This training document shows, how to create reports in Webtrekk Analytics. You can download this training chapter as PDF file here.
This training chapter is also available as recorded webinar.
- 1. What are reports and dashboards?
- 2. Accessing a report
- 3. Setting up and editing a report
- 4. Tips for an effective reporting
1. What are reports and dashboards?
Analyses, that are required regularly, can be compiled into reports.
- There are other interesting formats, that are solely available in reports.
- Only reports can be shared with other users and sent automatically via email.
Example for a report with various elements:
A dashboard is a visually compelling report that aims to provide an overview.
A dashboard is a report that provides a brief overview on the most important graphics, numbers and information.
- In Webtrekk, within a report (i.e., also a dashboard) you can link to more detailed reports that provide further information
2 Accessing a report
2.1 Reports in the main menu
The report section contains a link to the report overview as well as a list of the reports, that are marked as favorites. These can be accessed directly from the main menu.
The entries of the report favorites can be expanded in order to show the containing elements of the type "Analysis" and directly navigate to the corresponding analyses.
2.2 Report overview
The report overview lists all available reports and provides various functions.
2.3 Report view
2.4 Ad-hoc export
In the report view, reports can be exported ad-hoc as e-mail or download.
- Export formats: CSV, Excel, PDF
Only in PDF files are diagrams and visualizations integrated into the data table.
- E-mail addresses of recipients can be separated by spaces, commas, semicolons or line breaks („ENTER“).
Please note, that this is a one time export. Scheduled exports can be configured in the report options.
2.5 Sharing via Link
In the report view, you can copy a link to this report. This way, you can share the report by sending the link to other Webtrekk users.
- When clicking the link, the user is forwarded to the report when he logged in.
- Please note that the user must have access to the report. This can be configured in the report options by assigning the report to a category.
3. Setting up and editing a report
3.1 Setting up a report
There are two ways to create a new report:
a) Via "Reports > Overview > Create new report".
b) Via adding an existing analysis to a report.
For doing so, the dialogue "Add as > Report element" is selected within an analysis. In the opening window, "new report" is chosen.
- Afterwards, basic properties of the report can be configured. Further information can be found in the section on report options.
3.2 Editing reports
In the editing mode, all elements can be configured, arranged and new elements can be added.
Please note, that the data displayed in the edit mode is sampled due to speed reasons. The correct values are shown, when the edit mode is closed by clicking on "Save" or "Cancel".
3.3 Adding report elements
In editing mode, further elements can be added to reports.
The following elements can be added to a report:
- Single KPI
- Dynamic Box
"Analysis", "Single KPI" and "Sparkline" are optionally available as live elements.
These are updated in real-time (maximum interval of 30 seconds).
The following dimensions are available for these:
- Event parameters*
- Origin Type
- External Search Phrases
- Media categories**
- Product categories**
- Content groups**
- Page parameters*
- Social Media Sources
- Other Sources
- Search Engines
- Website Goals
- Advertising Media
- Campaign categories**
The following metrics are available for these:
- Qty [event parameter name]*
- Qty Orders
- Qty External Search Phrases
- Qty Purchased Products
- Qty Product Added to Cart
- Qty Product Views
- Qty Sources
- Qty [page parameter name]*
- Order Value
- Campaign Clicks
- Media Views
- Media Run Time
- Page Impressions
- Run Time
- Rank in Basket
- Value Purchased Products
- Value Product Added to Cart
- Value Product Views
- Play Duration
*The parameters have to be configured for Live Analytics in the configuration
**The amount of available categories depends on the booked package
Please refer to your Webtrekk consultant for using additional dimensions and metrics.
In the window "Add analysis" an analysis can be chosen.
The default setup is loaded, which then can be customized.
Alternatively: Select "Add as > Report element" within an analysis.
In the opening window you can choose the name of the report. Furthermore, other configurations can be made.
3.3.2 Analysis LIVE
Selected analyses are available as live elements.
