counts If the visitor cannot be measured uniquely via cookies or unique carrier headers then Adobe uses a combination of User Agent and IPaddress to attempt to identify the visitor However since multiple users might share the same User Agent and IP address the Visit metric is not incremented because the visit cannot be guaranteed unique Since many mobile browsers reject third party cookies by default this situation occurs most frequently when the site in question is using a cookie set at 207 net third party cookie instead of a cookie set at the domain of the requesting page first party cookie for visitor
24. force a gif by specifying 5 1 anda bmp by specifying 5 5 e Uses the following order for visitor identification 1 Subscriber Device Id then 2 5 vi cookie then 3 IP address You can specify 1 to change the visitor identification order to 2 1 3 Random Number Prevents Web browser and carrier image caching Query String Specifies custom variable value pairs such as the page name to pass with the image request Image Attributes Specifies the image configuration settings For example width 5 height 5 border 0 alt For example lt img src http mobilecname mydomain com b ss mobilersid 5 945827 gn Mobile Page 1 width 5 height 5 border 0 alt gt For a complete list of query string parameters see Query String Parameters on page 16 Figure A 1 Sample Mobile Web Beacon PHP html body php Scname mm domain com Srsid domainmobile Srandom mt_rand 100000 999999 Sdt date Ymds SisBot false Sua strtolower SERVER HTTP USER AGENT SisBot strpos ua googlebot false strpos ua yahoo false strpos ua msnbot false strpos ua spider fals strpos ua crawler fals strpos ua robot false if SisBot echo lt img srce http S cname b ss Srsid 5 S dt Srandom width 5 height 5 border 0 alt gt gt MOBILE DEVICE MEASUREM
25. hose that do not Mobile visitors with an appropriate visitor ID header are treated as if they accept cookies while those without headers are treated as if they block cookies in those reports MOBILE DEVICE MEASUREMENT IMPLEMENTATION GUIDE 6 Chapter 1 Measuring Mobile Web Traffic 1 4 Custom Link Measurement Many mobile device users download files to their devices such as podcasts ring tones and similar files Because many mobile devices do not support JavaScript link measurement must be implemented through redirects To use redirects you must modify the href links in the html to include the REDIR element The general format for a custom link is as follows http your Namespace gt 112 207 net b ss lt RSID gt 4 REDIR url destination URL gt amp pe lt link type gt amp pevl lt current URL gt amp pev2 lt link name gt Keep in mind the following when creating link reference e The URL value must be URL encoded e You should set a pageName or page URL g parameter e Dynamic variables can read the URL parameter but not set it e If no cookie is set Adobe servers perform a normal cookie handshake e To do link measurement you must include pe pev1 and pev2 parameters see Table 1 3 Table 1 3 Redirect Link Parameters pe Ink d Ink e Ink o Link Type pevi Link URL pev2 Link Name An actual custom link measurement URL looks similar to the following lt a href http johnny appleseed 122 207 net b ss
26. ivalents gn pageName pageName Sv Server server gt pageType pageType elm channel channel cl c50 propl s prop50 propl prop 50 aL Ins hierl s hier5 hierl hier50 vO campaign campaign STELE o SIEBIES STETE zip Zip zip ev events pl products products pi purchaseID purchaseID vl v50 eVarl s eVar50 eVarl eVar 50 ce o Elia SSE ec currencyCode currencyCode D dynamicVariablePrefix cdp cookieDomainPeriods N A MOBILE DEVICE MEASUREMENT IMPLEMENTATION GUIDE Appendix A el s cookieLifetime N A s_vi cookie lifetime in seconds 5 or 1 s mobile N A 12 s referrer referrer Referring URL g S pageURL pageURL current URL vid visitorID customer managed visitorid The following variables are typically set directly by the Adobe Web beacon 5 code js You can set these variables in the Web beacon to send data to the corresponding SiteCatalyst report pid Page identifier for ClickMap pidt Pageidentifier type for ClickMap oid Object identifier for ClickMap ot Object tag name for ClickMap oi Source index for ClickMap pe ink d 1nk e Link type linkType lnk o pevi Link URL linkURL pev2 Link Name linkName pev3 Video Reports mediaName mediaLength mediaPlayer mediaSession IP Address IP Address ipaddress domain Accept Language Accept Language Header language Header b ss rsid S account reportSuiteID User Agent Header User Agent Header use
