Product Recommendation Quiz Analytics Data Model

By default, Digioh will stream Quiz engagement data to Google Analytics (GA) and Google Tag Manager (GTM) as real time events. The same Google Analytics data is used to power engagement reports for Digioh Quiz analytics under Analytics > Custom.

If you want to use the raw engagement event data for your own purposes, e.g. quiz attribution for purchases in GA, or sending product data to advertising platforms via GTM for ad retargeting, here are the data models.

Google Analytics

All Quiz data flows to GA as events under one of four event Categories:

  • Quiz #{box_id} Conversion: events for quiz impressions, quiz completions, email/phone collection, useful for take volume and conversion rate analysis
  • Quiz #{box_id} Funnel: events for each page (question), useful for analyzing drop off rates at each step
  • Quiz #{box_id} Answer: events for each answer selected for each question
  • Quiz #{box_id} Result: events for each of the recommended product results

Here, box_id is the 5 digit box ID seen in the Digioh HQ, allowing separation of data when you have more than one quiz.

Conversion Event Details

  • Event Category: Quiz #12345 Conversion
  • Event Action: “start”, “result”, “email”, “phone”, markers for quiz impression, completion, email collected, and phone collected, respectively. Conversion rate is sum(unique results events) / sum(unique start events)
  • Event Label: the URL path on your site where the quiz was displayed
  • Event Value: for “result” actions, the event value is the number of seconds to complete the quiz (since the “start” event). In GA, you can look at the average value for this. Zero for other actions.

Funnel Event Details

  • Event Category: Quiz #12345 Funnel
  • Event Action: the box page name or configured prq_ga_page value; typically the question or purpose of the page (collect email, show results)
  • Event Label: the URL path on your site where the quiz was displayed
  • Event Value: 0

Answer Event Details

  • Event Category: Quiz #12345 Answer
  • Event Action: the box page name or configured prq_ga_page value, typically the question
  • Event Label: the “form submit” answer value(s) for that question
  • Event Value: 0

Result Event Details

  • Event Category: Quiz #12345 Result
  • Event Action: “Result #N: in “ranked product” quizzes, a user may see more than one product in results. Result #1 is the top ranked result, #2 the second ranked, etc. For “bundle” or single result quizzes, there will only be a single Result #1
  • Event Label: the product name, or whatever product data is configured with prq_ga_result in the Digioh editor
  • Event Value: 0

Google Tag Manager

The GTM data model is conceptually similar to Google Analytics, with differences to account for GTMs Event + Var model vs GAs Event with Category, Action, and Label. Digioh will inject GTM Events into the DataLayer, after setting GTM Variables for event context.

Digioh will set a “global” Variable DigiohQuizBoxID that is the 5 digit box ID. Use this to identify the specific quiz if you have more than one.

Custom Event Trigger Event Names:

  • DigiohQuizStart – quiz impression
  • DigiohQuizComplete – quiz completion
  • DigiohQuizPage + Variable DigiohQuizPageVal = the name of the page, typically the question
  • DigiohQuizAnswer + Variable DigiohQuizAnswerVal = the form submit answer
  • DigiohQuizResult + Variables DigiohQuizResultNum, DigiohQuizResultVal = the recommended result

While all the same data is available in GA and GTM, typically in GTM you would focus on the DigiohQuizResult event, and the DigiohQuizResultVal Variable. These are the products that were ultimately recommended to the user, and so useful for retargeting purposes. You may also want to use DigiohQuizAnswer and DigiohQuizAnswerVal to segment your users based on preferences. Note that like GA, if there are multiple answers or results, these will trigger multiple events with different associated Variable values.

Questions? Comments? Let us know at contact@digioh.com