EP1604349A2 - Procede pour associer des clics sur des sites web a des liens sur une page web - Google Patents

Procede pour associer des clics sur des sites web a des liens sur une page web

Info

Publication number
EP1604349A2
EP1604349A2 EP04717485A EP04717485A EP1604349A2 EP 1604349 A2 EP1604349 A2 EP 1604349A2 EP 04717485 A EP04717485 A EP 04717485A EP 04717485 A EP04717485 A EP 04717485A EP 1604349 A2 EP1604349 A2 EP 1604349A2
Authority
EP
European Patent Office
Prior art keywords
identifying indicia
additional identifying
web page
user
identifier
Prior art date
Legal status (The legal status is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the status listed.)
Withdrawn
Application number
EP04717485A
Other languages
German (de)
English (en)
Other versions
EP1604349A4 (fr
Inventor
Brett M. Error
Chistopher Reid Error
Richard Zinn
Current Assignee (The listed assignees may be inaccurate. Google has not performed a legal analysis and makes no representation or warranty as to the accuracy of the list.)
Adobe Inc
Original Assignee
Omniture LLC
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Priority claimed from US10/794,809 external-priority patent/US7441195B2/en
Priority claimed from US10/795,079 external-priority patent/US20050216844A1/en
Application filed by Omniture LLC filed Critical Omniture LLC
Publication of EP1604349A2 publication Critical patent/EP1604349A2/fr
Publication of EP1604349A4 publication Critical patent/EP1604349A4/fr
Withdrawn legal-status Critical Current