27. major protocols or standards used today WAP is mostly used in the US and I Mode is popular in Japan and Europe Sites must often be designed separately for different protocols but the mobile beacon does not need to be customized for each protocol e WAP 1 0 WAP 1 0 is quickly losing popularity in the US This required that pages be built in WML and had its own protocol e WAP 2 0 Most new phones are WAP 2 0 compliant meaning they support XHTML MP a mobile version of XHTML e I Mode I Mode supports CHTML compact HTML and does not download third party images Use DNS CNAME implementation to simulate a first party cookie with I Mode sites so images download properly 1 3 Unique ID Identifying unique visitors that visit a Web site is critical when gathering data about how the Web site is used To do this Adobe attempts to create a unique VisitorID that it can use to track the behavior of a single mobile device Adobe can use the following methods listed in their preferred order to identify unique site visitors e Customer Managed VisitorID e Subscriber ID Headers e Cookies e IP Address User Agent Gateway IP Address The mobile beacon includes a setting that specifies the return image type See To generate a mobile beacon on page 2 This same setting can alter the order in which Adobe attempts to use these ID methods Table 1 2 Mobile Beacon Settings 5 This setting uses the default ID method order 5 1
28. name report starting with http even though the page name variable has data If the measurement code on the page includes a noscript tag for measuring mobile devices that don t support JavaScript it s likely the occurrences of page names starting with http result from page requests from these devices To eliminate this you can populate the gn parameter in the URL of the noscript tag with the same name which is being set in s pageName Why did the customer s page view visit and visitor numbers change in May 2009 for Blackberry devices Adobe has been working with RIM to improve visitor identification for Blackberry devices As a result RIM released an update on May 29th 2009 which significantly improved visitor identification for Blackberry devices Due to this change you should see an increase in the number of visits a decrease in the number of visitors and a decrease in the number of page views per visit For accurate page view measurement make sure that your Web beacon image request uses height and width attributes of at least 1x1 Why aren t mobile attribute reports available from the menu They should be Check the User Permissions User Management section for your report suite and make sure that mobile reports are marked visible Where can get mobile measurement code for mobile apps or mobile sites You can use the SiteCatalyst Code Manager in Admin Console to generate measurement code for both native mobile appli
29. of the referrer If the protocol is left off the referrer report is not populated For example use r http google com not r google com e GeoSegmentation and Domains reports might contain some inaccuracies For more information see Geo Segmentation and Carrier Identification on page 4 e following reports are not populated for mobile device monitoring because they require JavaScript e Time Zones e Cookies e Connection Types e Java JavaScript e Monitor Colors and Resolutions e Browser Width and Height e Netscape Plugins While these reports are not automatically populated they can be populated using a query parameter in the mobile beacon For more information see Implementing without Java Script in the SiteCatalyst Knowledgebase e ClickMap is not supported for mobile devices NOTE VISTA can be used to alter data collected from both Mobile and standard methods 1 6 Mobile Subrelations SiteCatalyst lets you breakdown mobile reports by other conversion or traffic report data Subrelations work exactly the same in mobile reports as they do in any other SiteCatalyst report See the SiteCatalyst User s Guide for information about how to view subrelations in your reports and see the Administration Console User s Guide for information about configuring subrelations 1 7 Cross Device Measurement Many customers want to identify whether someone s use of a standard Web site affects their usage of a mobile si
30. ould deploy additional variables as needed to support your organizational objectives for mobile device measurement Configuration Set the following variables in the in the image request Content Use dynamic variables to set hierarchy n1 and conversion pageName For example amp hl D gn amp v6 D gn MOBILE DEVICE MEASUREMENT IMPLEMENTATION GUIDE 13 Appendix A User Agent Use dynamic variables to set User Agent c3 For example amp c3 D User Agent amp Carrier amp Deck Populate Carrier c4 amp v4 and Carrier Deck c5 amp v5 For example Verizon Off Deck amp c4 vz v4 D c4 amp c5 none amp v5 D c5 Verizon On Deck amp c4 vz v4 D c4 amp c5 vz amp v5 D c5 Visitor Id Methods Ask your Account Manager to set up a Visitor Id Methods c6 VISTA rule NOTE There may be a cost associated with VISTA setup If you are managing visitor identification vi d set the visitor ID methods c6 directly rather than using a VISTA rule Content Naming Standards Use the following naming standards for best results when measuring mobile sites Page Name Set page name gn to a concatenation of the content category sub category and name of page For example amp gn levell level2 mobile page name Site Sections Set the site section level 1 cn and level 2 c8 to the correct parts of the content hierarchy For example amp ch levell amp c8 21level2 Content Type Set the content type
