Segment Container to include visits after a condition when using entry page url

[nidhi1112]

Hello Experts,

I have a question around the segment container and seeking your guidance.

Scenario - My client has a Mobile App with no analytics tracking currently and from the App a user can click on a link which lands them on the website directly and on website they can make purchase. The link which they click from the App has utm parameters into it. 

Requirement: - To find out visitors who used the link to land up on the website and made orders. 

My Question: What will be the best segment container and formulation to use if I want to know exclusively the visitors who land up on the website from the App link and then make purchases. (without counting in the visitors who could have landed on the website from Email campaigns or via SEO etc)

I only have Entry page URL prop to know the users clicked on the link and landed up on the website but I am stuck at a point as Entry page url is restricted to a visit. I also want to include the recurring visits a visitor do after coming from the utm link. using a visitor segment is not suitable I guess coz it will count in the orders done by the visitor even if they came from SEO before they clicked the link in the App. Please suggest.

[Jennifer_Dungan]

To be honest, I wouldn't bother with "Entry Page"... if the link from the app to the website has a UTM, that UTM should be specific to your mobile app... (I'm not even sure I would use a UTM, since those should be external campaigns, and this is internal.. I would use a special Internal Campaign ITM instead - this does require you to create a new Visit Level dimension to capture internal campaigns). 

The whole point of using a campaign is to provide details about where a user came from... so if the campaign is created correctly, you should just be able to pull out visits that have your campaign... (and not restricted to the first page)

[nidhi1112]

Thanks for replying @Jennifer_Dungan 

Here's another situation I need mention that the there is no campaign/tracking code implemented. The campaign parameters (campaign medium, campaign source etc)are setup as eVars with visit expiry. this is a very weird situation I know but the enhancements are in the process. The dimension which I am using is Entry Page URL (prop).

In this case how can I create a segment using  prop Entry Page URL( base url + utm parameters) 

[Jennifer_Dungan · Accepted solution]

I actually capture our UTMs in their own eVars (Visit level), and I have them combined in Tracking Code (7 Days expiry), and then I have rules for Marketing Channels using our UTMs (among other things like referrers, etc) also with a 7 day expiry.

So using your own eVars isn't weird at all... I still wouldn't mix External and Internal Campaigns (unless your apps are tracking to a completely different suite, and therefore the apps are considered "external"). Ahhh, actually I just realized the detail about "no tracking on the current app").. so let's go with "UTMs" for now, but future enhancements may make more work to make these internal if tracking is added later.

And like I said, I wouldn't worry about your "Entry Page" dimension. Let's look at a sample:

Example:

• User opens app
• Navigates around, then clicks on a link with the Campaign (UTMs or ITMs)
• (Website is opened, either in the browser, or in a webview inside the app)
• Page A (with UTMs)
  • Page URL is tracked (https://www.domain.com/pageA/?utm_source=app&utm_campaign=promoX)
  • eVar1 set to "app"
  • eVar1 Instance is incremented (because eVar1 was explicitly set)
  • eVar2 set to "promoX"
  • eVar2 Instance is incremented (because eVar1 was explicitly set)
• Page B
  • Page URL is tracked (https://www.domain.com/pageB/)
  • eVar1 maintains value "app" due to Visit Attribution
  • eVar1 Instance is not incremented (eVar1 was maintained not set)
  • eVar2 maintains value "promoX" due to Visit Attribution
  • eVar2 Instance is not incremented (eVar2 was maintained not set)
• etc

If you want the point in which your eVars are set (and not the maintained),

You can simply make a segment like:

HIT

    eVar1 (instance) equals app

    AND

    eVar2 (instance) equals promoX

You can set your Dimension to match only the instance:

Or you can do it a longer way, leaving the default behaviour on your eVars, and just adding the Instance metric for both of them:

HIT

    eVar1 equals app

    AND

    eVar1 Instance exists

    AND

    eVar2 equals promoX

    AND

    eVar2 Instance exists

If you need to attribute the campaign to a conversion.. then the entry / instance doesn't matter... the UTM eVars are Visit level and Last Touch, so all you have to do breakdown your Conversion metric with your UTMs to see all... or if you need to isolate your App specific ones, you can just use:

VISIT

    HIT container

        eVar1 equals app

        AND

        eVar2 equals promoX

        AND

        Conversion Metric exists

I really dislike the way the "Entry" versions are calculated... basically it's the first value of the visit that was seen.... which in this simple example should work, but it's not really needed... getting the hit with the instance of your eVars is super easy... and IF for some reason the first hit on your site happens to be an action instead of a page (and maybe your prop1 isn't set on actions), you aren't going to loose any visits.

[nidhi1112]

Thank You so much @Jennifer_Dungan for the detailed answer. I got many other answers other than my question

For my questions specifically what I did is I created a Flow Visualization based on my criterias and then used a segment out of the flow step I needed. That segment is a visitor container segment which uses the Entry Page Prop in the condition with a sequential Then condition with Orders Exist. 

Thanks again.