First, the What:
Your customers’ online behavior offers a wealth of insight and engagement opportunities. Luckily, Oracle Eloqua’s page tagging functionality provides an easy way to implement and leverage online behavioral tracking.
Then, the Why:
Page tags enable Oracle Eloqua administrators to categorize a page or group of pages using terms that are more relevant to business users. Rather than remembering specific web addresses, users can employ products names, industries, or a custom internal value to gain better insight and targeting. Examples of how page tags may be used are:
- Lead Scoring – score contacts on the number of times they have visited certain pages or groups of pages within a set period, to identify the most attractive leads based on their viewing habits
- Segmentation – Target contacts based on whether they have visited pages with certain tags. The classic example is a product datasheet or user guide, which can indicate strong interest in a particular offering
- Insight – See what pages – and therefore topics – are garnering customer interest, so you can tailor your upcoming campaigns or optimize existing content
Finally, the How:
Excited about the possibilities? Good! So now, onto how to set up page tags. First, a couple of caveats:
- Page tags require that you have Oracle Eloqua tracking scripts on your website
- Strict Mode tracking, which requires the visitor’s consent before tracking cookies are applied, affects page tagging. If someone opts out, their data won’t be collected or available in Eloqua
- Page tags rely on pages being documented in Oracle Eloqua’s sitemap, which only works with static web pages – i.e., static URLs. Therefore, pages built using dynamic parameters (for example, where www.mypage.com?w=1&t=3 is one set of content and www.muypage.com?w=2&t=4 is another content page), will be treated by Oracle Eloqua as one page
With that in mind, to access page tags: Navigate to Assets > Website Setup > Page Tagging
There are 4 ways to create page tags:
- Through a file upload
- Using an Auto tagging rule
- Using a Meta-tagging rule
Manually Creating an Oracle Eloqua Page Tag
To manually add pages, select New Page Tag.
You’ll be presented with a screen where you can choose the name of the tag (the text users will use in other areas of Oracle Eloqua, such as segments), and the folder where the tag resides, as detailed in areas 1 and 2 in the screenshot below. To select the pages to include, press Add Pages and a pop-up will appear (area 3).
In this pop-up, you’ll see a host of expandable folders, which represent the various sites and underlying pages available to you. By expanding the sitemap folders, you can see any page folders and pages housed in that site and tracked by Oracle Eloqua. If there are no pages in that folder, you’ll see a message displaying that. Otherwise, pages can either be individually selected, or you can select a containing folder to add all of them at once. Note that folder tracking only works one level down; for example, if one folder is contained within another folder, selecting the top-level folder won’t automatically select all the pages in the child folder. Once you’ve selected all the pages to include in this tag, hit OK. The pages will appear in the Page Tag list under the header Web Page URL. Click Save.
Adding Pages to an Oracle Eloqua Page Tag Through File Upload
If you have many pages you want to add to one tag or series of tags, using a file upload will save tons of time.
You’ll need a file (.xls, .xlsx or .csv) with two columns: one column with the URL, and another for the tag to apply to the URL. Each row of the file represents a separate URL. To add that page to more than one tag, you can do so by separating the tags using a comma. See below for an example:
After selecting Upload Page Tags, you’ll be taken to the upload wizard. On the first page, Upload Details, you’ll specify the upload name, description, and then a number of upload options. These are:
- Override existing page tags: Your file upload will replace any existing tags
- Append existing page tags: New tags will be added to existing tags
- Include pages from an auto-tagging rule: If unchecked, which is the default, a page that has already been tagged as part of an auto-tagging rule will be excluded from the file upload
The next page, File Selection, will allow you to select and preview your data.
The penultimate page, Summary, provides an overview of the upload details and the ability to enter an email address to receive a notification of the upload results. Once you’re happy with this, hit Finish and the upload will run.
Once the upload has completed, you’ll receive an email notification with the results.
Using an Auto-Tagging Rule
If your site frequently has pages added or removed, manually adding or uploading pages isn’t an effective way to keep tags updated. This is where auto-tagging rules come in. An auto-tagging rule identifies a foundational URL and defined tags for that URL and any folders underneath it. Once you’ve done that, Eloqua automatically applies those tags to any new pages added underneath the base URL and its folders.
