Document version Custom Metrics and Formulas

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1 Document version Custom Metrics and Formulas

2 Table of contents 1 Custom Metrics 1.1 Individual Setup 1.2 Global Setup 1.3 Extended Configuration 1.4 Examples for Custom Metrics 2 Custom Formulas 2.1 Functions 2.2 Examples for Custom Formulas

3 Overview 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.

4 1 Custom Metrics Custom metrics can be saved individually within an analysis as well as globally.

5 1.1 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: Individual filtering Customization of the metric period Customization of the calculation logic

6 1.2 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 Customization of the calculation logic Individual filtering Customization of the metric period

7 1.3 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)

8 Dimensions 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): Metrics Scopes Direct e.g. Purchased products Action e.g. Clicks Page e.g. Page Impressions e.g. s or e.g. ors Direct e.g. Purchased products Direct Action Page or Action Page or Page or or or Action e.g. Events Action Page or Action Page or Page or or or Page e.g. Search engines Page or Page or Page or or or e.g. Browsers or or or or or

9 Dimensions Scope Reading example for the metric Page Impressions with different scopes: Scopes Page Impressions (Page) Metrics Search engines (Page) Page = Qty Page Impressions on the landing page = Qty Page Impressions within the whole visit or = Qty Page Impressions within the whole time period Browser () = Qty Page Impressions within the visit or = Qty Page Impressions within the whole time period

10 Dimensions Scope Not all scopes, that are available in Webtrekk Analytics, can be found in Webtrekk Q3. Available scopes in Webtrekk Q3 (strongest scope in bold): Metrics Scopes Direct e.g. Purchased products Action e.g. Clicks Page e.g. Page Impressions e.g. s or e.g. ors Direct e.g. Purchased products Direct Action Page or Action e.g. Events Action Action Page or Page e.g. Search engines Page Page Page or e.g. Browsers or

11 1.3.1 Scope Configuration in Webtrekk Analytics: Configuration is done in the advanced settings

12 1.3.1 Scope 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. : the metric is measured within the whole visit. Automatic: depending on the dimension either Strong or is used.

13 1.3.1 Scope Example: Qty orders per search engine Scopes Search engines (Page) Qty orders (Action) Page = Qty orders on the landing page = Qty orders within the whole visit Search engine Only orders, that were measured on the landing page of the search engine. Home page Produktansicht Warenkorb Order overview All orders, that were measured in the whole visit. Order confirmation

14 1.3.2 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 document Search and Filter Functions. Scope Scope

15 1.3.2 Filter Scope Example: Scope Page vs. The metric s is filtered in the scope Page and. search engine home search product view Scope search Analysis: Marketing > Referrer > Search Engines

16 1.3.3 Example Scope and Filter Scope The metric Page Impressions is filtered in different ways. Search engine home search product view Scope search Analysis: Navigation > Pages > Pages Scope Strong : only Page Impressions on the respective page are counted. : all Page Impressions within the visit are counted. Filter scope Page : values are only given back on the correspondingly filtered page search. : values are given back for all pages, that were visited during the same visit.

17 1.3.3 Example Scope and Filter Scope The metric Page Impressions is filtered in different ways. Search engine home search product view Scope search Analysis: Marketing > Referrers > Search Engines Analysis: Marketing > Traffic Origin > Entry Sources 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.

18 1.3.4 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.

19 1.3.4 Object Reference Example: s with different object references in the page analysis Pages Home page s object reference Automatic Search News s object reference None s object reference Automatic : There were 100 visits on the home page. s object reference None : There were 200 visits in total within the account.

20 1.4 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

21 1.4.1 Examples for Custom Metrics in Webtrekk Analytics Use case for filtering In how many visits the internal search was used?

22 1.4.1 Examples for Custom Metrics in Webtrekk Analytics Use case for time filtering How many visits were measured yesterday and how many were measured 7 days before yesterday?

