CN106371842A - Webpage conversion tracking method and system - Google Patents
Webpage conversion tracking method and system Download PDFInfo
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- CN106371842A CN106371842A CN201610796751.8A CN201610796751A CN106371842A CN 106371842 A CN106371842 A CN 106371842A CN 201610796751 A CN201610796751 A CN 201610796751A CN 106371842 A CN106371842 A CN 106371842A
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- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0242—Determining effectiveness of advertisements
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Abstract
The invention discloses a webpage conversion tracking method and system. The method comprises the following steps: a client monitors the loading state of an advertisement Web page accessed by a user; after loading of the advertisement Web page is finished, the client inserts a platform script for collecting a conversion behavior into the advertisement Web page; an initialized platform script monitors an interaction behavior of the advertisement Web page; when the platform script monitors a behavior of a user clicking the advertisement Web page, the clicking behavior of the user is resolved into an actual clicking path of the user, and the actual clicking path of the user is transmitted to a path matching analysis module; the path matching analysis module analyzes whether the actual clicking path of the user is matched with a predefined conversion path or not, and if so, the actual clicking path of the user is determined as a one-time valid conversion target. By adopting the method and the system, an advertisement putting flow based on a target conversion valuation way is simplified, and the labor cost is lowered.
Description
Technical field
The present invention relates to Internet technical field, more particularly, to a kind of webpage conversion tracking and system.
Background technology
At present, various (movement) client platform (including news, video, social activity etc.) is carrying out valuating based on targeted transformation
During the advertisement putting of mode, if thrown in advertisement is the web page being provided by advertiser, for statistic record user generation
Actual conversion behavior as clicked on, downloading etc., then needs advertiser actively to add the conversion being provided by platform in advertising webpage
Collect script, so require advertisement main formula must be received by the conversion that special technological development personnel's research platform provides in execution
Collection script collects script with the conversion developing oneself advertisement suitable, and it is actively added on advertising webpage, so,
Need advertisement main formula peace platform side repeatedly to be docked adjustment, overall flow accesses difficulty greatly, executory cost is high.
Content of the invention
In view of this, the invention provides a kind of webpage conversion tracking and system, it is based in terms of targeted transformation by reduction
The advertisement access process complexity of valency mode and manpower costs.
In order to solve above-mentioned technical problem, present invention employs following technical scheme:
A kind of webpage converts tracking, comprising:
The stress state of the advertising webpage that client control user accesses；
After advertising webpage completes to load, the platform script being used for collecting conversion behavior is inserted into advertisement by client
In web page；
Platform script after initialization monitors the interbehavior of advertising webpage；
When platform script monitors the behavior that user clicks on advertising webpage, user's click behavior is resolved to user
Actual click path, and user's actual click path is sent to route matching analysis module；
Whether route matching analysis module analysis user's actual click path is mated with predefined conversion pathway, if
It is to determine that user's actual click path is once effectively to convert target.
Preferably, described by user click behavior resolve to user's actual click path, specifically include:
User's click behavior description is become one section of html path rule.
Preferably, described by user click behavior description become one section of html path rule, specifically include:
Behavior is clicked on according to user and determines that user clicks on advertising webpage region；
By parsing the hierarchical structure of dom tree in advertising webpage, obtain one section and be used for describing user click advertisement web
The html path rule of page area.
Preferably, described route matching analysis module analysis user's actual click path with predefined conversion pathway is
No coupling, if it is, determining that user's actual click path is once effectively to convert target, specifically includes:
Route matching analysis module judges whether predefined conversion pathway scope is more than or equal to user's actual click road
Footpath, if it is, determining that user clicks on path is once effectively to convert target.
A kind of webpage converts tracking system, comprising: client, platform script and route matching module；
Wherein, described client includes the first monitoring unit and insertion unit,
Described first monitoring unit is used for monitoring the stress state of the advertising webpage of user's access；
Described insertion unit is used for, after advertising webpage completes to load, to be used for collecting the platform script of conversion behavior
It is inserted in advertising webpage；
Described platform script includes the second monitoring unit, resolution unit and transmitting element；
Described second monitoring unit is used for monitoring the interbehavior of advertising webpage；
Described resolution unit is used for when described second monitoring unit monitors the behavior that user clicks on advertising webpage,
User's click behavior is resolved to user's actual click path；
Described transmitting element, for sending user's actual click path to route matching analysis module；
Whether described route matching analysis module is used for analyzing user's actual click path and predefined conversion pathway
Coupling, if it is, determine that user's actual click path is once effectively to convert target.
