What is Delta tagging?

 

Foreword

The Analytics Suite Delta is the logical progression to our Analytics Suite 2, a solution that has been continuously developed for over 20 years and endorsed by tens of thousands of customers. With its user-centric, ethical-by-design and value driven data model, the Analytics Suite Delta synthesises product & marketing analytics, while solving the serious data quality issues facing the industry. 

An extensive, flexible and unified data model ensures you truly understand how users are interacting with your brand:

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The data model is unique to your organisation. It encompasses all the events measured across all platforms, properties and metrics. Every analysis, segment, dashboard and resource will work across the entire organization, regardless if your analysis is on a single platform or on multiple platforms.

 

Events and properties

The data model provided by the Analytics Suite Delta is composed of events and properties:

  • The events correspond to the interactions you want to measure
  • The properties correspond to the context and information related to these interactions

The tagging of your perimeters (websites, applications, servers, connected devices, …) should therefore follow the following logic:

What is the element I want to measure, and what information should be linked to it to allow me to measure its performance?

The Analytics Suite Delta is available with over 70 standard events and 450 standard properties, which you can use immediately.

Feel free to consult the documentation on standard events.

To this you can add as many custom events and properties as you wish, in order to measure your own business information.

 

 

Let’s start together

You want to start your implementation by collecting your first audience measurement data.

To do so, we will use the events and properties provided by default by the Analytics Suite Delta data model.

 

Bringing up a page display

We will simply fill in the name of the event we want to measure, and link the properties that allow us to understand this interaction:

<html>
  <head lang="en">
    <meta charset="UTF-8">
    <title>My Page</title>
    <script src="smarttag.js"></script>
  </head>
  <body>
    ...
    <script type="text/javascript">      
      var tag = new ATInternet.Tracker.Tag(); // Tracker initialisation info is available below
      tag.events.send('page.display',         // Event name
        {
          'page': 'page name',                // Event properties
          'page_chapter1': 'chapter 1' ,
          'page_chapter2': 'chapter 2' ,
          'page_chapter3': 'chapter 3' 
        }
      );
    </script>
  </body>
</html>
_ = tracker.events.add(name: "page.display", data: // Event name
  "page" : "page name",                            // Event properties
  "page_chapter1" : "chapter 1",                   
  "page_chapter2" : "chapter 2",
  "page_chapter3" : "chapter 3"
)
tracker.dispatch()
tracker.Events().add("page.display", new HashMap<string, object="">() {{  // Event name
  put("page", "page name");                                               // Event properties   
  put("page_chapter1", "chapter 1"); 
  put("page_chapter2", "chapter 2");
  put("page_chapter3", "chapter 3");
}})
tracker.dispatch();

So here we have linked an event and four properties:

EventProperties
page.displaypage page_chapter1 page_chapter2 page_chapter3

If you want information about the tracker initialization and the use of the CDN for the smarttag.js library, please read the dedicated article.

 

Bringing up a click

We are now going to measure a click on the page on which we have just placed our first tag.

This click will contain context, i.e. information related to the environment in which it was made. We are going to trace the page, and the chapters of the page, on which the click took place:

tag.events.send('click.navigation',       // Event name
  {
    'click': 'click name',                // Event properties
    'click_chapter1': 'click chapter 1',
    'click_chapter2': 'click chapter 2',
    'click_chapter3': 'click chapter 3',
    'page': 'page name',
    'page_chapter1': 'chapter 1' ,
    'page_chapter2': 'chapter 2' ,
    'page_chapter3': 'chapter 3' 
  }
);
_ = tracker.events.add(name: "click.navigation", data:    // Event name
  "click": "click name",                                  // Event properties
  "click_chapter1": "click chapter 1",                    
  "click_chapter2": "click chapter 2",
  "click_chapter3": "click chapter 3",
  "page": "page name",
  "page_chapter1": "chapter 1" ,
  "page_chapter2": "chapter 2" ,
  "page_chapter3": "chapter 3"
)
tracker.dispatch()
tracker.Events().add("click.navigation", new HashMap<string, object="">() {{  // Event name
  put("click": "click name");                                                 // Event properties
  put("click_chapter1": "click chapter 1");
  put("click_chapter2": "click chapter 2");
  put("click_chapter3": "click chapter 3");
  put("page", "page name");
  put("page_chapter1", "chapter 1");
  put("page_chapter2", "chapter 2");
  put("page_chapter3", "chapter 3");
}})
tracker.dispatch();

So here we have linked an event and eight properties:

EventProperties
click.navigation

click click_chapter1 click_chapter2 click_chapter3

page page_chapter1 page_chapter2 page_chapter3

Feel free to add custom properties to the event, in addition to the standard properties offered by default!

Last update: 07/09/2021