Social Measurement en US
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Table of Contents About this Document Social Measurement Overview Web Beacons Measurements Reports Conversion Beacon Implementation Syndicated Review Display Implementation Appendix A. Tag management tools Revision History
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About this Document This document is for merchants who want to use measure the effectiveness of their PowerReviews® Customer Reviews™, Social Answers™, Social Loyalty™, Syndication or Social Discovery™ integration. By using PowerReviews Social Measurement™, merchants can easily correlate shopper activity such as viewing reviews and Q&A to increased conversion. This document explains the benefits and features of Social Measurement within the business and marketing contexts and provides complete (but simple) implementation procedures that are targeted to your website or IT programmers.
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If you are performing your own tracking, effectiveness measurements, and reporting as described in Measuring Effectiveness by Using Adobe® SiteCatalyst® or Measuring Effectiveness by Using Google Analytics (both available from the PowerReviews Dashboard), then now is the time to switch to Social Measurement! With Social Measurement, data tracking and results reporting is seamlessly integrated into your other PowerReviews products, which means that you do not need to perform the extra work—coding and manual report set up and generation—that analytics tools such as SiteCatalyst and Google Analytics require.
How This Guide is Organized This guide is organized as follows: ■
“Prerequisites and Assumptions,” on page , lists the requirements for using Social Measurement.
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“Social Measurement Overview,” on page , describes the benefits of Social Measurement and its components.
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“Web Beacons,” on page , describes the Social Measurement Web beacons—code embedded in your Web pages that tracks user actions such as clicks to view reviews and saves those action counts in a group of measurements variables.
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“Measurements,” on page , lists the user actions that each Web beacon tracks.
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“Reports,” on page , lists the Social Measurement reports, which you use to analyze the Social Measurement data.
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“Conversion Beacon Implementation,” on page , explains how to add the necessary code to your eCommerce website in order to enable Social Measurement.
Related Documents For information about other PowerReviews refer to the following documents, available from the PowerReviews Dashboard: ■
Enterprise Technical Integration Guide
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Enterprise Implementation and Feature Reference
Prerequisites and Assumptions The procedures in this document assume the following: ■
You have a signed agreement with PowerReviews for Social Measurement.
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Your eCommerce website is already integrated with Review Display 2.0 version of PowerReviews Customer Reviews, Social Answers, Social Loyalty, Syndication or Social Discovery.
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Your order confirmation page is located at the same top level domain as your product detail pages. The subdomains can be different so long as the top level domains are the same; for example, www.site.com and orders.site.com .
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You or someone who is involved in the Social Measurement integration has the ability and authorization to add code directly to your order confirmation page.
Social Measurement Overview Social Measurement enables click tracking and correlates shopper activity such as viewing reviews and Q&A to conversion results. From this data you can gain insights such as: ■
Do users who view reviews or engage reviews convert better?
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What’s the propensity of shoppers to buy products for which they’ve read reviews versus products that the shoppers did not read about?
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Is conversion affected by the following:
Number of reviews for a product
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Average star rating of a product’s reviews Number of questions for a product Number of answers for a product Number of answered questions for a product Social Measurement consists of the following components: ■
Web beacons —Code embedded in your Web pages that tracks user actions such as clicks to view reviews and saves those action counts in a group of measurements variables. For more information, see “Web Beacons,” below.
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Measurements —Data obtained from the Web beacons. For a detailed list and discussion of the Social Measurement data, see “Measurements” on page .
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Reporting —After you integrate your conversion beacon (the other beacons are automatically deployed when you implement Social Measurement) and there’s been sufficient time to gather data, reports can be generated to provide the insights into how Reviews, Q&A, Social Loyalty, and so on are contributing to your bottom line. For more information, see “Reports” on page .
Web Beacons Social Measurement uses a variety of Web beacons—objects, typically invisible 1pixel “images”, that are embedded in Web pages for the purpose of tracking user actions—to obtain information about shopper behavior on your website, such as when a shopper views reviews or Q&A. All the Social Measurement Web beacons are automatically deployed when you implement Social Measurement, except the conversion beacon (which you’ll need to add to your website (as described in step 2 on page ).
