Digital Analytics Web Analytics

Difference Between s.t () and s.tl ()

Anybody who has used Adobe Analytics must have come across s.t() and s.tl() functions . Some of the popular questions are as follows:

– What is the difference between s.t () and s.tl ()?
– Will s.tl () increment the page views?
– How will s.tl () impact bounce rates?

Adobe Analytics (Omniture SiteCatalyst) uses the functions s.tl () and s.tl () to distinguish between page views and link clicks.

s.t () is avaliable out of the box and is executed whenever a page loads. However, when you click on a specific link, the link tracking should be customized with the s.tl () function. Primarily it serves the following purpose:

s.tl () does not increment the page views. Pageview refers to a page load. A single page load equals a single page view. Clicks on link and button within page A should not increment the page views of page A.
– You can use this function to classify the link as a download link, exit link or a custom link.

A typical example of s.tl () to capture clicks on the login button would be s.tl (true, “o”, “Login Button Clicks”);

The “o” classifies this as a custom link. If this had been a download links (for e.g.: pdf), we should be using “d” instead of “o”.

Custom Link: s.tl (true,”o”,”Login Button Clicks”);
Download Link: s.tl (true,”d”,”Difference between s.t and s.tl functions”);
Exit Link: s.tl (true,”e”,”Some other website”);

Hope this clears the first 2 questions.

Now, the last one on how s.tl () impacts bounce rate.

While s.tl () does not increment pageviews, it does increment the hit count. Hence on a page load of www.digicram.com, if the visitor clicks on a pdf download link and then exits. www.digicram.com will not be counted as a single page visits.

4 things to keep in mind while implementing s.tl ()

– s.tl () may show the pagename being captured in the digitalpulse debugger but it will not report it. Ensure adding a prop to capture the page name on click of a link or button.
– s. tl () does not increment pageviews but counts visits and visitors.
– Do NOT leave linkTrackVars or linkTrackEvents blank as it will tigger every Sitecatalyst variable being passed within the image request thereby leading to double/ multiple counting and data inaccuracy.
– s.tl () leads to primary serve calls to Sitecatalyst. Use with caution or else it may inflate the server calls and increase costs.

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