3. Files downloaded, buttons and
links clicked, pages seen….
Stuff that users interacted
with directly (the object)
We track it, then classify it.
4. Then came
Enhanced Ecommerce
... enables the measurement of user
interactions with products on ecommerce
websites ...
5. It doesn’t “fit”
Sometimes product is object, other times it’s part of context.
6. Entity = a thing that’s of
particular interest to the business.
The shopper
The product
The product category
The transaction
The shopping visit aka the checkout
The promotion
The campaign
7. It’s not the clicked button that
counts (the object).
But the business entity
that click is related to.
8. Link interactions to the
business entities
they’re related to at
data collection time.
subject + verb + object + context + entity