Patent Publication Number: US-8996682-B2

Title: Automatically instrumenting a set of web documents

Description:
SUMMARY 
     The invention is defined by the claims below, but summarily, embodiments of the invention include systems and methods of automatically instrumenting a set of documents, typically web pages. We explain “instrumenting,” in greater detail below, but summarily it refers to the process of modifying—via the insertion of customized executable code, content, or advertising—a document or a specific set of related documents (such as a set of web pages that are part of an e-commerce purchase process, or one of several experimental variations on a website layout), so that actions taken by end users with respect to that document are transmittable for recording, analysis, billing, and other business purposes. An embodiment of the present invention can instrument any number of pages, even hundreds or thousands of pages automatically. 
     Other illustrative aspects of the invention include facilitating smart validation of code insertion points, evaluation of the impact of tagging (inserting the code), parameterization of the tags based on user input or configuration (including technologies such as providing a profile id, page aliasing/nicknaming, events, e-commerce variables, etc.), the use of a central tag repository (e.g.,  142 ) to maintain the integrity of instrumentation (which allows for simply undoing of changes), an ability to instrument/tag for A/B and multivariate testing applied across a specified set of documents, and the insertion of content ad blocks into pages that minimizes the negative impact on the page (appearance may change, but not function). This partial listing of aspects should not be construed as an indication that other aspects do not exist. 
    
    
     
       BRIEF DESCRIPTION OF THE SEVERAL VIEWS OF THE DRAWINGS 
       Embodiments of the invention are described in detail below with reference to the drawing figures, which form a part of this disclosure, and are incorporated by reference herein, and wherein: 
         FIG. 1A . depicts an illustrative operating environment suitable for practicing an embodiment of the invention; 
         FIGS. 1B-1E  depict illustrative programmatic code that is to be embedded in a set of web pages according to an embodiment of the invention; 
         FIG. 2  depicts an illustrative implementation of an “insert before start” rule according to an embodiment of the invention; 
         FIG. 3  depicts an illustrative implementation of an “insert after start” rule according to an embodiment of the invention; 
         FIG. 4  depicts an illustrative implementation of an “insert before end” rule according to an embodiment of the invention; 
         FIG. 5  depicts an illustrative implementation of an “insert after end” rule according to an embodiment of the invention; 
         FIG. 6  depicts an illustrative result stemming from applying a lexical analyzer to programmatic code according to an embodiment of the invention; 
         FIGS. 7A and 7B  depict illustrative marking schemes according to embodiments of the invention; 
         FIGS. 8A-8M  depict illustrative screenshots of a user interface according to an embodiment of the invention; 
         FIG. 9  depicts an illustrative method for embedding custom content according to an embodiment of the invention; and 
         FIG. 10  depicts a second method according to another embodiment of installing tracking scripts according to an embodiment of the invention. 
     
    
    