Table 1. Social Measurement Web Beacons Beacon Name
Description
conversion
Crossproduct data; measures the impact of social content on conversion; see Table 2 on page
review display
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Customer Reviews data; see Table 3 on page
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Social Discovery data; see Table 4 on page
write a review
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Customer Reviews data; see Table 3 on page
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Q&A display
Social Answers data; see Table 5 on page
leaderboard
Social Loyalty data; see Table 6 on page
integrated profile
Crossproduct data; see Table 7 on page
syndicated review display
Syndicated review display; see Table 8 on page 9
Measurements The Social Measurement Web beacons measure (collect) data in real time and save the values in a secure location accessible only by PowerReviews. These values—described in the tables in this section—are then available for Social Measurement aggregation, reporting (via PowerReviews Reporting 2.0), and interpretation.
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Social Measurement daily measurements reflect data from MidnighttoMidnight Pacific (US) time—the time zone in which the Social Measurement engine is located. So be sure to make any necessary time zone adjustments when you interpret your data.
Table 2. Social Measurement Conversion Data Description
Beacon
Order Data Number of Orders
conversion
Number of Items
conversion
Revenue
conversion
AOV (Average Order Value = revenue per order)
conversion
Ordered products list
conversion
Shopper (User) Data Conversion rate (equals orders per Product Page visit)
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conversion
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Table 3. Customer Reviews Daily Data Measurements Description
Beacon
Review Display Data Review Display users count
review display
Review Display impressions
review display
Write A Review (WAR) clicks
review display
Review FaceOff clicks
review display
Pagination (Next and Previous) clicks
review display
Customer Profile clicks (applicable for both legacy profiles and the newer integrated customer profiles)
review display
Helpful Votes clicks
review display
Flag Review clicks
review display
Snippet Read Review clicks
review display
Ask a Reviewer clicks
review display
Write A Review Data Write A Review Start page impressions
write a review
Write a review process, Images/Video page impressions
write a review
The Images/Video page appears when the reviewer clicks Add images or videos on the Write A Review Start page. Write a review process, Preview page impressions
write a review
The Preview page appears when the reviewer clicks Submit on the Write A Review Start page. Write a review process, Become a Trusted Reviewer page (formerly known as the “Verify” page) impressions
write a review
The Become a Trusted Reviewer page appears after the reviewer clicks Submit on the Write A Review Preview page.
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Table 4. Social Discovery Daily Data Measurements Description
Beacon
Review Display Data Get Advice from Friends clicks
review display
Follow a Category clicks
review display
Follow a Product clicks
review display
Follow a Reviewer clicks
review display
Comment on Review clicks
review display
Write A Review Data Become a Trusted Reviewer clicks
write a review
Post to Twitter link clicks
write a review
Table 5. Social Answers Daily Data Measurements Description
Beacon
Q&A Display users count
Q&A display
Q&A Display impressions
Q&A display
Ask a Question link clicks
Q&A display
Pagination (Next and Previous) clicks
Q&A display
Read Answers clicks
Q&A display
Answer This Question clicks
Q&A display
Integrated Customer Profile clicks (applicable only for newer integrated customer profiles, not legacy profiles)
Q&A display
Table 6. Social Loyalty Leaderboard Data Description
Beacon
Impressions
leaderboard
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Pagination
leaderboard
Profile search
leaderboard
Expand profile entry
leaderboard
Open profile
leaderboard
See your rank
leaderboard
Table 7. Integrated Customer Profile Data Description
Beacon
Profile tab (sum of number of profile displays plus Profile tab clicks)
integrated profile
Reviews tab clicks
integrated profile
Answers tab clicks
integrated profile
Table 8. Syndicated Review Display Description
Beacon
Product ID
syndicated review display
Syndicated Review Display users count
syndicated review display
Syndicated Review Display impressions
syndicated review display
Reports The PowerReviews Reports functions (accessible via the Dashboard) enable you to quickly see Social Measurementrelated reports, such as: ■
Customer Reviews and Conversion
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Social Answers and Email Traffic
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Social Discovery and Email Traffic
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Social Discovery and Facebook Traffic
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Syndicated Review Displays
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For details, refer to the Reports documentation available via the Dashboard’s Reports function.
