What's it about?
The digital advent calendar platform, Türchen, provides a simple way to analyze user behavior and measure the success of your calendar. By using the integrated tracking tool, you can gain valuable insights that help optimize your marketing strategies and interactions with users.
In this guide, you'll learn how to use Türchen's tracking features and what to consider regarding data privacy and anonymity. The tracking feature is included with the Premium package and can be added to the Business package as an extension within the editor.
Integrated, GDPR-Compliant Tracking
The Türchen tracking tool lets you view visitor numbers and user statistics directly in the calendar backend – all in full compliance with GDPR. Unlike external tools like Google Analytics, no additional integration is needed. The data collected is anonymized and stored on dedicated servers to protect users' privacy.
The dashboard for clear overview and efficient tracking.
To access your tracking dashboard, go to the 'My calendar'-menu in the Türchen editor. There, you’ll find an overview of all essential tracking data for your calendar. This dashboard allows you to analyze the success of your content in detail and keep track of individual doors or events.
Insights into User Behavior and Interactions
With the Türchen tracking tool, you gain comprehensive information about user behavior. You can filter by calendar door number, event, or source to see how often each door is opened, which content is particularly popular, and where users are accessing your calendar from. Interactions with mini-games and sweepstakes can also be analyzed. This data helps continuously improve the calendar and plan targeted marketing actions tailored to user behavior.
For example, select the "game_start" option in the Event menu, and the view will adjust according to the chosen parameters. An event value will be generated (e.g., c15fc8d-62e5-42c7-825e-98885f3915df), which, together with the Türchen number, allows you to identify the specific game.
Data Privacy and Anonymity: How Türchen Protects User Data
Data privacy is a core part of Türchen's tracking approach. To protect user privacy, no personal data, such as IP addresses or device information, is stored.
Instead, an encrypted user ID is generated, allowing anonymous counting of visits and tracking of actions, such as opening calendar doors. The user ID is encrypted in such a way that tracing it back to individuals is impossible. This ID remains consistent for repeat visits to the page, without revealing any personal information.
Simple Data Overview and Export Options
All collected data can be viewed in the backend and exported as a CSV file if needed. This export includes fields like “referrer_url,” “time,” “user_ident,” and “event_name,” allowing you to track events such as link clicks or door openings.
Quick Explanation of the Terms in the CSV File:
| referrer_url | The website from which visitors arrive at your Türchen calendar via a link. |
| referrer_domain | The domain extracted from the referrer_url, e.g., https://company.com/news/advent becomes company.com. This simplifies sorting. |
| time | Access time in CET. |
| local_time | The user’s local time (determined by time_zone). |
| user_ident | The encrypted user ID. |
| time_zone | Time zone (e.g., Europe/Berlin, America/New_York). |
| host | The domain in which the calendar is embedded, such as the user’s own domain/website. |
| uri | The specific URL where the calendar is accessed—usually the same as the referrer. |
| locale | The locale set in the user's browser, e.g., de-AT, or es. |
| language | The calendar language used, e.g., en, de. |
| door_num | Door number. |
| event_name | Interaction event (e.g., game, form, survey, download, hyperlink, embedded media, etc.). |
| event_value | Varies depending on the event_name; for video and audio, it’s the file URL, and for form_submission, it’s the form ID. |
Advanced Analysis with Custom Tracking Scripts
If you need more detailed analytics, Türchen allows you to integrate your own tracking scripts, like Google Analytics or Matomo. These additional options provide deeper insights into user behavior. However, integrating these scripts requires GDPR compliance, for example, through a cookie banner that gathers user consent.
Get started and give it a try!
With Türchen’s tracking tool, you gain valuable insights into user behavior, allowing you to better manage and optimize your digital advent calendars. Whether through the integrated tool or by adding custom tracking solutions, you retain control over your data and can adjust your marketing strategies effectively.