This training chapter gives an overview over important analyses that are available in Webtrekk Analytics. At the end you find information about which analyses specifically have to be configured in Webtrekk, what are the technical requirements and if additional training chapters exist.
You can download this training chapter as PDF file here.
Content:
- 1. Visitors
- 1.1 Weekdays
- 1.2 New Visits vs. Returning Visits
- 1.3 Regions
- 1.4 Visit Frequency
- 1.5 Order Frequency
- 1.6 Cohorts: Loyality
- 1.7 Cohorts: Conversion Rate
- 1.8 Depths of Engagement
- 1.9 Macro Status
- 1.10 Engagement
- 1.11 Device Class and Devices
- 1.12 Browser with Device Class
- 1.13 Browser Resolution
- 1.14 Visits generated via TV/Radio spots
- 2. Marketing
- 2.1 Referrer Analyses
- 2.1.1 Entry Sources
- 2.1.2 Search Engines
- 2.1.3 Search Phrases
- 2.2 Campaign Analyses
- 2.2.1 Campaign Tree
- 2.2.2 Ad Media Path
- 2.2.3 Product Categories and Campaign Channels
- 3. Navigation
- 3.1 Pages
- 3.2 Entry Pages
- 3.3 Pages Path
- 3.4 Page Detail
- 3.5 Content Groups
- 3.6 Processes/Funnels
- 3.7 Links and Downloads
- 3.8 Teaser Performance
- 3.9 Error Messages
- 3.10 Internal Search
- 3.11 Video Analytics
- 4. E-Commerce
- Overview
1.Visitors
The visitors area allows the analysis of time series (e.g. days, weeks), long-term user behavior and user rating, segments, depths of engagement, geography and technology.
1.1 Weekdays
What is the trend of important KPIs per weekdays?
- Analysis: Visitors > Time > Weekdays
- Reading Example:
- Conversion Rate %: 23.25 % is the relation between visitors and orders.
- Order Value Avg: On Saturdays an average order value of EUR 54.76 was generated.
- Turnover Rate %: 11.57 % of the turnover is generated on Saturdays.
1.2 New Visits vs. Returning Visits
How do visits divide into new and returning visits?
- Analysis: Visitors > Visits > New vs. Returning
- Reading example:
- Visits: 46,850 visits were performed by users who visited the website the first time.
1.3 Regions
From which regions did users access the website?
- Analysis: Visitors > Geography > Region
- Reading example:
- Visits: 26,382 visits were performed by users from Bayern.
- Order Value Avg: On average, the order value of users from Bayern was 120,49 €.
1.4 Visit Frequency
How many days elapse between visits?
- Analysis: Individual Analysis
- Reading Example:
- Visits: For 229 visits the last access to the website was 5 days prior to the latest access.
1.5 Order Frequency
How many days elapse between orders?
- Analysis: Individual Analysis
- Reading Example:
- Qty Orders: For 61 orders the last order was 3 days prior to the latest order.
- Order Value: An order value of EUR 6,423.60 was generated with orders, in which the last order took place 3 days prior to the latest order.
- Order Value Avg: An average order value of EUR 105.30 was generated with orders, in which the last order took place 3 days prior to the latest order.
1.6 Cohorts: Loyalty
What is the percentage of new visitors that have returned to the website in the following months?
- Analysis: Individual Analysis
- Reading Example:
- Visitors, returning % (Month 2): 20.05 % of all visitors that had their first visit in October 2015 visited the website again in month 2 after it.
1.7 Cohorts: Conversion Rate
What was the development of the conversion rate of a cohort?
- Analysis: Individual Analysis
- Reading Example:
- Conversion Rate (Month 1) %: 22.64 % of all visitors that had their first visit in May 2015 placed an order 1 month (day 30-59) after their first visit.
1.8 Depths of Engagement
At which points do visitors abort within a visit?
