:feet: Footprints for (UTM and Referrer Tracking)

Footprints for Laravel (UTM and Referrer Tracking)

Footprints is a simple registration attribution tracking solution for Laravel 7+

“I know I waste half of my advertising dollars...I just wish I knew which half.” ~ Henry Procter.

By tracking where user signups (or any other kind of registrations) originate from you can ensure that your marketing efforts are more focused.

Footprints makes it easy to look back and see what lead to a user signing up.

Install

Via Composer

$ composer require kyranb/footprints

Publish the config and migration files:

php artisan vendor:publish --provider="Kyranb\Footprints\FootprintsServiceProvider"

Add the \Kyranb\Footprints\Middleware\CaptureAttributionDataMiddleware::class either to a group of routes that should be tracked or as a global middleware in App\Http\Kernel.php (after the EncryptCookie middleware!) like so:

    /**
     * The application's global HTTP middleware stack.
     *
     * These middleware are run during every request to your application.
     *
     * @var array
     */
    protected $middleware = [
        \Illuminate\Foundation\Http\Middleware\CheckForMaintenanceMode::class,
        \App\Http\Middleware\EncryptCookies::class,
        \Kyranb\Footprints\Middleware\CaptureAttributionDataMiddleware::class, // <-- Added
    ];

Add tracking to the model where registration should be tracked (usually the Eloquent model \App\Models\User) by implementing the TrackableInterface and using the TrackRegistrationAttribution trait like so:

namespace App\Models;

use Illuminate\Auth\Authenticatable;
use Illuminate\Database\Eloquent\Model;
use Kyranb\Footprints\TrackableInterface;
use Kyranb\Footprints\TrackRegistrationAttribution;

class User extends Model implements TrackableInterface // <-- Added
{
    use Authenticatable;
    use TrackRegistrationAttribution; // <-- Added 

    /**
     * The database table used by the model.
     *
     * @var string
     */
    protected $table = 'users';

}

Configuring

Go over the configuration file, most notably the model you wish to track:

connection name (optional - if you need a separated tracking database):

'connection_name' => 'mytrackingdbconnection'

model name:

'model' => 'App\Models\User'

authentication guard:

'guard' => 'web'

the column name:

'model_column_name' => 'user_id'

and attribution duration (in seconds)

'attribution_duration' => 2628000

also you can define some route what you don't want to track:

'landing_page_blacklist' => ['genealabs/laravel-caffeine/drip', 'admin']

if you want to use on multiple subdomain with a wildcard cookie, you can set your custom domain name:

'cookie_domain' => .yourdomain.com

this boolean will allow you to write the tracking data to the db in your queue (optional):

'async' => true

tracking in cases where cookies are disabled can be achieved by disabling the setting:

'uniqueness' => false

Usage

How does Footprints work?

Footprints tracks the UTM parameters and HTTP refererers from all requests to your application that are sent by un-authenticated users. Not sure what UTM parameters are? Wikipedia has you covered:

UTM parameters (UTM) is a shortcut for Urchin Traffic Monitor. This text tags allow users to track and analyze traffic sources in analytical tools (f.e. Google Analytics). By adding UTM parameters to URLs, you can identify the source and campaigns that send traffic to your website. When a user clicks a referral link / ad or banner, these parameters are sent to Google Analytics (or other analytical tool), so you can see the effectiveness of each campaign in your reports

Here is example of UTM parameters in a URL: www.wikipedia.org/?utm_source=domain.com&utm_medium=banner&utm_campaign=winter15&utm_content=blue_ad&utm_term=headline_v1

There are 5 dimensions of UTM parameters:

utm_source = name of the source (usually the domain of source website)
utm_medium = name of the medium; type of traffic (f.e. cpc = paid search, organic = organic search; referral = link from another website etc.)
utm_campaign = name of the campaign, f.e. name of the campaign in Google AdWords, date of your e-mail campaign, etc.
utm_content = to distinguish different parts of one campaign; f.e. name of AdGroup in Google AdWords (with auto-tagging you will see the headline of - your ads in this dimension)
utm_term = to distinguish different parts of one content; f.e.keyword in Google AdWords

And how is it logged?

