evenito's Data Layer tracks attendee behavior on your event website, providing valuable data.
A data layer is the website's integrated tracking system. This data layer records visitor behaviour and clicks on the website and organises them centrally.
Marketing tools such as Google Analytics then use the recorded data to:
- Measure campaign effectiveness: recognise how much traffic is generated
- Map the customer journey: Analysing how visitors use the website, from the first visit to the landing page to registration, and identifying potential for improvement
In short: a data layer provides the insights needed to optimise marketing performance.
The evenito Data Layer in Detail
Every website published by evenito has an implemented data layer. This can be used to collect specific data. The required analytics snippet (e.g. the Google Analytics or Adobe Analytics snippet) is inserted into the code of the desired evenito website in the ‘Tracking code’ area under the website settings ‘Settings’ -> ‘SEO and Tracker’. This snippet then interacts with the data layer to collect the defined data and send it to the respective marketing tool.
Due to the use of marketing tools, which usually set cookies to track user behavior, the implementation of a cookie banner could be needed. The cookie banner, similar to the analytics snippet, can be inserted in the "Trackers-Code" section under "Settings" -> "SEO and Tracker" in evenito.
More informations about how to add a tracker you find here.
What can be tracked with the evenito data layer?
Tracked events that the data layer includes are page views, clicks on the registration button and completed registrations. Here is a detailed explanation:
Page View:
{
"action": "load",
"url": "window.location.href",
"locale": "evenito.language"
}
Click on "Register" (Welcome Box):
{
"action": "click",
"target": "welcomebox_register",
"widget": "RSVP"
}
Click on "Register" (RSVP Form):
{
"action": "click",
"target": "mainform_submit",
"widget": "RSVP"
Successful Registration:
{
"action": "registered",
"widget": "RSVP"
}
These examples show how the Data Layer stores information about user actions. Marketing tools can then read this data and use it for analysis.
Attention:
Setting up and configuring a data layer and integrating it with a marketing analytics tool are complex tasks that require in-depth knowledge of marketing, web analytics and JavaScript. Although evenito provides the technical infrastructure in the form of the implemented data layer, we cannot provide direct support for the individual implementation and configuration of these tools.
Please note:
Customised codes can only be added by users with the Administrator role.