SEO Performance Test

Pleaes add little bit summery on the page here
We have used here the content wrapper component more like as a glue to hold all other components, texts and images. This helps the page be consistent and same in all devices regardless the screen size. So, it is highly recommended to use the content wrapper component to contain other components.
For any Headline it is also recommended to use this big blue bar, if the content fits

Different levels of tracking granularity

Please use the justified allignment style in case you are planning to insert longer texts in the copy text component. Check below for reference. 
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.
For Work Package or similar contents, you can use the Vertical Tabs component like below: 
Work Package 01

ARTs Journey Readiness with Tracking 
Ownership: DAS team & relevant ACM/BMP Tribe
Scope: The scope of this work package is to work closely in collaboration mode between ACM/BMP Tribe and DAS team, in order to establish below items.
Result: Journey ready for OE rollout with included tracking for Level1 and Level2.                                                                                                 
Work items
  • DAS team to understand the journey functionality and features from the tribe
  • ART to enable DAS team with access to test environment and data
  • ART to confirm the release readiness of the journey in discussion and share knowledge for that specific journey. Also, announce or share information on update/upgrade for upcoming releases
  • DAS team to create a tracking implementation plan for Level1 and Level2 tracking on this journey
  • ART to follow the tracking documentation and include/integrate tracking into their journey
  • ART to do the QA and update the tracking documents with comments for each tracking ID which have been successfully accomplished
Updates to journey release version                                                                                                                                                                                         
  • For minor updates: ART should be able to follow the tracking ID convention in the original tracking document and add these changes, with comments for journey version and successful QA
  • For major updates or re-structuring: ART should align with DAS team to discuss the changes in the monthly "TechTalk" Community Call

OE Onboardings & Readiness Check  
Ownership: OE
Scope: The scope of this work package is to work closely in collaboration mode between OE and DAS team, in order to establish below items.
Result: Planning for journey rollout can be developed.                                                                                                                                                                                  
Work items
OE to journey onboarding roadmap in terms of                                                                                                                                                                           
  • Planned rollout for which all journeys and versions
  • Key stakeholder/support/rollout team for alignment
  • Key dates
  • Access to test/dev environment along with testing data
  • Rollout method - in AEM environment or custom OE specific setup
  • License to use Adobe Analytics and Adobe Launch from oneMarket
  •      Adobe Analytics Report Suite for data collectio
  •      Adobe Launch Web Property for tracking rules
In case of non-standard AEM rollout from OE                                                                                                                                                                            
  • There might be additional cost involved for additional license
  • There might be need for additional developer effort from OE in making journey go-live ready, for example managing user consent

DAS Tracking Rules Migration
Ownership: DAS team
Scope: The scope of this work package is for DAS team to deliver the tracking rules to OE Adobe Launch environment.
Result: Planning for journey rollout can be developed.                                                                                                                                                              
Work items
DAS team will deliver tracking rules and configurations for the said journey to the OEs Adobe Launch Web Property, in following way:                                                                                                              
  • Level1 tracking is migrated over to the OE Launch Property
    DAS team tests the tracking in development environment using the credentials shared by OE for readiness check and confirms it to the OE
  • Level2 tracking is migrated over to the OE Launch Property
    DAS team tests the tracking in development environment using the credentials shared by OE for readiness check and confirms to the OE

DAS team updates the OE on the status of this migration, possible issues or other dependencies

DAS team will not take care of local dependencies, custom consent management or custom hosting of journey, or things falling in similar areas

OE Quality Check + Go-live
Ownership: OE
Scope: The scope of this work package is to OE to verify, QA and go-live.
Result: Tracking implementation is live in customer-facing environment.                                                                                                                                                            
Work items
Optional but recommended: OE quality check                                                                                                                                                                                              
  • OEs can choose to check their journey for tracking and go-live readiness
Go-live                                                                                                                                                                                                                                                   
  • OEs can publish Adobe Launch Rules to production/customer-facing environment, when it is flagged to be ready by DAS or by OEs QA team
  • In cases where OEs are not familiar with Adobe Launch, DAS team can support here with publishing the rules to production