Links

Classifications

    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising

Definitions

  • the present invention is related to tracking website usage, and more particularly to accurately identifying and associating objects activated by a user during the course of navigating a website.
  • website usage and other customer behavior may be tracked by a website server, or by another server such as a data collection server (also known as a data collector), which may be remotely located.
  • the data collection server is notified of activity on a website so that it can monitor and track the activity.
  • One method of achieving this notification is through the use of a request for embedded content.
  • Embedded content is part of a web page, such as an image, that is requested as a separate file from the file containing the web page.
  • the separate file may be requested from the website server or from a remote server, such as a remote content server or data collection server.
  • a remote server such as a remote content server or data collection server.
  • the website server sends the web page file to the user's client.
  • the client such as a web browser, then attempts to render the file as a viewable web page.
  • the client may find a reference to a separate file located on the website server or a remote server. After the content is located and sent to the client, the client renders the separate file containing the embedded content along with the original web page.
  • a web beacon (also known as a web bug) is a particular type of embedded content where the content itself is irrelevant, but the request for content carries useful information.
  • a web beacon is often a transparent image having very small dimensions, such as 1 pixel by 1 pixel. This image is small enough to be invisible to the user.
  • the web beacon causes the client to send a resource request to a server such as a data collection server.
  • the web beacon may include a script (or other code) that causes the client to include, in the resource request, additional information about the user and the user's environment.
  • the additional information can include the data from a cookie, or other information about the client's operating environment or status.
  • the data collection server may, in response to the request, cause the client to set an additional cookie for identification for tracking purposes.
  • the web beacon request can be used to indicate to a data collection server that a particular web page is being rendered.
  • HTML Hypertext Markup Language
  • the term "ad.datacollectionserver.com” refers to the address of the data collection server.
  • Another common method of including the request is to use a scripting language such as JavaScript so as to cause the browser to dynamically generate a request to the data collection server.
  • a scripting language such as JavaScript
  • One advantage of using a script instead of a static image tag is that the script can cause the browser to perform other functions including gathering additional data and sending it along with the request.
  • the result is a request sent to the data collection server upon the occurrence of an event, such as the loading and rendering of a web page.
  • the data collection server can perform various types of tracking functions. For example, the data collection server can count the number of requests associated with a web page so as to monitor traffic on the web page. By counting the number of times the web beacon element has been requested from the data collection server, the server can determine the number of times a particular page was viewed. By using JavaScript to dynamically construct the request for the web beacon and encode additional information, other identifying information can be obtained for further analysis.
  • Other types of website usage tracking are also well known, such as for example log file analysis. In such an approach, statistical analysis is performed on server logs in order to detect and analyze website traffic, and usage patterns.
  • Such information is useful in many ways, including for example collecting feedback that leads to improved web page design; determining the effect of various degrees of prominence of links and graphic elements on web pages; and the like.
  • What is needed, then, is a method and system for reliably and accurately tracking the actual links a user clicks on (and other objects the user activates) during the course of navigating a site.
  • What is further needed is a mechanism for automatically and uniquely identifying links on a page so that the user's interactions with the links can be accurately tracked.
  • a mechanism for accurately reporting web page object usage statistics What is further needed is a improved report format that visually depicts web page object usage statistics.
  • objects such as links
  • Object ID assigned to the element by some browsers as a part of the Document Object Model
  • other identifying indicia such as an element type descriptor and an action descriptor.
  • the present invention allows a web tracking system to associate historical clicks on various objects of a web page with the objects currently being viewed in the browser. If an exact match is not found for an object, a search factor can be applied in order to account for slight variations in Object IDs; such variations are common, particularly when Object IDs are assigned by different browsers or on different platforms, or when a web page has been altered or edited.
  • the present invention accounts for such differences and allows matches to be made even when Object IDs are not identical.
  • Object IDs are not present (for example, if the browser in use does not generate Object IDs)
  • objects are matched using the other identifying indicia.
  • web behavior tracking systems can more accurately detect, record, and analyze user actions with respect to objects (such as links) on a web page.
  • a report can then be generated, showing indications of relative popularity of various objects on a web page by superimposing visual indicators, such as color-coded shading, on a representation of the web page.
  • Fig. 1 is a block diagram depicting a system for website traffic data collection.
  • Fig. 2 is a screen shot depicting an example of a page analysis report facilitated by the present invention.
  • Fig. 3 is a flow diagram depicting a method of associating website clicks with links, according to an embodiment of the present invention.
  • Fig. 4 is an example of a web page having objects to be associated with user actions.
  • Fig. 1 there is shown a block diagram depicting a system for website traffic data collection according to one embodiment of the present invention.
  • User 112 interacts with client machine 107, which runs a software application such as browser 110 for accessing and displaying web pages.
  • Client machine 107 may be an ordinary personal computer, including well-known components such as a CPU running an operating system such as Microsoft Windows, a keyboard, mouse, display screen, and Internet connection (not shown).