CaptureAttributionDataMiddleware: Only routes using this middleware can be tracked
TrackingFilter: Used to determine whether or not a request should be logged
TrackingLogger: Doest the actual logging of requests to an Eloquent Visit model
Footprinter: Does the "linking" of requests using cookies or if configured falls back to using ip and the User-agent header
TrackRegistrationAttributes: Is used on the Eloquent model that we wish to track registration of (usually the User model)

For a more technical explanation of the flow, please consult the section [Tracking process in details](#Tracking process in details) below.

What data is tracked for each visit?

The default configuration tracks the most relevant information

landing_page
referrer_url
referrer_domain
utm_source
utm_campaign
utm_medium
utm_term
utm_content
created_at (date of visit)

But the package also makes it easy to the users ip address or basically any information available from the request object.

Get all of a user's visits before registering.

$user = User::find(1);
$user->visits;

Get the attribution data of a user's initial visit before registering.

$user = User::find(1);
$user->initialAttributionData();

Get the attribution data of a user's final visit before registering.

$user = User::find(1);
$user->finalAttributionData();

Events

The TrackingLogger emits an event RegistrationTracked once a registration has been processed while it is possible to listen for any visits tracked by simply listening for the Eloquent Events on the Visit model.

Tracking process in details

First off the CaptureAttributionDataMiddleware can be registered globally or on a selected list of routes.

Whenever an incoming request passes through the CaptureAttributionDataMiddleware middleware then it checks whether or not the request should be tracked using the class TrackingFilter (can be changed to any class implementing the TrackingFilterInterface) and if the request should be logged TrackingLogger will do so (can be changed to any class implementing TrackingLoggerInterface).

The TrackingLogger is responsible for logging relevant information about the request as a Vist record. The most important parameter is the request's "footprint" which is the entity that should be the same for multiple requests performed by the same user and hence this is what is used to link different requests.

Calculating the footprint is done with a request macro which in turn uses a Footprinter singleton (can be changed to any class implementing FootprinterInterface). It will look for the presence of a footprints cookie (configurable) and use that if it exists. If the cookie does not exist then it will create it so that it can be tracked on subsequent requests. It might be desireable for some to implement a custom logic for this but note that it is important that the calculation is a pure function meaning that calling this method multiple times with the same request as input should always yield the same result.

At some point the user signs up (or any trackable model is created) which fires the job AssignPreviousVisits. This job calculates the footprint of the request and looks for any existing logged Visit records and link those to the new user.

Keeping the footprints table light

Prune the table

Without pruning, the visits table can accumulate records very quickly. To mitigate this, you should schedule the footprints:prune Artisan command to run daily:

$schedule->command('footprints:prune')->daily();

By default, all entries unassigned to a user older than the duration you set on the config file with attribution_duration . You may use the days option when calling the command to determine how long to retain Footprint data. For example, the following command will delete all records created over 10 days ago:

$schedule->command('footprints:prune --days=10')->daily();

=======

Disable robots tracking

Before disabling robots tracking, you will need to install jaybizzle/crawler-detect. To do so : composer require jaybizzle/crawler-detect

Your table can get pretty big fast, mostly because of robots (Google, Bing, etc.). To disable robots tracking, change your footprints.php file on config folder accordingly :

'disable_robots_tracking' => true

Upgrading

2.x => 3.x

Version 3.x of this package contains a few breaking changes that must be addressed if upgrading from earlier versions.

Rename the cookie_token column to footprint, in the table configured in config('footprints.table_name')
Add field ip' as a nullable string to the configured footprints table
Implement TrackableInterface on any models where the tracking should be tracked (usually the Eloquent model User)
(optional | recommended) Publish the updated configuration file: php artisan vendor:publish --provider="Kyranb\Footprints\FootprintsServiceProvider" --tag=config --force
If any modifications have been made to TrackRegistrationAttribution please consult the updated version to ensure proper compatability

Change log

Please see the commit history for more information what has changed recently.

Testing

Haven't got round to this yet - PR's welcome ;)

$ composer test

Contributing

If you run into any issues, have suggestions or would like to expand this packages functionality, please open an issue or a pull request :)

Thanks

Thanks to ZenCast, some of the best Podcast Hosting around.

License

The MIT License (MIT). Please see License File for more information.

kyranb / Footprints

readme