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How to overcome the challenges of capturing data from Accelerated Mobile Pages

Published: Thursday, 16th January 2020 by Joe Cripps, Product Manager, D4t4 Solutions plc

Over the last few weeks, my colleagues and I have published a series of blog posts, each focusing on a particular capability or new product feature which has been made available with the recent launch of Celebrus version 9.1. The latest version of Celebrus is being regarded as one of the most exciting and innovative releases of Celebrus, with the range of operational enhancements we bring to the table, the ability to capture from web browsers which employ Apple's ITP technology and the ability to ingest data from any data capture solution into the Celebrus data model. Yet despite this extensive innovation and the varied use cases these features enable, our customers and prospects are getting most excited about, Celebrus' enhanced data capture capabilities from Accelerated Mobile Pages (AMP).

AMP is a web publishing framework developed by Google to help optimise websites for consumption on mobile devices and to enable them to become faster loading. AMP technology is becoming increasingly popular with web developers as it offers significant benefits in terms of customer experience, bounce rate and search results – all due to faster page loading performance.

However, due to Google's restrictions, it is not possible to place JavaScript into AMP pages, meaning that the majority of data capture solutions cannot capture form AMP pages. Naturally this leads to an incoherent view of customer behaviour. Moreover, due to the way in which AMP pages are typically deployed at key stages of a customer journey, AMP technology can cause havoc for organizations who seek to optimize this process.

Since many customer journeys involve a range of different pages across AMP and non-AMP frameworks, an inability to capture sufficient detail from AMP pages can lead to inaccurate attribution, the inability to personalise important pages in the customer journey, or the inability to diagnose and resolve problems that are occurring through an important sequence within a customer's purchase or evaluation experience.

To address these problems, Celebrus has released AMP data capture capabilities as part of version 9.1. Celebrus is now able to capture all events available within AMP Analytics, including:

  • All session interaction data
  • Page views
  • Mouse clicks
  • Form fills
  • Scrolling behaviour
  • Interactions with video and audio page components

The Celebrus solution not only makes capture possible from AMP sites, but it captures every single attribute that Google have built into the AMP Analytics framework, meaning that no other data capture solution can capture more detail from AMP than Celebrus does.

Just as, no other data capture solution can rival the depth and richness of data that can be captured by Celebrus from AMP web pages, no other solution can truly provide session continuity across a variety of pages that feature within a typical customer journey. Combined with Celebrus's unique ability to resolve visitor identity and reconcile the profiles of logged in visitors with their anonymous browsing behavior which occurred prior to logging in, no other solution can rival the detail and completeness of data contained within the customer profiles that Celebrus creates.

This enhanced data capture capability has been developed to ensure that Celebrus maintains our product leadership when it comes to capturing customer interaction data from all digital channels. In this way we continue to enable our customers to achieve the greatest visibility of their customers and to achieve their data focused goals.

To find out more about our AMP capture capabilities, or any of the Celebrus v9.1 features click to email a member of our expert team, or click here to view our What's new in Celebrus 9.1 webinar

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