Universal Action Tag for Flexible Web Analytics
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Solution Overview
Problem
Conventional tracking methods for user interactions with webpages require manual code changes to adapt to changing analytical interests and are limited in flexibility, making it difficult to track a broad range of user behaviors and experiences.
Innovation Solution
Universal action tags that send a broad range of data to a server, allowing server-side rules to define what data to extract and analyze, along with a graphical user interface for selecting webpage elements to report, enabling easy and flexible data collection without altering the tag code.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If conventional tags are used to track user actions, then specific user actions can be reported, but the tags require manual code revision when analytical interests change
Solution Approach 1:
The patent inverts the conventional approach by moving the configuration logic from the client-side tag to the server-side system. Instead of modifying tags to change tracking behavior, administrators configure tracking parameters through a graphical interface, and the server generates appropriate tag-side rules automatically. This inversion eliminates the need for code revisions while maintaining adaptability.
Solution Approach 2:
The patent introduces a server-side configuration system as an intermediary between administrators and the actual tag execution. This intermediary layer handles all adaptations and translations administrator intentions into tag configurations, eliminating the need for direct tag code modification while enabling flexible adaptation to changing analytical interests.
2Adaptability or versatility
If tags are revised manually to track different data, then tracking can be adapted, but the process requires technical expertise and time
Solution Approach 1:
The patent enables self-service configuration through a graphical user interface that allows administrators to define tracking parameters without technical expertise. The system automatically generates and updates tag configurations based on administrator selections, eliminating the need for manual code revision and making flexible data collection accessible to non-technical users.
Solution Approach 2:
The patent implements preliminary configuration through the graphical interface where administrators can pre-define tracking parameters and rules before deployment. This preliminary action allows the system to automatically generate appropriate tag configurations in advance, eliminating the need for technical expertise during implementation while maintaining flexibility in data collection.
3Quantity of substance
If universal tags send broad range of data, then comprehensive user experience data can be collected, but more data processing is required on the server
Solution Approach 1:
The patent segments the data processing workload by implementing server-side rules that filter and organize broad user experience data into specific event categories. This segmentation allows comprehensive data collection while managing server complexity through structured rule-based processing that divides the broad data stream into manageable, analyzable segments.
Solution Approach 2:
The patent implements dynamic rule configuration that allows server-side processing logic to adapt based on administrator needs. The graphical interface enables dynamic creation and modification of tracking rules without requiring changes to the underlying universal tag structure, allowing comprehensive data collection while maintaining manageable server-side processing complexity through flexible, configurable rules.
Data Source
AI summary
Universal tags are placed on various web pages of a website. Unlike prior art action tags that indicate that an action has occurred, the universal tag sends a broader range of data capturing a user's experience on the website (e.g., whether an item was placed in a shopping cart, etc.) to a server. The server obtains an identity of the user from its own cookie on the user's device and stores the information received with the universal tag in connection with the user's account. A graphical user interface is used to define the information to be sent upon activation of the universal tag.