The Lexer Tag on your website facilitates individual analysis of a customer’s on-site behaviours. All attributes that are created via the tag can be searched, analyzed, and combined with first-party data, and then segmented.
This means real humans, not cookies!
Between privacy concerns and depreciating accuracy, the third-party cookie is on the way out, putting pressure on marketers and tech providers to shift to other alternatives.
Lexer’s zero-party data solution is the Lexer Tag, and at Lexer we’re only interested in real people we can identify, not cookies, and the Lexer Tag specializes in just that! As soon as someone identifies themselves on your channels, we track and connect their digital behaviors to their profile in the Lexer Hub.
- Lexer scope and configure the Tag bespoke to you.
- You and your team implement the Tag on your website.
This data is then sent to Lexer through a Payload that can map to a customer profile through an identifiable action (i.e. newsletter subscription, account login, account registration, transaction, etc.) enriching your existing customer data.
What is a dataLayer?
Why do we need a Tag Management System (TMS)?
A TMS allows you to deploy and manage tags on your site without relying wholly on IT. It removes the need to hard code anything into your website. Whilst a TMS isn’t necessary for deploying the Tag, it streamlines the process from implementation to QA.
What can the Tag track?
The Lexer Tag can track any data that you surface in the dataLayer. The Tag is told what data to capture by the dataLayer path you specify for your variable.
If there is a new data point you would like to capture and it doesn’t have a corresponding Lexer attribute, get in touch with your Solutions Lead.
When the Lexer Tag is embedded into your website it collects your customers’ activities in an action or manner specified by you from one of the 18 “out of the box” attributes listed below. Each of these is fully customizable to your use case and requirements. These attributes capture first-party data from the customers’ interaction on your website once they are linked.
A list of all the product categories viewed by a customer while on site.
Date of last visit
The date of the customers last visit to your website.
A list of all the dates the customer visited your site.
The type of devices the customer used to browse your website.
Did complete conversion
A flag to say that the customer did checkout.
Did start conversion
A flag to say that the customer started the checkout journey.
Pages viewed to convert
The number of pages the customer viewed to checkout in their last session.
Products added to cart
A list of the products added to the customers cart while on site.
Data Punk t-shirt
Products removed from cart
A list of the products removed from the customers cart while on site.
Data Maiden t-shirt
A list of all the products viewed by the customer while on site.
Data Rockstar t-shirt
Profiles that have submitted a response to any of the surveys you have created within Lexer.
The site responsible for the visit - i.e. the customer clicked on a Facebook post.
Time spent to convert
The number of seconds it took the customer to checkout in their last session.
The name of the promotion or campaign that brought a customer to your site.
The specific content that brought the customer to your site.
The medium that brought the customer to your site, such as social or email.
The external site that brought the customer to your site, such as Facebook or Amazon.
The search terms that brought the customer to your site.
Device used: Did the customer browse on a Mobile, Tablet, or Desktop device?
Time spent to convert: How long did the customer spend on the site?
Referrer URL: The domain of the site the customer came from, only supported on some browsers.
UTM codes: How did the customer land on my site?
Remember, identity is everything!
Lexer is interested in enriching profiles in the CDP. Because of this we will only send browsing behaviour to the platform once a user is identified.
No identification, no tag data.
At the point of a customer’s conversion, you are able to send all captured data to Lexer by employing the 'lxt('converted')' command. This could happen when a customer makes a final action on your site, like completing the purchase of a product.
Urchin Tracking Module (UTM) codes are snippets of code attached to the end of a URL. They allow us to track data like traffic sources or campaign click names.
However, they don’t stop there. If you can include a UTM code in your URL, Lexer can be configured to track it.
As an example, you can append the email address of your customer to the URL when they click on an email, bumping up your identification rate.
Example: www.yoursite.com/category/product?utm_campaign=campaignName&utm_source=newsletter&[email protected]
See our further reading suggestions below.
Updated 4 months ago