     DETAILED DESCRIPTION 
     As briefly mentioned, one of the novel aspects of an embodiment of the instant invention is the ability to automatically insert web-analytics tags into documents (web pages, which may include text files, dynamically modifiable files, etc.), thereby simplifying a user&#39;s experience of inserting those tags in each page to be instrumented. In one embodiment tags take the form of delimited HTML and/or scripts (e.g., Javascripts and the like) that instrument the web pages; that is, enable web-page usage information associated with the web pages to be tracked. Some skilled artisans use various terms to capture the concept of instrumentation. For example, “web analytics” is sometimes referred to as “website instrumentation” by some web-analytics providers. An illustrative web-analytics provider is Omniture, Inc. (NASDAQ: OMTR, see also omniture.com). Many monitoring services such as those of Omniture exist. Performing monitoring services is not an overarching issue addressed by this invention. Rather, an aspect of the invention is concerned with equipping a website or set of web pages with the ability to be monitored. A home&#39;s security cannot be monitored until a security system is installed. While many vendors offer monitoring services, one of our concerns is akin to installing the security system itself; albeit in an automatic way. 
     Instrumentation of a website includes inserting web-analytics-related scripts into a web page. This technique will be variously referred to herein as “tagging” because what is inserted in web pages is code portions delimited by HTML tags. Tagging is not limited to inserting web analytics but can also include embedding content advertisements as well 
     Thus, one aspect of the invention provides an efficient and automatic way to instrument a set of web pages so that users do not even need to edit a web page&#39;s source code. Often, the web pages make up website, but not always. Thus, when we discuss “instrumentation” or “instrumenting” a web page, we mean to refer to equipping a web page with the ability to have usage information of that web page monitored. Illustrative web-page usage information includes information about the behavior of website visitors  124  including visitation events (ways that people  124  interact with a web page), and can include, among other things, information about objects clicked on a web page, information about documents viewed, pages visited, information about downloads downloaded from a web page, information about controls activated on a web page, information about items interacted with by a user on a web page, information about media objects rendered by way of a web page, and the like. This allows website owners to view reports and other presentations that detail various aspects of usage of their website. 
     Implementing embodiments of the present invention in the context of content providers is as applicable to commerce providers inasmuch as embedding their ads into pages, and tracking the effectiveness of them, is desirable. 
     Turning now to  FIG. 1 , an illustrative operating environment suitable for practicing an embodiment of the present invention is provided and referenced generally by the numeral  110 . As illustratively shown, various devices are coupled to each other directly or indirectly by way of a network  112 . A web server  114  hosts a website  116  that is composed of various web pages. Not all web pages are shown. A portion of web pages is referenced by numeral  118 . As will be explained in much greater detail below, the source code of some of these web pages will be modified so that, among other things, usage information can be tracked. 
     These modifications are represented by the cloud having reference numeral  120 . That is, cloud  120  references the programmatic code (tagging structures) that is added to web pages  118  that allows various functional aspects to be realized, such as tracking usage information and providing advertising content. Illustrative examples of programmatic code/tags  120  is found in  FIGS. 1B-1E . In some embodiments instrumentation code  120  facilitates web-page usage tracking. In other embodiments, instrumentation code  120  facilitates presenting advertising content. 
     Briefly turning to  FIGS. 1B-1E , we presented mere examples of tags, or embeddable customized content. The syntax and formats can certainly vary. Box  160  of  FIG. 1B  illustrates a first example of web-analytics tagging. Box  162  of  FIG. 1C  shows another.  FIG. 1D  illustrates a more abstracted syntax, which illustrates a source indication  164 , a type indication  166 , a user identifier  168 , a tracking reference  170 , and a type indicator  172  that, in this case, is associated with identifier  168 . These are not the only types of tags, but are examples.  FIG. 1E  depicts an illustrative advertising-related tag that provides visual information of the object to be embedded. 
     As will also be explained in greater detail below, web server  114  can be enhanced to include a notification client  122 , which modifies web content on the fly in one embodiment so that as a web page is requested, it is modified in real time to include code  120  that is present at the time it is presented to a viewer  124 . For the sake of simplicity, we will refer to web pages  118  by reference numeral  118  even though it may actually be the case that not all of the web pages will be modified. That is, in some cases, only a portion of web pages are modified. 
     To help illustrate an embodiment of the present invention, it will be assumed that website  116  is to be instrumented. That is, web pages  118  are to receive embedded content  120 . Much of the present invention revolves around inserting or embedding programmatic code  120  that facilitates monitoring a web page. A website may be composed of several hundreds or even thousands of pages/documents. An embodiment of the present invention allows for an automated process to inspect an entire set of web pages, intelligently determine an insertion point to insert code  120  that will not affect the appearance on the website of the web page, select an appropriate tag, and insert it at the determined insertion point. 
     To do this, in one embodiment, a user utilizes a client machine  126  that has the ability to run a network browser  128 . We will refer to client machine  126  as user  126  because it is an illustrative device that a user would use to instrument a website and to distinguish such a user of the invention from website viewers  124 , who are website visitors. Network browser  128  can be an Internet browser, such as Firefox, Safari, Opera, Mozilla, Internet Explorer, or the like. A client-side application  130  presents a user interface  132  on computing device  126  by way of browser  128  in one embodiment. In one embodiment user interface  132  includes various screens and controls, which are generally referenced by numeral  134 . 
     Client application  130  is a web-based client application in one embodiment. For example, client application  130  may take the form of an ActiveX control or similar. In other embodiments, it is a stand-alone executable or a plug-in/add-in that supplements a local software application such as a web-authoring tool that is used to create or manage websites. In one embodiment, client application  130  collaborates with a server-side application  136 , which runs on a server  138 , which we will refer to as an instrumentation server to help make referencing to it easier. In one embodiment, application  136  takes the form of computer-executable instructions that are embodied on one or more computer-readable media associated with instrumentation server  138 . Computer-readable media is tangible. It is also conventional in nature; and as such, those of ordinary skill in the art would appreciate the fact that examples include magnetic-based storage media optical-based storage media, which are two illustrative types of media that are readable by a computing device, examples of which include instrumentation server  138  as well as client device  126  and web server  114 . Of course it could take the form of a variety of computing devices such as a computer, laptop, etc. Instrumentation server  138  can be any computing device that performs the various functions that will be described herein. In some embodiments, server  138  includes a memory that makes available client application  130  to be accessed in real time, or downloaded and installed. This memory does not need to be associated with server  138 , but could be in another location accessible by user  126 . 