- Analysis: Visitors > Visits > Depths of Engagement
- Reading Example:
- Visits: In 74,644 visits the checkout was called, but a purchase was not made.
- Visits %: In 1.75 % of all visits the checkout was called, but a purchase was not made.
Depths of Engagement can be matched individually to the goals of the website.
1.9 Macro Status
Which macro status did my website visitors reach during their lifetime?
- Analysis: Visitors > URM - User Relationship Management > URM – Customer Macro Status
- Reading Example:
- Visitors: 656,995 visitors have already placed at least 2 orders.
- % of All Visitors: 18.17 % of all visitors have already placed at least 2 orders.
1.10 Engagement
How many users visited the website in the last 7 days, how many visited it each day?
- Analysis: Visitors > Engagement
- Reading Example:
- Active Users weekly (WAU): 20,690 visitors were tracked between Sep 28 and Oct 04.
- Visitors: 2,565 users were tracked on Oct 04.
1.11 Device Class and Devices
Which devices per device class were used for visits?
- Analysis: Individual Analysis
- Reading Example:
- Visits: For 1,726 visits a Samsung Galaxy S7 was used.
- Bounce Rate %: During 6.30 % of all visits with a Samsung Galaxy S7 only one single page was accessed.
1.12 Browser with Device Class
Which browsers are used most frequently per device class?
- Analysis: Individual Analysis
- Reading Example:
- Visits: 4,778 visits were done via PC/Laptop using the browser Google Chrome 67.
- Page Impr. per Visit: On average 14.38 pages were accessed during visits via PC/Laptop using the browser Google Chrome 67.
- Visit Duration Avg: On average a visit via PC/Laptop using the browser Google Chrome 67 lasted 02:22 minutes.
1.13 Browser Resolution
What is the size of the visible area available for visitors in their browser?
- Analysis: Visitors > Technology > Browser Resolution
- Reading Example:
- Visits: 1,765 visits had a visible area of 760x1020 pixels in their browser.
- Bouncerate %: During 71.10 % of all visits with a visible area of 760x1020 pixels in the browser only one page was accessed.
1.14 Visits generated via TV/Radio spots
How many visits, orders and which order value was generated by TV/Radio spots?
- Analysis: Individual Analysis
- Reading Example:
- Visits: 6 visits were generated by the spot with the name Spot 3, that was broadcast on 2017-08-24 at 20:45:50 on the station RTL.
- Qty Orders: 1 order was generated by the spot with the name Spot 3, that was broadcast on 2017-08-24 at 20:45:50 on the station RTL.
- Order Value: 8,10 € order was generated by the spot with the name Spot 3, that was broadcast on 2017-08-24 at 20:45:50 on the station RTL.
2. Marketing
In the Marketing area various referrer analyses can be found.
- Referrer analyses
Automatic detection of the websites from which users accessed the website.
Advantage:
no setup necessary - Campaign analyses
Provide an individually structured referrer analysis by URL parameters, referrers, sites or actions.
requires manual setup
Advantage:
any structuring
unique mapping of website goal achievements by attribution models
2.1 Referrer Analyses
Access from external websites is measured automatically.
Webtrekk divides referrers into various types:
2.1.1 Entry Sources
Where was the site entered from?
- Analysis: Marketing > Entry Source Tree
- Reading Example:
- Visits: For 15,115 visits the entry source was the search engine www.bing.com.
- Page Impr. per Visit: On average 3.64 pages were accessed during visits whose entry source was the search engine www.bing.com.
- New Visit Rate %: 82.07 % of all visits whose entry source was the search engine www.bing.com were made by new visitors.
2.1.2 Search Engines
Which search engines were tracked?
- Analysis: Marketing > Referrer > Search Engines
- Reading Example:
- Visits: For 1,875 visits the search engine www.bing.com was tracked.
- Organic Source %: 78.30 % of all accesses via www.bing.com took place without a campaign based on a URL parameter.
2.1.3 Search Phrases
Which search phrases are used in search engines?
