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Analyses 2 – Basic Metrics

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This training chapter shows, how important metrics are being calculated.
You can download this training chapter as PDF file here.

Content:

1. Basic Metrics Time Analysis

The examples in this section contain the following metrics:

  • Visitors
  • Visits
  • Page Impressions
  • Page Impressions per Visit
  • Duration
  • Visit Duration Avg
  • Browsers, Unique
  • Entries
  • New Visits
  • New Visit Rate %
  • Active Users, daily (DAU)

 

A user opened the following pages on June 26:

  • Analysis: Visitors > Traffic


    • Page Impressions
      Access of a single page.
    • Visits
      Starts as soon as the first Page Impression/Click on a website is detected. Ends after 30 minutes of inactivity.
    • Visitors
      Starts as soon as the first Page Impression/Click on a website is detected. Unique counting/once per time interval (e.g. Day/Week/Month). Recognition by cookies and – if provided – CustomerID.

2 users visited the following pages on June 26/27:

  • Analysis: Visitors > Time > Month


  • Analysis: Visitors > Time > Days


    • Visits
      Describes the duration of time from the entry to the exit.
    • Entries
      Refers to the date on which the visit started.

A user opened the following pages on June 26:

  • Analysis: Visitors > Traffic


    • Page Impr. per Visit
      The average number of Page Impressions per Visit.
    • Visit Duration Avg
      The average duration of a visit. 30 seconds are used as a default value for the exit page. If a link is clicked on the exit page, the time until the click of the link is also considered.

2 users performed the following visits on February 13 and 14:

  • Analysis: Visitors > Traffic

    • New Visits
      The number of first visits.
    • New Visit Rate %
      The ratio of first visits compared to the total visits.

By handing over an unique user ID a user can be identified even when he uses different devices and browsers or deletes his cookies.

  • Analysis: Visitors > Traffic


    • Visitors
      Shows the cross-browser and cross-device unique number of users. This requires login information to be passed (CustomerID).
    • Browsers, Unique
      The number of browsers and devices used. Recognition by cookies.
    • Visits
      Always calculated on a per-browser and per-device basis.

The following pages were opened on June 26. A login is performed twice in the same browser using different user accounts.

  • Analysis: Visitors > Traffic

 

As soon as a different CustomerID is sent during a visit, a new visitor and visit are measured.

Extensive information on cross-device visitor recognition can be found in the training chapter „User Centric Tracking“.

By using engagement metrics it is possible to analyze the long-term usage behavior by day.

  • Analysis: Visitors > Engagement


    • Active Users weekly (WAU)
      The amount of unique visitors within the last 7 days.
    • Active Users daily (DAU)
      The amount of unique visitors on the respective day. It equates the “Visitors”.

2. Basic Metrics Pages Analysis

The examples in this section contain the following metrics:

  • Visitors
  • Visits
  • Page Impressions
  • Page Duration Avg
  • Entries
  • Exits
  • Exit Rate %
  • Bounces
  • Bouncerate %

 

A user performed the following visits:

  • Analysis: Navigation > Pages > Pages


    • Page Impressions
      How often was the site accessed?
    • Visits
      In how many visits the page was accessed at least once?
    • Exits
      How often was a page the last page of a visit?
    • Exit Rate %
      How was the ratio of exits compared to the visits?

A user performs the following visits:

  • Analysis: Navigation > Pages > Pages
    • Page Duration Avg
      How much time passed on average until the next page was viewed? 30 seconds are used as a default value for the exit page. If a link is clicked on the exit page, the time until the click of the link is also considered.

A visitor performed the following visits:

  • Analysis: Navigation > Pages > Pages

    • % of All Visits:
      What‘s the share of visits in which a page was viewed?

A visitor opened the following pages on June 26:

  • Analysis: Navigation > Pages > Pages


    • Visits
      In how many visits the page was accessed at least once?
    • Entries
      How often was the page the first page of a visit?
    • Bounces
      How often only this single page was accessed during a visit?
    • Exits
      How often was the page the last page during a visit?
    • Bounce Rate %
      The ratio of bounces compared to the entries.
    • Exit Rate %
      The ratio of exits compared to the visits.

