A while back, I discussed Success Events which are part of the Conversion area of Omniture SiteCatalyst.  More recently, in the Products Variable post, the term Incrementor Event surfaced.  In my experience, many Omniture clients are not familiar with Incrementor Events, so I thought I would spend a few minutes explaining what Incrementor Events are and how they can be used.

Understanding Incrementor Events
I find that the most difficult part of understanding Incrementor (you may also see it referred to as Incrementer) Events is getting over their name!  I am not sure how the name came to pass, but I find it confuses many clients so I prefer to simply focus on what they do, memorize the name and move on!  The purpose of Incrementor Events is to provide a way to pass a currency or numeric value of your choosing to a Success Event as a metric.  For those of you who have been reading the blog for a while, you will know that normal (Counter) Success Events move up one value (notice I resisted the urge to say increment!) each time the Success Event is set.  For most Key Performance Indicators (KPIs) that is what you want to happen, but there are times when you want to pass a numeric value to Omniture so that it can be totaled as a metric in reports and in calculated metrics.  This functionality is similar to what clients use the Revenue metric for through the use of the purchase event.

So when would you want to use an Incrementor Event?  In the Products Variable post we saw an example where the client wanted to capture a Shipping Cost associated with an order separate from the Revenue metric.  The following are some other example uses of Incrementor Events:

  • Pass Tax information as a distinct metric from Revenue
  • Capture a Discount Amount as a distinct metric from Revenue
  • Capture a page value or score
  • Pass estimated Advertising Impression Revenue to an “Ad Revenue” metric separate from Revenue generated by product sales

Enabling Incrementor Events
So how do you enable Incrementor Events?  Like other Success Events, you enable Incrementor Success Events through the Administration Console.  Simply open the Success Events definition page, click the “Add New” link after your last Success Event, enter a Success Event name and then choose the Event Type drop-down box as shown here:

When selecting the Event Type, even though there are several choices, the main ones used are Counter, Currency and Numeric (for now, you can ignore the options with no subrelations).  Counter Events are the default and used for most Success Events.  Incrementor Events are created when you select either Currency or Numeric.  As the names indicate, you select Currency if the values you will be passing are related to Currency, otherwise you select Numeric.  The only difference between the two is that Currency Incrementor Events have the Currency settings associated with the report suite applied to them (i.e. show localized currency symbol in reports and have currency conversion applied if appropriate).

Important Things To Know About Incrementor Events
The following are some important things to know about Incrementor Events:

  1. Incrementor Events are normally set from within the Products Variable (see previous post for syntax)
  2. Most metrics passed into the Conversion area through Data Sources are passed to Incrementor Events (I will cover Data Sources in an upcoming post)

Real-World Example
In this week’s real-world example, we will show how a banking subsidiary of Greco Inc. uses an Incrementor Event.  In this scenario, the bank would like to understand the value of home loan mortgages site visitors are requesting so they can compare it to the loan amounts that are ultimately provided.  For example, if it is the case that the bank consistently ends up loaning out 79% of the amount of home loans that are requested online, it can use this information for future estimates.

During the loan application process, applicants fill out a form and are required to enter a loan amount as shown here:

Greco Inc. would set-up an Incrementor Success Event (Currency) as shown above and use the Products Variable to pass the Requested Loan Amount to the Incrementor Event using the following syntax:

Now that the Requested Amount values have been captured in an Incrementor Success Event, the bank is ready for step two in which they import the actual amount of loans that were made to customers.  Since the actual Loan Amount is not known during the online session, Greco Inc. uses Omniture SiteCatalyst Data Sources which is a tool that can be used to import non-website metrics into SiteCatalyst (I will cover Data Sources in greater detail in a future blog post).  For now, all you need to know is that Greco Inc. will import all closed loan amounts and associate them with the Product for which the loan amount is related.  As was mentioned above, metrics imported through Data Sources must be set-up as Incrementor Events so Greco Inc. would create a second Incrementor Event (Currency) and then use Data Sources to upload the data.

When all of this is completed, Greco Inc. can create a calculated metric that divides the two Incrementor Event metrics and then view all three metrics by Product in the Products report as shown here:

Have a question about anything related to Omniture SiteCatalyst?  Is there something on your website that you would like to report on, but don’t know how?  Do you have any tips or best practices you want to share?  If so, please leave a comment here or send me an e-mail at insidesitecatalyst@omniture.com and I will do my best to answer it right here on the blog so everyone can learn! (Don’t worry – I won’t use your name or company name!).  If you are on Twitter, you can follow me at http://twitter.com/Omni_man.

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Ketav Sharma
Ketav Sharma

Wonderful  post.

I was just wondering what is the right way of capturing different type of revenue on site. For example some guys are taking loans other might be adding funds some others are doing say some x activity.

Now i am thinking of using a prop to capture the type of activity ( loan ,deposit, credit card payment and prepaid cards) and different events for all different activities, Is it the right way to tackle this scenario or do you have some other better approach for it.

Ben Gaines
Ben Gaines

Lucas: There are two options here; I've seen both of them used successfully, although I do have a preference. The first option is to divide the discount or shipping amount across all of the products in the order, as you've suggested. For example, a $10 discount could be applied like this: s.products=";prod1;5;20.00;event1=5,;prod2;3;15.00;event1=5" However, keep in mind that SiteCatalyst is going to associate $5 with each product when the event1 metric is pulled into the Products report. That may or may not be what you have in mind. My preference is option number two, which is to create a separate product to receive full credit for the discount. For example: s.products=";prod1;5;20.00,;prod2;3;15.00,;discount;;;event1=10" This will tie $10 of discount (event1) to the "discount" product, which will show up as a separate line item in your Products report.

Lucas Schultze
Lucas Schultze

All the examples I've seen here and in the Products post use a single product as an example. What do you do when you have multiple products to split a value across? So if you have Shipping or a discount, do you attach those events to each product? If shipping was 5 dollars total and there are 3 products in that order, would attaching 5 dollars to each populate the event by 15 total? Same with a discount of 10% off an entire order total. Do you attach the total discount to every product ordered, or do you divide the discount by the number of product and use that result instead? Thanks for you help.

ngan hang
ngan hang

Hi Adam Your post is nice, thanks so much for sharing.

Adam Greco
Adam Greco

Paul-While you do have to use the Products string to set Incrementor events, they do not have to be tied to the Products report.

Paul A
Paul A

Do Incrementor Events have to be associated with the products report?