Introduction to the tracking tool Webtrekk
Introduction to the tracking tool Webtrekk / MAPP
Webtrekk, or as it has been called for a few months MAPP (more precisely MAPP Itelligence), is a tracking tool like Google Analytics.
Thus, with this tracking tool, you can analyze data from users on the website, intranet or app and find insights about browsing and buying behavior. As in any tracking and analysis tool, it is also about performance optimization.
Structure of Webtrekk / MAPP
In the navigation, one can create and edit segments within the “Managers” segment, among others. In the “Tag Integration” section, various specific parameters, rules or containers can be created for specific data collection methods. However, this will not be looked at in more detail in this blog post.
However, the area most frequently accessed by web analysts is “Intelligence”.
Here, already created reports can be called up or new reports can be created.
On the side navigation on the left side, various predefined reports can be called up providing you information about visitors, marketing, navigation and e-commerce.
For example, by clicking on the “Visitor” tab, you can, view the course of traffic in a line diagram (by default setting).
Furthermore, you can analyse and view the number of new and returning visitors in the Visitors tab.
A valuable analysis module, which is available in this form and in this place in. Google Analytics are the session parameters. This so-called user-defined dimension makes it possible to track further information about the user and finally use it for the analyses.
In the marketing area, there are also some preset reports that can be used to analyse the origin of the visitor. Which entry channel did the users choose, what was their click behaviour? Which campaigns set by the performance marketing team can show which performance? These and many other questions can be answered in this section.
In terms of navigation, Webtrekk (MAPP) offers web analysts the possibility to quickly and easily find out which areas of the website or app were clicked on. For example, it can be analysed which URLs were called up with which frequency and which content (buttons, videos, links, etc.) was clicked on by the users.
Such analyses help the UX team in particular with CTR and CVR optimisation.
There is also the e-commerce tab. It helps web analyst to find out everything about the products sold, product detail pages clicked on and other relevant e-commerce metrics. Have I reached my revenue targets and sales goals? And if not, what is the reason? Are there top sellers or slow sellers? Which devices are being used for purchases, or are there any technical problems in the purchase process? These and many other exciting questions can be analyzed and answered with this tab of Webtrekk (MAPP).
Filter functions within the reports
All reports allow analysts to search for specific content of dimensions.
In the search box, you can enter the name of a URL or an event. The displayed metrics would then only be displayed for your specific search query.
It is important to mention that you have to type in the term completely. For example, if you want to search for the event “Klick_Teaser_home”, it would not be enough to type “click”. Only “Klick_Teaser_home” would give the exact result. There is also the possibility to type “click*”, but in this case all events starting with “click” would be displayed. This can also be very helpful under certain circumstances.
Data presentation in the reports
The reports offer the option of not displaying the data in a line chart, but to display the data in tabular form as a path analysis, time series or time comparisons. We will come to these and other exciting analysis modules in the follow-up blog posts of our Webtrekk series.