Conversion Beacon Implementation Although fully integrated with Customer Reviews, Social Answers, Social Loyalty, and Social Discovery, Social Measurement is actually an independent product. (For information about obtaining Social Measurement, contact your CSM—Client Success Manager.) The following procedure assumes that you have already obtained Social Measurement, that you meet all the requirements (see “Prerequisites and Assumptions” on page ), and that you are ready to integrate Social Measurement into your Reviews or Q&A website. To add Social Measurement:
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If you are a Master Merchant, be sure that you define the pr_site_id JavaScript variable in all your product pages. (For more information about the pr_site_id variable and the appLaunch.js JavaScript file, refer to the Enterprise Technical Integration Guide, Customer Reviews and Social Answers or the Enterprise Implementation and Feature Reference, Customer Reviews and Social Answers document, available from the Dashboard.)
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Set up your conversion beacon: place the following JavaScript code near the bottom of your order confirmation page, but before the closing tag:
To avoid coding errors that can be hard to diagnose, keep the following tips in mind:
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Encode (“escape”) all JavaScript parameters that contain special characters such as quotes (both single and double), brackets, and so on.
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Replace all placeholders (highlighted in yellow) with your actual values. For example, if your merchantGroupId is 12345, use 12345 instead of in the code below.
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If you do not have separate first and last name fields for your users, specify userFullName instead of the combination of userFirstName and userLastName.
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<script type="text/javascript" src="//static.powerreviews.com/t/v1/tracker.js"> <script type="text/javascript"> (function(){try{ var tracker = POWERREVIEWS.tracker.createTracker({ merchantGroupId: " "}); tracker.trackPageview("c", { merchantId: " ", locale: "en_US", merchantUserId: " ", marketingOptIn: <trueorfalse> , userEmail: " " , userFirstName: " " , userLastName: " " , orderId: " " , orderSubtotal: " ", orderNumberOfItems: " ", orderItems: [ // array of item arrays [" <pageId> ", " <pageIdVariant> ", “ productName ” , " ", " "] // if more items, add a comma // add additional item(s) arrays ] }); }catch(e){window.console && window.console.log(e)}}()); Table 9 describes the variables that are passed to the conversion beacon. Unless otherwise noted, all variables are required. If a variable has a value of NULL, an empty string (“”) must be noted instead of omitting values.
Table 9. Required Variables for the Conversion Beacon Code Variable
Description
merchantGroupId
Accountspecific identifier (in integer format) corresponding to the Merchant Group ID value seen in the PowerReviews Dashboard’s Configure Reviews section.
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(If your eCommerce website is not integrated with PowerReviews Customer Reviews, request this identifier by submitting a support ticket through the PowerReviews Dashboard ( Support > Submit Ticket ), and reference “please send Merchant Group ID value”.) This parameter’s value must match the pr_merchant_group_id parameter value for PowerReviews iFrameinvoked functions; refer to the Enterprise Technical Integration Guide, Customer Reviews and Social Answers. merchantId
Accountspecific identifier (in integer format) corresponding to the Merchant ID value seen in the PowerReviews Dashboard’s Configure Reviews section. (If your eCommerce website is not integrated with PowerReviews Customer Reviews, request this identifier by submitting a support ticket through the PowerReviews Dashboard ( Support > Submit Ticket ), and reference “please send Merchant ID value”.) This parameter’s value must match the pr_merchant_id parameter value for PowerReviews iFrameinvoked functions; refer to the Enterprise Technical Integration Guide, Customer Reviews and Social Answers.
locale
Specify “en_US” (without the quote marks)
merchantUserId
Unique identifier for the customer writing the review or question/answer. Typically this is your internal User ID or Customer ID. This parameter’s value must match the pr_merchant_user_id parameter value for PowerReviews iFrameinvoked functions; refer to the Enterprise Technical Integration Guide, Customer Reviews and Social Answers. )
Warning: If you do not assign user Ids to your customers,
and therefore have no values for this field, you must set its value to an empty string, “”. Do NOT use the null character value (NULL); a quoted string value of “0”, “NULL”, “null”; nor a string of just blank (space) character(s). marketingOptIn
(Applicable only if you are using Social Answers Ask a Product Owner feature) To grant PowerReviews permission to send email to the customer within the context of PowerReviews products, set this to “true”; otherwise, set to “false” (without the quote marks in either case).