- Analysis: Marketing > Search Phrases > External Search Phrases
- Reading Example:
- Visits: For 425 visits the search phrase jeans was entered in order to get to the website.
- Bounce Rate %: During 42.86 % of all visits with the search phrase jeans only one page was viewed.
For the majority of queries the search phrase could not be identified ("not provided"). This is caused by the suppression of phrases for https search requests on Google.
2.2 Campaign Analyses
Campaign analyses allow detailed analyses of quantity and quality of the visits.
All entry sources (e.g. SEO, direct entries) can be displayed.
Normally, campaigns are used to reach a certain website goal (e.g. orders, contact requests).
- Within a Customer Journey, all clicked campaigns are tracked until reaching the website goal.
- Which campaign lead to the achievement of the website goal? Various attribution models (e.g. last campaign wins) are supported.
Example for a Customer Journey:
2.2.1 Campaign Tree
How successful are my marketing campaigns?
- Analysis: Individual Analysis
- Reading Example:
- Visits: 60,445 users accessed the website via the unpaid Bing search.
- Visits per Visitor: On average 1.09 visits were made by users that accessed the website via the unpaid Bing search.
- Qty Orders: According to the attribution model, 2,725 orders have been assigned to the unpaid Bing search.
- Order Value Avg: On average EUR 26.17 were generated per order by users that accessed the website via the unpaid Bing search.
- Conversion Rate %: 4.28 % of all users that accessed the website via the unpaid Bing search also placed an order.
2.2.2 Ad Media Path
In which order have campaigns been clicked on prior to an order?
- Analysis: Marketing > Customer Journeys > Ad Media Path
- Reading Example:
- Conversions: During 39 conversions the ad media Google Adwords.Brand.Fall16.Newborn was used first, followed by Direct.
Conversionvalue: A Conversionvalue of EUR 735.00 was generated, when the ad media Google Adwords.Brand.Fall16.Newborn was used first, followed by Direct.
2.2.3 Product Categories and Campaign Channels
Which channels in which product categories led to a purchase?
- Analysis: Individual Analysis
- Reading Example:
- Qty Purchased Products: 60 products of the main category Men were bought via the channel SEO on Oct 03 2016.
- Value Purchased Products: A product turnover of EUR 3,040.00 was generated in the main category Men via the channel SEO on Oct 03 2016.
3. Navigation
The following analyses provide insights about the user behavior on the website.
3.1 Pages
Which pages were visited frequently?
- Analysis: Navigation > Pages > Pages
- Reading example:
- Visits: In 148,490 the page en.home was tracked.
- Exit Rate %: In 26,55 % of all visits of the page en.home the page was an exit page.
- Page Impr. per Visit: On average, 2.54 pages were accessed in visits were also en.home was accessed.
- Visit Duration Avg: On average, a visit lasted 00:59 minutes if the page en.home was used.
3.2 Entry Pages
On which pages have visits been initiated?
- Analysis: Individual Analysis
- Reading Example:
- Entries: For 10,334 visits the page en.home was detected as entry site.
- Entry Rate %: In 96,87% of all visits with the page en.home, this page was also the entry page.
- Bounce Rate %: In 7,40 % of all visits with the entry site en.home no further page was accessed.
3.3 Pages Path
In which order were pages accessed?
- Analysis: Navigation > Pages > Follower Pages Path
- Reading Example:
- Page Impressions: The pages en.checkout.cart, en.men and en.men.shoes were accessed 18,090 times directly in this order.
"-" implies that there was no follower page.
3.4 Page Detail
Which internal and external referrers as well as follower pages and exits were there per page?
- Analysis: Navigation > Pages > Page Detail
- Reading example for the site en.men.shoes:
- 62 % of all Page Impressions came from another internal site, 22 % came from other websites and 14 % entered directly.
- 64 % of all Page Impressions accessed another site after it, 35 % did not.
Differences to 100 % in the sum are caused by rounding.
3.5 Content Groups
How many visitors are using the specified areas of the website?
- Analysis: Navigation > Content Groups > [Name of the Content Group]
- Reading Example:
- Visits: During 181,205 visits the main category Women was accessed.
- New Visit Rate %: 72.72 % of all visits in the main category Women are made by new visitors.
- Page Duration Avg: A single page in the main category Women was viewed for 50 seconds on average.
3.6 Processes/Funnels
Which steps in the order/registration process have noticeable exit rates?
- Analysis: Navigation > Processes
- Reading Example:
- Checkout Funnel Process Step Amount: The process step Checkout 2 – Personal data has been called 44,584 times.
- Checkout Funnel Process Step Conversion Rate %: 28.64 % out of all times in which the process step Checkout 2 – Personal data has been called it led to the following process step Checkout 3 – Order.
- Checkout Funnel Process Step Exit Rate %: 71.36 % out of all times in which the process step Checkout 2 – Personal data has been called it led to the abortion of the process.
3.7 Links and Downloads
Which links were clicked and which files were downloaded from the website?
- Analysis: Navigation > Events
- Reading Example:
- Clicks: The download link pdf.productnews2016-05 was clicked 866,365 times.
- New Visit Rate %: 68.69 % of all users that clicked the download link pdf.productnews2016-05 were new visitors.
3.8 Teaser Performance
How is the performance of teasers and teaser placements?
- Analysis: Individual Analysis
- Reading Example:
- Qty Teaser - Views: The teaser Winter-Sale was displayed 26,055 times at the placement News-6.
- Qty Teaser - Clicks: The teaser Winter-Sale was clicked 120 times at the placement News-6.
- Teaser CTR: 0.46 % of all displayed teasers Winter-Sale were also clicked.
- Teaser - Engagement Avg: On average 3.9 further page impressions followed after a click on the teaser Winter-Sale.
3.9 Error Messages
Which error messages have been generated?
- Analysis: Navigation > [Page Parameter|Event Parameter] > [Name of the Parameter]
- Reading Example:
- Qty Error messages: The error message wrong email address was detected 7,162 times.
- Error messages per Visit*: Within a visit the error message wrong email address was detected 1.8 times on average.
3.10 Internal Search
What is the performance of the internal search?
- Analysis: Marketing > Search Phrases > Internal Search Phrases
- Reading Example:
- Visits: During 150 visits pullover was detected in the internal search.
- Search Requests per Visit*: On average 1.5 search requests were detected in visits where pullover was put into the internal search.
- Exit Rate %: 6.67 % of all visits that included an internal search for pullover were exited on the search result page.
- Qty Search results*: The internal search provided 47 results for the search phrase pullover.
3.11 Video Analytics
How are videos being used?
- Analysis: Video Analytics > Video Analytics Summary
- Reading Example:
- Media Views: The video Start (DE) was started 195 times.
- Engagement < 25%: The video Start (DE) was viewed 35 times to an extent of less than 25 %.
- Engagement < 50%: The video Start (DE) was viewed 5 times to an extent of at least 25 % but less than 50 %.
- Engagement < 75%: The video Start (DE) was viewed 10 times to an extent of at least 50 % but less than 75 %.
- Engagement < 100%: The video Start (DE) was viewed 90 times to an extent of at least 75 % but less than 100 %.
- Engagement = 100%: The video Start (DE) was viewed completely 55 times.
While watching a video, the current playing position is shown dynamically in the analysis. This way it is possible to follow exactly the amount of Media Views or Exits.
4. E-Commerce
Analyze website goals, orders and products.
4.1 Website Goals
Which website goals have been reached?
- Analysis: E-Commerce > Website Goals
- Reading Example:
- Conversion: 27,065 orders were measured.
4.2 Product Performance
What is the performance of my products?
- Analysis: E-Commerce > Products
- Reading Example:
- Qty Product Views: The product p46236611 was viewed 18,467 times.
- Add to Shopping Cart Rate %: During 18.91 % of all product views of p46236611, the product was also added to the shopping cart.
How does the position in a product list influence the performance of my products?
- Analysis: E-Commerce > Products
- Reading Example:
- Qty Product List Position: The product p46236611 was viewed 10,126 times in a product list.
- Product in List CTR: During 18.13 % of all product list views of p46236611 the product was also clicked in order to get to the product detail page.
- Product List Position Avg. (purchased products): When the product p46236611 was purchased during a visit it was listed on average on position 2.00 in a product list seen during the visit.
4.3 Products not purchased
Which products and product categories are placed into the cart frequently, but not being purchased?
- Analysis: Individual Analysis
- Reading Example:
- Qty Abandoned Products: The product p46879125 was placed 2,356 time into the shopping cart, but not purchased within the visit.
- Value Abandoned Products: The abandoned products of p46879125 had a total value of EUR 297,215.75.
- Shopping Cart Abandonment Rate %: 48.03 % of all products p46879125 that were put into the shopping cart were not purchased.
4.4 Orders
Which orders have been tracked?
- Analysis: E-Commerce > Orders separately
- Reading Example:
- Order Value: The order number 194976040 was tracked on Oct 25 2016 at 23:00:31 and had a value of EUR 304,97.
Overview
Visitors
| Analysis | Configuration in Webtrekk Frontend necessary? | Requirements on technical implementation | Further information |
|---|---|---|---|
| no | capture of the order value | ||
| no | no | ||
| no | no | ||
| no | no | DMP – User-centric Data | |
| no | capture of the order value | DMP – User-centric Data | |
| no | no | Analyses 8 – Cohorts | |
| no | capture of the order value | Analyses 8 – Cohorts | |
| yes | depending on desired depths of engagement | Analyses 6 - Analysis of Goal Achievement | |
| no | product coverage, if applicable customer ID | Analyses 6 - Analysis of Goal Achievement | |
| no | no | Analyses 2 – Basic Metrics | |
| no | no | ||
| no | no | ||
| no | no | ||
| yes | no | Best Practice |
Marketing
| Analysis | Configuration required prior to data collection? | Requirements on pixel integraiton | Further information in other training chapters |
|---|---|---|---|
| no | no | Analyses 4 – Referrer Analyses | |
| no | no | Analyses 4 – Referrer Analyses | |
| no | no | Analyses 4 – Referrer Analyses | |
| yes | specification of the URL parameter for precision improvement | Analyses 3 – Campaign Analyses | |
| yes | specification of the URL parameter for precision improvement | Analyses 3 – Campaign Analyses | |
| yes | capture of products and product categories; specification of the URL parameter for precision improvement | Analyses 3 – Campaign Analyses |
Navigation
| Analysis | Configuration required prior to data collection? | Requirements on pixel integraiton | Further information in other training chapters |
|---|---|---|---|
| no | uniqe page naming | ||
| no | unique page naming | ||
| no | unique page naming | Analyses 5 – Analysis of Navigation Paths | |
| no | unique page naming | Analyses 5 – Analysis of Navigation Paths | |
| no | unique page naming, capture of content groups | Best Practice | |
| yes | unique page naming | Analyses 5 – Analysis of Navigation Paths | |
| no | event tracking | ||
| yes (Event parameters) | integration teaser plugin | ||
| yes | page or event parameter | ||
| only if the search phrase is read out from an URL parameter | only required if search term is not handed over with a URL parameter | ||
| no | integration media tracking |
E-Commerce
| Analysis | Configuration required prior to data collection? | Requirements on pixel integraiton | Further information in other training chapters |
|---|---|---|---|
| no | depending on website goal | Analyses 6 - Analysis of Goal Achievement | |
| no | product coverage | ||
| no | product coverage | ||
| no | order value coverage |
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