DAS Analytics Dashboard (Basic)
Ownership: DAS team 
Scope: The scope of this work package is for DAS team to provision Adobe Analytics dashboard.
Result: Analytics dashboard delivered.                                                                                                                                                          
Work items
  • Post rollout to the production/customer-facing environment DAS team will support the OE with an Adobe Analytics dashboard with basic KPIs for the journey tracking
  • DAS team will also help the OE in understanding the dashboard and enable them with sharing/alerting/downloading capabilities
  • If there is a global data sharing contract between OE and AZ Tech, we can then enable the data flow to dashboards reporting global journey performance

OE Customization + Additional Requirements
Ownership: DAS team & OE  
Scope: The scope of this work package is to work closely in collaboration mode between OE and DAS team in a demand based project mode on time and material basis.
Result: Demand story and project plan for OE customization and additional requirements.                                                                                                                                                           
Work items
In cases where there is deviation from standard journey rollout or there are customizations that need additional work or additional requirements are highlighted/discovered:                                                                                                                                                                                                                 
Custom CMS or hosting environment for journey                                                                                               
  • Possible additional license cost for OE
  • Possible implication on data layer and OE developers will have to support here
  • Possible implication on delivery timelines depending on level of deviation and customization
Custom analytics solution                                                                                                                                                                                                                                  
  • OE needs to figure out on their own about using Trackify events for tracking data collection in their analytics solution.
Custom Consent Management Solution                                                                                                                                                                                                            
  • OE needs to develop their own consent sharing configuration
Custom advertising or marketing needs                                                                                                                                                                                                               
  • OE needs to identify their requirements and have them included in the project plan for such a demand

For How or works, Use cases or similar contents, you can use the Tabs component like below: 
Use Cases
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using 'Content here, content here', making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for 'lorem ipsum' will uncover many web sites still in their infancy. Various versions have evolved over the years, sometimes by accident, sometimes on purpose (injected humour and the like).
Self-Service
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using 'Content here, content here', making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for 'lorem ipsum' will uncover many web sites still in their infancy. Various versions have evolved over the years, sometimes by accident, sometimes on purpose (injected humour and the like).
Pricing
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using 'Content here, content here', making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for 'lorem ipsum' will uncover many web sites still in their infancy. Various versions have evolved over the years, sometimes by accident, sometimes on purpose (injected humour and the like).
For FAQ or similar contents, you can use the Accordion component like below: 
 
KPI analysis
 
As you can see in the subsequent figure, for a certain website, KPIs such as visits, unique visitors, page views, page views/visit, bounce rate or average dwell time, are summarized in an Adobe Analytics panel for the last quarter (here: Q3/2022). To be able to assess the KPIs´ values better, the numbers of the last quarter are compared to the numbers of the quarter before (here: Q2/2022, second row) and to the numbers of the same quarter of the year before (here: Q3/2021, third row). 
 
The increase in the number of page views and page views/visits in Q3/2022 compared to Q2/2022 and Q3/2021 is extraordinary high (marked in yellow), especially compared to the decrease in the number of visits, unique visitors and average dwell time. Therefore the number of page views and page views/visits should be analyzed in more detail.
 
Insights_generation_main_kpis_page_views
 
One option for a more detailed analysis of the number of page views in Q3/2022 is the analysis of the number of page views over time on a daily basis. In the subsequent line graph you can see that there is no overall extraordinary high level of the number of page views, but that the comparatively high number of page views results from an extraordinary increase in the number of page views on specific dates, i.e. 7th, 12th, 18th, 19th and 20th of September (marked in yellow). 
 
