Class material

Lesson 3 – Tracking

Estimated time
  • 2h00 to go through the content
  • 2h00 to prepare the homework
  • 20 minutes to present homework and take notes regarding the corrections that are required. Only few groups are asked to present their homework, but everyone is encouraged to pay full attention to the presentation, as it really has to be considered as ‘part of the class material’
Objective : Understand what webanalytics consists in

Agenda :

In this lesson, we are going to :

  • See what tracking consists in
  • Talk about Tag Management System
  • Experience why it’s important to place parameters in the url of a campaign
  • Look at the basic Kpis one should know
  • See what potential biaises could be

Abstract :

Without data, you’re just another person with an opinion ( W. Edwards Deming ).

This couldn’t be more true in webmarketing, where all decisions are supposed to be ‘data-driven’. Nevertheless, one thing is to be delivered reports and figures, another is to obtain data that is truly helpful to run the business (that is, different from just standard figures and really suited to the business, for there is rarely one-fits-all Kpi).

And this is where data collection comes into play, along with the compliance with GDPR.

Class material :
PDF format
Video format
Lesson 3 – Part 1/5 – What tracking consists in

If for any reasons the video does not show properly, here is the link :

Lesson 3 – Part 2/5 – What is a Tag management System ?

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Lesson 3 – Part 3/5 – Parameters in the url of a campaign

If for any reasons the video does not show properly, here is the link :

Lesson 3 – Part 4/5 – Basic Kpis

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Lesson 3- Part 5/5 – Events

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To go further

See what H&M is recording while you navigate on their site :

See how Asos is keeping track of your navigation :

How to install Adswerve, set up your console (using Chrome), and see what is being tracked :


Visit the homework page to see what’s expected from you for this lesson.

Take the quiz to check your knowledge.

If for any reasons the quiz does not show properly, here is the link :

10 replies on “Lesson 3 – Tracking”

Dear Mrs de Pelletrat
Can you please provide the slides of Lesson 3 so we can download them?
The videos are uploaded but we still need the PDFs.
Thank you very much in advance.

Good evening professor, I hope you are having a good day.
Although it is not far from our Q&A session, I believe it would be best to ask two questions here :
In Lesson 3 Part 1, it says that cookies could be divided by function to user / session / source cookies. How can we differentiate these functions by our own?
Second, while following your instructions trying to find cookies on a website, I found that several went over the restrictions of 13 months. Is this possible?

Thank you always for your kind replies.

Hi Madam,

I had a second question. While we were looking at the utm parameters of a mailing campaign, we found a utm “term” : isn’t it useless to use that url in a newsletters program ? Or is there just something we didn’t understand ?

Thank you for your answer

Dear Taïbi,
Thanks for your question.
Basically, for email campaigns, the fields can be used in a very versatile way, and the advertiser can populate them with whatever makes sense to him.
The limit, though, is that what is contained in each field should be consistent across all channels, otherwise, the advertiser just looses the opportunity to run X-channels analysis, for he is not able to compare apples to apples.
This is why it is best practice, if you are using the utm_term for an email campaign, to populate it with data that can be compared to/ used as keywords, like the name of the product you are promoting in your email. Doing so, if the advertiser runs the campaign on – say product B – on two channels (emails and sea), he’ll be able to figure out what wording referring to the product is the more appealing to the target audience.
On the other hand, if the advertiser is using the utm-term for another kind of data (like in this examplenull, where it seems to contain the target audience (Membership VIP), then this will not be of any help for x-Channel analysis.

Good Morning,
I did not understand what is a cache memory, could you explain it again please?

Additionally what is the difference between a site-centric tool and a tracking tool?

Many Thanks!

Dear Mathilde,
Cookies are files created by sites you visit. They make your online experience easier by saving browsing data.
The cache remembers parts of pages, like images, to help them open faster during your next visit.
As per your second question :
A site-centric tool records interactions on one or several website(s), thus its name, as opposed to ‘ad-centric’ tools (advertising companies’ tools), that are most specialized in recording the acquisition part (i.e when the ads are displayed, to what audience, etc…).
Both are ‘tracking tool’ : one is more focused on what happens on the site (conversion), whereas the other deals more with the acquisition.

Dear Jessica,

If you take the quiz at the bottom of the page, you’ll find that these questions are answered :).
All the best

Good afternoon Mrs Pelletrat de Borde,

I am trying to follow the instructions on slide 27 (lesson 3) to check the real-time report on Google Analytics using the campaign URL builder.

I cannot manage to connect to GA (step 7 of the slide) because, to ensure this email is my own (, I am asked to provide the “email de récupération” which I have not.

Could you please help me ?
Thanks a lot per advance,
Best regards,

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