Preferably, described resolution unit includes html path unit, and described html path unit is used for for user clicking on row
For being described as one section of html path rule.
Preferably, described html path unit includes:
For clicking on behavior according to user, determination subelement, determines that user clicks on advertising webpage region；
Obtain subelement, for the hierarchical structure by parsing dom tree in advertising webpage, obtain one section and be used for describing
User clicks on the html path rule in advertising webpage region.
8th, the system according to any one of claim 5-7 is it is characterised in that described route matching analysis module bag
Include:
Judging unit, for judging whether predefined conversion pathway scope is more than or equal to user's actual click road
Footpath；
Determining unit, is once effective for when the judged result of judging unit is to be, determining that user clicks on path
Conversion target.
Compared to prior art, the method have the advantages that
As seen through the above technical solutions, the webpage being provided by the present invention converts tracking, when advertiser need into
During the advertisement putting that row is bid based on targeted transformation, after advertising webpage completes to load, automatically will be used for collecting by client
The platform script of conversion behavior is inserted in advertising webpage, so, just eliminates advertisement main formula active and will be used for collecting conversion
The platform script of behavior is inserted into the process in advertising webpage.Therefore, the webpage conversion tracking that the present invention provides is not required to
Want advertisement main formula peace platform side repeatedly to be docked adjustment, simplify the advertisement putting flow process based on targeted transformation pricing mode.
Additionally, in the webpage conversion tracking that the present invention provides, advertisement main formula only needs to define effective conversion mesh
Target path, other work click on behavior as automatic collection and report of user, and coupling path can be automatically performed by platform,
So decrease the development of advertisement main formula, reduce the manpower costs of the advertisement putting based on targeted transformation pricing mode.
Brief description
In order to be expressly understood the specific embodiment of the present invention, it is described below and uses during the specific embodiment of the invention
Accompanying drawing do a brief description.It should be evident that drawings in the following description are some embodiments of the present invention, for this area
For those of ordinary skill, on the premise of not paying creative work, other accompanying drawings can also be obtained according to these accompanying drawings.
Fig. 1 is webpage conversion tracking schematic flow sheet provided in an embodiment of the present invention；
Fig. 2 is the hierarchical relationship schematic diagram between the element on advertising webpage provided in an embodiment of the present invention.
Fig. 3 is webpage conversion tracking system structural representation provided in an embodiment of the present invention.
Specific embodiment
Goal of the invention, technical scheme and technique effect for making the present invention are clearer, complete, below in conjunction with the accompanying drawings to this
The specific embodiment of invention is described in detail.Obviously, described embodiment is a part of embodiment of the present invention, rather than
Whole embodiments.Based on the embodiment in the present invention, those of ordinary skill in the art are not making creative work premise
Lower obtained every other embodiment, broadly falls into the scope of protection of the invention.
Fig. 1 is webpage conversion tracking schematic flow sheet provided in an embodiment of the present invention.As shown in figure 1, the method bag
Include following steps:
S101, user's access advertising webpage:
The stress state of the advertising webpage that s102, client control user access:
S103, when advertising webpage complete load after, the platform script being used for collecting conversion behavior is inserted into by client
In advertising webpage:
From this step as can be seen that in embodiments of the present invention, for collecting the platform script of conversion behavior by client
End is automatically inserted in advertising webpage after the completion of advertising webpage loads.So, platform script is inserted into advertisement Web page
The process in face intervenes without manpower.By advertisement main formula developer, platform script must be injected into extensively compared in prior art
Accuse the method in web page, the method that the present invention provides saves manpower, so reduces manpower costs.
And, the insertion process of the platform script for collecting conversion behavior described in this step is developed without advertisement main formula
Personnel research and develop, and this insertion process can be automatically performed by platform it is not necessary to the docking of advertisement main formula peace platform side is adjusted
Whole, for this point, this process simplify the advertisement putting flow process based on targeted transformation pricing mode.