Insights_generation_main_kpis_page_views_line
 
As illustrated in the subsequent line graph, the country specific analysis of the development of page views over time on a daily basis shows that the extraordinary increase of page views on 7th, 12th, 18th, 19th and 20th of September can be assigned to China as country of origin.
 
Insights_generation_main_kpis_page_views_line_countries

 

How can you make use of the analysis results regarding anomalies?

The issue is that all KPIs of Q3/2022 in the overall KPI overview are skewed by the anomalies. As a consequence, the KPIs cannot be used as basis for an analysis of actual user behaviour. To overcome this issue, a segment can be created, e.g. called "China Anomaly", which is used as a filter for the overall KPI overview panel. Because we know from the analysis before that the anomalies are assigned to the country of origin "China" and that they appeared on 07th, 12th, 18th, 19th and 20th of September 2022, we can exclude all hits from the segment that meet these criteria. 

The subsequent line graph shows the development of the number of page views in Q3/2022 on a daily basis after filtering by the "China Anomaly" segment. You can see that there actually were page views in Q3/2022, unlike it seemed to be the case in the line graph before filtering by the "China Anomaly" segment.

Insights_generation_main_kpis_page_views_no_anomalies
 
By filtering by the "China Anomaly" segment, you can use the overall KPI dashboard for analysing user behaviour on your website despite the anomalies in the original data. You can see now, for example, that actually the number of page views in Q3/2022 decreased compared to Q2/2022 and Q3/2021.
 
 
If you find the root cause for the anomaly, you should try to fix it for the future. In the underlying use case, the reason for the extraordinary increase in the number of page views on specific dates are most probably bot activities that are not filtered out by Adobe Analytics automatically. The filters for specific user behaviour tracked on the website can be refined in Adobe Analytics configurations.
 

 

KPI Analysis

As you can see in the subsequent figure, for a certain website, KPIs such as visits, unique visitors, page views, page views/visit, bounce rate or average dwell time, are summarized in an Adobe Analytics panel for the last quarter (here: Q3/2022). To be able to assess the KPIs´ values better, the numbers of the last quarter are compared to the numbers of the quarter before (here: Q2/2022, second row) and to the numbers of the same quarter of the year before (here: Q3/2021, third row). 

The decrease in the number of visits and unique visitors in Q3/2022 compared to Q2/2022 and Q3/2021 is extraordinary high (marked in yellow). Therefore the number of visits and unique visitors should be analyzed in more detail.

Insights_generation_main_kpis

 

One option for a more detailed analysis of the number of visits in Q3/2022 compared to Q2/2022 is the analysis of the number of visits over time on a daily basis. In the subsequent line graph you can see that the number of visits dropped in May 2022 and then continuously remained at a lower level as in the months before. We know from the OE that there was an tracking error in May 2022, which caused the immense drop in visits in May 2022. However, the constantly lower level of the number of visits after the dropping could not be explained by the tracking error.

Insights_generation_visit_analysis

 

Based on our experience, we know that there can be several reasons for a decrease in the number of visits. The most prominent reason are changes in the cookie policies based on GDPR, which result in a decrease in tracking of visits. Nevertheless, this could not be the main reason for a decrease of 33.5% in the number of visits in Q3/2022 compared to Q2/2022. So we searched for hints in the data what could have caused the continuously lower number of visits in Q3/2022 compared to Q2/2022.

The subsequent visualization shows the development of the number of visits over time on a daily basis depending of the referrer type. Since May 2022, you can see a decline in the number of visits with the referrer type "Search Engines", while the number of visits of the other referrer types remained on a similar level as before. The hereupon conducted research regarding search engine changes in May 2022 revealed that Google conducted a so-called "Core update" in the end of May 2022, where the search algorithm and systems were changed and which affected a website´s Google search ranking.

 

Insights_generation_referrer_type_analysis

 

How can you work with the analysis results?