3. Basic Metrics Campaign Analysis

The examples in this section contain the following metrics:

  • Campaign Clicks
  • Visits
  • Visitors
  • Bounce Rate %
  • Visit Duration Avg.
  • Assists
  • Assists, Unique
  • Campaign Lifecycle Contacts
  • Contacts in Customer Journey, Unique
  • Conversions
  • Conversion Initiator
  • Conversion Initiator %
  • Conversion Supporter
  • Conversion Supporter %
  • Conversion Transformer

 

A user accesses the following pages via the depicted campaigns:

  • Analysis: Marketing > Campaigns > Advertising Media


    • Campaign Clicks
      How often was the data source of a campaign measured?
    • Visits
      In how many visits a campaign was tracked?
    • Visitors
      How many visitors used a campaign in the selected time period?

A user accesses the following sites via the depicted campaigns:

  • Analysis: Marketing > Campaigns > Advertising Media


    • Bounce Rate %
      What was the share of bounces compared to the entries when a campaign was measured during the visit?
    • Visit Duration Avg
      How long was the average duration of a visit in which a campaign was measured?

2 Customer Journeys were measured. The standard attribution is "last campaign wins".

  • Analysis: Marketing > Campaign Categories > Campaign Channel


    • Campaign Lifecycle Contacts
      How many campaign contacts took place in the analyzed Customer Journeys?
    • Contacts in Customer Journey, Unique
      In how many Customer Journeys were campaign contacts measured?

Further information on campaign analysis can be found in the training chapter Analyses 3 – Campaign Analyses.

 

2 Customer Journeys were measured. The standard attribution is "last campaign wins".

  • Analysis: Marketing > Campaign Categories > Campaign Channel


    • Conversions
      How many conversions were assigned to the campaign?
    • Assists
      How many campaign contacts were measured, for which no conversion was assigned
    • Assists, Unique
      How often was the campaign a part of the Customer Journey, but no conversion was assigned to it?

2 Customer Journeys were measured:

  • Analysis: Marketing > Campaign Categories > Campaign Channel


    • Conversion Initiator
      How often was the campaign the first contact within the Customer Journey?
    • Conversion Supporter
      How often was the campaign neither the first nor the last contact within the Customer Journey?
    • Conversion Transformer
      How often was the campaign the last contact within the Customer Journey?
    • Conversion Initiator %
      What percentage of all its accesses was made as first contacts?
    • Conversion Supporter %
      What percentage of all its accesses was made neither as first nor as last contacts?
    • Conversion Transformer %
      What percentage of all its accesses was made as last contact?

4. Basic Metrics E-Commerce Analysis

The examples in this section contain the following metrics:

  • Qty Product Views
  • Qty Purchased Products
  • Qty Abandoned Products
  • Add to Shopping Cart Rate %
  • Product Conversion Rate
  • Value Purchased Products
  • Abandoned Product Value
  • Shopping Cart Abandonment Rate %
  • Order Value
  • Conversion Rate %

 

A user performed the following visits on February 13 and 14:

  • Analysis: Visitors > Traffic


    • Visits
      How many visits were performed?
    • Visitors
      How many visitors visited per day?
    • Conversion Rate %
      What percentage of visitors did also purchase?
    • Conversion Rate % (Buyer)
      In what percentage of all visits one or more purchases were performed? The expression in brackets is always the name of the depth of engagement with the highest priority. It has to be specifically defined for including a performed purchase.

A user accessed the following products during one visit:

  • Analysis: E-Commerce > Products



    • Qty Product Views
      How often was a product viewed?
    • Add to Shopping Cart Rate %
      What percentage of the viewed products were added to the shopping cart?
    • Product Conversion Rate
      What percentage of the viewed products were purchased?
    • Qty Purchased Products
      How often was a product purchased?

 

A user accessed the following products during one visit:

  • Analysis: E-Commerce > Products


    • Value Purchased Products
      What was the value of the purchased products?
    • Qty Abandoned Products
      How often was a product added to the shopping cart but not purchased during the same visit?
    • Abandoned Product Value
      What was the value of the products that were added to the shopping cart but not purchased during the same visit?
    • Shopping Cart Abandonment Rate %
      What percentage of products added to the shopping cart was not purchased during the same visit?

A user purchased the following products:

  • Analysis: Visitors > Traffic


    • Qty Purchased Products
      How many products were purchased?
    • Value Purchased Products
      How much did the purchased products cost in total?
    • Order Value
      What order value was generated?

You should now be able to answers questions like these:

 

  • What are Page Impressions?
  • Within a visit, when does the time-out take place?
  • How is the page duration for exit pages calculated?
  • How does the formula „Exit Rate %“ differ from the formula „Bounce Rate %“? Both formulas are predefined by Webtrekk.

 

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