     In one embodiment, client application  130  works together with server-side application  136  to instrument website  116 . In other embodiments, client application  130  can work directly with web server  114  to instrument website  116 . In still other embodiments, client application  130  can instrument a set of web pages autonomously if it has access to them. Varying levels of interaction may be a function of situations such as whether website  116  is being instrumented for the first time as compared to whether its instrumentation is being updated, or if only a portion of web pages  118  are being modified. In other embodiments, instrumentation server  138  provides access to tag repository  140 , which stores tags or information about tags that can be added to web pages  118 . As previously mentioned, the term “tag” refers to a portion of code that is embedded in a web page that is delimited by HTML tags. Typically, a tag takes the form of a script. Illustrative tags  120  are shown in  FIGS. 1B-1E , which are illustrative because the tags could take on a variety of forms. These tags do not need to be stored in repository  140  (which can be a third-party repository). 
     To help explain aspects of the present invention, reference numeral  142  refers to a specific tag in tag repository  140 . Thus, in some cases programmatic code  120  is the same as tag  142 . Although we use the term “specific tag,” we do so only to mean that it refers to a code portion that is to be inserted into one or more web pages  118 . That is, tag  142  may very will be different for different web pages. But assigning it a reference numeral will help explain different aspects of embodiments of the present invention. Reference numeral  142  will also be used to variously refer to “web analytics,” or “scripts” which, as previously mentioned, are other terms used in the art to describe a portion of code that is added to a web page that allows various usage information to be tracked or content presented. 
     More than just embedding web analytics, the present invention can also embed code that exposes advertising content. In one embodiment, content provider  144  provides advertising and other content  146 . Reference numeral  148  indicates a content tag or actual content that can be embedded into a web page  118 . Content tag  148  may, in some cases, be housed in tag repository  142 . An illustrative content tag is shown in  FIG. 1E . Although schematically shown for reference purposes, tag repository  140  may reside within or be a part of instrumentation server  138 . Similarly, advertising and other content  146  may form part of the same hardware that is referenced by numeral  144 , a content provider. 
     After a website has been instrumented, a monitoring service  150  can monitor usage information associated with web pages  118 . As mentioned, illustrative web-page usage information includes information about visits to a web page, objects clicked on a web page, documents viewed in a website, downloads downloaded from a web page, controls activated on a web page, items interacted with by a user on a web page, objects rendered by way of a web page, and the like. Examples of downloads that can be downloaded are legion; a few include: PDF files (forms, product manuals), installers for games or other applications, ring tones, music files such as MP3 and WMA songs, screen-saver applications, background “wallpaper” images, entire software applications, and anything else that can be downloaded. 
     Clearly, the aforementioned list is but a brief overview of the information that a web-analytics program can provide. We will now discuss certain aspects of various components in greater detail. 
     As mentioned, client application  130  can provide varying levels of functionality. In one embodiment, it inserts tags into documents, which are often web pages. In some embodiments, these web pages are stored locally, that is, on client device  126  or a storage device coupled to client device  126 , such as a network-addressed-storage device (not shown). In one embodiment, these local web pages can be modified by application  130 , and then uploaded to web server  114 . In other embodiments, application  130  interacts directly with web pages  118 , modifying them on web server  114 . In still other embodiments, although not shown, shadow or test files located on still another remote directory can be modified by application  130 , again, working alone or in concert with server-side application  136 . In yet another illustrative embodiment, content to be tagged can reside in memory (such as the memory of web server  114 , and the web pages  118  can be modified on the fly. And as mentioned, not all web pages  118  need to be the object of instrumentation. Options are also available such as instrumenting an entire website, selected directories, selected files, one single file, a recurring HTML element on several pages, a single HTML element on one page, and the like. 
     Client application  130  can serve a variety of purposes. For example, a first illustrative purpose includes tag insertion. Tagging code  120  (or just “tags”) are embedded into web pages  118  that are to be modified. In one embodiment, tagging occurs consistent with a set of predefined tagging rules, which in some embodiments reside on instrumentation server  138 , and in other embodiments on tag repository  140 , or web server  114  (as long as client application  130  knows of its location if rules are to be used). These set of rules are illustratively referenced by numeral  152  and illustratively shown in tag repository  140 . The tags  120  that are to be inserted will compose a script in one embodiment, which will be made up of programmatic code in a scripting language. An illustrative scripting language is JavaScript. 
     Tagging code  120  will be inserted between comments, or markers, in one embodiment to simplify operations such as detection and replacement. This is not a requirement of all embodiments of the present invention. In some embodiments markers may not be included. But in other embodiments, markers are included so that the task of determining whether a page has already been instrumented, or inspecting a page for errors will be made easier. The process of tag detection is used to detect if a web page has already been tagged. Tagging may have been done manually, by another tool, or by a method such as that described herein. A goal of this aspect is to be flexible and to try to detect tagging, even if it is not exactly character-by-character identical to what is expected. 
     The process of tag deletion includes deleting tags  120  that have been entered into web pages  118 . 
     Tag replacement allows tags  120  to be replaced with other tags. Different reasons exist as to why this might be desirable. A page might have been tagged with a previous version of tagging rules  152 , and it is desired to update the tagging consistent with a newer version of the tagging rules. Alternatively, a user  126  may decide that a given page should be instrumented differently. Then again, user  126  may want to change the value of some of the parameters that make up embedded code  120 . A replacement operation can be carried out as a deletion followed by an insertion in some embodiments. 
     Tag neutralization refers to the process of eliminating functionality associated with certain tags. Tags that have been added manually may be difficult to extract and delete. Thus, tag neutralization allows these tags to be disabled. In one embodiment, the tags to be neutralized are commented out. 
     Page verification allows for the verification that a page is lexically valid both before and after a tagging operation. That is, this aspect of the invention allows for verification that embedded content  120  operates the way that it should. In some embodiments, this process allows for the verification that the JavaScript or other code is not broken by the tagging operation. 
