Conversion Report
The Conversion Report focuses on converted sessions in Sitecore CDP, that is, sessions that resulted in a purchase. It uses the Cart Type parameter to extract this information from the sessions data. This report helps customers identify the routes, destination, demographics, and Urchin Tracking Modules (UTMs) with a high conversion rate in the past 30 days. The report is specific to the travel industry and does not show up for other industries.
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The report shows data for the past 30 days.
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Use in conjunction with the Abandonment Report to gain a deeper understanding of flight purchase data.
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The data in the Conversion Report is refreshed every 24 hours. To download the report as a ZIP archive containing CSV files, click the Download
icon.
Summary conversion data
The overview section of the Conversion Report dashboard provides context for the entire report and can help to immediately identify trends in converted sessions over the past 30 days.
Period-on-Period Revenue Comparison
This graph shows the monetary value of converted transactions over the past 30 days, compared to the 30 days before that.
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Hover your mouse over a data point to see the value of converted sessions for that date.
Distribution of Converted Sessions
This bar chart shows a cross-section of the number of converted sessions with the number of guests. For example: 10,000 guests had two converted sessions, 100 guests had five converted sessions. The expected graph trend is very high on the left (a large number of guests with few converted sessions) and declining to the right (a small number of guests with many converted sessions).
The number of guests is a log scale, meaning it grows exponentially, to accurately reflect the number of site visitors.
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Hover your mouse over a data point to see the value of converted sessions for that date.
Most Converted Routes
This table shows the most converted flight routes: the origin, destination, count (number of times this route was converted in the past 30 days), and the rate of conversion for that route.
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To sort by a column, click its heading.
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The rate is calculated as a percentage of conversions of all the search sessions that searched for that route.
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It is useful to view routes for which both conversion rates and count are relatively high. For example, sort by the conversion rate and identify the routes that also have a high count.
Most Converted Destinations
This table shows the most converted destinations: their count (number of times this destination was converted in the past 30 days) and the rate of conversion for that destination.
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To sort by a column, click its heading.
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The rate is calculated as a percentage of conversions of all the search sessions that searched for that destination.
Conversion Future Travel Dates
This graph shows future travel dates and the number of converted sessions for those dates. This graph reflects the current demand for specific travel dates and can be used as a basis for relevant business decisions, such as deal packages or flexible tickets to promote conversion.
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Hover your mouse over a section in the graph to see the total number of converted sessions for that date.
Conversion demographics
The demographics section of the Conversion Report in Sitecore CDP provides insights into converted sessions by specific passenger types (pax). The demographics are based on the numbers of adults and children included in the converted flight:
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Solo - one adult.
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Couple - two adults.
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Family - at least one adult and at least one child.
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Group - more than two adults and no children.
Pax by Type
This chart shows the number of converted sessions over the past 30 days, distributed between the different passenger types.
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Hover your mouse over a chart section to display the total number of converted sessions for that type.
Pax by Type (Value)
This chart shows the value of converted sessions over the past 30 days, distributed between the different passenger types.
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Hover your mouse over a chart section to display the total value of converted sessions for that type.
Conversions
This section shows the conversion rate of different destinations by passenger type. Each graph shows the destinations with the highest conversion rates for each passenger type.
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Hover your mouse over a chart section to display the total number of converted sessions for that type and destination.
Future Travel Dates by Pax
This stacked bar chart shows future travel dates and the number of converted sessions for those dates, for each passenger type. When the sample size is smaller, usually for dates in the more distant future, trends are uneven and less representative of actual demographic trends.
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Hover your mouse over a chart section to display the total number of converted sessions for each passenger type for that date.
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The chart reflects the level of interest of each passenger type in specific travel dates, such as holiday travels.
Destinations by Pax
This stacked bar chart shows the destination and the number of converted session for that destination, for each passenger type. This data is similar to the preceding Conversions graphs, but is comparative, and visually represents the proportion of each type for that destination.
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Hover your mouse over a chart section to display the total number of converted sessions for each passenger type for that destination.
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The chart reflects the level of interest of each passenger type in specific travel destinations, for example, to local festivals.
Routes by Pax
This stacked bar chart shows routes (origins and destinations) and the number of converted sessions for that route, for each passenger type.
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Hover your mouse over a chart section to display the total number of converted sessions for each passenger type for that route.
Conversion attribution
The attribution section of the Conversion Report shows conversion rates for Urchin Tracking Module (UTM) parameters over the past 30 days. Use it to understand the effectiveness of marketing campaigns that make use of UTMs. For more information about UTMs, see this Wikipedia article.
Sitecore does not provide UTM management or cleansing. Any UTM data shown here is displayed as received on the site pages.
The report shows the conversion rate for the following UTM parameters:
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UTM Sources
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UTM Campaigns
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UTM Mediums
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UTM Terms
