Exposure Map for Accurate Mobile Browsing Tracking
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Solution Overview
Problem
Conventional client-side monitoring scripts are inadequate for accurately tracking users' interaction with web pages on handheld devices due to differences in browsing activity compared to personal computers, such as touch screen interactions and mobile applications, leading to inaccurate measurement of user engagement.
Innovation Solution
A method and system for generating an exposure map at a page-level view that indicates the salience of each area of a page viewed by a user on a client device, using browsing activity information and page information to track user interactions, which includes a tracking code that collects and compresses user activity data to generate heat maps and analytics reports, capable of handling interactions on both web browsers and mobile applications.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If conventional client-side monitoring scripts are used to track user interactions, then basic browsing activity can be monitored, but the accuracy of tracking user engagement on handheld devices deteriorates due to differences in interaction patterns (touch screen vs. mouse) and mobile applications
Solution Approach 1:
The monitoring system is designed to function across multiple platforms and interaction types. The exposure map technology tracks user engagement through various interaction methods including touch screen taps, scrolls, and swipes on handheld devices, as well as traditional mouse clicks and keyboard interactions on personal computers. The system also monitors both web browsers and mobile applications, providing universal tracking capability across diverse computing environments.
Solution Approach 2:
The system adapts its tracking methodology to local characteristics of different devices and interaction types. For handheld devices, it specifically tracks touch events, tap locations, and swipe gestures to measure engagement. For personal computers, it monitors mouse movements and clicks. This localized adaptation ensures accurate measurement of user engagement tailored to each device type's interaction paradigm.
2Device complexity
If linear model of web browsing is used to measure time spent on pages, then simple tracking is achieved, but the accuracy of measuring real user interaction time deteriorates because it only measures time from load to unload event
Solution Approach 1:
The system segments user interaction into discrete trackable events rather than relying on a single linear timeline. It divides engagement measurement into specific interaction types (taps, scrolls, swipes, clicks) with associated metadata (location, duration, sequence). This segmentation allows the system to capture multiple interaction points within a page session, providing a more accurate picture of real user engagement while maintaining manageable data collection through structured event categorization.
3Reliability
If conventional monitoring techniques are used, then personal computer browsing can be tracked, but accurate monitoring of handheld device interactions deteriorates due to differences in touch screen interactions and mobile application usage
Solution Approach 1:
The exposure map technology provides universal tracking across personal computers, handheld devices, web browsers, and mobile applications. It implements a unified tracking framework that adapts to each platform's interaction model, ensuring reliable measurement of user engagement whether through mouse clicks on a PC or touch gestures on a mobile device, thereby maintaining both reliability and cross-platform compatibility.
Data Source
AI summary
A system and method for method for monitoring and tracking browsing activity of a user on a client device. The method includes generating, based on browsing activity information of a user interacting with at least a page displayed over the client device and page information identifying in part the page displayed over the client device, an exposure map at a page-level view, wherein the exposure map indicates a salience of each area of a page-view respective of the page displayed over the client device and visited by the user.