     Many different types of web pages  118  can be used in connection with various embodiments of the present invention. For example, valid HTML documents, or documents without fatal HTML errors, can be instrumented. In some embodiments, dynamic pages such as ASP, ASP.net, JSP, and PHP can also be used. Illustrative examples of errors that may warrant an increased level of inspection or possibly no tag insertion include situations where: the content of the document does not match a codepage in META tags; the document is not a valid UTF8 document; the document is not a valid UTF16 document; the document contains invalid characters (such as ‘0’ chars); the document contains more than one &lt;HTML&gt; tag; the document contains more than one &lt;/HTML&gt; tag; an &lt;/HTML&gt; tag is located before an &lt;HTML&gt; tag; the document does not contain an &lt;/HTML&gt; tag; the document does not contain an &lt;HTML&gt; tag corresponding to a &lt;/HTML&gt; tag; the document includes more than one &lt;HEAD&gt; tag; the document includes more than one &lt;/HEAD&gt; tag; the document does not include a &lt;/HEAD&gt; tag; a &lt;/HEAD&gt; tag is located before the &lt;HEAD&gt; tag; the document does not include a &lt;BODY&gt; tag; the document includes more than one &lt;BODY&gt; tag; the document includes more than one &lt;/BODY&gt; tag; a &lt;/BODY&gt; tag is located before a &lt;BODY&gt; tag; a &lt;/BODY&gt; tag occurs after a &lt;BODY/&gt; tag; a &lt;BODY&gt; tag occurs before an &lt;HTML&gt; tag; a &lt;BODY&gt; tag occurs before a &lt;HEAD&gt; tag; a comment is not closed; a &lt;/HTML&gt; tag occurs before a &lt;/BODY&gt; tag; a &lt;BODY&gt; tag occurs before a &lt;/HEAD&gt; tag; a &lt;/BODY&gt; is not found; a close marker is found without an opening marker; an opening marker is found after an opening marker; a duplicate id is found; and/or the document is an unrecognized character set. 
     Tagging rules  152  define the operation of text detection, insertion or replacement, modification, neutralization, etc. that should be applied to a page if rules are opted to be used. In some embodiments, tagging rules  152  can reside in tag repository  140 . A tagging library can be developed that includes a set of rules for different products used by customer  126  to instrument websites. In such an embodiment, a library of tagging rules, for different products (e.g., such as those offered by monitoring-service providers) and for different versions of the same product, can be stored and distributed to a central location in one embodiment. As mentioned, illustrative locations include tag repository  140 , instrumentation server  138 , or even web server  114 . These rules  152  can be loaded and presented to a customer by way of user interface  132 . They can also incorporate customer choices. This aspect provides flexibility and distinguishes over any art that blindly inserts code in fixed locations, such as just before the &lt;\BODY&gt; tag, such as the Perl script that is cited in an information disclosure statement that accompanies this application. Thus, as a result of customer choices, a different set of detection/replacement/insertion rules can be applied to each page of website  116 . This set of rules  152  together with the web-page content provides input data for client application  130 . 
     In some embodiments, an insertion rule includes an insertion point, an insertion location, a string to be inserted, and a rule identifier that can be used to easily detect a tag in the page after insertion. Regarding insertion points, an embodiment of the present invention assumes that an insertion point for instrumentation code  120  can be identified by either the name of a tag (for example, &lt;BODY&gt;) or the value of an attribute “id” associated with the tag. Alternatively, a first or a last tag can be identified with a name present in a web page  118 . More complex insertion scenarios can be handled dynamically with bootstrap code that runs in client application  130  and accesses the Document Object Model of the web page  118  to be instrumented. The Document Object Model (DOM) is an API for HTML and XML documents. It provides a structural representation of the document, enabling modification of its content and visual presentation. Essentially, it connects web pages to scripts or programming languages. 
     Regarding insertion locations, insertion rules  152  will allow user  126  to insert text before, inside, or after a specified tag in some embodiments. In other embodiments, default rules can be chosen so that a user does not need to interact with the present invention beyond initiating it. In still other embodiments, suggestions can be made from which users can make a selection. For example, four illustrative selections that can be exposed to a user include “insert before start,” “insert after start,” “insert before end,” and “insert after end.” We will provide examples of each. 
     “Insert before start.” We will describe the “insert before start” rule with reference to  FIG. 2 . As shown, an initial code segment  210  is subject to the rule, which may take the illustrative form  212  to produce result  214 . As can be seen in code portion  214 , tag  216  was inserted before the start of the body of the HTML source code, which is indicated by reference numeral  218 . 
     The “insert after start” rule will be described with reference to  FIG. 3 . Turning to  FIG. 3 , an initial code portion  310  is subject to a rule that may take the illustrative form shown by reference numeral  312  to produce result  314 . As can be seen, tag  316  is inserted after body tag  318  as well as a first &lt;div&gt; tag  320 . 
     An illustrative implementation of an “insert before end” rule will be described with reference to  FIG. 4 . Turning now to  FIG. 4 , an initial code portion  410  is subject to a rule  412  that has the illustrative format shown to produce a result  414 . Illustratively, result  414  indicates that tag  416  appears before the end of the body portion of the HTML source code, as delineated by the relevant HTML &lt;BODY&gt; and &lt;/BODY&gt; tags, that latter of which is represented by numeral  418 . 
     An illustrative implementation of an “insert after end” rule will be described with reference to  FIG. 5 , wherein an initial code portion  510  is subject to a rule  512 , which includes the illustrative format shown, to produce a result  514 . As can be seen in result  514 , tag  516  is inserted after an ending body tag  518 . 
     Generally, in the case of tags insertion, an insertion point will be defined by the name of a tag, and optionally, the value of the “id” attribute. Thus, in some embodiments, all of the other non-“id” attributes of each tag can be discarded as well as the literal content inside HTML tags and the &lt;script&gt; tags. 
     A lexical analyzer can be utilized to produce a sequence of tokens. The lexical analyzer receives HTML text as input and will provide a sequence of tokens that correspond to the detection of an opening tag, a closing tag, an attribute name, an attribute value, a comment, and so on. The lexical analyzer can form a part of client application  130  or server-side application  136 . With reference to  FIG. 6 , the fruits of applying an initial code portion  610  to a lexical analyzer  612  is shown in box  614 . It is not necessary to verify that the page is syntactically correct, that all the open tags are closed, etc. Rather, an embodiment of the present invention will wait for a tag with a given name. When it is found, it is inserted into a queue along with information about the position of its opening and closing tag and the “id” attribute if present. At the end of the parsing, a determination can be made if there is an insertion point that satisfies a specified rule. If a tag is not found, the insertion fails in one embodiment. Otherwise, the exact position in the document is known as to where the tag will be inserted. This exact location can be passed as one of the parameters to an “insert” function. 
     Another parameter to an “insert” function is that of the “insertion rule id” that can be used to write a marker for the inserted code  120 . This functionality may be useful to automatically update an older version of a custom script, to allow users to choose one instrumentation provider in place of another, or to facilitate A/B testing, which is a term that we use to describe one aspect of facilitating experimentation and variation of website topology and interaction; for example, exposing a first set of options (“A”) to some customers but a second set of options (“B”) to others, and using the instrumentation to evaluate a comparative efficacy of both options. An illustrative format for an opening marker is as follows:
 
