To analyze the performance of your configuration, power our insights reports and support personalization, we capture key e-commerce events on your platform. These are events such as product views, item clicks, add-to-carts, and purchases.

To get more insights, follow these steps:

• Install the snippet
• Track:
  • item clicks on category pages, search results, suggestions and recommendations.
  • search phrases on search results pages
  • product views when viewing a product (detail page)
  • purchases when a conversion is logged (order is placed)

Looking for a server-to-server option? Check out Event Tag - Server-to-server.

Installation

The Insights Tag is a lightweight javascript SDK to capture key e-commerce events on your platform. To make use of essentials or personalization, implement the following snippet on the frontend of your platform:

 <script>
    (function(w, d, l, i, u) {
      w['_twa'] = l;
      w[l] = w[l] || [];
      w[l].push({ 'twa.start': new Date().getTime(), event: 'twa.js' });
      w[l].push({ 'twa.instance': i, event: 'twa.init' });
      var f = d.getElementsByTagName('script')[0],
          j = d.createElement('script');
      j.async = true;
      j.src = u;
      f.parentNode.insertBefore(j, f);
    })(window, document, 'tweakwiseLayer', '{instancekey}', "//navigator-analytics.tweakwise.com/bundles/scout.js");
    </script>

Notes:

• Replace {instancekey} with your instance key. You can find the key on your app dashboard.

🚧

CSP

If you implemented a Content Security Policy, make sure navigator-analytics.tweakwise.com is added to the allowed domains list.

Custom profilekey

In some cases, you might want to determine the profile key yourself. For example if you want to support cross-device personalization. In these cases is is recommended to use the currently authenticated user.

Replace the default snippet with:

 <script>
    var profileKey = '{profilekey}';

    (function(w, d, l, i, p, u) {

      w['_twa'] = l;
      w[l] = w[l] || [];
      w[l].push({ 'twa.start': new Date().getTime(), event: 'twa.js' });
      w[l].push({ 'twa.instance': i, event: 'twa.init' });
      
      p && w[l].push({ 'twa.profile': p, event: 'twa.profile' });
  		if(p){ w[l].getProfileKey = function(){ return p; } }

      var f = d.getElementsByTagName('script')[0],
          j = d.createElement('script');
      j.async = true;
      j.src = u;
      f.parentNode.insertBefore(j, f);

    })(window, document, 'tweakwiseLayer', '{instancekey}', profileKey, "//navigator-analytics.tweakwise.com/bundles/scout.js");
    </script>

• Replace {instancekey} with your instance key. You can find the key on your app dashboard.
• Replace {profilekey} with a reference to the current customer/visitor.

Events

To analyze the performance of your configuration and power some of our insights reports, we gather information from key requests.

Search

To measure the amount of search queries, send a search event when the search results page. I is displayed user enters a search term, including the term the user has entered.

tweakwiseLayer.push({
  event: 'search',
	data: {
		profileKey: profileKey,
		searchTerm: 'Jeans'
  }
});

Click product

To measure how many times an item is clicked, send a itemClick event whenever a user clicks/taps an item. It is crucial for analyzing the performance of builder components.

tweakwiseLayer.push({
	event: 'itemClick',
	data: {
		itemId: 'item-id-123',
		requestId: '45fdf-a5401-845d5-596b7-99226-14a43-5bcf'
	}
});

<template>
  <div v-for="product in navigation.items" class="group" @click="onProductClick">
    <a :href="product.href" class="aspect-square w-full bg-gray-100">
      <img :src="product.image" class="aspect-square object-cover" />
    </a>
    <h3 class="mt-4 font-bold"><a :href="product.href">{{ product.title }}</a></h3>
    <p>{{ $n(product.price, 'currency') }}</p>
  </div>
</template>

<script lang="ts" setup>
let url = `https://gateway.tweakwisenavigator.com/navigation/${instanceKey}/?tn_cid=${cid}&format=json`;

const { data, error } = await useAsyncData('category:' + cid, async () => {  
  const response = await $fetch.raw(url, { responseType: 'json' });  
  
