Leveraging Cross Visit Participation for Referring Domains Reporting in Omniture SiteCatalyst
One question that I was asked recently was to produce a report that showed which combination of referrers that have contributed to the most/least orders on the site. This question can’t currently be answered with the out of the box setup that Omniture SiteCatalyst provides via its s_code.js file logic.Currently, the referring domains report gives credit to the last touchpoint (i.e. the last referrer that then lead to a success). However, Omniture offers a great plugin called the cross visit participation plugin which allows you to “stack” the referrer values to see which referrers or combination of them received credit for success events and other commerce related data (orders, revenue, units sold, etc.) for a specific number of visits. This blog posting discusses how you would go about setting that up.What you need:- cross visit participation plugin (provided by Omniture ClientCare)- one (1) eVar variableStep 1 is to implement the cross visit participation plugin within your s_code.js file. Contact your Account Manager or ClientCare for details on how to get and configure the plugin to your specific reporting needs.Once you have that in place you will need to add the following logic to the s_code file:/* Referrer Cross Visit Participation Tracking */if (document.referrer != ” && document.referrer != ‘undefined’ && !(document.referrer.indexOf(“yourcompany.com”) > -1)) {var refStringArray = document.referrer.split(‘/’);if (refStringArray != ‘undefined’ && refStringArray.length > 0) {s.eVar1 = s.crossVisitParticipation(refStringArray[2],’s_ev01′,’30′,’5′,’>’,'purchase’); //30 day cookie}}That’s it. Pretty simple enough but it provides a great deal of insight into which referrers drive the most successes to your site. Arming your marketing and acquisition teams with this knowledge will allow them to better tailor their spend on areas that work and not ones that don’t. The last event, purchase, can be tweaked to be registrations or whatever event you deem most important.
Written by:
Dorian D. Regester
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The only problem with this is that the Cross-Visit Participation plug-in is not among those that are provided by Omniture ClientCare. Due to the effects that this plug-in can have on historical campaign measurement standards established by your organization, the plug-in and documentation are provided only as part of a solution engagement with Omniture Consulting. Please see your Omniture Account Manager if you are interested in implementing the tip that Dorian has suggested here.Thanks,Ben GainesCommunity ManagerOmniture, an Adobe company
nice post. thanks.
nice post. thanks.
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nice post. thanks.
Hello Dorian,Thank you for the post, very useful.Looking at the code you provided, I am wondering whether the referral name has to be set up as a campaign in the first place or whether the cross path to conversion feature will automatically return data for all referrals without any work involved apart from putting the code in!:)?Thank youPenelope
You are quite welcome…no the referral name doesn’t have to be set up as a campaign (and actually shouldnt be). The reason you wouldnt do this is because what happens if you have the referrer as google in s.campaign but then you also have an internal promotion sending data to s.campaign as well. Then the last touchpoint would receive credit for the conversion vs both. With the CVP plugin, you can have both.
Thanks for this interesting information! I found it very useful =)