“&lt;!—[_{product}_{rule_id}_{version}_→·”
 
     An illustrative format for a closing marker follows:
 
“&lt;!—[_{product}_{rule_id}_{version}_→·”
 
     These are mere examples. Other items could be included, such as a time stamp for an identifier, and some items removed, such as in the table below: 
     
       
         
           
               
               
             
               
                   
                 TABLE 1 
               
               
                   
                   
               
             
            
               
                   
                 Opening marker: &lt;!--[{Unique identifier: GUID}{date in the format 
               
               
                   
                 YYYY/MM/DD hh:mm:ss} --&gt; 
               
               
                   
                 Closing marker: &lt;!--]_&lt;!--[{Unique identifier: GUID}_--&gt; 
               
               
                   
                   
               
            
           
         
       
     
     We show a more generic form of markers in  FIG. 7B . But in the examples above, “product” is a fixed portion that identifies a product that is the subject of instrumenting (such as Google Analytics). “Rule_id” identifies a rule identifier, such as an integer that is provided by a configuration database. This can be retrieved from tag repository  140  in one embodiment. “Version” identifies a version in tag repository  140  of a rule  152  applied for instrumentation. An illustrative example is provided in  FIG. 7A . And  FIG. 7B  illustrates a higher-level example, wherein a beginning marker  710  marks the beginning of embedded code  712  (or  120 ), and ending marker  714  marks the end. Detection and deletion of inserted tags  120  can be implemented using an HTML parser and looking for one or more comment tags that contain markers (such as  710  or  714 ) with the specified product and version. As mentioned, this provides an easy way to detect currently embedded tags. 
     Of course the above is merely one example of how to denote entered tags. There are a variety of different ways to denote tags, but what is comparatively more relevant is that in some embodiments tags are somehow denoted so that those notations can be searched for so that embedded tags can be easily found. 
     Regarding tag detection, we note that web-analytics instrumentation scripts can co-exist with other analytics products. In some embodiments, these cannot be inserted twice in the same page. In such embodiments, before inserting new tags in a page, it is fruitful to verify that such tags are not already present in a page. Pre-existing instrumentation may have been inserted manually, by the owner of the website content, or automatically by another tool, or even by client application  130  itself. Tags that are inserted as previously described are relatively easy to identify because they are surrounded by markers as previously mentioned. These markers define the boundaries of such tags, (e.g,  710  and  714 ). Thus, these type of tags can be found using a method that searches for the markers. 
     But in cases where markers or equivalents are not provided, the source code of a web page can still be inspected to see whether a “code signature” specific to a code portion to enter can be searched for. For example, certain web-analytics products bear a code signature. In the context of detection, it is not particularly important to perfectly define the exact boundaries of a code snippet. An illustrative code snippet follows: 
     “Script language=JavaScript” SRC=http://x.msn.com/scripts/acascript.js. 
     A goal is to correctly identify the right code snippet. To facilitate a desirable level of flexibility, a code signature can be specified through a regular expression. In such a scenario, the detection function will be implemented by applying a regular expression to the content of a page. The function will return a Boolean result “is tagged or not” together with information about the position of the tag code in the page if needed. 
     Regular expressions do not always work well in the context of web pages. The searched pattern may appear in many different places in a page. For example, the text &lt;BODY&gt; or &lt;/BODY&gt; might appear in a string contained in a script tag before the actual body tag. This is shown in the table below: 
     
       
         
           
               
               
             
               
                   
                 TABLE 2 
               
               
                   
                   
               
             
            
               
                   
                 &lt;html&gt; 
               
               
                   
                   &lt;head&gt; 
               
               
                   
                    &lt;title&gt;...&lt;/title&gt; 
               
               
                   
                    &lt;script language=”javascript”&gt; 
               
               
                   
                      var s = “&lt;body&gt;”; 
               
               
                   
                    &lt;/script&gt; 
               
               
                   
                   &lt;/head&gt; 
               
               
                   
                   &lt;body&gt; 
               
               
                   
                   .... 
               
               
                   
                   &lt;/body&gt; 
               
               
                   
                 &lt;html&gt; 
               
               
                   
                   
               
            
           
         
       
     
     It may also occur inside an HTML comment, as shown in the table below. 
     
       
         
           
               
               
             
               
                   
                 TABLE 3 
               
               
                   
                   
               
             
            
               
                   
                 ... 
               
