This training document shows the setup of custom metrics and formulas. You can download this training chapter as PDF file here.

Content:

Custom Metrics
1. Configuration
2. Use Cases
Custom Formulas
1. Configuration
2. Use Cases
Metric scope and Filter scope

Preface

Every Webtrekk user can create custom metrics.

It is differentiated between:

Custom metrics: Default metrics, that are filtered by the filter engine and/or the calendar.
Custom formulas: Custom calculations, that are defined in the formula editor.

1. Custom Metrics

In Webtrekk, standard metrics (i.e., „Visits“) can be filtered individually (e.g., „Visits with internal search“). These metrics are called „Custom Metrics“.

Where should the metric be available?

In all analyses and reports
If the metric should be available in all analysis and reports, the metric editor at „Custom Figures > Custom Metrics“ must be used.

The permission to create custom metrics must be set in the user management.
This can be done at „User Management > Roles“, and within a role at „Rights Management > Configuration Access“.
In a specific analysis or report
Predefined metrics can also be customized directly in analyses or reports. The customization is then only available in the analysis or report where it was configured.

1.1 Configuration

In the configuration, various adaptions can be made:

On the next pages we will explain the following points in detail.

Dimension reference
Metric scope

1.1.1 Dimension reference

By editing the dimension reference it can be determined, whether the metric should refer to the dimension of an analysis or not. This option is helpful for the setup of custom formulas.

Checked: The metric refers to the analyzed dimension. This option is selected by default.
Not checked: The total amount in the chosen time period is shown.

Example: Visits with and without dimension reference in the pages analysis

Pages	Visits with dimension reference	Visits without dimension reference
Home	100	200

Visits with dimension reference: There were 100 visits on the page "Home".
Visits without dimension reference: There were 200 visits in total within the account.

1.1.2 Metric scope

The metric scope defines the metric‘s relationship to the dimension.

The predefined scope („Default Scope“) depends on the scope in which the dimension and the metric are calculated. Webtrekk allows for extending these scopes.

Available scopes (strongest scope in bold):

		Metrics
	*Scopes*	Direct (Atomic) e.g. Qty purchased Products	Action e.g. Clicks	Page e.g. Page Impressions	Visit e.g. Visits	Visitor e.g. Visitors
Dimensions	Direct (Atomic) e.g. purchased Products	Direct (Atomic) Action Page Session Visitor	Action Page Session Visitor	Page Session Visitor	Session Visitor	Visitor
	Action e.g. Events	Action Page Session Visitor	Action Page Session Visitor	Page Session Visitor	Session Visitor	Visitor
	Page e.g. Search engines	Page Session Visitor	Page Session Visitor	Page Session Visitor	Session Visitor	Visitor
	Visit e.g. Browser	Session Visitor	Session Visitor	Session Visitor	Session Visitor	Visitor

Reading example for the metric „Page Impressions“ with different Metric scopes (strongest scope in bold):

Scopes

Metric "Page Impressions"

(Standard scope Page)

Dimension "Search Engine"

(Standard scope Page)

Scope Page = Qty Page Impressions on the Landingpage

Scope Session = Qty Page Impressions within the whole visit

Scope Visitor = Qty Page Impressions within the whole analysis time period

Dimension "Browser"

(Standard scope Visit)

Scope Session = Qty Page Impressions within the whole visit

Scope Visitor = Qty Page Impressions within the whole analysis time period

The metric scope can be adapted in the configuration.

1.2 Use Cases

Examining origin

SEA traffic
How many visits were generated via the campaign channel SEA?
Bounces Tablets
In how many visits has a tablet been used an only one page been viewed?

Examining visit activity

Visits with more than 5 Page Impressions
In how many visits have more than 5 pages been viewed?
Visits internal search
In how many vists has the internal search been used?

Examining Products and Orders

Qty Product views via internal search
How often was a product viewed directly via internal search?This is often the case if products are recommended during the input of a search term to the internal search.
Visits without Product View
In how many visits there was no product view?
Qty Orders (client base)
How many orders were done by users who purchased before at least once?
Qty Orders > 100 €
In how many orders was the order value greater than 100 €?

2. Custom formulas

Formulas can be built in order to calculate own metrics.

Setup is done at „Custom Figures > Custom Formulas“

The permission to create custom metrics must be set in the user management.
This can be done at „User Management > Roles“, and within a role at „Rights Management > Configuration Access“.

2.1 Configuration

Clicking on „Create formula“ opens the formula editor.
In a formula you can use metrics, formulas, operators and numbers.
Metrics and formulas can be edited directly in the formula. This way, you can create custom metrics which are only available in this formula.
Changes on existing formulas are applied in the entire account (e.g. in reports, "My Analyses" or other formulas).
Hint: Unicode characters can be entered by typing the corresponding number combination on the numeric keypad while pressing ALT.
Example: Input of the average symbol
1. Hold „ALT“.
2. Enter „0 2 1 6“.
3. Release „ALT“.

2.2 Use Cases

Examining origin

Visits via Google %
What is the share of accesses via Google on the overall number of visits?

Filtering of the metric:
Visits via tablet %
What is the share of accesses via tablet on the overall number of visits?

Filtering of the metric:

Examining user activity

Newsletter registration (value)
Each newsletter registrations is worth 5 Euros. What was the total value of newsletter registrations?

Filtering of the metric:

You should filter on the page that is shown when a newsletter registration was successful.
Visits without product interaction %
In how many visits there was no product interaction?

Filtering of the metric:

Product interaction means: product viewed in list, product detail view, product added to cart or product purchased.

Examining products and orders

Share of viewed sale items %
What share of viewed products belongs to the product category „Sale“?

Filtering of the metric:

„PC1 – Product Category 1“ is a customly created category.
Share of orders with sale item % (1/2)
What is the share of orders with at least one product of the product category „Sale“?

Filtering of the metric:
„PC1 – Product Category 1“ is a customly created category.

3. Metric scope and Filter scope

For filtering a metric, the filter engine is used. The filter scope used there determines how the metric filter is linked to the dimension of an analysis.

Extensive information on the filter engine can be found in the training document „Segmentation and Filter Options“.
Using examples, we will illustrate how the filter scope and metric scope work.

The following examples show a visit via google where different pages were viewed.

We filter a metric in different filter scopes and adjust the metric scope to explain how the single scopes work.

We use the adjusted metric together with three dimensions:
- Days
- Search Engines
- Pages