Lesson 3

Question 1

Metrics answer various questions about Traffic and conversion on your site. For example:

Answer 1

• How much traffic does my site get?
• When are we getting most of our orders?
• How many forms have been completed?

Question 2

There are 2 main types of metrics:

Answer 2

Traffic metrics

Success events

Question 3

Traffic metrics:

Answer 3

standardized across companies, included in basic implementation

Question 4

Success events:

Answer 4

unique to a company, require custom

implementation

Question 5

Since the internet has emerged, organizations have

been tracking “____” to their websites

Answer 5

hits

Question 6

AA refers to those numbers (hits, page views, visits) as

Answer 6

traffic metrics

Question 7

Visits

Answer 7

A session on a website. It can contain many page views

and lasts until there is a 30 minute of session inactivity (or a max of 12 hours).

Question 8

Unique Visitor

Answer 8

A unique instance of a cookie ID during a specific time
frame. If the same person with the same Adobe cookie
visits the website multiple times in the same day, the
activity would count as multiple visits but one visitor.

• Unique visitors does not necessarily mean unique
customers
• One customer may be tied to multiple cookies

Question 9

Other Traffic Metrics

Answer 9

• Page views
• Entries
• Exits
• Time Spent on Page
• Single Access
• Bounces (no other link event)
• Average Page Depth
Note: sProp can only be tied to traffic metrics

Question 10

Success Events

Answer 10

Defined as the action you are trying to get your visitors to do:
Newsletter Sign-up
Form Completion
Order Placement

Question 11

There are 3 types of success events:

Answer 11

Counter
Numeric
Currency

Question 12

Counter:

Answer 12

increase the count by “1” each time the

event is set (ex: Number of Internal Searches)

Question 13

Numeric:

Answer 13

allows you to pass any number you want to
the event (ex: # of products returned = 450)

Question 14

Currency:

Answer 14

similar to numeric, but shown with the base

currency of the Report Suite (ex: shipping cost = $4)

Question 15

Shopping Cart Success Events

Answer 15

Cart
Cart Views
Checkout
Cart Additions
Cart Removals

Question 16

Cart

Answer 16

of shopping carts created or opened

Question 17

Cart Views

Answer 17

of times visitors have viewed their cart

Question 18

Checkout

Answer 18

# of visitors that reached the checkout
stage of the shopping cart

Question 19

Cart Additions

Answer 19

of products added to the cart

Question 20

Cart Removals

Answer 20

of products removed from the cart

Question 21

Success Event Allocation

There are 2 types of allocation:

Answer 21

Linear

Participation

Question 22

Linear Allocation:

Answer 22

event is allocated evenly for each page/value.

Question 23

Participation Allocation:

Answer 23

assigns equal credit to each variable value that participates in the flow leading to a success event

Question 24

Ex: A visitor viewed 4 pages then completed an order for
$100

Linear Allocation:
Participation Allocation:

Answer 24

Linear Allocation: each page would get ¼ of the total amount

Participation Allocation: each page would get full credit

Question 25

Key Performance Indicators

Answer 25

KPIs are the metrics used to determine the health or

success of a website.

Question 26

KPI Identification Trick

Answer 26

Pretend your organization has no website and that you
must pitch your executives to build one and ask for
$1MM. Your executives are not fans of the internet and
think they can continue without it.
Make a list of all benefits that the website would bring
with it that could not be done without it.
Write down how you would quantify each benefit to
prove that the website had, in fact, realized the benefit
you foretold.

Question 27

Most Common KPIs

Answer 27

Conversion (Visit)
Conversion (Visitor)
RPV (Revenue per Visit)
AOV (Avg Order Value)
UPT (Units per Transaction)
AUR (Avg Unit Retail)
Exit Rate
Page per Visit

Question 28

Formula and Format for:

Conversion (Visit)

Answer 28

Orders/Visits
#.## %

Question 29

Formula and Format for:

Conversion (Visitor)

Answer 29

Orders/Unique Visitor 
#.## %

Question 30

Formula and Format for:

RPV (Revenue per Visit)

Answer 30

Revenue/Visit

$ #.##

Question 31

Formula and Format for:

AOV (Avg Order Value)

Answer 31

Revenue/Orders

$ #.##

Question 32

Formula and Format for:

UPT (Units per Transaction)

Answer 32

Units/Orders 
#.##

Question 33

Formula and Format for:

AUR (Avg Unit Retail)

Answer 33

Revenue/Units

$ #.##

Question 34

Formula and Format for:

Exit Rate

Answer 34

Exits/Visits 
#.## %

Question 35

Formula and Format for:

Page per Visit

Answer 35

Pages/Visits 
#.##

Question 36

AA allows you to create custom metrics based on…

Answer 36

…container hierarchy logic, rules, operators and existing

dimensions, metrics, segments.