This training chapter provides information about the analysis of goal achievement in Webtrekk Analytics. You can download this training chapter as PDF file here.
Content:
1. Website goals
Website goals depict all defined conversion points, that were reached.
They allow a quick analysis.
1.1 Configuration
Predefined is the website goal "Order". Further goals can be added individually.
Other website goals (e.g. registration, newsletter subscription) can be tracked via e-commerce parameters (a separate parameter for each website goal.
The configuration is done at "Webtrekk Q3 > Configuration > Goals".
1.2 Calculation of conversions and conversion value
Conversions
Every achieved website goal is counted as conversion.
Thus, for the website goal "Order" "Conversions" equal "Qty Orders".
Conversion value
Depending on the website goal the conversion value equals:
- Website goal "Order": Conversion value = Order value
- Website Goal "Products added to shopping cart": Conversion value = Value of the products added to the shopping cart
- All other website goals: Conversion value = 1
1.3 Use Cases
Which website goals were achieved?
- Analysis: E-Commerce > Website Goals
- Reading Example:
- Conversions: 7,345 orders were tracked.
How did the achievement of the website goals develop over time?
- Analysis: E-Commerce > Website Goals > Time Series
- Reading Example:
- Conversions Registration: In CW 12 the website goal "Registration" was tracked 29,777 times.
- Conversions Order: In CW 12 the website goal "Order" was tracked 1,872 times.
Which campaign channels were responsible for the achievement of the website goals?
- Analysis: Individual Analysis
- Reading Example:
- Conversions: The website goal "Order" was tracked 1,661 times for the campaign channel "Affiliate Networks".
The matching of campaign channel and website goal is done by the defined default attribution model. Further information can be found in the training chapter "Analyses 3 – Campaign Analyses".
In which order are campaign channels accessed prior to the achievement of the website goal "Order"?
- Analysis: Marketing > Customer Journeys > Ad Media Path
- Reading Example:
- Conversions: In 39 conversions the ad media Google Adwords.Brand.Fall16.Newborn was accessed first followed by Direct.
- Conversionvalue: A conversion value of 735.30 Euros was generated, when the ad media Google Adwords.Brand.Fall16.Newborn was accessed first followed by Direct.
2. Depths of Engagement
Depths of engagement focus on the visit, not on the visitor. They depict the level of goal achievement within a visit. Only the depth of engagement with the highest priority is assigned.
2.1 Configuration
- The main goal of the website should be defined as the best depth of engagement.
Further depths of engagement show the intermediate steps in the course of reaching this goal. - A visitor always belongs to only ONE depth of engagement within a visit.
Example: Depths of engagement for an online shop
Example: Depths of engagement for a content site
The setup is available at "Webtrekk Q3 > Configuration > Depths of Engagement".
- A selection of dimensions and metrics are available as filters.
- The assignment of priorities allows the importance of the depth of engagements to be defined.
This example shows, how 3 visits can be assigned to different depths of engagement
2.2 Use Cases
At which points do users abort on the way to reaching the goal?
- 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.
Where do users per device class exit on the way to reaching the goal?
- Analysis: Individual Analysis
- Reading Example:
- Visits: In 28,605 visits a tablet was used and a purchase was made.
- Visits %: In 4.37 % of all visits via tablet a purchase was made.
In what percentage of all visits the main goal was reached?
- Analysis: Visitors > Time > Weeks
- Reading Example:
- Conversion Rate % (Buyers): In 5,10 % of all visits in calendar week 43 a purchase was made.
How do the depths of engagement spread per campaign channel? (1/2)
- Analysis: Individual Analysis
- Reading Example:
- Visits %: 15,10 % of all visits came via the campaign channel SEO.
How do the depths of engagement spread per campaign channel? (2/2)
- Analysis: Individual Analysis
- Reading Example:
- Visits %: In 5,37 % of all visits via the campaign channel SEO a purchase was made.
Which products and product categories are added to the shopping cart, but not purchased?
Depths of engagement can also be used in the filter engine.
- Analysis: Individual Analysis
- Reading Example:
- Qty Abandoned Products: The product p46879125 was added to the shopping cart 2,356 times, but not purchased within the visit.
- Abandoned Product Value: The not purchased products had a total value of 297,215.75 €.
- Shopping Cart Abandonment Rate %: 48.03 % of all products p46879125, that were added to the shopping cart, were not purchased.
3. Visitor micro and macro status
Visitor micro and macro status are used for analyzing the short- and long-term goal achievement of visitors.
The specific criteria are predefined by Webtrekk and are oriented on the requirements of a shop.
3.1 Visitor micro status
The visitor micro status shows the cycle beginning with the first contact until the purchase across multiple visits.
Offsite visitor information can be imported. Onsite data is automatically tracked by Webtrekk.
Per visit a visitor always belongs to exactly the status with the highest priority, that he reached within the cycle.
As soon as a purchase is made, a new cycle starts with the next visit.
3.2 Visitor macro status
The visitor macro status shows the process from the first contact until the repeated purchase across multiple visits.
Offsite visitor information can be imported. Onsite data is automatically tracked by Webtrekk.
Per visit a visitor always belongs to exactly the status with the highest priority, that he reached within the process.
A visitor keeps his highest reached status for his lifetime.
3.3 Example for assigning visitor micro and macro status
Example: Micro and macro status of a visitor with 4 visits
It is differentiated between customer views and customer profile views.
- Customer: The value a user had at a specific date.
- Customer Profile: Solely shows the current status of the user (up to his last visit). The last visit does not necessarily have to be within the analysis time period.
Example: Micro and macro status of a visitor with 4 visits
3.4 Use Cases
Which micro status did visitors reach?
- Analysis: Visitors > URM - User Relationship Management > URM – Customer Micro Status
- Reading Example:
- Visits: In 10,461 visits users reached the status "Abandoned basket".
- Visits %: In 13.40 % of all visits users did have the status "Abandoned basket".
Which micro status did users reach in their last visit?
- Analysis: Visitors > URM - User Relationship Management > URM – Customer Micro Status
- Reading Example:
- % of All Visitors: 12.95 % of all users did have the status "Abandoned basket" in their last visit.
Which macro status did users reach?
- Analysis: Visitors > URM - User Relationship Management > URM – Customer Macro Status
- Reading Example:
- Visitors: 748 visitors did make at least 2 orders so far.
- % of All Visitors: 1.10 % of all visitors did make at least 2 orders so far.
Please note: A user who reaches several macro status in different visits is depicted multiple times in the analysis!
What macro status do users currently have?
- Analysis: Individual Analysis
- Reading Example:
- % of All Visitors: 8.74 % of all users currently have the macro status "New Customer".
- URM - Customer Profile Visits per Visitor*: On average "New Customers" made 3.08 visits in total in their lifetime.
This is a custom formula.
What micro status did users reach per macro status in their last visit?
- Analysis: Individual Analysis
- Reading example:
- % of All Visitors: 0.66 % of all users did have the macro status "New Customer" in their last visit and at the same time the micro status "Product view".
- Visits %: 8.68 % of all "New Customers" did have the micro status "Product view" in their last visit.
How many orders were made by new and existing customers?
- Analysis: Visitors > URM - User Relationship Management > URM – Customer Macro Status
- Reading Example:
- Qty Orders: 1,611 orders were made by "Returning buyers".
- Order Value Avg: The average order value of orders by "Returning buyers" was 60.18 Euros.
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