OWF 2014 - Take back control of your Web tracking - Dataiku
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www.dataiku.com Take back control of your Web Tracking @ClementStenac CTO, Dataiku
description
Why you should probably do your own web tracking, what are the challenges. Concludes with a presentation of the WT1 open source web tracker.
Transcript of OWF 2014 - Take back control of your Web tracking - Dataiku
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Take back control of your Web Tracking
@ClementStenacCTO, Dataiku
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Give me dashboards !
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Choose one
Raw dataDo what you want
Your moneyAccess to raw data is a premium feature
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Who cares about raw data ?
• SAAS analytics are full-featured• Custom variables to link with your backend data
• Did you really join all data for yourfuture needs ?
• Do you have access / want to push to the JS all necessary data ?
• What kinds of analysis will you do later on ?
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A real exampleSegmentation and tracking user-satisfaction
Raw tracking
data
User-level stats
User base segmentation
Metrics per segments
Tracking over time
TB
GB
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User-level data
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Clustering
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Labeling
Search for a specific Topic
Newcomer from Google News
Foreigner Discovering The
Site
Fan who loves to comment
Home Page Wanderer
Dark Bot (Competitor?)
Here you need your business intelligence
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Compute metrics per segment
Search for a specific Topic Newcomer from
Google NewsForeigner
Discovering The Site
Fan that loves to comment
Home Page Wanderer Dark Bot
(Competitor?)
0.3€ per session0.23€ acquisition costs
```
13k sessions1.3€ per session0.23€ acquisition costs
938k sessions
938k sessions0.3€ per session0.23€ acquisition costs
738k sessions0.83€ per session0.73€ acquisition costs
68k sessions0.3€ per session
1.23€ acquisition costs
1k sessions0€ per session
0€ acquisition costs
Here you need tocross with your CRM
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Track metrics over time
Search for a specific Topic
Newcomer from Google News
Foreigner Discovering The
Site
Fan that loves to comment
Home Page Wanderer
Dark Bot (Competitor?)
Using your already-computed segments
Damnour latest
releasehas diverging
effects on segments
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A few other examples
• Churn prediction and explanation
• Customer lifetime value prediction
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OK
I WANT TO DO IT
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So, I have these Apache logs
• First level of web tracking• "Nothing required"
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Are backend logs a solution ?
Challenge 1 : Identify a visitor• IP ?
• NAT / Proxy• Not everyone has a public IP address
• IP + user-agent ?• Big companies !
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Are backend logs a solution ?
Challenge 2 : Re-create sessions• Using expiration times• Advanced SQL / Hive / …
makes this easier
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Are backend logs a solution ?
Challenge 3 : single-page webapps• Track behaviour within each page• Track events, not pages
Also: getting logs from IT is sometimes another challenge
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Client-side tracking
• visitor_id and session_id handled with cookies• Tracking page loads and various events
• Historically, "tracking" = fetching a 1x1 image• AJAX
www.website.com
Browser
tracker.com
JS tracking code
Tracking calls
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Are cookies good for your (web) health ?
• Each cookie belongs to a domain(and its subdomains)
• Who can write a cookie ?– The HTTP server, who becomes owner
(via the Set-Cookie HTTP header)– JS code running on the "owner" domain
• Who can read a cookie ?– The owner HTTP server (sent by the browser)– JS code running on the "owner" domain
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First-party cookies
• Set by the originating server (HTTP) or JS code• Belong to the originating domain• Sent by HTTP to the originating domain only• Readable by JS code
www.website.com
Browser
Cookies for www.website.com:None
tracker.com
GET /Cookies: none
Fetch tracking script
Tracking JS code: read cookies for www.website.comTracking JS code: create visitor id and set cookie
Contents
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First-party cookies
• Set by the originating server (HTTP) or JS code• Belong to the originating domain• Sent by HTTP to the originating domain only• Readable by JS code
www.website.com
Browser
tracker.com
GET /track?visitor_id=d37ecbaCookies: None
JS code: send AJAX request to tracker.com with visitor_id
Cookies for www.website.com:visitor_id=d37ecba
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Third-party cookies
• Set (in HTTP) by the tracker's domain – Belong to the tracker's domain• Not send by HTTP to the originating domain (does not belong)• NOT readable by JS code (does not belong)
www.website.com
Browser
tracker.com
GET /Cookies: none
Fetch tracking script
Contents
Cookies for www.website.com:None
Cookies for tracker.com: None
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www.website.com
Browser
Cookies for www.website.com:None
tracker.com
Cookies for tracker.com: None
GET /trackCookies: None
200 OKSet-Cookie: visitor_id=33d7
Tracker code: assign visitor_id
Third-party cookies
• Set (in HTTP) by the tracker's domain – Belong to the tracker's domain• Not send by HTTP to the originating domain (does not belong)• NOT readable by JS code (does not belong)
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Third-party cookies
• Set (in HTTP) by the tracker's domain – Belong to the tracker's domain• Not send by HTTP to the originating domain (does not belong)• NOT readable by JS code (does not belong)
www.website.com
Browser
tracker.com
Cookies for tracker.com: visitor_id=33d7
GET /trackCookies: visitor_id=33d7
200 OK
Tracker code: read visitor_id
Cookies for www.website.com:None
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First party cookie
• Tracks on a single website• Requires JS code for tracking• Reduced privacy impact:
No exchange of information between sites
• Usage: track your user's behaviour
Third party cookie
• Tracks across all websitesusing the same tracker
• More frowned upon
• Usage: generally, adsbut also multi-website
Why each ?
Rarely blocked(used for logins)
Blocked by up to 40% visitors
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What are your obligations ?
With ALL cookies• You should ask user whether he wants cookies• Even non-tracking related cookies• Yes, even login-related ones
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What are your obligations ?
With third party cookies• Obey the Do-Not-Track header
www.website.com
Browser
tracker.com
GET /trackCookies: NoneDNT: 1
200 OK
Tracker code: DO NOTHING
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What are your obligations ?
With third party cookies• Provide an opt-out URL• Allows the user to /optin , /optout or /status
See in action : www.youronlinechoices.com
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What are your obligations ?
With third party cookies• Provide a P3P policy• Else, older IE blocks you
"What are you doing with my data ?"
Looks like this: CP="IDC DSP COR ADM DEVi TAIi PSA PSD IVAi IVDi CONi HIS OUR IND CNT"
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Tracking in mobile apps
• Preserve battery– Each network call is costly– Do not track everything synchronously
• Network access is intermittent– Queue events and wait for network access
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So, what are my choices ?
• You might really want to be your own web tracker
• Most used open source Webtracker : Piwik
• Provides both raw data and nice dashboards– MySQL backend– Raw data via API– Slightly less suited for analytics
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WT1
YOUR OWN TRACKERIN MINUTES
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WT1
An open source (Apache License) serverto build your own web tracking
https://github.com/dataiku/wt1
• Designed to provide you with raw data, directly usable for analytics
• Very high performance and scalability
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Features
• 1st or 3rd party cookies– Handling of DNT and opt-out– Helps handling P3P
• Track events or pages with key-value data• Visitor-scope and session-scope variables
• "Live view" debugging console
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Features
• Dashboards: None
• Events processing and storage– Filesystem, S3– Event queues: Flume– Custom processors
• JSON API for custom tracking
• iOS library
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Architecture
Client-side JS tracker
iOS library
• 1st or 3rdparty cookies
• Event-level tracking
• Automatic batching• Queuing to deal with
network interruptions
WT1 Server
Raw storage• Filesystem• S3
Event processors:• Real-time aggregations• Custom code
Event queues• Flume • Kafka, RabbitMQ, …
• Java• > 20K events / second• Handles DNT, P3P, opt-out, …
JSON POST
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Future work
• Android library
• More event queues supported OOTB– Kafka– RabbitMQ
• Avro storage