Additionally, in embodiments of the present invention, it is inserted into the platform script for collecting conversion behavior in advertising webpage
Platform side is only needed to research and develop, therefore, this platform script is not required to want the program code of advertisement main formula, thus, the present invention provides
Webpage conversion tracking to advertisement main formula throw in very big facility is brought based on the advertisement of targeted transformation bid types.
S104, client initialization platform script:
S105, the interbehavior of platform script monitoring advertising webpage:
It should be noted that the interbehavior of advertising webpage is for example downloaded, registers etc. generally individually clicks on web by user
The page triggers.So, the interbehavior that platform script monitors advertising webpage can be specially the monitoring user's click of platform script
The behavior of advertising webpage.
S106, when platform script monitor user click on advertising webpage behavior when, by user click behavior resolve to
User's actual click path, and user's actual click path is sent to route matching analysis module:
This step is particularly as follows: interact when user clicks on advertising webpage, platform script monitors this interbehavior
When, when that is, platform script monitors the behavior that user clicks on advertising webpage, user's click behavior is resolved to user's actual point
Hit path, then send this user's actual click path to route matching analysis module.
This step it can be appreciated that collect user's actual click path step.Execute this collection user's actual click road
The process in footpath is executed automatically by platform script, participates in without manpower.
It should be noted that in embodiments of the present invention, when user clicks on any region of advertising webpage, this point
The behavior of hitting can be described as one section of corresponding html path rule.The element comprising in this html path rule is according to level
Order from high to low is described.Level is higher, and corresponding web page region is bigger, and level is lower, corresponding web page
Region is less.As an example, the path rule that description user clicks on advertising webpage region can be: div0 > span1 > a0.
So, when platform script monitors the behavior that user clicks on advertising webpage, the path rule being arranged by the present invention, can
So that the user monitoring click behavior description to be become one section of html path rule.
As an example, user's click behavior description is become one section of html path rule can be particularly as follows: first according to user
Click behavior determines that user clicks on advertising webpage region；Then pass through to parse the hierarchical structure of dom tree in advertising webpage,
Obtain one section to be used for describing the path rule that this user clicks on advertising webpage region.
Whether s107, route matching analysis module analysis user's actual click path and predefined conversion pathway are
Join, if it is, determining that user's actual click path is once effectively to convert target.
It should be noted that in embodiments of the present invention, the mesh that predefined conversion pathway can provide for advertiser
Mark conversion pathway.In advertising webpage, the instrument being provided by platform can be with labelling for predefined conversion pathway phase
Corresponding page area.
This step particularly as follows: route matching analysis module by the user receiving actual click path with predefined turn
Change path and carry out subpath coupling step by step, judge whether predefined conversion pathway scope is more than or equal to user's actual click road
Footpath, if it is, determining that user clicks on path is once effectively to convert target.
In order to be more clearly understood from route matching process, it is exemplified below.
Fig. 2 is the hierarchical relationship schematic diagram between the element on advertising webpage.Wherein, element hierarchy is from high to low
Order respectively is: web page element _ 1 > daughter element _ 2 > daughter element _ 3 > daughter element _ 4.Setting predefined conversion pathway is
The targeted transformation path that advertiser provides is to be described as: web page element _ 1 > daughter element _ 2 > daughter element _ 3.When user's actual click
When path is daughter element _ 3, the actual click path description of user is: web page element _ 1 > daughter element _ 2 > daughter element _ 3.According to road
Footpath matched rule understands, it is real that predefined conversion pathway (web page element _ 1 > daughter element _ 2 > daughter element _ 3) scope is equal to user
Border click path (web page element _ 1 > daughter element _ 2 > daughter element _ 3), now, determining that user clicks on path is once effectively to turn
Change target.
When user's actual click path is daughter element _ 4, the actual click path description of user is: web page element _ 1 > son
Element _ 2 > daughter element _ 3 > daughter element _ 4.Understood according to route matching rule, predefined conversion pathway (web page element _ 1 >
Daughter element _ 2 > daughter element _ 3) scope be more than user's actual click path (web page element _ 1 > daughter element _ 2 > daughter element _ 3 > and son unit
Element _ 4), now, determining that user clicks on path is once effectively to convert target.
