How to View Web and Mobile Analytics in Salesforce Marketing Cloud - dummies

How to View Web and Mobile Analytics in Salesforce Marketing Cloud

By Chester Bullock, Mark Pollard

The Web & Mobile Analytics screen in Marketing Cloud is beautiful, overflowing with colorful charts, maps, and diagrams about every aspect of how visitors are interacting with your website and mobile app.

Web & Analytics dashboard Marketing Cloud
The Web & Mobile Analytics dashboard.

One panel displays a world map indicating which countries your visitors are from. Other panels display a circle graph indicating which of your site pages are most popular and a line graph of the number and value of your abandoned shopping carts. The dashboard containing all these panels seems to scroll on and on.

There are far too many panels to list them all, but fortunately each panel has individual controls you can use to orient yourself:

  • The What Am I Seeing? button (question mark icon) provides a rundown of what the current panel does.
  • The What Can I Do with This? button (arrow icon) suggests how to proceed with your new insight and data.
  • Date drop-down list enables you to choose the date range for the data shown in that panel.
Salesforce Marketing Cloud analytics panels
Helpful controls on the analytics panels.

To get to Web & Mobile Analytics, log in to your Salesforce Marketing Cloud account, pause your mouse pointer over Analytics Builder, and select Web & Mobile Analytics from the list that appears.

You can use the data you see in the web & Mobile Analytics screen in your ongoing marketing efforts. The most obvious benefit of using this tool is being able to segment your audience and execute follow-up messaging based on subscriber behavior on your website.

Since the analytic breakdowns can be tied back to subscriber data in your account, the behavioral data is available to other tools in your Marketing Cloud account, such as Audience Builder, Email, Subscriber Lists, and Journey Builder. The Data Extensions feature must be enabled in your account to act on the behavioral data because Marketing Cloud uses data extensions to hold the data.

The tricky part, of course, is setting up your website and mobile applications to collect behavioral information and to send the information to the Web & Mobile Analytics app in the first place. You must install the code on every website and mobile app from which you want to collect behavioral information about its visitors. The basic installation of the code to gather data from your websites may be something you can do yourself, but more advanced tracking on websites plus tracking in your mobile app may require the help of a developer.

Setting up web analytics

Marketing Cloud uses a tool called Collect to gather behavioral data from your websites. By default, Collect monitors the following details, but you can enhance your configuration to collect more data:

  • Browser type
  • User location
  • Session time and length
  • Page URL and title of the page that the visitor is viewing
  • Referrer URL of the page from which the visitor came

To get started with a basic implementation, you copy a snippet of JavaScript to your clipboard and paste it into the HTML of every individual page of your website where you want information to be collected. The process isn’t difficult but can be tedious.

You can find the JavaScript snippet in the Web & Mobile Analytics interface:

  1. On the Web & Mobile Analytics screen, click the gear icon in the upper-right corner and select Configure Data Source.
  2. Click the Configure Collect button.
  3. Highlight the code snippet that appears on the screen and copy it to your clipboard.

Now you can paste the code into your HTML. You should paste the code immediately before the closing </body> tag of the page.

Setting up mobile analytics

The process for setting up Collect in your mobile app is conceptually similar to setting it up on your web pages, but it’s more difficult. Getting into the source code of your mobile app is less straightforward than opening up the HTML of your website pages to drop in a little JavaScript snippet.

Without getting into detail, Marketing Cloud provides the Journey Builder for Apps SDK, which your mobile app developer can install in your iOS or Android app. By installing this SDK, your app can work with the Web & Mobile Analytics tool.