Engagement goals
To find out how many visitors engage with your website more intensively by spending a lot of time on the website or visiting many pages, set up engagement goals via conversion processes. Engagement goals are particularly important for news and content portals. But it can also be useful for eCommerce, SaaS or lead-gen companies to measure engagement as a (micro) conversion. For example, for the evaluation of campaign visits or even for the bidding strategy. This is because, in addition to the bounce rate, engagement is an important measure of the quality of the traffic generated.
Engagement targets are set by defining certain threshold values:
- Time or duration of the visit in seconds, minutes or hours
- Number of page views per visit
With Time in visit, every visit that lasts longer than the specified time period (e.g. 30 seconds) is recorded as a conversion. Pages per visit record each visit as a conversion if the visitor has accessed at least the specified number of pages.
Even without creating specific engagement goals, the (average) engagement on the website can be analyzed at campaign level. Among other things, these engagement metrics are automatically available in the marketing reports:
Using engagement processes, you can also find out how many campaign visits have spent at least 30 seconds on the website, for example:
Optionally, you can also use engagement processes to control your ads campaigns and automatically upload them to the marketing platforms.
Establishment of engagement processes
Click on Configuration → Conversion processes and scroll down to the Engagement section of the templates. Now click on the Copy from template button under the Time in visit or Pages per visit template to create the engagement process. Adjust the default entries if necessary:
- Process name
- Describe the process (optional)
- Designation of the step and threshold value
- Threshold value with time unit for continuous targets
The option to add a step can usually be ignored, as this is only relevant for interaction steps.
Click on Add process to complete the setup.
By default, up to four engagement processes can be set up per account in this way.
Analysis of engagement processes
Engagement processes that have been set up appear automatically under Engagement Reports → Behavior → Conversions.
Additional dimensions can be used to evaluate the engagement conversions by medium and campaign, for example. However, the associated marketing reports offer greater flexibility in the analysis.
To do this, open the desired marketing report and click on the Conversions and attribution model selection in the top right-hand corner.
In the dialog that opens, select the desired engagement conversion and click on Done.
The engagement target can now be analyzed with all segmentation, filtering and sorting options:
Upload engagement processes to Google Ads, Microsoft Ads and Meta Ads
A prerequisite for the upload is that the campaign links are supplemented with the specified parameters using the suffix of the final or final URL. You can find these in the upload settings, which you can access by clicking on Configuration → Conversion upload to get there.
Before you generate the source URL for the connection to Google Ads, select Process Conversions (Target Achievements) in the conversion selection and the option Selected Process Conversions.
In Google Ads or Microsoft Ads, you set up a suitable conversion action using the exact same name as in etracker analytics:
Finally, generate the source URL or renew the token (if already generated in another configuration) and insert the generated source URL in Google Ads under Tools → Conversions → Uploads → Schedules accordingly.
Proceed in the same way for Microsoft Ads; you can find the instructions for storing the target and the source URL under the Microsoft Ads tab.
If a click-based optimization has been pursued so far, the bidding strategy in Google Ads or Microsoft Ads can optionally be adjusted.
With Meta Ads, the conversion selection takes place in the Events Manager of the Meta Business Manager account.