When user's actual click path is daughter element _ 2, the actual click path description of user is: web page element _ 1 > son
Element _ 2.Understood according to route matching rule, predefined conversion pathway (web page element _ 1 > daughter element _ 2 > daughter element _ 3)
Scope is less than user's actual click path (web page element _ 1 > daughter element _ 2), and now, determining that user clicks on path is not once to have
The conversion target of effect.
It is the specific embodiment that webpage provided in an embodiment of the present invention converts tracking above.
As seen through the above technical solutions, the webpage being provided by the present invention converts tracking, when advertiser need into
During the advertisement putting that row is bid based on targeted transformation, after advertising webpage completes to load, automatically will be used for collecting by client
The platform script of conversion behavior is inserted in advertising webpage, so, just eliminates advertisement main formula active and will be used for collecting conversion
The platform script of behavior is inserted into the process in advertising webpage.Therefore, the webpage conversion tracking that the present invention provides is not required to
Want advertisement main formula peace platform side repeatedly to be docked adjustment, simplify the advertisement putting flow process based on targeted transformation pricing mode.
Additionally, in the webpage conversion tracking that the present invention provides, advertisement main formula only needs to define effective conversion mesh
Target path, other work click on behavior as automatic collection and report of user, and coupling path can be automatically performed by platform,
So decrease the development of advertisement main formula, reduce the people of the advertisement putting based on targeted transformation pricing mode for the advertisement main formula
Power expense.
The webpage conversion tracking being provided based on above-described embodiment, present invention also offers webpage converts tracking system
Specific embodiment, referring specifically to following examples.
Fig. 3 is webpage conversion tracking system structural representation provided in an embodiment of the present invention.As shown in figure 3, this webpage turns
Change tracking system to include:
Client 31, platform script 32 and route matching module 33；
Wherein, described client 31 includes the first monitoring unit 311 and insertion unit 312,
Described first monitoring unit 311 is used for monitoring the stress state of the advertising webpage of user's access；
Described insertion unit 312 is used for, after advertising webpage completes to load, to be used for collecting the platform legs of conversion behavior
Originally it is inserted in advertising webpage；
Described platform script 32 includes the second monitoring unit 321, resolution unit 322 and transmitting element 323；
Described second monitoring unit 321 is used for monitoring the interbehavior of advertising webpage；
Described resolution unit 322 is used for monitoring, when described second monitoring unit, the behavior that user clicks on advertising webpage
When, user's click behavior is resolved to user's actual click path；
Described transmitting element 323, for sending user's actual click path to route matching analysis module；
Described route matching analysis module 33 is used for analyzing user's actual click path
No coupling, if it is, determine that user's actual click path is once effectively to convert target.
It should be noted that in embodiments of the present invention, route matching analysis module is arranged on background server.
As the alternative embodiment of the present invention, above-mentioned resolution unit 322 can include html path unit, this html path
Unit is used for for user's click behavior description becoming one section of html path rule.
As a specific embodiment of the present invention, described html path unit can specifically include following subelement:
For clicking on behavior according to user, determination subelement, determines that user clicks on advertising webpage region；
Obtain subelement, for the hierarchical structure by parsing dom tree in advertising webpage, obtain one section and be used for describing
User clicks on the html path rule in advertising webpage region.
As the another specific embodiment of the present invention, above-mentioned route matching analysis module 33 can specifically include:
Judging unit 331, for judging whether predefined conversion pathway scope is more than or equal to user's actual point
Hit path；
Determining unit 332, is once effective for when the judged result of judging unit is to be, determining that user clicks on path
Conversion target.
It is the specific embodiment that webpage provided in an embodiment of the present invention converts tracking system above.When advertiser need into
During the advertisement putting that row is bid based on targeted transformation, after advertising webpage completes to load, automatically will be used by insertion unit 312
It is inserted in advertising webpage in the platform script collecting conversion behavior, so, just eliminate advertisement main formula active and will be used for receiving
The platform script of collection conversion behavior is inserted into the process in advertising webpage.Therefore, system is followed the tracks of in the webpage conversion that the present invention provides
System does not need advertiser side and platform side repeatedly to be docked adjustment, simplifies the advertisement putting based on targeted transformation pricing mode
Flow process.
Additionally, in the webpage conversion tracking system that the present invention provides, advertisement main formula only needs to define effective conversion mesh
Target path, other work click on behavior as automatic collection and report of user, and coupling path can be automatic by platform script
Complete, so decrease the development of advertisement main formula, reduce the advertisement based on targeted transformation pricing mode for the advertisement main formula and throw
The manpower costs put.
The above is only the preferred embodiment of the present invention it is noted that ordinary skill people for the art
For member, under the premise without departing from the principles of the invention, some improvements and modifications can also be made, these improvements and modifications also should
It is considered as protection scope of the present invention.
Claims (8)
1. a kind of webpage conversion tracking is it is characterised in that include:
The stress state of the advertising webpage that client control user accesses；
After advertising webpage completes to load, the platform script being used for collecting conversion behavior is inserted into advertisement Web page by client
In face；
Platform script after initialization monitors the interbehavior of advertising webpage；
When platform script monitors the behavior that user clicks on advertising webpage, user's click behavior is resolved to user actual
Click on path, and user's actual click path is sent to route matching analysis module；
Whether route matching analysis module analysis user's actual click path is mated with predefined conversion pathway, if it is,
Determine that user's actual click path is once effectively to convert target.
2. method according to claim 1 is it is characterised in that described resolve to user's actual click by user's click behavior
Path, specifically includes:
User's click behavior description is become one section of html path rule.
3. method according to claim 2 is it is characterised in that described become one section of html path by user's click behavior description
Rule, specifically includes:
Behavior is clicked on according to user and determines that user clicks on advertising webpage region；
By parsing the hierarchical structure of dom tree in advertising webpage, obtain one section and be used for describing user's click advertising webpage
The html path rule in region.
4. the method according to any one of claim 1-3 is it is characterised in that described route matching analysis module analyzes user
Whether actual click path is mated with predefined conversion pathway, if it is, determining that user's actual click path is once to have
The conversion target of effect, specifically includes:
Route matching analysis module judges whether predefined conversion pathway scope is more than or equal to user's actual click path, such as
Fruit is that determining that user clicks on path is once effectively to convert target.
5. a kind of webpage conversion tracking system is it is characterised in that include: client, platform script and route matching module；
Wherein, described client includes the first monitoring unit and insertion unit,
Described first monitoring unit is used for monitoring the stress state of the advertising webpage of user's access；
Described insertion unit is used for, after advertising webpage completes to load, to be used for collecting the platform script insertion of conversion behavior
To in advertising webpage；
Described platform script includes the second monitoring unit, resolution unit and transmitting element；
Described second monitoring unit is used for monitoring the interbehavior of advertising webpage；
Described resolution unit is used for, when described second monitoring unit monitors the behavior that user clicks on advertising webpage, using
Family is clicked on behavior and is resolved to user's actual click path；
Described transmitting element, for sending user's actual click path to route matching analysis module；
Described route matching analysis module is used for analyzing whether user's actual click path is mated with predefined conversion pathway,
If it is, determining that user's actual click path is once effectively to convert target.
6. system according to claim 5 is it is characterised in that described resolution unit includes html path unit, described
Html path unit is used for for user's click behavior description becoming one section of html path rule.
7. system according to claim 6 is it is characterised in that described html path unit includes:
For clicking on behavior according to user, determination subelement, determines that user clicks on advertising webpage region；
Obtain subelement, for the hierarchical structure by parsing dom tree in advertising webpage, obtain one section and be used for describing user
Click on the html path rule in advertising webpage region.
8. the system according to any one of claim 5-7 is it is characterised in that described route matching analysis module includes:
Judging unit, for judging whether predefined conversion pathway scope is more than or equal to user's actual click path；
Determining unit, is once effectively to convert for when the judged result of judging unit is to be, determining that user clicks on path
Target.
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| CN201610796751.8A CN106371842B (en) | 2016-08-31 | 2016-08-31 | A kind of webpage conversion tracking and system |
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| Publication number | Publication date |
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| CN106371842B (en) | 2018-10-23 |
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