               
                   
                 &lt;!-- commented &lt;body&gt; tag. --&gt; 
               
               
                   
                 &lt;body&gt; 
               
               
                   
                   .... 
               
               
                   
                 &lt;/body&gt; 
               
               
                   
                 ... 
               
               
                   
                   
               
            
           
         
       
     
     To help avoid errors, some preprocessing steps can be carried out. Before looking for a regular-expression match, the page can be preprocessed to remove all the parts that can cause spurious matches. From an implementation point of view, a similar preprocessing scheme with different parameters can be used to implement any tagging operation, including detection, replacement, insertion, etc. Given a page to be tagged, the preprocessor will return a stripped version of the page that only contains the minimum set of tags and attributes that are required to apply the specific tagging operation. This stripped version will only be used internally in one embodiment to precisely detect the presence of a tag or to identify the correct insertion point and avoid possible false matches. The actual operations of insertion, deletion, replacement will be done on the original page. 
     In the case of detection, to find pre-existing instrumentation code, the pre-processing step will discard all of the comments as well as all literal content inside HTML tags in one embodiment. To make this process easier, page canonicalization can be employed. It is easier to canonicalize the string we match against so that the regular expression stays simpler. White spaces such as spaces, tabs, and new lines can be transformed into a single space during the preprocessing. Thus, lines that have various spaces in between expressions can be simplified so that they are separated only by a single space. 
     Regarding tag replacement or deletion, an HTML parser can be employed as previously mentioned to look for comments whose content match the text of a marker in cases where a marker was provided. When a match is found, all the markups that are included between two marker comments (such as  710 ,  714 ) can be removed from the page. The replacement of marked tags can be implemented by deleting all existing marked tags from the web page and then re-inserting, possibly in different positions or with different parameters, new tags. 
     For unmarked tags, an alternative process can be employed. Generally, the tagging of a single product (like Google Analytics, for example) generates a number of changes in different parts of a web page. These changes would need to be detected, and a set of regular expressions would be defined to specify the possible code snippets to look for. Thus, in one embodiment, a list of popular analytics programs can be inspected for code that is either unique to that provider&#39;s implementation or is found in other provider&#39;s implementations and serve as a good indicator that a phrase or term indicates the presence of a tag  120 . 
     For example, consider the illustrative tag  162  of  FIG. 1C . It can be seen that the phrase “URCHIN.JS” is present. This phrase, along with as many others as is desired to be searched on, can serve as the basis of a query to search for in a set of web pages. Because it is relatively difficult to actually remove all of the code associated with the snippet such as that of  162 , such code is neutralized in one embodiment. For example, all of the calls to functions of known products can be commented out. Because there is a potential for essentially breaking a web page, one embodiment of the present invention provides the ability for a user to test his page before publishing it to ensure that it has, in fact, not been broken. Accordingly, in one embodiment, all changes that are made to specific web pages are tracked. These can then be cancelled and the original page can be restored in the event of an error. 
     Similarly, an HTML-verification process is provided in one embodiment. Such a process can verify the validity of an HTML document before and after a tagging operation. This can be used for testing purposes as well as to verify that the tagging has not broken a page, at least from the point of view of HTML syntax. This functionality can be implemented using the aforementioned HTML preprocessor/parser. 
     To explain a variation of preprocessing steps to carry out, the present invention can employ page or document encoding. Information of this is provided at microsoft.com/globaldev/getwr/steps/wrg_codepage.mspx, which is incorporated herein by reference to explain encoding, and is also provided in an IDS filed with this document. In such an embodiment, a codepage can be detected. This can be accomplished by detecting unicode BOMs (byte order marks) at the beginning of the document (see, e.g., unicode.org/unicode/faq/utf_bom.html, which is incorporated by reference herein to explain detecting BOMs), looking for the presence of &lt;META charset=“ . . . ”/&gt; in the page, and/or even asking the right codepage to the user. After detecting, the page can be transformed into a normalized format such as Unicode UTF16. An HTML parser runs on the normalized version to help facilitate the insertion/deletion/modification of tags. If desired, a resulting (UTF16) document can be converted back to the original codepage. 
     Turning now to  FIGS. 8A-8M , greater detail of user interface  132  is provided. In one embodiment, these are the screens that would be presented on client device  126  by way of browser  128 . If client application  130  were a local application, then similar screens would be provided but not necessarily presented by way of a network browser  128 , although they could be even if the application were a local, stand-alone application. Screen  8 A depicts an illustrative welcome screen that user  126  would see in preparation to instrumenting a desired website, which for purposes of this example will be website  116 , with pages  118  being a set of pages that either could or will be instrumented. As can be seen by item  810 , this process allows for automatic instrumentation. 
     In one embodiment, another screen, as shown in  FIG. 8B , can be presented to allow a user to select an option to automatically insert tracking scripts into potentially all web pages  118 . As is shown in  FIG. 8B  by reference numeral  812 , automatic tagging will insert tracking scripts in each web page if desired. Turning now to  FIG. 8C , screen  814  provides a user interface to receive location information that enables identification of web pages  118 . It is merely illustratively shown that an FTP paradigm can be used, wherein a server and security credentials are provided. But it may also be the case that a folder  816  can be browsed to by button  818  to receive location information that enables web pages  118  to be identified to be instrumented. Such a folder does not need to physically reside in the same piece of hardware as that of client application  130  or browser  128 . Rather, it can be reachable by way of a network drive. 