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If “true”, you must also specify values for the userEmail and user’s name variables ((userFirstName and userLastName) or userFullName). userEmail
(Required only if marketingOptIn=”true”; otherwise not applicable) Customer’s email address. The email address is linked to the review/Q&A submission and used to populate the Become a Trusted Reviewer field at the end of the review submission process.
NOTE: PowerReviews does not distribute or utilize your customer’s private information! This parameter’s value must match the pr_merchant_user_email parameter value for PowerReviews iFrameinvoked functions; refer to the Enterprise Technical Integration Guide, Customer Reviews and Social Answers .)
Warning: If you do not require customers to provide an
email address, and therefore have no value for this field, you must set its value to an empty string, “”. Do NOT use the null character value (NULL); a quoted string value of “0”, “NULL”, “null”; nor a string of just blank (space) character(s). userFirstName
(Required only if marketingOptIn=”true” and you do not specify userFullName; otherwise not applicable; if you specify both the separate first and last names and the userFullName, the separate first and last names are used.) Customer’s first name.
userLastName
(Required only if marketingOptIn=”true” and you do not specify userFullName; otherwise not applicable; if you specify both the separate first and last names and the userFullName, the separate first and last names are used.) Customer’s last name.
userFullName
(Required only if marketingOptIn=”true” and you do not specify userFirstName and userlastName; otherwise not applicable) Customer’s full name.
orderId
Unique order identifier; at least one character.
orderSubtotal
Order subtotal (excluding tax, shipping and handling, and discounts).
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Include the numerical characters and decimal point; do not include the dollar sign or commas. (International currency formatting is not applicable.) orderNumberOfIte ms
Number of items ordered in the given order; integer >= 1.
List of Items—Array of ordered items, each one itself encased in square brackets and consisting of the following elements: pageId
Unique identifier for product. This parameter’s value must match the pr_page_id parameter value for PowerReviews iFrameinvoked functions; refer to the Enterprise Technical Integration Guide, Customer Reviews and Social Answers. )
pageIdVariant
(Applicable only if you use page Id variants) Supplemental page Id used primarily when the pageId (product level Id) has multiple itemlevel variants such as colors or quantities; from 1 to 50 chars. The pageIdVariant enables tracking itemspecific product data (such as images and product names) and is used for reporting purposes. This parameter’s value must match the pr_page_id_variant parameter value for PowerReviews iFrameinvoked functions; refer to the Enterprise Technical Integration Guide, Customer Reviews and Social Answers. )
productName
The product name string.
qty
Number of items ordered; number >= 1.
unitPrice
Cost per product unit. Include the numerical characters and decimal point; do not include the dollar sign or commas. (International currency formatting is not applicable.)
3.
When you complete your beacon coding, inform PowerReviews by submitting a support ticket through the PowerReviews Dashboard ( Support > Submit Ticket ), and reference “conversion beacon coding completed”. Client Services will verify that the conversion beacon is successfully sending data, and will inform you if there are any issues.
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Syndicated Review Display Implementation To track Syndicated Review Displays: On the Product Detail Page, install the following Javascript in the top of the page: <script src='//ui.powerreviews.com/syndication/syndication.tracker.js' type='text/javascript'> At the bottom of the page before the ending tag include the following lines and pass the ID of the product on that page. This Product ID should match the Product ID sent in the Product Feed to PowerReviews. In the example below, replace the ‘xyz’ with the Product Id on the page. <script type='text/javascript'> SyndicationTracker.init({ productID: 'xyz' })
Appendix A. Tag management tools If you are using Signal, Tealium, or Ensighten tag management tools, PowerReviews clients can easily embed checkout beacon code in your Web pages. Detailed steps: ●
Checkout Beacon for Signal Tag Management
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Checkout Beacon for Tealium Tag Management
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Checkout Beacon for Ensighten Tag Management
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Revision History Table 10 describes the major revisions to this document.
Table 10.
Revision History
Date
Major Revisions
June 4, 2012
Original release.
March 2, 2015
Syndicated Review Display
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