User tracking recognizes visitors across browsers and devices and lets you enrich them with attributes such as age, gender, or CRM data.
It allows, for example, the following analyses:
How many unique users were there?
How many end devices do the visitors use?
How many offline orders were made by visitors that I reached via campaigns?
Customer ID
The dimension Visitor Id is the basis for all user-related analyses. It contains the most specific ID for user recognition.
For recognizing (returning) users, a unique identifier is used — for example a customer number from your CRM or shop system, or a (hashed) email address. It is stored in the Custom Visitor Id (also called "Customer ID").
This login information is also used in the Visitor Id, so users can be identified across browsers and devices. Without login information, the Visitor Id is based on the cookie only.
Further information can be collected as categories (e.g. Age, Gender) for each user and imported for each Customer ID.
A list of all tracked Customer IDs is available in Visitors > Visitors - User Relationship Management > Custom Visitor Id.
The data quality improves, as users are not counted multiple times per browser or device.
Data privacy
When you use personal data as the Customer ID — for example an email address — transmit it only in encrypted or hashed form (SHA256 is recommended). Send personal user data only after the visitor has consented to tracking.
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Setup: Activate "User Centric Tracking" in Mapp Q3 > Configuration > System Configuration > Data Collection to use the Customer ID for the visitor calculation.
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Best practices:
User categories
Through User categories, you can save user-centric data. Numerous User categories are predefined and do not have to be configured manually.
Predefined categories
The following predefined categories exist:
User categories | Description | Data collection done via |
|---|---|---|
User - Age | Specifies the current age of a visitor in 5-year increments. Calculated using the recorded date of birth. | Pixel, import, widget |
User - City | The city from which a visitor comes. | Import |
User - Country | The country from which a visitor comes. | Import |
User Profile - Customer Discount Value | How much discount was included in the order? | Pixel, import |
User - E-Mail Opt-in | Specifies whether a user has registered for a newsletter. The following are differentiated: unknown (default), yes, no. | Pixel, import |
User - Email Receiver ID | Contains a unique ID of the newsletter recipient and thereby enables newsletter remarketing. | Pixel, import |
User - Gender | Shows the gender of the visitor that was submitted. | Pixel, import, widget |
User - Postal code | The postal code from which a visitor comes. | Import |
Custom User categories
With custom User categories, individual user information can be tracked to a Customer ID or end-device visitor IDs.
An upload to end-device visitor IDs is only possible via datafeed.
Examples:
Creditworthiness
Number of offline orders
Lead status
Customer ID | Number of offline orders | Creditworthiness |
|---|---|---|
168456 | 1 | Green |
168457 | 0 | Green |
168458 | 2 | Red |
Good to know:
The last value tracked for a Customer ID is shown.
Customer IDs without an assigned User category appear as
-.
Analysis: Available in Visitors > User Categories (for the data type Text).
Setup & best practices: