CN106371842B - A kind of webpage conversion tracking and system - Google Patents

A kind of webpage conversion tracking and system Download PDF

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Publication number
CN106371842B
CN106371842B CN201610796751.8A CN201610796751A CN106371842B CN 106371842 B CN106371842 B CN 106371842B CN 201610796751 A CN201610796751 A CN 201610796751A CN 106371842 B CN106371842 B CN 106371842B
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China
Prior art keywords
user
web page
path
advertisement web
behavior
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CN201610796751.8A
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Chinese (zh)
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CN106371842A (en
Inventor
周杰群
杨震原
王奉坤
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北京字节跳动科技有限公司
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Publication of CN106371842A publication Critical patent/CN106371842A/en
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Abstract

The invention discloses a kind of webpage conversion tracking and system, this method includes the stress state for the advertisement Web page that client control user accesses;After advertisement Web page is completed to load, the platform script for collecting conversion behavior is inserted into advertisement Web page by client;The interbehavior of platform script monitoring advertisement Web page after initialization;When platform script, which monitors user, clicks the behavior of advertisement Web page, user's click behavior is resolved into user's actual click path, and user's actual click path is sent to route matching analysis module;Route matching analysis module analyzes whether user's actual click path matches with pre-defined conversion pathway, if so, determining that user's actual click path is primary effective conversion target.This method and system simplify the advertisement based on targeted transformation pricing mode and launch flow, reduce manpower costs.

Description

A kind of webpage conversion tracking and system

Technical field

The present invention relates to Internet technical field more particularly to a kind of webpage conversion tracking and systems.

Background technology

Currently, various (movement) client platforms (including news, video, social activity etc.) valuated based on targeted transformation When the advertisement of mode is launched, if launched advertisement is the Web page provided by advertiser, occur for statistic record user Practical conversion behavior is such as clicked, is downloaded, then advertiser is needed actively to add the conversion provided by platform in advertisement Web page Script is collected, so requires advertiser side that must be received by the conversion that special technological development personnel's research platform provides in execution Collection script is suitble to the conversion of oneself advertisement to collect script to develop, and its is actively added in advertisement Web page, in this way, Advertiser side and platform side is needed to carry out repeatedly docking adjustment, access difficulty is big in overall flow, and executory cost is high.

Invention content

In view of this, the present invention provides a kind of webpage conversion tracking and system, to reduce in terms of based on targeted transformation The advertisement access process complexity of valence mode and manpower costs.

In order to solve the above-mentioned technical problem, present invention employs following technical solutions:

A kind of webpage conversion tracking, including:

The stress state for the advertisement Web page that client control user accesses;

After advertisement Web page is completed to load, the platform script for collecting conversion behavior is inserted into advertisement by client In Web page;

The interbehavior of platform script monitoring advertisement Web page after initialization;

When platform script, which monitors user, clicks the behavior of advertisement Web page, user's click behavior is resolved into user Actual click path, and user's actual click path is sent to route matching analysis module;

Route matching analysis module analyzes whether user's actual click path matches with pre-defined conversion pathway, if It is to determine that user's actual click path is primary effective conversion target.

Preferably, described that user's click behavior is resolved into user's actual click path, it specifically includes:

User is clicked into behavior description into one section of HTML path rule.

Preferably, described that user is clicked into behavior description into one section of HTML path rule, it specifically includes:

Behavior, which is clicked, according to user determines that user clicks advertisement Web page region;

By parsing the hierarchical structure of Dom trees in advertisement Web page, one section is obtained for describing user and clicks advertisement Web The HTML path rules of page area.

Preferably, route matching analysis module analysis user's actual click path is with pre-defined conversion pathway No matching specifically includes if so, determining that user's actual click path is primary effective conversion target:

Route matching analysis module judges whether pre-defined conversion pathway range is more than or equal to user's actual click road Diameter, if so, it is primary effective conversion target to determine that user clicks path.

A kind of webpage conversion tracking system, including:Client, platform script and route matching module;

Wherein, the client including the first monitoring unit and is inserted into unit,

First monitoring unit is used to monitor the stress state of the advertisement Web page of user's access;

The insertion unit is used for after advertisement Web page is completed to load, by the platform script for collecting conversion behavior It is inserted into advertisement Web page;

The platform script includes the second monitoring unit, resolution unit and transmission unit;

Second monitoring unit is used to monitor the interbehavior of advertisement Web page;

The resolution unit is used for when second monitoring unit monitors user and clicks the behavior of advertisement Web page, User's click behavior is resolved into user's actual click path;

The transmission unit, for user's actual click path to be sent to route matching analysis module;

Whether the route matching analysis module is used to analyze user's actual click path and pre-defined conversion pathway Matching, if so, determining that user's actual click path is primary effective conversion target.

Preferably, the resolution unit includes HTML path units, and the HTML path units are used to click user and go To be described as one section of HTML path rule.

Preferably, the HTML path units include:

Determination subelement determines that user clicks advertisement Web page region for clicking behavior according to user;

Subelement is obtained, for the hierarchical structure by parsing Dom trees in advertisement Web page, obtains one section for describing User clicks the HTML path rules in advertisement Web page region.

8, according to claim 5-7 any one of them systems, which is characterized in that the route matching analysis module packet It includes:

Judging unit judges whether pre-defined conversion pathway range is more than or equal to user's actual click road for judging Diameter;

Determination unit is primary effective for when the judging result of judging unit is to be, determining that user clicks path Convert target.

Compared to the prior art, the invention has the advantages that:

As seen through the above technical solutions, provide through the invention webpage conversion tracking, when advertiser need into When row is launched based on the advertisement that targeted transformation is bid, after advertisement Web page is completed to load, it will be used to collect automatically by client The platform script of conversion behavior is inserted into advertisement Web page, in this way, just eliminating advertiser side will actively be used to collect conversion The platform script of behavior is inserted into the process in advertisement Web page.Therefore, webpage conversion tracking provided by the invention is not required to It wants advertiser side and platform side to carry out repeatedly docking adjustment, simplifies the advertisement based on targeted transformation pricing mode and launch flow.

In addition, in webpage provided by the invention converts tracking, advertiser side only needs to define effectively conversion mesh Target path, other work such as automatic collect can be automatically performed with report of user click behavior and coupling path by platform, The development for so reducing advertiser side reduces the manpower costs that the advertisement based on targeted transformation pricing mode is launched.

Description of the drawings

In order to which the specific implementation mode of the present invention is expressly understood, used when the specific embodiment of the invention is described below Attached drawing do a brief description.It should be evident that drawings in the following description are some embodiments of the invention, for this field For those of ordinary skill, without creative efforts, other drawings may also be obtained based on these drawings.

Fig. 1 is webpage conversion tracking flow diagram provided in an embodiment of the present invention;

Fig. 2 is the hierarchical relationship schematic diagram between the element in advertisement Web page provided in an embodiment of the present invention.

Fig. 3 is webpage conversion tracking system structural schematic diagram provided in an embodiment of the present invention.

Specific implementation mode

To keep the goal of the invention, technical solution and technique effect of the present invention clearer, complete, below in conjunction with the accompanying drawings to this The specific implementation mode of invention is described in detail.Obviously, described embodiments are some of the embodiments of the present invention, rather than Whole embodiments.Based on the embodiments of the present invention, those of ordinary skill in the art are not making creative work premise Lower obtained every other embodiment, shall fall within the protection scope of the present invention.

Fig. 1 is webpage conversion tracking flow diagram provided in an embodiment of the present invention.As shown in Figure 1, this method packet Include following steps:

S101, user access advertisement Web page:

The stress state for the advertisement Web page that S102, client control user access:

S103, when advertisement Web page complete load after, the platform script for collecting conversion behavior is inserted by client In advertisement Web page:

It can be seen that in embodiments of the present invention, for collecting the platform script of conversion behavior by client from the step End is automatically inserted into after the completion of the load of advertisement Web page in advertisement Web page.In this way, platform script is inserted into advertisement Web page The process in face is intervened without manpower.Platform script must be injected into extensively by advertiser side developer in compared to the prior art The method in Web page is accused, method provided by the invention saves manpower, so reduces manpower costs.

Moreover, the insertion process of the platform script for collecting conversion behavior described in this step is developed without advertiser side Personnel research and develop, and the insertion process can be automatically performed by platform, not need the docking tune of advertiser side and platform side Whole, for this point, this process simplify the advertisements based on targeted transformation pricing mode to launch flow.

In addition, in embodiments of the present invention, the platform script for collecting conversion behavior being inserted into advertisement Web page Platform side is only needed to research and develop, therefore, which does not need the program code of advertiser side, thus, the present invention provides Webpage conversion tracking to advertiser side launch the advertisement based on targeted transformation bid types bring great convenience.

S104, client initialization platform script:

The interbehavior of S105, platform script monitoring advertisement Web page:

It should be noted that the interbehavior of advertisement Web page generally clicks Web such as downloading, register by user The page triggers.It is clicked so the interbehavior of platform script monitoring advertisement Web page can be specially platform script monitoring user The behavior of advertisement Web page.

S106, when platform script monitor user click advertisement Web page 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 specially:Advertisement Web page interacts when the user clicks, and platform script monitors this interbehavior When, i.e., when platform script monitors the behavior of user's click advertisement Web page, user's click behavior is resolved into user's actual point Path is hit, user's actual click path is then sent to route matching analysis module.

This step is it can be appreciated that the step of collecting user actual click path.Execute collection user's actual click road The process of diameter is executed automatically by platform script, is participated in without manpower.

It should be noted that in embodiments of the present invention, when the user clicks when any region of advertisement Web page, the point The behavior of hitting can be described as one section of corresponding HTML path rule.The element for including in the HTML path rules is according to level Sequence 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 smaller.As an example, the path rule that description user clicks advertisement Web page region can be:div0>span1>a0. In this way, when platform script monitors user and clicks the behavior of advertisement Web page, the path rule being arranged through the invention can The user monitored is clicked behavior description into one section of HTML path rule.

As an example, can be specially at one section of HTML path rule by user's click behavior description:First according to user Click behavior determines that user clicks advertisement Web page region;Then by parsing the hierarchical structure of Dom trees in advertisement Web page, Obtain one section of path rule that advertisement Web page region is clicked for describing the user.

S107, route matching analysis module analysis user's actual click path and pre-defined conversion pathway whether Match, if so, determining that user's actual click path is primary effective conversion target.

It should be noted that in embodiments of the present invention, pre-defined conversion pathway can be the mesh that advertiser provides Mark conversion pathway.In advertisement Web page, the tool provided by platform can be marked for pre-defined conversion pathway phase Corresponding page area.

This step is specially:Route matching analysis module turns the user's actual click path received and pre-defined Change path and carry out subpath matching step by step, judges whether pre-defined conversion pathway range is more than or equal to user's actual click road Diameter, if so, it is primary effective conversion target to determine that user clicks path.

In order to which route matching process is more clearly understood, it is exemplified below.

Fig. 2 is the hierarchical relationship schematic diagram between the element in advertisement Web page.Wherein, element hierarchy is from high to low Sequence respectively is:Web page element _ 1>Daughter element _ 2>Daughter element _ 3>Daughter element _ 4.Setting pre-defined 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 Diameter matching rule is it is found that pre-defined conversion pathway (web page element _ 1>Daughter element _ 2>Daughter element _ 3) to be equal to user real for range Click path (web page element _ 1&gt in border;Daughter element _ 2>Daughter element _ 3), at this point, it is once effective turn to determine that user clicks path 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.According to route matching rule it is found that pre-defined conversion pathway (web page element _ 1> Daughter element _ 2>Daughter element _ 3) range be more than user's actual click path (web page element _ 1>Daughter element _ 2>Daughter element _ 3>Sub- member Element _ 4), at this point, it is primary effective conversion target to determine that user clicks path.

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.According to route matching rule it is found that pre-defined conversion pathway (web page element _ 1>Daughter element _ 2>Daughter element _ 3) Range is less than user's actual click path (web page element _ 1>Daughter element _ 2), at this point, it is not once to have to determine that user clicks path The conversion target of effect.

It is the specific implementation mode that webpage provided in an embodiment of the present invention converts tracking above.

As seen through the above technical solutions, provide through the invention webpage conversion tracking, when advertiser need into When row is launched based on the advertisement that targeted transformation is bid, after advertisement Web page is completed to load, it will be used to collect automatically by client The platform script of conversion behavior is inserted into advertisement Web page, in this way, just eliminating advertiser side will actively be used to collect conversion The platform script of behavior is inserted into the process in advertisement Web page.Therefore, webpage conversion tracking provided by the invention is not required to It wants advertiser side and platform side to carry out repeatedly docking adjustment, simplifies the advertisement based on targeted transformation pricing mode and launch flow.

In addition, in webpage provided by the invention converts tracking, advertiser side only needs to define effectively conversion mesh Target path, other work such as automatic collect can be automatically performed with report of user click behavior and coupling path by platform, The development for so reducing advertiser side reduces the people that advertisement of the advertiser side based on targeted transformation pricing mode is launched Power expense.

Tracking is converted based on the webpage that above-described embodiment provides, the present invention also provides webpages to convert tracking system Specific implementation mode, referring specifically to following embodiment.

Fig. 3 is webpage conversion tracking system structural schematic diagram provided in an embodiment of the present invention.As shown in figure 3, the webpage turns Changing tracking system includes:

Client 31, platform script 32 and route matching module 33;

Wherein, the client 31 including the first monitoring unit 311 and is inserted into unit 312,

First monitoring unit 311 is used to monitor the stress state of the advertisement Web page of user's access;

The insertion unit 312 is used for after advertisement Web page is completed to load, by the platform legs for collecting conversion behavior Originally it is inserted into advertisement Web page;

The platform script 32 includes the second monitoring unit 321, resolution unit 322 and transmission unit 323;

Second monitoring unit 321 is used to monitor the interbehavior of advertisement Web page;

The resolution unit 322 is used to monitor the behavior that user clicks advertisement Web page when second monitoring unit When, user's click behavior is resolved into user's actual click path;

The transmission unit 323, for user's actual click path to be sent to route matching analysis module;

The route matching analysis module 33 is used to analyze user's actual click path and pre-defined conversion pathway No matching, if so, determining that user's actual click path is primary effective conversion 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 may include HTML path units, the paths HTML Unit is used to user clicking behavior description into one section of HTML path rule.

As the specific embodiment of the present invention, the HTML path units can specifically include following subelement:

Determination subelement determines that user clicks advertisement Web page region for clicking behavior according to user;

Subelement is obtained, for the hierarchical structure by parsing Dom trees in advertisement Web page, obtains one section for describing User clicks the HTML path rules in advertisement Web page region.

As the another specific embodiment of the present invention, above-mentioned route matching analysis module 33 can specifically include:

Judging unit 331 judges whether pre-defined conversion pathway range is more than or equal to user's actual point for judging Hit path;

Determination unit 332 is primary effective for when the judging result of judging unit is to be, determining that user clicks path Conversion target.

It is the specific implementation mode that webpage provided in an embodiment of the present invention converts tracking system above.When advertiser need into When row is launched based on the advertisement that targeted transformation is bid, after advertisement Web page is completed to load, it will be used automatically by insertion unit 312 It is inserted into advertisement Web page in the platform script for collecting conversion behavior, in this way, just eliminating advertiser side actively will be used to receive The platform script of collection conversion behavior is inserted into the process in advertisement Web page.Therefore, webpage conversion tracking system provided by the invention System does not need advertiser side and platform side and carries out repeatedly docking adjustment, simplifies the advertisement based on targeted transformation pricing mode and launches Flow.

In addition, in webpage provided by the invention converts tracking system, advertiser side only needs to define effectively conversion mesh Target path, such as automatic collect can be automatic by platform script with report of user click behavior and coupling path for other work It completes, so reduces the development of advertiser side, reduce advertisement of the advertiser side based on targeted transformation pricing mode and throw The manpower costs put.

The above is only a preferred embodiment of the present invention, it is noted that for the ordinary skill people of the art For member, various improvements and modifications may be made without departing from the principle of the present invention, these improvements and modifications are also answered It is considered as protection scope of the present invention.

Claims (4)

1. a kind of webpage converts tracking, which is characterized in that including:
The stress state for the advertisement Web page that client control user accesses;
After advertisement Web page is completed to load, the platform script for collecting conversion behavior is inserted into advertisement Web page by client In face;
The interbehavior of platform script monitoring advertisement Web page after initialization;
When platform script, which monitors user, clicks the behavior of advertisement Web page, user's click behavior is resolved into user's reality Path is clicked, and user's actual click path is sent to route matching analysis module;
Route matching analysis module analyzes whether user's actual click path matches with pre-defined conversion pathway, if so, Determine that user's actual click path is primary effective conversion target;
It is described that user's click behavior is resolved into user's actual click path, it specifically includes:
User is clicked into behavior description into one section of HTML path rule;
It is described that user is clicked into behavior description into one section of HTML path rule, it specifically includes:
Behavior, which is clicked, according to user determines that user clicks advertisement Web page region;
By parsing the hierarchical structure of Dom trees in advertisement Web page, one section is obtained for describing user and clicks advertisement Web page The HTML path rules in region.
2. according to the method described in claim 1, it is characterized in that, the route matching analysis module analyzes user's actual click Whether path matches with pre-defined conversion pathway, if so, determining that user's actual click path is primary effective conversion Target specifically includes:
Route matching analysis module judges whether pre-defined conversion pathway range is more than or equal to user's actual click path, such as Fruit is to determine that user clicks path as primary effective conversion target.
3. a kind of webpage converts tracking system, which is characterized in that including:Client, platform script and route matching module;
Wherein, the client including the first monitoring unit and is inserted into unit,
First monitoring unit is used to monitor the stress state of the advertisement Web page of user's access;
The insertion unit is used to that after advertisement Web page is completed to load, the platform script for collecting conversion behavior to be inserted into Into advertisement Web page;
The platform script includes the second monitoring unit, resolution unit and transmission unit;
Second monitoring unit is used to monitor the interbehavior of advertisement Web page;
The resolution unit is used to, when second monitoring unit monitors user and clicks the behavior of advertisement Web page, to use It clicks behavior and resolves to user's actual click path in family;
The transmission unit, for user's actual click path to be sent to route matching analysis module;
The route matching analysis module is used to analyze whether user's actual click path matches with pre-defined conversion pathway, If so, determining that user's actual click path is primary effective conversion target;
The resolution unit includes HTML path units, and the HTML path units are used to user clicking behavior description into one section HTML path rules;
The HTML path units include:
Determination subelement determines that user clicks advertisement Web page region for clicking behavior according to user;
Subelement is obtained, for the hierarchical structure by parsing Dom trees in advertisement Web page, obtains one section for describing user Click the HTML path rules in advertisement Web page region.
4. system according to claim 3, which is characterized in that the route matching analysis module includes:
Judging unit judges whether pre-defined conversion pathway range is more than or equal to user's actual click path for judging;
Determination unit is primary effective conversion for when the judging result of judging unit is to be, determining that user clicks path Target.
CN201610796751.8A 2016-08-31 2016-08-31 A kind of webpage conversion tracking and system CN106371842B (en)

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WO2019109325A1 (en) * 2017-12-08 2019-06-13 常磊 Advertisement click and conversion test apparatus and method

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