31. rAgent If the User Agent of the hit is identified as a mobile device processing sets the following variable values to null 5 Screen resolution resolution WidthxHeight c Screen color depth colorDepth in bits 8 16 32 etc j JavaScript version javaScriptVersi 1 0 1 2 1 3 etc on MOBILE DEVICE MEASUREMENT IMPLEMENTATION GUIDE 17 Appendix A QUERY STRING VARIABLE JAVASCRIPT ACTIONSOURCE SDK XML TAG Java enabled javaEnabled CY or N bw Web browser window width browserWidth in pixels bh Web browser window height browserHeight in pixels t Web browser time information timezone Day Month Year Hour Min Sec Weekday Timezoneoffset k Cookie support cookeisEnabled Cy or N E Connection type connectioType modem or hp Current page is browser home page homePage CY or N p Comma separated list of Netscape plug in names plugins MOBILE DEVICE MEASUREMENT IMPLEMENTATION GUIDE 18 APPENDIX B Frequently Asked Questions The following common questions and answers were collected by ClientCare What are the most common mobile device measurement issues The following items are the most common issues for mobile implementations e No measurement deployed for devices that don t execute JavaScript Impact Mobile device reports show only the JavaScript enabled devices such as iPhone iPod touch G1 and Palm Pre Activity from many other devices is missing because th
32. s The majority of current devices have one or more of the headers that uniquely identify the device and all Adobe data collection servers automatically use those headers in place of a Visitor ID The subscriber ID method is generally more reliable than a cookie for user identification because of cookie deletion cookie acceptance issues and gateway cookie management issues Cookies When mobile devices are tracked using cookies there are some settings you can use to modify how measurement occurs Cookie default lifetime is 5 years but you can use the CL query param variable s cookieLifetime to change this default To set the cookie location for cname implementations use the CDP query string s cookieDomainPeriods The default is 2 if no value is specified and the default location is domain com For implementations that do not use CNAME the visitor ID cookie location is at the 207 net domain IP Address User Agent Gateway IP Address The next method Adobe tries to use is the combination of the Device IP Address User Agent and Gateway IP Address Because many IP addresses and devices can be mapped to the same wireless gateway multiple devices may commonly appear to be the same device Because of this Adobe does not include traffic obtained using this method when calculating the pathing reports or the visits metric NOTE Unique Visitors reports provide the ability to distinguish between visitors that accept a visitor ID cookie and t
33. s see Configuring Report Suites in the Administration Console User Guide Unused and Empty Reports To improve the usability of the mobile report suite remove unused and empty reports from the report suite For more information about customizing report suite menus see Configuring Report Suites in the Administration Console User Guide The settings are in General gt Customize Menus A 2 Code Deployment With properly configured mobile report suites in place you are ready to deploy the mobile collection code on your mobile Web sites When doing so consider the following e Identify the Web Beacon Location e Configure Spider Bot Filtering e Create and Place the Mobile Web Beacon Identify the Web Beacon Location Consider placing the Adobe Web beacon in the file that that creates the global header or footer used on every Web page Typically this is a single file running a server side scripting language such as PHP ASP or JSP Doing this limits the code modification to a single file on your Web site which reduces deployoment costs and accelerates ROI When determining where to place the Adobe Web beacons on your mobile Web site Adobe recommends placing them in the same relative location as that used for your standard non Mobile Web site However when deciding where to place Adobe Web beacons consider the following Top of Web Page Placing Web beacons at the top of the Web page provides the most accurate visit pathing
