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

Content:

Individual setup
Global setup
Extended configuration
Examples for custom metrics

Custom Formulas

Functions
Examples

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.

Custom Metrics

Custom metrics can be saved individually within an analysis as well as globally.

Individual setup

Metrics and formulas can be filtered directly within analyses, reports and formulas. These are then solely available there.

Various customizations can be set up in the configuration:

Global setup

Globally set up custom metrics are available in all analyses/reports and can also be used by other users.

Configuration is done at "Webtrekk Q3 > Configuration > Custom Formula > Custom metric"

Extended configuration

The calculation and filtering is defined in the extended configuration.

The following aspects can be configurated

Scope
Filter Scope
Object Reference (only available in Webtrekk Q3)

Scope

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

The smallest common scope of dimension and metric is called "strongest scope".
It can be extended via "Scope".

Available scopes in Webtrekk Analytics (strongest scope in bold):

Reading example for the metric "Page Impressions" with different scopes:

Not all scopes, that are available in Webtrekk Analytics, can be found in Webtrekk Q3.

Available scopes in Webtrekk Q3 (strongest scope in bold):

Configuration in Webtrekk Analytics:

Configuration in Webtrekk Q3:

The scope can only be selected for metrics, that have the scope "Action" or "Page".
How should something be measured?
- Strong: strongest link between metric and dimension.
- Visit: the metric is measured within the whole visit.
- Automatic: depending on the dimension either "Strong" or "Visit" is used.

Example: Qty orders per search engine

Filter scope

The filter scope can be defined in the filter engine. It determines, how the filter is linked to the metric (e.g. across multiple visits, during a visit, or directly on a page).

Extensive information can be found in the training chapter "User Interface 4 – Search and Filter Functions".

Example: Scope Page vs. Visit

Analysis: Marketing > Referrer > Search Engines

Example scope and filter scope

Scope "Strong": only Page Impressions on the respective page are counted.
Scope "Visit": all Page Impressions within the visit are counted.
Filter scope "Page": values are only given back on the correspondingly filtered page "search".
Filter scope "Visit": values are given back for all pages, that were visited during the same visit.

The calculation of the metric depends on the scope of the dimension. "Search engines" are measured on a page basis, "Entry sources" on a visit basis.

Object reference

By editing the object reference in Webtrekk Q3 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.

Automatic: The metric refers to the analyzed dimension. This option is selected by default.
None: The metric has no object reference. Thus, the total amount in the chosen time period is depicted.

Example: Visits with different object references in the page analysis

Pages	Visits object reference "Automatic"	Visits object reference "None"
Home page	100	200
Search	20	200
News	15	200

Visits object reference "Automatic": There were 100 visits on the home page.
Visits object reference "None": There were 200 visits in total within the account.

Examples for custom metrics

The following examples should give you some ideas for the use of custom metrics.

Examples for individually saved metrics in Webtrekk Analytics
Examples for globally saved metrics in Webtrekk Q3

Examples for custom metrics in Webtrekk Analytics

Use case for filtering: In how many visits the internal search was used?

Use case for time filtering: How many visits were measured yesterday and how many were measured 7 days before yesterday?

Use case for the customization of the calculation logic: Should the counting be made per page, or within the visit, or across multiple visits?

Page Impressions: Only Page Impressions of the respective page are counted.
Page Impressions Session: All Page Impressions within the visit are counted, when the respective page was seen.
Page Impressions Visitor: All Page Impressions (of all pages of the website), that visitors generated, who visited the page within the analysis time period.

Examples for custom metrics in Webtrekk Q3

Examining origin

SEA-Traffic: How many visits were induced by the SEA campaign channel?

"Channel" is an individually named campaign category.

Bounces Tablets: In how many visits a tablet was used and only one page was accessed?

Examining visit activity

Visits Search: In how many visits the internal search was used?

Qty Product Views via search: How many product views have been induced by the internal search function?

The analysis object "Preceding Pages" is hidden by default in the filter engine of Webtrekk Q3. It can be activated at "Webtrekk Q3 > Configuration > System Configuration > Visibility".

Visits with more than 5 Page Impressions: In how many visits more than 5 pages were accessed?

Examining buyers

Qty Orders (Mobile): How many orders were made via a mobile device (mobile phone or tablet)?

A-Customers: How many buyers made more than 4 orders in the last 28 days?

Custom formulas

Formulas can be built in order to calculate own metrics.

Setup is done at "Webtrekk Q3 > Configuration > Custom Formula > Custom Formula".

Metrics/formulas, operators, numbers and functions can be included directly in the formula.

Metrics and formulas can be edited directly in the formula.

If an existing formula is edited, the changes can be optionally adopted for every other version of the formula.

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

Press "ALT" while entering 0 2 1 6 on the numeric keypad, release "ALT"

Result e.g.:

Functions

Webtrekk offers a range of functions, that can be used to create custom formulas.

Functions are currently not yet available in Webtrekk Analytics. This means, that these formulas can solely be used in Webtrekk Q3 and are not displayed in Webtrekk Analytics.

Percentage share

This function calculates the percentage share on the total amount of a metric.

Cumulative value: The cumulative value for a line is calculated from the sum of all line values up to the respective line.

Linear trend

This function calculates a trend line using the linear regression method.

Forecast

This function calculates forecast values. It is calculated as the arithmetic mean of the last three historical values, in which only the same weekdays and – if applicable – the same hours are taken into account. The maximum period for a forecast is six days.

Example calculation:

Visits tomorrow = ((visits 6 days ago) + (visits 13 days ago) + (visits 20 days ago)) / 3

The forecast function cannot be effectively used in trend analyses.

Examples for custom formulas

The following examples should give you some ideas for the use of custom formulas.

Examining origin
- Share of Google traffic
- Google traffic conversion rate
- Google traffic conversion rate variance
Examining newsletter registrations
- Newsletter registration (value)
- Newsletter registration (share of total visits %)
Examining orders
- Share of sale items
- Average price of sale items