Metrics and KPIs

Visitor tracking is a key part of your integration. Every time a visitor interacts with a widget, conducts a search, adds an item to their cart, or converts, Search immediately registers the action as an event. These tracked events are used to personalize search results for the visitor, and to generate metrics and key performance indicators (KPIs) that are summarized on the Analytics page.

Search uses a multi-touch attribution model to create metrics and KPIs. A visit or session begins with a page load and ends when the window or tab is closed, or the session is inactive for more than 30 minutes. Everything that happens during a visit is attributed to the visit. Visitor actions are tracked platform-wide for domains, widgets, search keywords, and content.

Conversion events

For products, conversion events typically include Checkout and Add to cart for example.

For content items that are not for sale, conversion can refer to different events in different implementations and contexts. Hence, Search allows you to define custom conversion events or event types. For example, when a visitor clicks Get more information, the conversion event can be Download, Read more, Read on blog, or View detailed video.

Metric attribution model

Metric attribution helps marketers determine which marketing channels or tactics are most responsible for achieving specific business goals, such as conversions, sales, or engagement.

In general, metrics can be classified as one of the following:

  • Direct - the visitor clicks one or more items in a widget and converts on one or more items that they clicked.

  • Click-assisted - the visitor converts on one or more items served by a Sitecore widget. For example, when a visitor reaches a content details page from a search or recommendations widget, then converts.

  • View-assisted - the visitor views one or more items in a widget.

  • Unassisted - the visitor converts without viewing or clicking an item in a Sitecore widget. For example, the visitor arrives at a page directly without interacting with a widget, then converts.

    Note

    Unassisted attribution is only calculated for platform-wide reports.

A performance report using attributed metrics.

Using this model, metrics (such as click conversions, direct click conversions, and visits with views) are calculated. A metric counts as a direct metric if the visitor clicks an item in a widget and then converts on it.

List of Metrics

The following list defines the metrics and KPIs in reports:

Note

A session begins when a user opens your site and no session is currently active, for example, their previous session has timed out. Sessions expire after 30 minutes of inactivity.

  • Assisted conversion - the number of converted items where the visitor clicked or viewed those items or others.

  • Assisted revenue - sum of conversion amount from sessions with at least one request event.

  • Average click position - the average index of an item clicked in a widget.

  • Average order value (AOV) - the total revenue (currency) divided by the total orders.

  • Bookmarks - the number of items bookmarked by the visitor within a session.

  • Click conversion - the number of converted items that were clicked by a visitor in their session, but which came through a path other than a Search widget. Converted items that come from a Search widget are accounted for in the direct click conversions metric.

  • Click-assisted conversion rate (CVR) - the number of click-assisted converted sessions divided by the total number of sessions with at least one widget click.

  • Click converted visits (CVT) - the number of visits where a user clicked on one or more widgets and converted/purchased.

  • Clicks - the total number of clicks from visitor sessions or visits.

  • Click average order value (AOV) - the ratio of click-assisted revenue to click-assisted orders.

  • Click revenue per visitor (RPV) - the ratio of click-assisted revenue to click-assisted visits.

  • Click through rate (CTR) - the number of unique widget clicks divided by the number of unique widget views.

  • Click visits - the number of visits with at least one click on or within a widget.

  • Content clicks - the number of items a visitor clicked in a session or visit.

  • Content click sessions - the number of sessions or visits during which a visitor clicked one or more items in a selected time period.

  • Conversion rate (CVR) - the number of converted sessions divided by the total number of sessions.

  • Conversion - the number of views that ended in a purchase or another conversion action.

  • Converted (CVT) Visits - the number of visits that ended in a conversion action.

  • Direct add-to-cart events (A2Cs) - the total number of items that were clicked in a widget and added to cart within the same session.

  • Direct A2C revenue - the total revenue generated from items that were clicked in a widget and added to cart within the same session.

  • Direct A2C units - the total number of item units added to cart that were clicked in a widget in the same session.

  • Direct click conversions - the total number of conversions of items that were clicked and converted within the same session.

  • Direct conversion rate (CVR) - the number of sessions where user had clicked the items they converted on within the same session, divided by the number of sessions with at least one widget click.

  • Direct conversion - the number of conversions in a session or visit involving the visitor clicking the items they converted on.

  • Direct order revenue - the revenue from sessions where a visitor clicked one or more products and purchased one or more products they clicked. The entire order (basket) revenue is included in this metric. This metric is sometimes called Direct revenue.

  • Direct purchase revenue (DPR) - the total transaction purchase amount from sessions where user clicks on a product in a widget, and the same product was converted in same session

  • Direct purchase units - the number of units purchased from sessions where a visitor clicked one or more products and purchased one or more products they clicked. This metric is sometimes called Direct purchase.

  • Direct revenue per search - sum of conversions for which user also clicked on the same entity within the same session divided by the number of sessions having at least one search request.

  • Downloads - the number of items downloaded by a visitor within a session.

  • Null searches - the number of searches that returned no results.

    Note

    Analytics are measured for each search request. For example, if a search query for t-shirt returns 10 items and, with the addition of the filter red, returns 0 items, both the analytics for the initial query and the null search are recorded.

  • Num search results - the total number of results generated for a search request with this keyword divided by the number of times the keyword was searched.

  • Page views - the total number of views of a page.

  • Requests - the total number of requests for search results and recommendations from visitor sessions or visits.

  • Revenue - the total revenue from visitor sessions or visits.

  • Revenue per visitor (RPV) - the ratio of total revenue to total visits.

  • Search appearance - the number of times a particular keyword search included an item in the results.

  • Search CTR - the number of times an item in search results was clicked divided by the number of times this item was part of search results.

  • Search CVR - the total number of converted sessions with at least one search request for a specific keyword, divided by the total number of sessions having at least one search request for this keyword.

  • Searches - the number of times a visitor triggered a search.

  • Search visits - the number of visits that involved triggering one or more searches.

  • Unassisted CVR - the number of unassisted converted sessions divided by the number of unassisted sessions.

  • Unassisted CVT visits - the number of unassisted converted visits.

  • Unassisted visits - the number of visits where the visitor did not view and click a product, but they still converted.

  • Unique appearances - the number of unique searches for a particular keyword.

  • Unique clicks -the number of unique clicks on a result within a session.

  • Unique click through rate - the number of unique widget clicks divided by the number of unique widget views.

  • Unique page view - the number of unique views from visitor sessions or visits to a page.

  • Unique redirects - the number of sessions that have at least one search request which was redirected.

  • Unique requests - the total number of sessions where there is at least one request event.

  • Unique searches - the number of unique keyword searches during visitor sessions or visits.

  • Unique view - the total number of unique views for an item.

  • View-assisted visits - the total number of sessions with at least one widget view.

  • View average order value (AOV) - the ratio of view-assisted revenue to view-assisted orders.

  • View conversion rate (CVR) - the number of view-assisted converted sessions divided by the number of sessions with at least one widget view.

  • Views - the total number of views from visitor sessions or visits.

  • View revenue - the revenue from sessions with at least one widget view

  • View revenue per visitor (RPV) - the ratio of view-assisted revenue to view-assisted sessions.

  • Visits - the total number of visits.

  • Visits with clicks - the total number of sessions with at least one widget click divided by total number of sessions.

  • Visits with views - the total number of sessions with at least one widget view divided by total number of sessions.

  • Widget clicks - the total number of widget clicks, counting multiple clicks in a session

  • Widget views - the number of visits a widget gets by visitors. Multiple views of a widget during a visit are counted as a single view.

Note

A widget view is the same as a unique widget view or visit.

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