34. ser instead of the location of the WAP gateway If you see a lot of traffic from Oslo Norway you might be using the Data Insertion API XML which doesn t allow additional IP headers To resolve this you can leverage the additional header in the lt ipaddress gt to better identify these requests Why do see data in the mobile attribute reports for my standard not mobile report suite even though don t have a measurement strategy in place for mobile devices Mobile implementation and mobile device identification used for the mobile attribute reports are completely separate If a mobile device executes the Adobe JavaScript on the standard site and sends a hit Adobe identifies the hit as coming from a mobile device However without a measurement strategy in place to measures devices that don t execute JavaScript your mobile reports will be incomplete and will under represent certain devices Why are mobile Daily Unique Visitors lower than total Daily Unique visitors in a mobile only report suite There are at least two reasons mobile Daily Unique Visitors will be less than total Daily Unique Visitors for a mobile only report suite e Non mobile devices hitting the site for example Web browsers bots etc e Mobile devices hitting the site that Adobe cannot identify as mobile In both these cases mobile views visits uniques won t be incremented because Adobe cannot definitively identify the hit as mobile but total pageviews visits uniques
35. st party cookie implementation do this use a DNS CNAME to simulate a first party cookie The CNAME should be a subdomain of the requesting page For example use metric mobileapp mydomain com for pages at mobileapp mydomain com When implemented this uses a CNAME on your network as the cookie URL rather than the external Adobe data collection URL For example MOBILE DEVICE MEASUREMENT IMPLEMENTATION GUIDE 2 Chapter 1 Measuring Mobile Web Traffic lt img srce http metric mobileapp mydomain com b ss Report Suite Name gt 5 random number pageName alt width 5 height 5 gt e Some mobile browsers require that all images have alt text included in the image tag The following shows how the ALT attribute should appear in the image tag lt img src http lt your namespace name gt 112 207 net b ss lt Report Suite Name gt 5 lt random_number gt pageName _alt gt e Some browsers and networks block requests which include reserved characters such as and in the URL Avoid using these NOTE For more information about creating a mobile beacon see Implementing without JavaScript in the SiteCatalyst Knowledge Base Dynamic Variables You can use dynamic variables to identify visitors and mobile devices These variables can pull data from the following locations e Other query string variables e Cookies e HTTP headers To create a dynamic variable add a special prefix to the start of the value
36. surement solutions Experienced developers and adding base measurement in less than an hour However for the greatest value you should plan to configure the installation to meet mobile best practices for your specific industry The time to perform this type of configuration can vary significantly based on the complexity of the back end the number of sites and the level of experience with Adobe Which products in the Online Marketing Suite currently report the mobile attributes The mobile attributes are currently available for reporting in SiteCatalyst Discover and Report Builder only Why did mobile page views double when users started being redirected to the mobile optimized site Web experiences customized for mobile devices typically yield 2 3 times higher levels of engagement so it s likely you are just getting greatly improved performance on your mobile customized pages Why do the Geo reports show the majority of my mobile visitors are coming from Waterloo Canada or Oslo Norway By default Adobe uses the IP address passed as part of the request to populate the GEO reports For requests from mobile devices this IP address is often that of the WAP gateway rather than the actual mobile user For example RIM s WAP gateway is located in Waterloo Canada and Opera s WAP gateway is in Oslo Norway However Opera passes additional header information including x forwarded for which lets Adobe report the actual location of the u
37. t 5 4 REDIR url http 3A 2F 2Fgoogle com amp pe Ink_e amp pev1 D url gt google com lt a gt lt body gt lt html gt MOBILE DEVICE MEASUREMENT IMPLEMENTATION GUIDE 15 Appendix A A 4 Validation Before enabling mobile device measurement in a production environment make sure that the code has been deployed properly and that the resulting reports meet your business objectives NOTE Deploy collection code to a development or QA environment that uses a non production report suite to verify code operation before installing code into the production environment This process should include the following Validate Hits are Sent Use a packet sniffer or the JavaScript Debugger to validate requests are sent correctly on pages where code deployment has occurred For more information about the JavaScript Debugger see the JavaScript Debugger White Paper available in the Online Marketing Suite Knowledge Base Validate SiteCatalyst Reports Log in to the Online Marketing Suite and confirm that SiteCatalyst is receiving data and populating report data correctly Production Push Install the mobile data collection code to the production environment once hit validation and report data is confirmed A 5 Query String Parameters Adobe provides shortened query string codes for use in lower bandwidth environments such as mobile computing The following table lists the shortened query string parameter with its JavaScript and XML equ