Analyses LIVE can only contain one dimension. For the available metrics the time period can be chosen between "Today", "Last 2 hours", "Last 30 minutes", "Last 30 seconds" and "Analysis period". The configuration is done via "Configure metric".
Extended visualization options are available for live analyses.
Besides "Traffic lights", "Heatmap" and "Bars" "Sparkline" and "Rank Change" are selectable. The selection is done via "Visualization".
- Sparkline: Shows the metric‘s development over time. The update is done depending on the time period of the depicted metric.
For a sparkline visualization in a Live analysis, the options „Normalize“ and „Show absolute numbers“ are available.
- If „Normalize“ is checked, the vertical axes of all sparklines in this column relate to the same range of values (i.e., they start at the same minimum value and end at the same maximum value).
- „Show absolute numbers“ is chosen as as a standard. Deactivate this option to use more space for the sparkline.
- Rank Change: Shows the development of the metric‘s rank.
The calculation is done depending on the chosen time period of the metric.
Metric shows the values for the time period
Rank is calculated based on the values of the
Determination of the rank development is done in comparison to the
Last 30 seconds
last 30 seconds
30 seconds prior to the last 30 seconds
Last 30 minutes
last 60 seconds
60 seconds prior to the last 60 seconds
Last 2 hours
last 60 seconds
60 seconds prior to the last 60 seconds
last 10 minutes
10 minutes prior to the last 10 minutes
Reading example for the visualization "Rank Change" for the page "manieren_per_mausklick"
- In the last 30 seconds 3 Page Impressions were measured for the page "manieren_per_mausklick". Its rank based on the last 30 seconds has improved by 14 ranks compared to the 30 seconds prior to these 30 seconds.
- In the last 30 minutes 52 Page Impressions were measured for the page "manieren_per_mausklick". Its rank based on the last 60 seconds has improved by 2 ranks compared to the 60 seconds prior to these 60 seconds.
- In the last 2 hours 245 Page Impressions were measured for the page "manieren_per_mausklick". Its rank based on the last 60 seconds has improved by 2 ranks compared to the 60 seconds prior to these 60 seconds.
- In total 329 Page Impressions were measured for the page "manieren_per_mausklick" today. Thus, it is the most often accessed page today (-> sorting of the data table by Page Impressions in the time period "Today"). Its rank based on the last 10 minutes did not change compared to the 10 minutes prior to these 10 minutes.
3.3.3 Single KPI and Sparkline
For depicting a specific key figure "Single KPI" and "Sparkline" can be used.
While "Single KPI" shows the total number, "Sparkline" depicts the development of the key figure over time on a daily basis.
"Single KPI" and "Sparkline" can be renamed and individually filtered.
The whole filter engine is available in the KPI/Sparkline options. Changes made here solely affect the corresponding key figure in the report.
An alternative time period for the metric can be set up in the KPI/Sparkline options.
This is shown directly at the corresponding report element.
In general, a time comparison should be activated for each key figure. Only by doing so a quick evaluation is possible.
When editing a "Single KPI"/"Sparkline" you can choose between
- Other period: Set a fixed or dynamic time period.
- Sliding window: Automatically selects a comparison time period that is suitable for the analysis time period.
"Sliding window" uses the immediate days before the analysis time period.
If needed, weekdays can be taken into account.
3.3.4 Single KPI LIVE and Sparkline LIVE
Selected metrics are available as live elements for the depiction in a "Single KPI" and "Sparkline".
Available as time periods for "Single KPI LIVE" are "Last 30 seconds", "Last 30 minutes", "Last 2 hours" and "Today".
Data is updated in intervals of 30 seconds.
Depending on the configured time period different comparison time periods are selectable:
Comparison time period
Last 30 seconds
Last 30 minutes
Last 30 minutes yesterday
Last 2 hours
Last 2 hours 7 days ago
7 days ago
Available as time periods for "Sparklines LIVE" are "Last 30 minutes", "Last 2 hours" and "Today".
Time period "Last 30 minutes" and "Last 2 hours": The depicted values are updated in intervals of 30 seconds.