       FIG. 8D  indicates that the invention is ready to start inserting tracking scripts into each page of website  116 . A setup button  820  is provided to allow greater customization of instrumentation such as those previously described and more. In  FIG. 8E , it can be seen that the present invention is approximately 33% complete, having processed three files as indicated by reference numeral  822 . 
       FIG. 8F  depicts a screenshot showing that all nine files  824  were processed and tagged successfully embedded, which is reflected by reference numeral  826 . As shown by comment  828 , tracking scripts  120  have now been inserted such that website  116  is ready to gather visitor or user information. 
     An illustrative tracking-script-installation report can be seen in  FIG. 8G , which is referenced by numeral  830 . This report shows each page as well as an indication of whether a script was inserted and optionally by what way, such as “basic instrumentation.”  FIG. 8H  depicts a screen  832  that illustrates an ability of the present invention to allow custom setup and tracking scripts to be inserted. Here, a user is allowed to select certain folders and files to have custom content embedded in. The illustrative custom content shown is analytics-tracking scripts. 
       FIG. 8I  indicates that the files in the indicated directories are searched for. As shown by reference numeral  834 , 4,215 files are shown to have been analyzed. 
     Turning now to  FIG. 8J , a screen  840  of the user interface illustrates how options such as an ability to refresh a set of tracking scripts  842  is available to a user. Also shown are various features such as downloads tracking, page renaming, and events tracking  844  and they are available by an embodiment of the present invention. A user can click one link  846  to refresh his entire website with tracking scripts. Following such a link would allow all of the scripts that have been embedded in all of the pages to be refreshed according to, perhaps, a new set of rules defined in rules database  152 . 
     Aspects related to downloading files can also be tracked. Turning to  FIG. 8K , a screen  848  shows that files with certain extensions or file types can be selected to be tracked as downloads on website  116 . Moreover, a user is free to add additional files having customized extensions by following link  850 . In this way, an embodiment of the present invention allows for downloads to be tracked. 
     Another illustrative feature of the present invention is shown in  FIG. 8L . Here, “per page alias” selection can be made. This allows files with potentially long file names to be renamed with an alias or nickname that is easier to work with. Illustrative page names that are shown include “index,” and “my page,” shown by numerals  854  and  856 , respectively. These pages can be renamed as shown in  FIG. 8M . Note in  FIG. 8M  that item  858  is now associated with an alias “purchase” which was the desired name change, as shown in  FIG. 8L  by numeral  858 A. Similarly, item  860  in  FIG. 8M  is renamed “checkout,” as can be seen with reference to item  860 A in  FIG. 8L . 
     To recapitulate embodiments of the present invention provide an extensible set of embedded services that can be included. The invention facilitates modifying a set of web pages so that content ads can be displayed in the highest number of locations. Also, in the gadget/widget market, some make a business model out of embeddable content such as web 2.0 items. An embodiment of the invention enables such items to be easily and automatically embedded. In a community-type context, community content generates more visitors if it is distributed in third-party web content (e.g., Flickr images, Soapbox videos, LiveEarth maps, and the like). 
     Analysis of HTML content is also provided to determine what embedded services can be included: Embodiments of the invention enable for each target content an analysis of the compatibility with the requested embedded service. 
     Tag customization is also made possible. Each tag  120  may contain parameters that can be customized. Embodiments of the present invention expose a user interface that helps a content publisher  144  or  126  to adapt the embedded services to their needs. 
     Tags  120  insertion in the right location in the HTML file is also provided. The invention can detect the right location(s) in the target content  118  to insert the tags  120 . Alternatively, for specific type of contents  148  and/or  142 , an embodiment of the invention can expose a way for user  126  to visually select the location. For example, in embodiments where advertising-content-related code  148  is to be embedded, an embodiment of the present invention can receive user input that either confirms or dictates an insertion point for the code  148 / 120 . Because this type of insertion will usually change the layout of the page, an embodiment includes the option of presenting a preview of what the modified page will look like. The user can review the layout of a page after the ad is inserted. 
     User-configuration information can be stored for each embedded service and web destination or other location information. This makes updating easier. Illustrative configuration information stored, perhaps in tag repository  140 , includes selected embedded services, user parameters, target content, page-specific information and the like. 
     Additional features can also be provided. Illustrative other features include subscription to proposed embedded services (utilizing a common user identifier across various services such as email, analytics and the like); synchronization (verifying that the current tagging implemented in the web content matches the tagging that the user required in the customization); refresh (automatically updating the web content with the configuration required by the user); and removal (removing some or all the “embedded tags” from the website). These features are illustrative in nature, and do not compose an exhaustive list, as is the case with other lists contained herein. 
     As previously mentioned, embodiments of the present invention can take on a variety of implementations. Illustrative implementations include taking the form of an online tool, a web content building tool plug-in, a web-server enhancement, a content-editing platform extension, and/or a software developer kit (SDK). 
     Turning now to  FIG. 9 , an illustrative process according to an embodiment of the present invention is provided. As a preprocessing or precursor function, location information of a website to be outfitted with instrumentation and/or embedded-content tags is received. The URL of a website, a folder location, IP address etc., may already be known by the system, or it can receive the data from a user. The source code of a first web page is analyzed at a step  912 . Analyzing the source code of a web page may actually include various substeps including analyzing a copy of the web page, or a stripped version of the web page as previously mentioned. At a step  914 , a determination of an appropriate tag to embed is automatically made. In some embodiments, an appropriate tag is a default tag to be entered. In other embodiments, user-provided information is considered to determine an appropriate tag to embed. In still other embodiments, an advertising-content code portion is determined at this stage. At a step  916 , an appropriate embedding location is determined. This process has been previously described above. With a tag determined and insertion point known, the tag or tags are automatically embedded into the web page at a step  918 . This process can continue for as many pages as are to be instrumented. Thus, at a step  920  a determination is made as to whether there are any additional pages to instrument. If so, processing reverts to step  912 . If not, the process may end in one embodiment. 