  • Client machine 107 may run various software applications in addition to browser 110.
  • Browser 110 includes scripting engine 116, such as JavaScript, as is commonly found in commercially available browsers.
  • client machine 107 In response to a user 112 action such as clicking on a link or typing in a URL, client machine 107 issues a web page request 111 that is transmitted via the Internet to content server 101. In response to request 111, content server 101 transmits web page 102 (in the form of HTML code, for example) to client machine 107. Browser 110 displays the requested web page 102 on client machine 107.
  • Web page 102 includes beacon code, which in one embodiment is a pointer to a beacon (such as a 1 pixel by 1 pixel transparent image).
  • the beacon is typically invisible to the user, such as a transparent one-pixel image.
  • a beacon is any element that is embedded in a web page 102 which is loaded automatically by browser 110 that references an external server 106 and is used to monitor traffic.
  • the beacon code can be provided as a script (such as a JavaScript script) to be executed by scripting engine 116.
  • the beacon code causes client machine 107 to generate resource requests 105 to data collection server 106. These resource requests 105 are usually dynamically generated according to the script instructions.
  • Data collection server 106 records such requests in a log 108, and can also record additional information associated with the request (such as the date and time, and possibly some identifying information that may be encoded in the resource request). Thus, tracking server 106 records the occurrence of a "hit" to web page 102. Tracking server 106 also transmits the requested one-pixel image to client machine 107 so that the resource request is satisfied.
  • Analysis module 113 retrieves stored tracking data from log 108, filters the data, and outputs reports 114.
  • Reports 114 may be provided in hard copy, or via a display screen (not shown), or by some other means. Reports 114 include, for example, overviews and statistical analyses describing the relative frequency with which various site paths are being followed through the website. Examples of such reports are described below. , '
  • Module 113 may be implemented in software running on server 106 or on another computer that can access log 108.
  • communications between client machine 107, content server 101, and data collection server 106 are accomplished using well known network protocols, such as TCP/IP and HTTP, for communication across the Internet. Other communication methodologies and protocols can also be used.
  • the present invention is implemented using a client-side script encoded in the beacon code that is sent as part of web page 102. This script iterates through the Document Object Model (DOM) of the web page 102, looking for actionable items such as HREF links and form submit buttons. The script overrides the default action of these links to include a call to a click-tracking function in addition to the executing the normally expected action.
  • DOM Document Object Model
  • the click-tracking function is called, for example, when the user 112 activates an HTML object on page 102 by clicking on it.
  • This function sends to data collection server 106 a unique identifier of the page 102 where the object is found (such as a URL or unique page name), the action performed by the user-activated object, an OBJECT ID of the user-activated object, and a TYPE associated with the user-activated object.
  • the action performed by the user-activated object is specified in terms of a target referenced by the object.
  • the action of an HREF tag for example, is the page pointed to by the tag.
  • the action is the document that the form will be submitted to, as defined in the ⁇ FORM> tag.
  • the action can be specified as an ACTION parameter of a form, or alternatively a JavaScript function.
  • the OBJECT ID is an identifier assigned to the object by browser 110 as a part of the Document Object Model (DOM).
  • the OBJECT ID may be, for example, an integer sequentially assigned to each element as it is encountered by browser 110, according to techniques that are well known in the art.
  • the TYPE is an indication of the type of object the user has activated. For example, it may be the TYPE parameter of an HTML element.
  • the TYPE of the object may be, for example, an image, a form element, a standard HREF tag, a JavaScript element, or the like.
  • the method of the present invention ensures, for example, that image and text links pointing to the same location can be easily distinguished from one another.
  • these information items are merely illustrative of the data sent to server 106 according to one embodiment, and that other information may be sent to server 106, including or omitting any of these and/ or any other types of information describing the user-activated object.
  • the present invention is able to detect matches between user-activated objects and stored records of previous activity such as historical clicks on various links in the page. According to the techniques of the present invention, matches can be found even if an exact OBJECT ID match may not exist.
  • an OBJECT ID as indicated in a stored record for an object may not exactly match a detected OBJECT ID for the same object when the user activates it.
  • This OBJECT ID "drift" may occur, for example, when page content is changed (for example by a web author) and particularly when elements are added to or removed from a web page.
  • different browser models, and even different versions of the same browser can assign OBJECT IDs slightly differently or may not assign OBJECT IDs at all. Accordingly, as described below, the present invention provides techniques for using other identifying indicia, such as TYPE and action, to more effectively match user-activated web page objects. [0037] Referring now to Fig.
  • FIG. 3 there is shown a flow diagram illustrating a method of associating website clicks with links according to one embodiment.
  • the steps of Fig. 3 are performed by data collection server 106; in another embodiment, the steps may be performed by client machine 107 or by some other component of the system.
  • Server 106 detects 302 user activation of an object on web page 102, for example by receiving a request 105 or other message from client machine 107.
  • Server 106 obtains 303, from the received request 105, information describing the user-activated object, including for example an OBJECT ID, a TYPE, and an action.
  • Server 106 searches 304 stored records that have a TYPE that matches the TYPE of the user-activated object. In one embodiment, server 106 performs this search on records in log 108 or in some other repository of historical usage data. In one embodiment, server 106 searches 304 all stored records, without restricting the search to records having a matching TYPE.
  • server 106 indicates 307 that a match has been found.