23 1.4.1 Examples for Custom Metrics in Webtrekk Analytics 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: Page Impressions Session: Page Impressions or: Only Page Impressions of the respective page are counted. All Page Impressions within the visit are counted, when the respective page was seen. All Page Impressions (of all pages of the website), that visitors generated, who visited the page within the analysis time period.

24 1.4.2 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.

25 1.4.2 Examples for Custom Metrics in Webtrekk Q3 Examining origin Bounces Tablets In how many visits a tablet was used and only one page was accessed?

26 1.4.2 Examples for Custom Metrics in Webtrekk Q3 Examining visit activity s Search In how many visits the internal search was used?

27 1.4.2 Examples for Custom Metrics in Webtrekk Q3 Examining visit activity 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.

28 1.4.2 Examples for Custom Metrics in Webtrekk Q3 Examining visit activity s with more than 5 Page Impressions In how many visits more than 5 pages were accessed?

29 1.4.2 Examples for Custom Metrics in Webtrekk Q3 Examining buyers Qty Orders (Mobile) How many orders were made via a mobile device (mobile phone or tablet)?

30 1.4.2 Examples for Custom Metrics in Webtrekk Q3 Examining buyers A-Customers How many buyers made more than 4 orders in the last 28 days?

31 2 Custom Formulas Formulas can be built in order to calculate own metrics.

32 2 Custom Formulas Setup is done at Webtrekk Q3 > Configuration > Custom Formula > Custom Formula

33 2 Custom Formulas Metrics/formulas, operators, numbers and functions can be included directly in the formula. Metrics / Formulas Operators Functions Numbers

34 2 Custom Formulas 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 on the numeric keypad, release ALT Result e.g.:

35 2.1 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.

36 2.1 Functions Percentage share This function calculates the percentage share on the total amount of a metric.

37 2.1 Functions Cumulative value The cumulative value for a line is calculated from the sum of all line values up to the respective line.

38 2.1 Functions Linear trend This function calculates a trend line using the linear regression method.

39 2.1 Functions 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: s tomorrow = ((visits 6 days ago) + (visits 13 days ago) + (visits 20 days ago)) / 3 The forecast function cannot be effectively used in trend analyses.

40 2.2 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

41 2.2 Examples for Custom Formulas Examining origin Share of Google traffic What is the share of visits via Google on my total visits? Title: Calculation: Definition of filtered metric:

42 2.2 Examples for Custom Formulas Examining origin Google traffic conversion rate What is the conversion rate of visits via Google? Title: Calculation:

43 2.2 Examples for Custom Formulas Definition of the filtered metrics

44 2.2 Examples for Custom Formulas Examining origin Google traffic conversion rate variance By how many percentage points does the conversion rate of visits via Google deviate from the total conversion rate? Title: Calculation:

45 2.2 Examples for Custom Formulas Definition of the filtered metrics

46 2.2 Examples for Custom Formulas Examining newsletter registrations Value of newsletter registrations Each newsletter registrations is worth 5 Euros. What was the total value of newsletter registrations? Title: Calculation: Definition of the filtered metrics

47 2.2 Examples for Custom Formulas Examining newsletter registrations Share of newsletter registrations on total visits Which percentage of all visits included a newsletter registration? Title: Calculation: Definition of the filtered metrics

48 2.2 Examples for Custom Formulas Examining orders Share of sale items Which percentage of all sold products were on sale? Title: Calculation: Definition of the filtered metrics

49 2.2 Examples for Custom Formulas Examining orders Average price of on sale items Which was the average product price on sale items were purchased at? Title: Calculation:

50 2.2 Examples for Custom Formulas Definition of the filtered metrics

51 Summary You should now be able to answers questions like these: What is the purpose of the scope of metrics? What is the purpose of the object reference? What is the strongest scope of the dimension Browser and the metric Page Impressions? Get your certification! We offer several certifications to prove your expertise ranging from Basic to Admin level. Click here for more information.

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