Loading ...Page Tagging
Page tagging is considered offsite web analytics as the data collection, analysis, compilation and reporting is handled by a third party vendor, offsite. Onsite web analytics is called Logfile analysis which is handled in-house.
Page tagging came about as an answer to the concerns regarding the accuracy of Logfile analysis in the presence of caching. Another reason for its existence is due to the desire for web analytics to be offered as an outsourced service, by professionals in the field.
Web counters were seen in the 90’s which consisted of a visible image that was included in a webpage. This image showed the number of times it had been requested. By the end of the 90’s it had evolved and included an invisible image instead. By means of JavaScript the request for the image plus other information requested by the visitor was gathered. It is this information that is in turn passed along and processed offsite, or remotely by a web analytics vendor.
An alternative to using invisible images is to put in place a call back to the server. This originates from the rendered page. The alternative to invisible images is becoming more popular due to Ajax based solutions. When a page is rendered on a web server a bit of Ajax code calls back to the server. It does this in order to pass on information regarding a visitor or client. This information is then aggregated by the third party web analytics vendor.
Their services also extend to managing the process of assigning cookies. Cookies are assigned to users so that they can be uniquely identified during visits. However the acceptance rate of cookies varies and for this reason the quality or accuracy of data reported may be affected.
The collection of data by means of a third party requires an additional DNS look up by the users. This is required by the collection server in order to determine IP addresses.
Advantages of Page Tagging
Page tagging uses JavaScript which automatically runs each time a page is loaded. This reduces any worried regarding caching. Page tagging also allows the addition of information to JavaScript so that data can be collected by the remote server. The information includes things such as the size of a visitors screen and how much they spent.
Page tagging is able to report on things that do not involve the presence o the web server. It can report on interactions within Flash, if a form has been partially completed, onFocus, and onBlur, on Click or onMouseOver events.
The biggest advantage of page tagging is that it is available to companies who either do not own or do not have access to their own web servers.
Solutions in web analytics are readily available to users. The question facing a user is whether they want or can handle their own web analytics on site, or whether it is something best outsourced. This decision will decide whether they implement on-site web analytics in the form of Logfile analytics or whether they implement off-site web analytics in the form of page tagging.
Related posts:
- Web Analytics Logfile Analysis
- Web analytics for dummies
- Chart your course with web analytics
- New features added to Google Analytics
- How Google Analytics can help you optimise your website
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