  • server 106 searches for stored records that have a matching Action and TYPE, and have an OBJECT ID that is close to the OBJECT ID of the user-activated object. In one embodiment, this search is performed iteratively using successively larger "search factors": First, a search is made for stored records having an OBJECT ID that differs by 1 or less from the user-activated object's OBJECT ID and having matching Action and TYPE. Then (assuming no match has yet been found), a search is made for stored records having an OBJECT ID that differs by 2 or less from the user-activated object's OBJECT ID and having matching Action and TYPE. This process is repeated with successively larger search factors until a match is found, or until the search factor exceeds a predetermined tolerance.
  • server 106 indicates 307 that a match has been found. Otherwise, server 106 indicates 308 that no match was found. [0043]
  • the method can be generalized by considering the comparison performed in 305 to be a special case of that performed in 306, but with a search factor of zero (in other words, the difference in OBJECT IDs must be zero for a match to be found in step 305).
  • the search is performed non-iteratively, so that any records having an OBJECT ID within the predetermined tolerance (and having matching action and TYPE) are considered potential matches.
  • server 106 identifies as a match the stored record(s) that, among potential matches, has (have) an OBJECT ID closest to that of the user-activated object.
  • server 106 records the user action in log 108 according to whether a match was indicated. For example, if a match was indicated, server 106 increments a value in the matching record indicating the number of times the object was activated. If no match was indicated, server 106 creates a new record for the object.
  • Links may optionally be tagged with a unique "name". In this case, in one embodiment, neither the OBJECT ID nor the search factor is employed, but rather only the page name and link name are used to make the association.
  • Object IDs are not present (for example, if browser 110 does not generate Object IDs), objects are matched using whatever identifying indicia are available, such as action and TYPE.
  • the values stored in log 108 can then be used to generate reports indicating statistics summarizing historical website usage.
  • One example of a type of report that can be generated is a representation of a web page wherein visual indicators of usage are superimposed. For example, the report can depict links on a web page colored with different color densities and/ or hues to indicate relative frequency with which the links have been activated.
  • the steps of Fig. 3 are performed in response to individual user actions (such as web page clicks). In another embodiment, the steps of Fig. 3 are performed after a number of user actions have taken place, rather than after each individual action.
  • data describing user actions can be stored locally at client machine 107 (using, for example, the techniques described in related
  • the object matching technique can thus be used to determine which stored record(s) match a number of user-activated objects or a number of user activations of a single object.
  • the techniques of the present invention are applicable in any situation where it is desirable to identify and associate a web page object, particularly where OBJECT IDs may not exactly match.
  • the following example depicts an embodiment of the invention where user interactions with a number of objects are being matched with objects on a web page.
  • the method of the present invention can be performed in response to each individual user interaction, or after a series of user interactions has taken place.
  • FIG. 4 there is shown an example of a web page
  • Object 401 A has an OBJECT ID of 1 and an action of http://www.one.com.
  • Object 401B has an OBJECT ID of 2 and an action of http://www.two.com.
  • Object 401C has an OBJECT ID of 3 and an action of http://www.three.com.
  • Web page 202 has a Page ID of "Page A”.
  • the present invention provides a technique for matching the objects on page 202 with a record of user activity.
  • the invention can be used in response to an individual user action, in order to update stored data with current user activity.
  • Object 401 A satisfies these criteria; therefore object 401 A is considered to match the first listed data item. Log 108 can thus be updated to indicate that object 401 A has been activated twice.
  • 401 have matching OBJECT ID (2), action (http://www.one.com), and TYPE (IMG).
  • Object 401C have matching OBJECT ID (3), action (http://www.three.com), and TYPE (IMG). Object 401C satisfies these criteria; therefore object 401C is considered to match the first listed data item. Log 108 can thus be updated to indicate that object 401C has been activated eight times.
  • log 108 would indicate activity for objects 401A (five clicks) and 401C (eight clicks).
  • report 201 is shown alongside an image of the web page 102 being analyzed.
  • report 201 is provided to a site administrator or owner interacting with data collection server 106.
  • report 201 includes identification 202 of the website and web page being analyzed; report date 203; report options and settings 204; page metrics 205; and links 206 to related reports.
  • variable levels and shades of color density are superimposed on the displayed view of web page 102, in order to visually represent the relative number of clicks each item 208 or screen region has received.
  • Color key 207 is a legend to indicate the meaning of various superimposed colors.
  • the present invention also relates to an apparatus for performing the operations herein.
  • This apparatus may be specially constructed for the required purposes, or it may comprise a general-purpose computer selectively activated or reconfigured by a computer program stored in the computer.
  • Such a computer program may be stored in a computer readable storage medium, such as, but is not- limited to, any type of disk including floppy disks, optical disks, CD-ROMs, and magnetic-optical disks, read-only memories (ROMs), random access memories (RAMs), EPROMs, EEPROMs, magnetic or optical cards, or any type of media suitable for storing electronic instructions, and each coupled to a computer system bus.
  • a computer readable storage medium such as, but is not- limited to, any type of disk including floppy disks, optical disks, CD-ROMs, and magnetic-optical disks, read-only memories (ROMs), random access memories (RAMs), EPROMs, EEPROMs, magnetic or optical cards, or any type of media suitable for storing electronic instructions, and each coupled to a computer system bus.
  • the present invention may be implemented as a method, process, user interface, computer program product, system, apparatus, or any combination thereof. Accordingly, the disclosure of the present invention is intended to be illustrative, but not limiting, of the scope of the invention, which is set forth in the following claims.

