The Engagement Event

2018-07-16 11:06:16 UTC

The engagement event in 3 parts:

  1. Event activation
  2. Data collection
  3. Event ending

1. Event activation

The engagement event is an expansion of the earlier “article event”.

The engagement event will trigger when a user does one of the following things:

  • Open/load a new article
  • Zoom, pans or scrolls to a new article
  • Otherwise lands on a new article

A 2 seconds delay is implemented to avoid unwanted event triggers during browsing.

To facilitate this, it has been necessary to implement zoom tracking across all platforms. The illustration on the bottom left shows how a page is divided into individual articles, each of which will trigger their own individual engagement event.

When an article is spread across multiple pages, as seen on bottom right, the engagement event will be triggered at each page switch. All article data is then aggregated in Google Analytics for easy interpretation and analysis.

A zoom event is only triggered when zooming more than a specified threshold. This is to avoid unwanted event triggers when zooming only a little bit. When zoomed out past the threshold again, the engagement event is ended. The article in focus is chosen based on the center between your fingers when zooming, and the same is true for double tapping. When panning to a new article while zoomed, a new engagement event will trigger and the previous will end.

After activation, a lot of data will be collected within several categories (see next section).

                Visio1.png                         Visio2.png

2. Data collection

As mentioned, the engagement event is an expansion of the earlier “article event”.

This new event will gather more data and also more detailed and specific behavior data.

The data is collected via the 5 article variables: duration, author, source, access method and character counter. Every time an event is triggered, each variable collects useful information about the user behavior, which is then made available in Google Analytics for further analysis.

Each variable in the engagement event can only report back one value e.g. duration “124” seconds or e.g. access method “pinch”.

The engagement event will gather information about the following:

Duration

  • Reports active time spent on the article
  • Stops if user is inactive for more than 60 seconds
  • If a user shows activity again, the timer resumes where it left off
  • Timer stops automatically after 10 minutes which is the upper limit
  • If a user leaves and returns to the same article the timer resets back to 0

Author

  • Reports the author of the specific article via the article byline
  • Reports “NA” if no byline is present in the article

Source

  • What brought the user to the article/the source of the traffic
  • The user can originate from one of the following sources:
    • PDF, frontpage, RSS frontpage, RSS menu, bookmark, article list, deeplink, library (only mobile), archive search (mobile only) or other

Access method

  • This reports how the user accessed the article
  • When zooming/panning/tapping it reports one of the following values:
    • Apps: doubletap, pinch, pan
    • Web: doubletap, scrollwheel, pan, key, pinch
  • If not zooming it reports “click”

Character counter

  • Counts the amount of characters without spaces in the article
  • Reports “NA” if no characters are present in the article

3. Event ending

The engagement event will end when a user does one of the following things:

  • Proceeds to a new article or leaves the article
  • Changes page or changes to photo gallery
  • Closes app or browser
  • Zoom out, scroll away or pan away from article
  • After 10 minutes of event activation (upper limit)

 

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If you would like more information or guidance,
feel free to contact our Business Consulting department.

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