     At a step  922 , a verification step can occur that allows for the verification that the embedded content did not cause an undesired alteration of the web page(s). If the content that was added was an analytics script, then the appearance of the web page should not have changed. A comparison of the way that the web page appeared before the insertion and after the insertion can be made. This can occur in a variety of ways. In one embodiment, size or other dimensions of the web page can be before insertion as well as after insertion. If any variance is beyond some threshold, then an assumption can be made that an undesirable change has occurred. If advertising content was added, then, provided the size of the advertisement was known, then another sizing comparison can be made. For example, if an add was 60 pixels high, then the height of the web page can be checked to see if it increased by 60 pixels. In still another embodiment, a preview of a change can be presented to a user to receive an indication of whether there is any noticeable change. Exposing that option to a user is valuable. Functional checks can also be made. Adding analytics code or advertising content should not alter the function of a web page, at least as observed from a viewer&#39;s  124  perspective. Things such as links and media renderings can be automatically tested, as well as the rendering of the entire page. 
     We also previously explained aspects of verification earlier (see the section describing document encoding). In some embodiments, the invention does not explicitly check to determine if the inserted code  120  breaks aesthetics or existing functionality per se. In these embodiments, a check is performed on the DOM to analyze if the existing DOM remains the same after an operation of adding and then removing the script. Recall that a Document Object Model (DOM) provides a structural representation of a document. The checks performed ensure that what is already in the page before the insertion is not broken as a result of the insertion. For example: if a click on a button in the page changed the source of an image on the same page, then automatically adding tracking script  120  will not break that existing functionality. Also adding tracking script  120  does not change the layout of the page. Generally, changes do not occur to the rendering, interaction, and data/application functionality of the page. But adding an advertisement script will change the layout of the page. Even so, an embodiment of the invention ensures that the functionalities existing on the page prior to insertion are not broken. 
     Changes may be made to the instrumentation functionality. “Rendering” refers to the visual layout and appearance of the page. “Interaction” refers to the behavior coded into the page for things like JavaScript mouseover events, form controls, etc. (options are legion). “Data/application” refers to the actual work the page does, e.g. process an ecommerce transaction, retrieve a user&#39;s account balance from a database and show it to them, etc. 
     One way of testing for errors or developing an exclusion rule includes inserting tags into a set of pages (maybe thousands or millions), and then removing them. A byte by byte and DOM comparison can be done on the page. If one of the comparison fails to return equal results, the tagging is considered as failed, at least to that page. The failed tagging page can be saved and its content analyzed to identify what error in the page broke the tagging. If a work around is know, the a tagging fix can be created. If there is no work around the we add the page error as one of the exclusion rules. 
     An alternative way is to tag on the fly random pages that are browsed. All such pages are tagged. Later, they are untagged. A comparisons is made and action take as explained above. 
     Turning now to  FIG. 10 , another method for practicing an embodiment of the present invention is provided and referenced generally by the numeral  1000 . In this embodiment, at a step  1010 , a user interface is presented to a user to receive descriptive information that describes a desired website that is to be instrumented via tracking scripts. In one embodiment, such a user interface may take the form of one or more screens of  FIGS. 8A-8M . At a step  1012 , tracking scripts are automatically installed into a set of web pages of the website. As previously mentioned, locations can be determined and scripts can be selected automatically, without user intervention, and embedded. At a step  1014 , a user interface is presented to receive events to be tracked. These steps do not need to occur in any certain order. In some embodiments, it is helpful to have scripts embedded in web pages before different parameters associated with those scripts are received. In other embodiments, these steps can be consolidated or even reversed in order such that a user interface is presented to a user to receive indications of events to be tracked even before the tracking scripts are installed. And after those indications of events to be tracked are received, then the tracking scripts are installed. Examples of a user interface to receive indications of events and the like to be tracked can be found in screens  8 H,  8 J,  8 K,  8 L, and  8 M. 
     At a step  1016 , the tracking scripts that were entered can be automatically updated based upon event-tracking indications. Thus, in this embodiment, a user may make additional changes, which are reflected in updated scripts that are again updated automatically without user intervention. 
     At a step  1018 , the effects of installing the tracking scripts can be tested. This process is similar to that of  922  in  FIG. 9  in one embodiment. 
     Many different arrangements of the various components depicted, as well as components not shown, are possible without departing from the spirit and scope of the present invention. Embodiments of the present invention have been described with the intent to be illustrative rather than restrictive. Alternative embodiments will become apparent to those skilled in the art that do not depart from its scope. A skilled artisan may develop alternative means of implementing the aforementioned improvements without departing from the scope of the present invention. 
     It will be understood that certain features and subcombinations are of utility and may be employed without reference to other features and subcombinations and are contemplated within the scope of the claims. Not all steps listed in the various figures need be carried out in the specific order described.