When you select New Auto-Tagging Rule, you’ll be taken to a page where you can:
- Name your rule
- Identify the folder where the rule resides
- Set the number of levels down that you want to apply the rules: The default is 1, which is the root folder (your base URL) and the pages beneath it. You can either leave it as is, select the exact number of levels, or tell Oracle Eloqua to tag all levels down
Once you’ve done that, hit Generate Preview. Oracle Eloqua will create a preview of the site structure and generate suggested tags based on the page URLs. Here, it’s worth pointing out a couple of things:
- Oracle Eloqua automatically applies the parent folders’ tag to any child folders and pages. If you don’t want this behavior, you can manually delete the tag, or go to Advanced Options
- You can deselect certain child folders, so they’re not included in the auto-tagging rule
- You can also manually add tags by inserting text into the fields. Each tag should be separated by a comma
Once you’re happy with the way your rule is set up, click Save. The rule will run once a day to tag newly created pages, but it is affected by how often your sitemaps is updated. So, if your site-map only updates once every week, your rule will only pick up new pages once a week. You can change how regularly your sitemap updates by going to Assets > Website settings > Tracking > Update Sitemap.
To make changes to an existing auto-tagging rule, or to manually run the rule, go to Page Tagging > Manage Auto-Tagging Rules. Your rule will be filed under its base URL.
Using a Meta-Tagging Rule
A meta tag is a piece of HTML code in a page header that contains information about the page, such as related keywords, length, character set, and the author. This information isn’t displayed on the page, but it can be used by other pieces of technology – for example, browsers and search engines – to get a better understanding of the page’s content. While the use of meta tags for SEO is now debatable, it’s still good practice to use meta tags in web development.
In cases where you want to use automatic rules to group pages under one tag, but the pages do not follow a parent-child structure, you can use meta tags. To create an automatic meta-tagging rule, go to Page Tags > Create Meta-Tagging Rule. You’ll be taken to the screen below. It’s very similar to the Auto-Tagging wizard, with one difference: Meta Names for Tagging. Because a web page may have several meta tags in it, this section enables the user to specify which meta tag Oracle Eloqua targets by filtering on the name attribute.
For example, in the below screenshot, I’ve checked Standard, which will extract data from meta tags with the name Keywords, as well Custom. In Custom, I’ve asked Oracle Eloqua to also take data from tags with the name Product SKU.
Using this rule, Oracle Eloqua would scan all pages below my foundational URL and apply tags based on meta tags with the names Keywords and Product SKU. For example, a page with the below meta tags would have the tags “Air Jordan,””Sneakers,” “Shoes,” and “123456” applied to it.
<Meta name=”Keywords” content=”Air Jordan”, ”Sneakers”, “Shoes”>
<Meta name=”Product SKU” content=”123456”>
Once you’re happy with your setup, click Tree View to see a preview of all the pages where Oracle Eloqua will apply this meta-tagging rule. If you’re happy with the preview, select Extract Meta Tags. You’ll get the below warning. Hit OK, and when Oracle Eloqua has created the tag, the Status field will change to “Extract Completed.” You’ll see all the created tags in the tree view. If you’re happy, hit Save.
Once again, Oracle Eloqua will run the meta-tagging rule once a day, and you can go to Manage Meta-Tagging Rules to edit or manually run the rule.
Bonus Round: Page Tag Groups
Let’s say I’ve created lots of different page tags, which I want to group together for reporting or targeting purposes. An example of this is where I have several page tags belonging to one business or brand division, and that division wants an easy way to access data from all its tags.
You can do this by using Oracle Eloqua’s Page Tag Groups. Just go to Page Tags > New Page Tag Group to get started. The layout is very similar to the Manual Page Tagging screen, except here you’re selecting the page tags, rather than just the individual pages, to put together in a group.
In the below screenshot, we have a professional services division that wants to report on all people who visit pages with consulting or managed solution tags.
So, there we have it: a 101 on using Oracle Eloqua page tags. With this in hand, you’ll be able to start effectively use your customers’ online behavior for better marketing. If you have any questions or would like reach out, feel free to contact us or comment below.