  // save requestid to pass on to client
  const requestId = response.headers.get('twn-request-id');
  
  return { navigation: response._data, requestId };
})

function onProductClick() {
    window['tweakwiseLayer'].push({
        event: 'itemClick',
        data: {
            itemId: product.itemno,
            requestId: requestId
        }
    })
}
</script>

Notes:

• Using Tweakwise JS? This will work out of the box!
• This is only available if a response contains a requestId. To learn more, go to About requestid.
• When implementing the Tweakwise event tag in Google Tag Manager (GTM), you need to store the requestId from the Tweakwise navigation-search response and pass it to the dataLayer. This allows you to use the requestId in your GTM tags and triggers.

View product

To measure how many times item details are viewed, send a productView event whenever a user views an item’s details screen.

tweakwiseLayer.push({
	event: 'productView',
	data: {
		profileKey: profileKey,
		productKey: 'ARTICLENUMBER1'
	}
});

Purchase

The purchase event tracks the transaction of your customers. It is crucial for analyzing the overall performance of algorithm usage, builder, filter templates and more.

tweakwiseLayer.push({
	event: 'purchase',
	data: {
		profileKey: profileKey,
		productKeys: ['ARTICLENUMBER1', 'ARTICLENUMBER2', 'ARTICLENUMBER3'],
    revenue: 124.50
	}
});

Event parameters

requestId

Every API request returns a unique request identifier that can be passed to these e-commerce events. In the background, we store the event information and request relation. This enables us to analyze the configuration of builder, filter templates, algorithms and give Actionable Insights.

The request identifier is sent in the response headers:

curl --request GET \
     --url https://gateway.tweakwisenavigator.com/navigation/{instancekey} \
     --header 'accept: text/xml'

Would result in a response header that resembled:

Twn-Request-Id: cae158c4107789408a7ac8f0eedc57a3

You can use this requestId to send with all the events that require the requestId.

Google Tag Manager

When implementing the Tweakwise event tag in Google Tag Manager (GTM), you need to store the requestId from the Tweakwise navigation-search response and pass it to the dataLayer.

This allows you to use the requestId in your GTM tags and triggers.

Profile key

Customer profiles are built by associating a request or customer with various events. The information gathered from these events is used to create a profile for each customer, enabling us to display personalized product recommendations.

If you want more information about identifying a customer, know more about calculations and retention, go to Profiles.

Personalisation, Tracking, and Consent

Profile Keys If no profile key is provided by the webshop, Tweakwise will generate one and store it in a first-party cookie. This generated profile key is a non-traceable unique identifier and cannot be linked to personal data.

• Category: Functional
• Consent required: No, when used only for personalisation within the webshop.

Tracking Events Tracking events such as searches, clicks, views, and purchases allow Tweakwise to improve product discovery, recommendations, and reporting.

• Category: Analytics / Performance
• Consent required: Yes, unless you have a lawful basis (e.g. legitimate interest, or if events are strictly necessary for providing the service).

Best Practices

• Always ensure profile keys are anonymous and never include personal identifiers (such as email addresses).
• Place tracking events behind your cookie consent framework to comply with GDPR and ePrivacy requirements.
• Clearly inform users in your privacy and cookie policies how data is collected and for what purposes.

Platform adoptation

Because there are so many ways to use Tweakwise, implementing the Event Tag can be challenging. Check the table for your platform you use to determine the necessary implementation steps.

Custom platform (API)

If you're using a custom platform that interacts directly with our API without any of our plugins, Event Tag will be a manual implementation.

Tweakwise JS

For vanilla Tweakwise JS implementations (not Magento extension or Shopware plugin).

Magento extension

If you are using Magento2TweakwiseHyva or Magento2Tweakwise extension.

• The Magento extension uses server-to-server communication for Click product, View Product, Search & Purchase events.

Magento JS extension

If you are using Magento2TweakwiseJs extension, events work out of the box since version 1.1.0.

Shopware plugin

If you are using the shopware plugin Event Tag works out of the box since version 4.1.0.