Hi all. What are the steps and best practices to begin to track Answers interactions with 3rd party vendors such as GA or Adobe?
For example, would UTM parameters be included on Call-to-Action URL’s (if set up correctly and referenced from the Knowledge Graph).
In addition, to what extent can GA or Adobe tracking tags be implemented to capture a full customer journey, i.e. visits a page on the corporate domain > makes a search (can the 3rd party analytics capture the search value) > track visits to the Answers search results page > clicks on CTAs > etc.
In summary, this is for a scenario where an organisation may prefer to conduct as much analysis in GA/Adobe (as opposed to using Yext analytics data).
Any thoughts and guidance on this would be really useful if possible.
Many thanks, Sam
Hi Sam!
We can certainly work with a client to add tagging to the Answers experience so that analytics appear in their existing Analytics platform, like Google Analytics or Adobe Analytics. Our clients will typically dictate the analytics configuration based on how they’re already tracking actions in their analytics, whether that be through UTM parameters, a data layer, or anything else. There isn’t a one-size-fits-all best practices guide here since each customer will be visualizing their analytics differently.
That said, once a client provides requirements for tagging, custom development can be used to tweak the templates to pass values needed for analytics (ex. search term, number of results, call to action labels, etc). It will likely require custom scoping. Feel free to leverage the community if there are any specific requests for analytics a client provides!
Best,
Amani
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Awesome, thanks Amani, really helpful,
cheers,
Sam
Hi Amani, just a quick follow up to this question; do you know if the tagging would allow for a unique 3rd party ID to be associated with the search session, i.e. Google Client ID, meaning, the analytics data passed back to GA or Adobe could have a representative ID associated with it allowing analysts to merge with other website/analytics behaviours elsewhere seen from a matching ID? I’m just thinking potentially about organisations who may want to tie up from an analytics perspective Yext Answers activity with additional activity observed elsewhere via a matching ID value. Just curious, thanks, Sam
Hi Sam,
Without knowing how a certain client plans to add or use a third party ID, I can’t say for certain, but I can confirm that clients have successfully been able to view analytics comprehensively through the user journey via Adobe Analytics and Google Analytics. Typically if clients are using a tag manager (like Adobe DTM or GTM), the script that they provide to us will handle some of that user session tracking.
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