Lesson 3 Flashcards
Metrics answer various questions about Traffic and conversion on your site. For example:
- How much traffic does my site get?
- When are we getting most of our orders?
- How many forms have been completed?
There are 2 main types of metrics:
Traffic metrics
Success events
Traffic metrics:
standardized across companies, included in basic implementation
Success events:
unique to a company, require custom
implementation
Since the internet has emerged, organizations have
been tracking “____” to their websites
hits
AA refers to those numbers (hits, page views, visits) as
traffic metrics
Visits
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).
Unique Visitor
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
Other Traffic Metrics
• 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
Success Events
Defined as the action you are trying to get your visitors to do:
Newsletter Sign-up
Form Completion
Order Placement
There are 3 types of success events:
Counter
Numeric
Currency
Counter:
increase the count by “1” each time the
event is set (ex: Number of Internal Searches)
Numeric:
allows you to pass any number you want to the event (ex: # of products returned = 450)
Currency:
similar to numeric, but shown with the base
currency of the Report Suite (ex: shipping cost = $4)
Shopping Cart Success Events
Cart Cart Views Checkout Cart Additions Cart Removals
Cart
of shopping carts created or opened
Cart Views
of times visitors have viewed their cart
Checkout
# of visitors that reached the checkout stage of the shopping cart
Cart Additions
of products added to the cart
Cart Removals
of products removed from the cart
Success Event Allocation
There are 2 types of allocation:
Linear
Participation
Linear Allocation:
event is allocated evenly for each page/value.
Participation Allocation:
assigns equal credit to each variable value that participates in the flow leading to a success event
Ex: A visitor viewed 4 pages then completed an order for
$100
Linear Allocation:
Participation Allocation:
Linear Allocation: each page would get ¼ of the total amount
Participation Allocation: each page would get full credit
Key Performance Indicators
KPIs are the metrics used to determine the health or
success of a website.
KPI Identification Trick
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.
Most Common KPIs
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
Formula and Format for:
Conversion (Visit)
Orders/Visits #.## %
Formula and Format for:
Conversion (Visitor)
Orders/Unique Visitor #.## %
Formula and Format for:
RPV (Revenue per Visit)
Revenue/Visit
$ #.##
Formula and Format for:
AOV (Avg Order Value)
Revenue/Orders
$ #.##
Formula and Format for:
UPT (Units per Transaction)
Units/Orders #.##
Formula and Format for:
AUR (Avg Unit Retail)
Revenue/Units
$ #.##
Formula and Format for:
Exit Rate
Exits/Visits #.## %
Formula and Format for:
Page per Visit
Pages/Visits #.##
AA allows you to create custom metrics based on…
…container hierarchy logic, rules, operators and existing
dimensions, metrics, segments.