In the underlying use case, we connected the OE to the SEO community, in which DIXD / AZ Tech colleagues discuss with several OEs, for example, the impact of the Google core update of May 2022 and how to deal with it, i.e. how to improve a website´s Google search ranking in the future.


Marketing channels are commonly used to provide insight on how visitors arrive to your website, how paid measures or campaigns perform, also compared to non-paid measures, or to filter traffic based on marketing channels. Moreover, the knowledge about the traffic of the different marketing channels helps you, for example, to set up personalization use cases, which are also described on this website.

Marketing channels are not set up automatically by Adobe Analytics. We can support you in the definition of marketing channel processing rules, i.e. what channels you want to track and how you want to track them. Here are some marketing channel examples from a customer project, which are also reflected in the diagram below:

  • Direct: a visitor that comes to your website directly, such as from a favorites link or by pasting a link in their browser.
  • Organic Search: a visitor finds your website through a web search, where the search engine ranked your site without paying for the listing.
  • Paid Search: a visitor comes to the website through a paid placement in search results of a search engine.
  • Internal: a visitor came from within the site to start the visit, e.g. after a session refresh.
  • Campaign - Email: visitors originating from an email campaign.
  • Social Organic: a visitor originates e.g. from facebook, linkedin, twitter.
  • Campaigns - Retargeting: a visitor originates from a retargeting campaign.
  • Social Paid: a visitor originates from a campaign on social channels, e.g. facebook, linkedin, instagram.
marketing-channel
  • In order to get reliable data on marketing channels, it is important that first page hit tracking is set up (free of charge, only service request required). Otherwise the marketing channel of a website visitor cannot be tracked, if marketing cookies are not accepted already, e.g. from a previous visit.

UTM parameters are variants of URL parameters used by marketers to track the effectiveness of online marketing campaigns across traffic sources and publishing media. The UTM parameters in a URL identify the campaign that refers traffic to a specific website, and attributes the browser's website session and the sessions after that until the campaign attribution window expires to it. 

The following utm parameters are most popular:

  • utm_source: used to identify a search engine, newsletter name, or other source, such as linkedin or twitter.
  • utm_medium: used to identify a medium such as email or cost-per-click.
  • utm_content: used to to differentiate ads or links that point to the same URL.
  • utm_campaign: used to identify a specific product promotion or strategic campaign.

To define and append the relevant UTM parameters to the appropriate URLs, you can use simple, spreadsheet-based, or automated UTM builder tools, such as the  Google Analytics URL Builder. 

Example: URLs for a survey about the oneMarketing sprint review in March 2023 which was accessible via an email sent out through Adobe Campaign and via a QR code. The survey was sent out in the framework of oneMarketing "Engagement Layer" campaign.

The traffic coming through the URLs with the different utm parameter values to your website can be analyzed using Adobe Analytics. As you can see in the screenshot below, you can analyze the values of each utm parameter separately, but also in combination.

AA_UTM_Parameter

Prerequisite is that you follow a consistent utm parameter setup and that utm parameter tracking is set up:

  • evar0 / Tracking code setup in Adobe Launch: e.g. Campaign value equals %c_tracking.utm_source%|%c_tracking.utm_medium%|%c_tracking.utm_campaign%|%c_tracking.utm_content%
  • Classification of the evar0 / Tracking Code values in Adobe Analytics via Classification Rule Builder

We can help you with the setup. The contact details of the ECS team can be found below on this page.  

In case of background color, pleaes select either the grey or the blue from below. It is recommended to use the grey background more because too much blue can cause distraction.

Why do we use it?

It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using 'Content here, content here', making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for 'lorem ipsum' will uncover many web sites still in their infancy. Various versions have evolved over the years, sometimes by accident, sometimes on purpose (injected humour and the like).

Why do we use it?

It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using 'Content here, content here', making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for 'lorem ipsum' will uncover many web sites still in their infancy. Various versions have evolved over the years, sometimes by accident, sometimes on purpose (injected humour and the like).