38. te and vice versa For example some Web sites allow users to send themselves links to ring tones wallpaper or games and then download that content through the phone and customers want to measure the success of these systems This is only possible if the end user is identified as the same person in all cases Specifically a user ID like a login ID must be supplied on every page and converted into a visitor ID via VISTA This is not commonly possible because the user ID is rarely known on every page If this type of measurement is a strict requirement for you VISTA can be used to copy data into a second report suite as long as a user ID is known When using a second report suite eVar and Campaign data are correct in the second report suite while unique visitor counts are accurate in the primary report suite Keep in mind that the primary report suite counts mobile and desktop visitors separately MOBILE DEVICE MEASUREMENT IMPLEMENTATION GUIDE 8 Chapter 1 Measuring Mobile Web Traffic 1 8 Video Measurement for Mobile Optimized Sites Most mobile devices do not have a video browser plug in installed Rather the mobile device launches the video directly outside the browser Because of this Adobe recommends using its redirect technology to rewrite video links when implementing video measurement for mobile optimized sites For information about redirects see Custom Link Measurement on page 7 For example Original site link lt
39. traffic through a proxy in Norway making it look like all visitors are in Norway To improve accuracy of geo segmentation and carrier reporting Adobe uses the x Forwarded For header to find the IP address of the device originating the request If the mobile device has an external routable IP address this is used If it has an internal IP address the IP of the gateway is used The Domains report has information you can use to identify mobile device carriers Go to the Domains report and see which domains are for att net sprint com and other mobile carriers Mobile URL Character Limits Some mobile devices have been known to have URL character limits as small as 200 characters Use the following measures to work around these limitations Shortening Query String Parameters You can use shortened query string parameters for mobile device measurement For example events gt ev pageName gt gn MOBILE DEVICE MEASUREMENT IMPLEMENTATION GUIDE Chapter 1 Measuring Mobile Web Traffic e pageType gt gt e products gt pl e purchaseID gt pi e server gt sv Pulling Values from Cookies If the mobile device supports cookies you can set dynamic variables to take values from cookies rather than using the entire URL See Dynamic Variables on page 3 M Pulling Headers You can also use dynamic variables to take values from headers See Dynamic Variables on page 3 Network Protocols WAP and I Mode are the two
40. uest when the track or tracklink method is called Are there additional costs related to measurement for mobile initiatives native mobile apps mobile optimized sites etc Adobe bills for hits incurred from measurement of mobile device activity at existing contract CPM Additionally you can purchase mobile implementation and business consulting at hourly consulting rates Do the mobile App Measurement solutions provide native support for offline measurement for example does App Measurement automatically collect data while the user is not connected to the Internet Not at this time If the user performs a tracked action while offline the application makes a direct HTTP request However since there is no Internet connection the hit data is not recorded However it is possible to implement a queuing mechanism for storing offline usage data then sending it when the device is online as part of an App Measurement implementation Will App Measurement incur network charges for users interacting with implemented applications Standard data rate charges apply but the size of HTTP requests used with App Measurement are small What reports are not available Out of the Box for mobile apps and mobile sites If Adobe identifies a hit as coming from a mobile device it prevents populating the hit data to the the following reports e All reports under visitor profile gt technology e All reports under visitor profile gt home page e All
Download Pdf Manuals
Related Search