Time period "Today": The depicted values are updated in intervals of 5 minutes.
3.3.5 Dynamic Box
"Dynamic Box" provides a flexible input area to add e.g. notes, pictures, presentations and links to the report.
Within the "Dynamic Box" e.g. external pictures can be embedded via HTML code.
Furthermore, it is possible to embed videos into reports.
Within reports linking to other reports can be made.
3.3.6 Report filter
Often limiting to countries, device classes or campaign channels is of interest.
Via "Add report filter" individual filter for the entire report can be added.
Only if the report has been saved, the filter can be applied.
Please keep in mind that you cannot add the same dimension multiple times as a report filter (e.g. device class). For doing so, create segments. Furthermore, report filters do not affect LIVE elements.
3.4 Report options
Furthermore, the report options can be configured.
The Start Dialog is shown when accessing a report. It allows for changing the time range and for setting report filters before the calculations start.
- The start dialog is deactivated by default. It can be (de-)activated in the report
overview or the report options.
- In the report options it can be determined whether other users are allowed to
change this configuration.
Reports can be sent automatically and continuously as email via the scheduled export. In the edit mode this can be configured at "Report options > Scheduled export".
- Export formats: CSV, Excel, PDF
Charts and visualizations in the data table are only included in PDF files.
- The number of the data rows to be included in the export as well as the language of the exported file can be specified.
- The email addresses of the recipients can be entered separated by spaces, commas, semicolons or line breaks („ENTER“).
4. Tips for an effective reporting
Webtrekk allows comprehensive reports to be created.
- Deliver effective reports – "Information instead of data".
- Protect yourself against an "information overload" and adjust the reporting according to your possibility of taking actions upon the information.
If you can only make changes to certain areas on a monthly basis, then try not to check the figures each day.
4.1 Goals and success
What are your targets for the website and how are you going to measure them? Use targets to define important KPIs.
E.g. conversion rate, click-out rate
- Successful or not?
Define target values in order to assess your actions objectively! Webtrekk supports an import for this kind of data.
4.2 Report structure and target groups
- Report Structure
Take care of a coherent structure of your reports.
Example: Structuring by user behavior.
1.Where and who?
Analyses that show the origin/source of the traffic
E.g., campaigns, referrer, device class…
Analyses that show the usage of the content
e.g., paths, actions, pages, Qty Product Views…
Analyses of Goal Achievement
e.g., Qty Orders, newsletter registration, other registrations…
- Target Groups
To whom is the report addressed? Adapt the visualization, as well as the level of detail of the information and the descriptions.
4.3 Unification of information
Wherever possible you should standardize reports, that deal with similar subject areas. Standards make it easier to read multiple reports.
Possible guideline questions:
- How are weekly reports structured?
- Which key figures are used?
- In which order are the key figures added?
- Which time frames are used in the analysis?
- How are analysis objects and metrics named?
- Which filters are used to narrow down analyses?
4.4 Report Templates
Create report templates
Reports can be copied within an account or across other accounts.
This way, you could create templates e.g. for
- daily / weekly / monthly reports
- campaign reports
Custom Metrics and Formulas that don‘t exist in the target account are also taken over.
If filters are used, they can be adapted before copying is started.
We would suggest to set read-only permission for report templates. This can be done using report categories.
Webtrekk offers various possibilities for segmentation – use them! For instance, do not just look at the average duration but analyze, what happens exactly in a visit with long durations.
4.6 Simple interpretation
Only forward new reports and analyses together with explanatory notes. This increases acceptance of the information and helps to avoid misinterpretations.
For general information about the report use the report description. For other notes use a "Dynamic Box".
- Relative values
"Are 10,000 visits a lot or not?". Enrich your absolute figures with relative values.
In many cases it will only be the combination of these that will let you grasp the meaning of the information in question.
Format important key figures in the data table to improve readability.
- For a time-based comparison use the corresponding option in an analysis, Single KPI and Sparkline.