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  • Business, Economics & Management (AREA)
  • Engineering & Computer Science (AREA)
  • Accounting & Taxation (AREA)
  • Development Economics (AREA)
  • Strategic Management (AREA)
  • Finance (AREA)
  • Game Theory and Decision Science (AREA)
  • Entrepreneurship & Innovation (AREA)
  • Economics (AREA)
  • Marketing (AREA)
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Abstract

Selon la présente invention, des objets situés sur une page Web sont associés à des enregistrements stockés qui indiquent une utilisation historique des objets. Des associations entre des objets et des enregistrements tiennent compte de différences entre des identificateurs d'objet, résultant d'éditions d'auteur et/ou de différences d'attribution de navigateur d'identificateurs d'objet. Un objet présentant un identificateur d'objet qui diffère de celui d'un enregistrement stocké de pas plus d'une valeur de tolérance prédéfinie et qui présente d'autres indices correspondant à l'enregistrement stocké est considéré comme correspondant à l'enregistrement stocké. Des rapports quantifiant une utilisation d'objet de page Web sont établis, par exemple en superposant des teintes de couleur ou d'autres indices visuels sur une représentation d'une page Web.
EP04717485A 2003-03-04 2004-03-04 Procede pour associer des clics sur des sites web a des liens sur une page web Withdrawn EP1604349A4 (fr)

Applications Claiming Priority (9)

Application Number Priority Date Filing Date Title
US794809 1985-11-03
US45208503P 2003-03-04 2003-03-04
US45208403P 2003-03-04 2003-03-04
US452085P 2003-03-04
US452084P 2003-03-04
US10/794,809 US7441195B2 (en) 2003-03-04 2004-03-03 Associating website clicks with links on a web page
US795079 2004-03-03
US10/795,079 US20050216844A1 (en) 2004-03-03 2004-03-03 Delayed transmission of website usage data
PCT/US2004/006898 WO2004079551A2 (fr) 2003-03-04 2004-03-04 Procede pour associer des clics sur des sites web a des liens sur une page web

Publications (2)

Publication Number Publication Date
EP1604349A2 true EP1604349A2 (fr) 2005-12-14
EP1604349A4 EP1604349A4 (fr) 2006-12-06

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EP04717485A Withdrawn EP1604349A4 (fr) 2003-03-04 2004-03-04 Procede pour associer des clics sur des sites web a des liens sur une page web

Country Status (5)

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EP (1) EP1604349A4 (fr)
JP (1) JP4633049B2 (fr)
AU (1) AU2004217115C1 (fr)
CA (1) CA2518109A1 (fr)
WO (2) WO2004079544A2 (fr)

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CA2518109A1 (fr) 2004-09-16
AU2004217115A1 (en) 2004-09-16
AU2004217115C1 (en) 2009-05-28
AU2004217115B2 (en) 2008-11-06
WO2004079544A3 (fr) 2005-06-02
WO2004079551A3 (fr) 2005-04-07
WO2004079544A2 (fr) 2004-09-16
WO2004079551A2 (fr) 2004-09-16
JP4633049B2 (ja) 2011-02-16
JP2006524865A (ja) 2006-11-02
EP1604349A4 (fr) 2006-12-06

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